Digital PR is an area of expertise for any PR firm. Yet, there are many brand managers who struggle to understand what exactly digital PR is. Many tend to limit it to social media, which is a wrong notion. Understanding the difference is imperative to ensure the successful implementation of a digital strategy.
One part of digital PR is creating a sustained campaign to build robust presence on the internet and manage positive reputation. This is achieved through various means such as social media, blogging and online media coverage. The public relations team must be well-versed in all to make and execute a successful strategy.
Practitioners need to be consistent in disseminating information for making a long term impact. Working online, you have a much wider and diverse audience. To persuade them, you will require a sound strategy backed by adequate research.
Example of a construction company working on a digital PR campaign will help you understand the point. If the company gets a case study of a recent job published in a reputable digital newspaper, it will draw the attention of other developers, boosting their profile. Depending on the reputation of the publishing platform, the story will have long shelf life. Publishing news, articles and press releases consistently on various online platforms will help create the buzz.
Content partnerships with media outlets is imperative for digital marketing professionals. They need to help media cover stories in the industry and provide them with in-depth information. Research will help them to find ways to extend the story. There are blogs that require new content stream. Active digital practitioners can use it to promote the interest of clients in indirect manner.
Every segment of business stakeholders has people who can exert influence. Finding these folk and forging a relationship with them is crucial for a strategy. They could be industry analysts, media professionals, or just someone with a large following. If a few of them could be turned into brand ambassadors, it would be big success.
Building a social community around a brand is also a key step. Just having a few fans and followers is not enough, and one needs to actively build a community of the right people who are engaged supporters of the brand. This can be done on social media websites with Facebook, Twitter or Pinterest. Links can be posted to the website, so that various stakeholders can learn about the successful work. This all helps in building reputation.
Being updated about technology does help an online communicator. The two skills are so closely associated that one just cannot do exceptionally well without one. For instance, a digital PR practitioner must have the adequate knowledge of using tools such as automated post update, gathering data from social media feeds, analytics, etc. Understanding terms like bandwidth and online visibility will be an advantage.
Roping in professional agencies with expertise in corporate communications services in India will greatly help in this regard. Leveraging their expertise, they will be able to devise the right communications for various stakeholder groups.
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