How does Digital PR work
In the first step; you need to work out which publications you need to be seen on. This means you need to figure out what digital neighborhoods (websites) your audience is hanging out in. Meaning what website they are looking at.
- Understand your target audience and finding out which websites, which social channels, newspaper sites which blog sites do your audience spend their time in. These are really the ones that we went to get seen in.
- Another thing that you can do is Google your competitor’s name and see what sites are mentioned in.
- Then you can also Google your competitor’s CEOs where they are being featured on. That can give you an indication of what to sites and blogs to you can get an interview or feature.
- The next step is to come up with some ideas for an angle that you can use in your PR rate outreach. It is not enough to just message people saying say we have launched a new website because nobody really cares. You need to give the blogger, digital newspaper site, or influencer an angle that is actually going to be interesting to their target audience. Imagine that your editorial journalist for that publication or that you’re a blogger. What would you want to write about because if you can convince them on that, you’re much more likely to get in without them having figure out how to use your content in their publication? You need to work for them.
- Outreach is the key. You’re going to find the best person at this publication or the contact details of influenza or blogger and you’re going to reach out to them with your idea. The most important thing is being concise because of these people have many things to do and don’t have time, they don’t need your full story. They don’t care, and they don’t need to read about how you’ve been following them for the last 7 years. The pitch needs to be tailored.
- The next step is to follow up. You’re not going to get a “yes” the first time. You’re almost never going to get a “yes” the First time. You have to persistent. We know that the individuals accepting these messages are incredibly occupied. They might be approaching a deadline when you send your first email, so they may not really in that frame of mind. So you need to follow up to remind them to appear of the top of their inbox.
- Follow up
- Follow up more, and follow up again
- The final steps are monitoring and tracking. Keeping track of everyone that we’ve contacted, we keep track of everyone that we’ve spoken to. We keep track of everyone that’s published the content. The reason that we look at the similarities between who has posted, so we can help shape our PR publications in the future and the second thing is that we want to keep their relationships with those people because we might want to go back to them in the future. Obviously, we have the advantage of being an agency and have done this for hundreds of clients over the years.