Digital marketing and PR has never been more important. The majority of our consumer base is online and the majority of professionals spend an incredible amount of time online, an average of 22.5 hours per week, according to the USC Annenberg School Center for the Digital Future. The result?
Digital vs. traditional PR
Before the dotcom boom, PR specialists and publicists’ goals focused on the number of times their clients were included in newspapers, magazines, radio and television
- Then came the internet
- Now PR companies and their clients are able to get more bang for their buck with publications that have both print and online versions
Social media
Where social media was once about content creation, digital PR optimizes social media channels and makes it all about delivery
- Social media offers a range of insights, ranging from likes and shares to reach and impressions
- Use the data to zero in on sales
Organizing Podcasts
144 million Americans listen to podcasts
About the Author:
Holly Rollins is the president of 10x digital, with more than 20 years experience in marketing, public relations, digital marketing and content marketing.
- She is also a Huffington Post contributor and was named a Top Global Content Marketer by the Content Marketing Institute, 2013-2018.
The press release in the modern world
Are press releases dead?
- No, but they are becoming less common
- Include backlinks
- Create a timeline and build momentum
- Use them as part of a targeted media pitch
- A press release is a great way to show credibility
What is digital PR?
Digital PR is similar to traditional PR, but focuses on online visibility.
- You’ll still be doing things like writing press releases, building relationships with journalists, organizing events and reviews, and writing blogs and thought leadership pieces, but with a digital twist.
Thought leadership
Lead to new business
- 48% of execs and 45% of decision makers said a company’s thought leadership directly led to them doing business with the organization
- Much of the value of thought leadership comes from high-ranking backlinks
- It’s always best to pitch to a journalist who has used backlinks before
Building relationships with online journalists
Only pitch relevant ideas
- Research what journalists have written about recently and what they’re interested in
- In your pitch, mention a recent article
- A journalist who knows you care is much more likely to throw a backlink in as a favor
Building relationships with online journalists
Organizing podcasts, events, and reviews
- SEO to secure a high ranking on search engines
- Writing thought leadership pieces for online publications with high-quality backlinks
- Creating content for social media
- The goals of digital PR are very similar to the goals of traditional PR, but the methods are different
SEO and Google ranking
Digital PR’s first goal is online visibility.
