Traditionally public relations (PR) was all about sending out press releases to magazines and newspapers. Getting noticed by the right company could skyrocket your business. And while the concept is still the same--put your company in the eyes of your potential clients and get noticed--the digital age, with the consumption of online media, has caused the paper magazines to be less cluttered with words as the magazines themselves get thinner and thinner. Public relations is moving online and the PR industry has been forced to adapt. It requires fresh ways to gain exposure leaving the traditional media in a dwindling state.
What has remained consistent is the need for unique content. These four strategies will help you to keep your content fresh and while implementing effective digital PR strategies for 2016 and beyond:
1. Ladder Up - Laddering up is a strategy described inTraction: A Startup Guide to Getting Customers, a book based on Weinberg’s experience as the CEO and founder of search engine DuckDuckGo. It works like this: You present your company to small blogs that are related to your niche, who will be most likely to write about you. Then you can take those stories and post them to popular sharing sites such as Reddit. If they perform well, they’ll be likely to be picked up by larger blogs.
2. Tell your Story Faster - Everyone skims. As we consume more, we must consume information faster. Therefore, fewer and fewer of your audience members will want to take 30 minutes to read long posts or 15 minutes to watch a video. When crafting your story, include content that can be digested quickly. Use infographics, photos, short videos ( no longer than 30 seconds), and quick facts. The less time your information requires to consume, the easier it is to get noticed.
3. Reach out to Influencers - Sometimes a more efficient way to reach your audience is to partner with people they already trust and have them help share your message. This is called influencer marketing. Influencers are individuals who have a lot of followers online, usually 15k+, and share with their followers regularly. With this strategy, It is just as important as traditional PR to identify the individuals with the right audience. What differs the most is the way you engage with bloggers. Typically you have to offer them a unique offer or experience in return for sharing your content or company.
4. Use Unconventional Press - This means anything you could do that would result in a huge amount of publicity without you having to make an effort for it to spread, even if that publicity is negative. Sometimes this is also called guerilla marketing. For examples of this, look up Unicef’s dirty water campaign, or Blendtec's “Will it blend?” video series. They are easy to talk about. How can you do something outlandish that fits with your product and draws attention to it? How can you shock or amuse while advertising your company at the same time?
Now more than ever, it is easier for small businesses to get involved in PR. You have the same access to influencers and audiences as big brands, and all you have to do is concentrate on getting the right type of content into the hands of the right media outlet or influencers. For a digital PR consultation, contact us at: firstname.lastname@example.org