Digital PR is online public relations. Unlike classic public relations, the strategies, methods and tools are applied to the world of digital communication, where the interlocutor can no longer be only the journalist (the information mediator), but directly the content consumer , the final reader.
Our activity Digital PR often has two goals, sometimes joint, sometimes separate:
- A brand objective . In this case the objective is to write press releases for the website and obtain the greatest possible number of publications, selecting portals, magazines, blogs. It's about creating brand awareness: people need to notice a new product, a new service, a new brand. The goal is knowledge and awareness.
- An SEO goal . In this case, however, we work by choosing portals, magazines, websites on the basis of their authority on the search engine side. Needless to say, Brand Awareness becomes almost obvious: what I'm interested in is getting my client's site up the SERP.
Doing digital public relations is neither simple nor trivial: it is a job that requires knowledge (including technical), skills and a lot of time. Let's look at 3 useful tips to start doing digital public relations.
The search for portals
This is a very delicate phase, which you will get tired of easily (because it becomes monotonous and a little boring after a while), but very important. It is now that you are laying the foundations of your work.
Where to look for sites to potentially publish content on?
- en Google, entering the keyword you are interested in
- en social networks, like Facebook, where you can find groups dedicated to digital PR and guest posting, where people post available sites
- using tools special publication. Especially for the foreign market, there are some very useful ones: paid platforms that allow you to promote an article or a press release subject to editorial approval.
The selection of portals
The second step is to take a look at what you have just found: in the chaos of sites at your disposal, you now need to select the right ones for publishing your article.
To do this, be careful with:
- Functions of SEO (Is that site well positioned?).
- Graphics and interface : Are the graphics attractive? Is the site easy to use?
- Language: Are there grammatical or syntax errors?
- Are all publications in line with the theme of the portal or is there an excessive and forced presence of promotional publications?
- Is there activity in that channels sociales ? (Optional element, it depends on what your objective is: if you are working for Brand Awareness it will be important that the site also has power on social networks for greater promotion; if you are working on SEO this aspect can take a backseat).
Writing the post
Content should generally never be overly promotional or self-referential. This means that you will have to write a post that promotes your product or service only indirectly, perhaps by mentioning it as an example.
When you are about to write a publication or press release for the web, always remember that:
- El title It is the magnetic element, capable of capturing the reader's attention. Try writing a short, punchy title that intrigues. You may find this tool useful for generating titles: after entering the topic, the tool will return several examples of titles. Our advice is to take them with a grain of salt and then use the tool to generate new ideas.
- La bullet point or numbered point It helps you focus better on the various concepts.
- The subdivision into paragraphs and the careful management of the blank spaces They make it easier to read on the screen.
- If you want to highlight particular concepts, you can put some keywords in bold font.
- The content must be of great newsworthy, especially if you send the publication to online journalists and editors: purely promotional content will be very difficult to publish.
