I gave a webinar for IABC yesterday and I’d like to share a few of the important bits with you, because they focus on how to ramp up your digital PR skills quickly with a few simple tactics.
(Here is the PowerPoint via SlideShare.)
If you want to see a video of the full presentation (the above deck plus sound), it’s available for $100 on the IABC website. If you don’t want to invest in that, well, this article will give you a mini-snapshot of some of the discussion…
So what is digital PR, for those who aren’t quite sure? Finding smart ways to integrate content marketing, social media and search engine optimization into your traditional PR tactics. Each component is valuable – but together, they are crazy powerful! Integration makes a difference.
Digital PR allows public relations pros to drop dependency on media – we have the power to chose where to publish and when, how we want to amplify what we’ve published, and what conversations to create around what we’ve published. It’s fantastic. No more waiting for placements to happen!
3 Easy Ways To Get Started
We’re all buried in work. It’s no secret that coming to a screeching halt to learn new things can be a monumental challenge. We have to fit in the learning while using resources more effectively than ever. The pressure is enormous, but those who don’t bother to learn new skills and apply them leave themselves (and their brand) open to criticism.
Learning doesn’t have to be overwhelming. Here’s three ways to kick things off that are all fairly simple.
1. Identify 3-4 blogs in your industry (or your client’s industry) – then write a guest post FOR ONE OF THEM every single month.
Not one for all of them – just one post for one blog. Does that sound manageable? Even just one blog per quarter is better than nothing – but three or four blogs allows you to start building some robust visibility and influence across that industry.
If you want to be more visible in one specific blog, you can write a monthly post for just the one (instead of 3-4). But spreading your time across several will make you “appear everywhere” to your audience, and build influence faster than focusing on one.
Choose your blogs wisely, so you are visible where your target audience is. Otherwise, it won’t drive business results that matter.
Head over to Google and start looking. I find using search terms such as “submit article XXX” or “top XXX blogs” – with XXX being the name of your industry – to work well. With a half-hour of searching, I’d be willing to bet the farm that you’ll find some fantastic guest post opportunities. The new Alexa site is also very helpful if you search by category.
2. Every time you create a new PR asset (press release, byline, etc.) – make a habit of repurposing it two different ways.
Most companies invest considerable time in creating new materials, without maximizing what they’ve created in the past. It takes far more time to create new then it does to rewrite or expand on something already done.
For example, a press release announcing three new industry trends can easily be leveraged into three individual blog posts that cover one trend at a time. It can also be turned into an infographic, a podcast and/or a PowerPoint uploaded to SlideShare.
Did you know videos and PDFs can also be uploaded to SlideShare? Look at your existing materials and create a nice little brand channel! We talked about it in detail during #PRprochat earlier this month. Here’s the transcript.
Speaking of SlideShare, here is a nice deck from Lean Labs on repurposing content, if you want to learn more.
3. Add social media components to all press releases.
If you make it easy for journalists to share your news on social media, they might share it EVEN IF THEY DON’T PICK UP YOUR STORY.
After all, they are hungry for good social media content and you just never know why they didn’t pick up your press release. Just because that didn’t work out doesn’t mean you are completely out of the game. If you make it easy for them to share it on social platforms and try to give them visuals to make it attractive, you just might get lucky.
So add a ready-to-paste tweet with a hyperlink to the press release on your website, add a summary that would make a great Facebook post, add a link to images, videos and other visuals they can download and include in the story. Even include some alternative story ideas and link to other current news stories to show how timely the story would be.
Be creative! Give them as much as possible. (See the second-to-last slide in the above SlideShare embed for one of my own examples.)
Have questions about any of these tactics? Post it below in comments. I’ll answer.
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