My first tip is to identify your campaign goals and work backwards from there, and this kind of comes from the fact that there is no one-size-fits-all when it comes to creating a strategy for digital PR, so for any client or brand or whether you’re looking to get into it yourself, there isn’t gonna be a one-size-fits-all approach to it. So it all depends on what you are trying to achieve from having PR in general as a service, or how you’re trying to get results for your clients.
If you’re looking to drive traffic to a particular product page, you want to think about content which is loosely sort of related to that product, if you want to establish authority, then it might be that newsjacking or reactive PR and thought leadership will be more beneficial for you guys, because you will demonstrate expertise that way. Or if you want to raise brand awareness, then something that is a bit more PR centered, a bit more creative, bigger and bold, especially across content marketing, might work better for you. As well, if it’s something where you want to rank for a certain keyword, then doing something like typing that keyword into BuzzSumo will show you what kind of PR campaigns already exist around that, and you can kind of go from there.
The second tip is to know your audience and to know your competition. So one thing from a content and SEO background, but absolutely works for PR as well, is to always think about your audience and the user intent behind everything you’re creating. So as good as it is to have a really creative idea, you have to think about who is on the end of that and what you want to achieve from it, so one thing to sort of think about is who you’re creating that content for. So good user intent and audience awareness will always deliver. So the best way to do that is to look at the kind of content that your target audience or your target publications are consuming themselves. So what do they engage with? What kind of articles are the journalists that your targeting writing about? If you want to get in a particular publication, what kind of stories are they covering? Always look at that and see where you are idea fits.