From connecting with industry experts to holding publicity events, the best strategies for traditional PR have been developed over many years. However, now that an increasing amount of PR is based on the internet, there are many different PR methods that are starting to grow in importance. Only through these will you be able to create a stellar campaign that can grow your relationship with the public and shape your brand message.
1. Create an engaging website
The core of your relationship with the public is your website as this allows you to promote your brand message and communicate directly with customers. Not only this, but every backlink which you place on press releases will return to your website, and you can also use it to produce your own content, rather than relying on building connections with traditional press outlets.
In order to form a good relationship with clients on your website, you need to ensure that you provide comment boxes and contact forms so that you can receive feedback and remain responsive. To create a website that can draw clients into your brand and promote what you stand for, you should consider hiring a digital marketing agency Lichfield, who can focus on developing your brand image and creating a website that is targeted towards the interests of your customers.
2. Connect with influencers and media
Although you may already have built relationships with traditional press outlets and journalists, you should consider contacting and networking with online magazines and blogs, which can help to promote your brand to a solely digital audience. Furthermore, the bulk of brand promotion is now conducted by influencers, who can help to broadcast your press releases on their blog.
You should try to network with influencers who have a similar message as your company, as they will be associated with your brand, and can help to promote your services to a targeted audience of people who are likely to be interested in what your company offers.
3. Prepare and optimize press releases
Preparing a digital press release is different than writing one that will be sent to traditional press outlets. Many of these press releases will, for instance, be based around a PR calendar that can help you to capitalize on current events or interests that may sway your campaigns. Rather than simply write a pitch from an angle that is desirable and interesting to newspapers, you must also optimize this by using the correct keywords and phrases that can help your release to be found easily online, therefore boosting your SEO. Your press release should also include appropriate backlinks to your website.
4. Connect with customers online
Conducting a digital PR strategy is a great opportunity to connect with clients online, and you can do this by maintaining a strong social media presence, where you can post regular updates and respond to any client comments and controversies about your brand. You can also connect with customers online by asking for feedback on your brand. For example, conducting surveys will ensure that your customers believe that their perspective is valued, while helping you to understand the current public perceptions of your brand.