With the rise in digital technologies, companies are looking to adopt new ways to conduct their business activities. There’s a complete paradigm shift in communications. Even when it comes to PR or Public Relations, companies are shifting from traditional to digital PR.
So, if you’re about to launch a PR campaign to raise brand awareness or increase market share, it ought to be a digital one. In this comprehensive guide, you’ll learn how to create a digital public relations campaign.
What Is the Digital Public Relations Strategy?
In digital PR, you focus on digital mediums like press release portals, online websites, and authoritative blogs.
There are several advantages to running a digital campaign over a traditional PR campaign. And the benefits go beyond what a PR campaign is supposed to deliver. But this requires proper planning and execution. In the next section, you’ll learn what a winning digital PR campaign should look like.
5 Core Components of Digital Campaigns
When creating a digital PR campaign, there are five core things you need to take care of. These are the basis for making such a campaign.
Perhaps the most critical component of a PR campaign is the audience you’re targeting. This is true for both online and offline mediums. When creating the audience, you should think of the group as a homogeneous group of people. They like the same thing, behave the same way, and think in the same manner.
Marketing gurus advice to instead think of a particular person rather than a group. This person is referred to as the customer persona for your business. He or she is the person who is most likely to buy from you and is your ideal customer.
Personas have their fair share of arguments against them, but they’re still relevant.
The next component for creating a winning PR campaign is messaging. The messaging can be as simple as your next product release or the development happening within your industry. It should be something of interest to your audience. The more personalized and resonating your message, the more effective your campaign will be.
You’d need to decide the angle and tone of your statement. Are you going to speak in a positive tone or a negative tone? Both of these will elicit different reactions.
So you should devote a reasonable amount of time to creating your message.
After you’ve created a PR statement, you need to release it to the public. When you’re distributing digitally, you need to choose your medium. Are you going to promote it on authoritative blogs or social media? Both of these will call for different strategies. You can run campaigns on multiple channels for better results.
Furthermore, you can also run PR campaigns on offline mediums like radio and newspapers for a broader reach.
- Relationship Building
Among many of the objectives, the purpose of a PR campaign is to build relationships. It can be with renowned journalists covering your industry or your customers. You get the most out of your PR campaign by building long-lasting relationships.
- Measuring Results
Running a PR campaign is one part done. Another part is to measure the results. In digital format, it’s much easier to measure the results. You can start with mentions and references. After receiving your PR message, more people will talk about it, which increases brand awareness. You can track these mentions to gauge the effectiveness of your PR campaign.
In this ever-evolving digital world, you need to stay abreast with the trends and techniques. Otherwise, your digital PR campaigns won’t get the necessary reach that you had anticipated. If you lack in-house resources, consider working with an agency to create and run the campaign for you. With the right campaign, you can expect long-term success for your brand.