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Friday, March 29, 2024

Digital PR Strategy: Building a Kickass Campaign - Search Engine Journal

Last updated Thursday, August 11, 2022 08:46 ET , Source: NewsService

There’s no real template for building an amazing digital PR strategy. Decide what really matters to your organization with this guide.

Since Google News debuted in September 2002, I’ve created or co-created the digital PR strategy that produced kickass campaign results for various clients.

That list includes The Christian Science Monitor, Get City Dealz, Harlequin Enterprises, Parents magazine, Search Engine Strategies (SES) Conference & Expo series, Southwest Airlines, and Rutgers University.

I initially used a five-step process for crafting digital PR strategies.

But, that’s evolved into a seven-step process as I’ve learned what worked (and what didn’t) from producing digital PR campaigns for clients with different business goals and marketing objectives.

Now, I wouldn’t describe this seven-step process as a digital PR strategy template.

Why? Because one size does not fit all.

However, it’s a tried-and-true framework for helping a wide variety of B2B and B2C organizations to:

  • Create brand awareness.
  • Generate demand and/or leads.
  • Increase sales and/or revenue.
  • Support the launch of a new product.
  • Build a subscribed audience.
  • Drive attendance to one or more in-person or virtual events, or
  • Provide a return on marketing investment (ROMI).

Now, I wish that I could claim authorship for this framework.

But, that honor goes to Aristotle, who wrote his classic “Nicomachean Ethics” in the 4th Century BCE.

His “elements of circumstance” were: who, what, when, where, why, in...



Read Full Story: https://www.searchenginejournal.com/building-digital-pr-campaigns/459835/

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