PR is the art of managing social opinions. Marketers use PR to persuade people that they need certain products and services to drive high sales. In digital marketing, PR primarily means generating of links, boosting brand recognition, and managing a brand’s online reputation.
Links are still the key ranking criterion of popular search engines like Google. At the same time, it is increasingly challenging to develop a strong backlink profile.
PR is an effective way to get your links placed on authoritative websites. Set a goal to get at least a small piece of space on the main pages of famous online magazines and newspapers, and you will surely take your SEO results to the next level.
Brand recognition works as follows: the more often people stumble upon your brand, the more they trust you. If mentions of your products or services float up on various sites throughout a user’s online path, the degree of familiarity with your company increases, and they start to perceive you as a reliable business.
The same logic guides search engines. References to your brand serve as proof of your trustworthiness and increase your rankings.
An abundance of positive customer reviews can also enhance the credibility of your brand. New buyers who know nothing about your brand are likely to seek feedback from previous customers. If most reviews are in your favor, your chance of winning the hearts of new clients grows.
However, you should also be ready to address well-argued criticism. It is simply impossible to cater to everybody’s needs. Even the largest and most prominent brands have negative reviews. Learn to respond to them politely, and be quick to correct the mistakes your clients point out.
9 Ways to Boost the Online Coverage of Your PR Campaign
There are in fact many ways to achieve good PR coverage. Your individual toolkit depends on the goals and unique characteristics of your venture. The nine most effective options are considered below:
1. Press Releases
Press releases inform readers about important upcoming events. If you are going to present a new product or service, be sure to post news about it in popular niche publications.
But make sure your press release delivers value to the community. The purchase of a new coffee machine in your office falls short of a breathtaking revelation.
Also, find out the duration of an editorial check on the news platforms you selected to be sure that your pitches are published before the forecasted events. Nobody needs outdated information.
2. Specialized Media Networks
Media networks are large companies that manage multiple information channels, combine them into holistic PR systems, and accommodate sponsored content.
Businesses resort to the services of media networks because they lack the time and special knowledge needed to manage complex marketing infrastructures. It seems more reasonable to trust this work to experts.
Search the Internet for specialized media networks that suit your industry. Also, it would be great to find journalists who need expert advice from entrepreneurs like you and can mention your brand in their articles in exchange for valuable knowledge.
A hashtag is a word or a couple of words written together after the # symbol, for example, #PR. It was created to facilitate searches on social networks.
If you correctly use hashtags on popular social networks like Instagram, Twitter, and others, you will greatly increase the coverage of your promotional campaign.
Keep in mind that you need to have a live account with active subscribers. Otherwise, this tool may not yield results.
If you want to use this tactic, you need to think about more than PR. Engaging in charity to promote your brand can seriously tarnish your image. Everything you do for charity should stem from your best intentions.
Of course, this PR method can be more costly and tedious than other options. However, it is incredibly useful. Most journalists will be eager to write about your involvement in charities you sincerely care about. Сharity work has always been a valuable and noble activity that earns the admiration and respect of society.
5. Free Services or Products in Exchange for a Review
You can offer popular journalists and media figures the chance to try your free products and services in exchange for reviews. But you need to be 100% sure that your product or service is of the highest quality, and that your chances of receiving a negative review are next to zero.
Let’s say you run a travel company. You can write a letter to a well-known journalist and offer them a free trip with accommodations in a five-star hotel to publish an article about your company.
If everything goes well, you will get great PR and a bump in sales. If not, even a single complaint from a famous journalist can tarnish your reputation, so be sure the complimentary services are above reproach.
6. Findings from Your Research
If you want to propose something unique and valuable to society, there is nothing better than doing your research and drawing your individual conclusions from the data. Share the results of polls and marketing studies, or make fact-driven forecasts about the future development of your industry.
Keep in mind that the ideas you reveal to readers should not state the obvious. Everybody knows that people like to travel during the summer season. Publish articles that entertain, excite, engage, inform, and even shock your target audience.
7. Quotes from Famous People
Journalists often quote prominent experts to back up their own opinions, increase the credibility of their articles and show that they are well well-versed in the topic.
8. Case Studies
Writing about the merits of your brand will make a less-than-mediocre impression on potential clients. They want proof of your professionalism, diligence, and commitment, and to feel assured that you live up to your About Us page.
A case study is a perfect format for showcasing your merits. Describe the problem that brought a particular client to your company, the steps you took to solve it, and how it transformed after implementing your solution. Real-life scenarios reveal your company’s real value to your audience.
A unique service or product is the best PR tool. Naturally, it is much more interesting for journalists to write about something extraordinary, rather than review a mundane product that is commonly used.
- If your company has already been featured in some publications, share news about this on social media, your website, and through other marketing channels. Doing so will ensure maximum coverage for each content piece. Mentions of authoritative publications will add stars to your reputation and credibility, and prompt potential customers to place orders without reservation.
- Think about what kind of audience you want to attract. If you work with a specific market segment, your PR should be narrowly focused and cater to their needs and preferences. If your products and services suit almost everyone, make sure the diverse demographics of users find your site equally comfortable and your content equally useful.
- Proceed to content creation only after you make contacts with influential publishers. Authoritative media can have tough editorial rules, and it is better to create content with their requirements in mind, to avoid rejections and rewrites.
Use the above methods to make the most of your digital marketing efforts, boost the reputation of your brand, and hit high sales. Without good PR, you will not be able to compete with major brands. So plan, act, and get ready for your brand to blow up on the Internet.