Public relations are one of the most important channels in a marketing team. This tactic is one of the most valuable in a campaign that helps to be visible in an organization or idea in different media, key opinion leaders, or influence a strategic approach with different organizations.
However, during the last decade, the media landscape has changed, so the traditional PR strategy change the way that is sent, received, and shared. For that reason, if you are related to the field, or hire a PR agency consider these questions:
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- As a professional or customer, are you completely aware of the ROI, the way that is measured, and the impact that this strategy could have in the short, medium, and long term?
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- What steps should the brand consider to improve the public image of your company?
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- How much trust will each media bring to your business?
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- Is the person that is making you the approach related to the public relation field? What is the background of that person, and why are you hiring them?
After answering these questions as a PR, CEO, or Marketing leader, you will consider the PR type that you are going to develop if PR traditional or digital PR. Traditional PR takes into account the basic media, online, radio, TV, newspaper, and magazines, this is a useful tool for almost every brand.
Plan the right KPIs
Digital PR takes into account digital presence in online media with data. The first step to implementing digital PR is to make a clear KPI strategy that takes into account metrics related to shares, sales, impressions, and ranking positions. Key performance indicators are crucial for the client, and the PR team because that is the first route to design the members. This website is really helpful for KPIs templates. However, is important to personalize the campaign, and take into account the department that will operate to reach the goals.
Identify, and track keywords
After defining this is important to identify a keyword that is valuable in the press release. “To identify the right keywords according to the brand DNA, and campaign, I recommend using tools such as ubersuggest, and modish.io that are designed to track the campaigns. Also, is important to take into account the times that we use the keyword before the PR start to write the campaign” says Andres Restrepo, Cofounder M-Pyre Marketing.
Increase the positive brand image with backlinks
Backlinks are defined as incoming hyperlinks from one web page to another website. For that reason, is important to include them in the press releases, in this way, that helps the strategies to appear in search and win authority.
After using the backlinks, the PR should try to include the backlinks in SEO strategies that use organic strategies. Nevertheless, if the media doesn’t allow the inclusion of this link, the media offers different SEM with paid strategies.
“The most important tip to implement a correct backlink digital PR strategy is to think in the future with the press release because digital strategies change constantly. For example, chat GPT is an artificial intelligence that is trained to hold conversations. For instance, the new marketing and communications challenges in a few months, or next year are related to writing content that helps to train an algorithm that brings answers for this kind of chat” says Ingrid Zuniga, Head of PR & Comms at Platzi Latam.
Digital PR with an evolution mind
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Digital PR is in constant change and evolution, as is the whole digital environment. For that reason, online brand awareness is key to being visible in technology trends. “Even digital PR is one of the most important resources for a company, the earn media are important. Developing e-books, White papers, and quality content create us like experts. Recently, the company that I’m in the marketing team, develop an e-book that let people know about technology content. Our next challenge in the company should be to multiply the digital PR effort”. Says Daniela Garcia, Master´s Degree in Marketing Communications. Middlesex University, London.
The worth of mouth comes from many places
To sum up, digital PR presence has an important impact on the Brand image perspective. In consequence, the whole digital brand presence has to be impeccable and thoughtful in all the messages, and communications strategies in the brands.
Digital PR is growing and bringing traction because you have a greater and wider reach. A lot of digital people don’t understand Digital PR because is new. My background is in communications, then I shift to business, and for me, the whole digital revolution is definitely will grow more. The whole idea to be visible, with cheaper cost than other channels such as ads, and events is good” finished Ligia Trejo, Adjunct Professor at Florida International University.
