5 PR Essentials In The Digital Era

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5 Pr essentials in digital era
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• Theres little in our lives that the digital
  revolution hasnt touched and transformed. But
  when it comes to running a successful business
  and building a credible brand, the basics of
  public relations (PR) strategies remain pretty
  much the same and just as relevant. What changes,
  though, is the manner in which technology can be
  used to build awareness, enhance engagement and
  drive sales. It is therefore useful to revisit
  the essentials of PRto see how we can better
  implement them in the digital age.
• Heres what the 5 PR essentials look like in the
  digital era.

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Reimagining the Press Release

• The Press Release will always beone of the most
  important PR tools for your brand, but of course
  the digital revolution has introduced new ways of
  creating a compelling press release. Using
  targeted keywords is a must, as is writing a
  captivating headline (preferably not a very long
  one, so that Google can crawl it easily). Apart
  from your own brand website, the press release
  must also show up on other reputed industry
  publications and media platforms.

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Collaborating with Influencers

• Influencer marketing has become an indispensable
  PR strategy in the recent years. In the digital
  age, social media influencers have replaced
  celebrities and movie stars when it comes to
  brand endorsements. The advantage that these
  influencers offer is that they have a niche
  audience with whom they share an authentic
  connect. So, instead of a big celebrity endorsing
  your brand to the world at large, this highly
  effective, cost-saving method of collaborating
  with an influencer (whose audience is likely to
  resonate with your brand) is a far better PR
  strategy. While it may take some time to identify
  the most suitable influencers to work with, its
  always worth the effort to maintain a list of
  such influencers.

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Nurturing a Community

• A loyal and engaged community can serve as the
  ideal sounding board and publicist for your
  brand. Incidentally, social media offers some of
  the best ways to nurture this base of trusted
  customers. Depending on the nature of your brand,
  you will first need to identify the platform on
  which youre most likely to find your fan
  baseInstagram, Facebook, YouTube, etc. Putout
  enjoyable, informative and engaging content on
  these channels. Encourage your fans to share
  their stories. Not only does this up the
  engagement, but it also enhances the authenticity
  of your brand. Listen to what this loyal
  community is saying to youread the comments,
  respond to the stories, and track overall social
  media engagement. This information can be
  invaluable to your brand and can help you tailor
  your messaging to your audience in the nicest way
  possible.

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Mastering the Art of Pitching

• Pitching isnt as simple as reaching out to a
  collaborator and asking them to work with
  youits an elaborate system in itself. To
  publicize your brand, you will need to pitch to a
  motley group of peopleinvestors, influencers and
  journalists, to name a few. Pitching to each one
  of them will be a unique process. For instance,
  when pitching to an influencer, you cant simply
  ask them to endorse your brand. Start credibly by
  engaging with them in small wayscongratulate
  them on their creativity, high-performing
  content, and accolades. Study their audience, and
  tell them how a collaborative effort stands to
  benefit their community. Analyzing their content
  and activity patterns will help you decide how
  best to pitch to themthrough a DM on Instagram,
  an email, or at an event. As far as remuneration
  goes, remember that it isnt restricted to money.
  Sans money, collaboration can work as a mutually
  beneficial process for your respective brands.

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Measuring and Analyzing PR efforts

• The digital era offers you an advantage you
  never had beforethe ability to measure and
  analyze your PR work. There are numerous tools
  out there that can help you measure the effect of
  your PR campaign for clear before-and-after
  scenarios. However, its important to start the
  process by first defining your objectivesonly
  when you know what youre trying to achieve will
  you be able to measure it effectively. Measure
  the results before and after each PR campaign,
  analyze what may or may not be working for you,
  and redefine your strategy accordingly. As with
  all things PR, measurement and analysiss hould be
  an ongoing effort and an integral part of your
  public relations strategy.
• The digital age calls for only one PR
  innovationusing technology to augment the
  traditional PR essentials. While the basics of PR
  will remain largely unchanged in the time to
  come, its important for your brand to leverage
  all the perks that technology has to offer to
  maximize the results of your efforts.