How to Optimize Your PR Strategy?

 

In the past, public relations and marketing teams were two different identities with separate goals and functionalities. The PR team focused on media relations. The marketing sector aimed to establish connections between customers and brands. In the 21^st century, the advent of the digital landscape made it a necessity for both public relations strategies and digital marketing efforts to align with each other. Now the main question arises within the minds of the marketers: 

How do they accomplish this?

• If you are interested in learning about it, let's dive into our discussion.
• Prior to taking our discussion deeper, one needs to understand the transformation from traditional PR to digital PR.

Traditional PR & Digital PR:

In the past, a publicist was a PR specialist that focused on creating PR marketing with journalists, publications, producers, editors, and writers to catch their clients through legacy media like

Ø  News Paper

Ø  Magazines

Ø  Television

Ø  Radio

PR agencies were dealing with mainstream promotional activities that are listed above. The interest shifted when opportunities cropped up via internet for online promotional purposes. Digital PR farms pay attention to achieving their promotional activities with the help of social media channels and content marketing strategies. Digital PR involves the management of a brand's reputation and using news to increase traffic and brand awareness. It lets people know about the value of your brand and what makes it unique. Marketing, in traditional terms, means the promotion of goods or services. The end goal of any PR marketing agency remains the same: to increase brand visibility, improve clients reputations, and drive sales.

In digital marketing, one cannot wait and hope that their brand will get noticed. To make this happen, one needs to optimize their public relations strategies and tactics. Some of the processes that are compiled will help you to run your campaigns.

Some of the latest PR tactics and strategies followed by publicists include those of

Ø  Online Media Placements:

If you are struggling like anything to draw new customers to your new website and fill up your retargeting pools, then online press placement can be a new strategy to get out of all these problems. One can achieve the attention of new customers by writing online blogs, magazines, periodicals, or website content. Getting new customers’s attention for the brand means driving referral traffic and organic traffic to your brand. You can also catch the eyes of your clients by running paid social campaigns, PPC, email marketing, and display network campaigns. 

Ø  Search Engine Optimization:

One of the oldest PR marketing strategies that is followed by publicists is search engine optimization. If you follow an effective and efficient SEO strategy, then you can build up a strong backlink profile through organic, relevant, and third-party content websites. It increases your traffic, but Google allows you to get better domain authority, CTR (click-through rates), and more sales. 

Ø News Jacking:

Newsjacking is a powerful digital marketing strategy that is often used by savvy brands to get ample amounts of conversions. This is done by linking your brand to topical news stories to gain the traction of the media and branded consumers. This technique is followed with the aid of social media, where you publish memes, jokes, and constant plays on the original source materials. 

Ø Paid social media campaigns:

Paid social media campaigns are another effective strategy through which one can not only contact or build a large number of audiences for your brand but also help to increase your brand awareness and online traffic. With the aid of a paid social campaign, you can target media placements, press placements, or drive a huge amount of traffic for a piece of content. 

Ø  Building constant relationship with digital publications:

The question or the doubt that remains in our mind is 

How to create a successful pr campaign?

To answer that before ending the discussion, it can be said that with the aid of a digital marketing campaign, just launching a product won’t help you to achieve popularity or fame for your product or brand. All you need to do is set up a business profile, publish user-friendly SEO content, create an online presence, and establish relationships with online journalists. Digital marketing helps you to optimize your PR strategy but also helps you to get a good index in the search engine rankings over your competitors.