I think Online PR is one of the most cost-effective marketing approaches for all types of business. But it’s difficult to get right since it is often managed by different people and there’s the overlap with SEO and social media marketing.
Online PR is very similar to traditional PR in the sense that it’s about influencing people rather than buying placement for brand content. The influence could result in a story in a magazine, newspaper or blog. It could also result in other online pick-up, including social media.
Typically, when people talk about traditional PR, they are referring to traditional media: newspapers, TV, radio and magazines. With online PR, traditional media brands may still be a target, but often online PR targets online properties, along with an array of other platforms and networks, from search to social. The methodology of online PR has adapted to the platform–forming a need to garner real-time analytics, news, influence, social, search and other signals, alongside wait-n-pray tactics.
Online PR activity is closely associated with improving results from many of the other digital marketing communications techniques in particular social media, SEO (link-building), partnership marketing and viral marketing / word-of-mouth marketing.
Online PR can be a great, low-cost technique for making more people aware of your brand or website, but it requires a lot of hard-work – there are no short corners.Online PR and SEO both together in a vision go hand in hand.SEO is all about gaining features on high quality media sites and creating informative content that’s actually useful for the audience.Of course,not only building links on directories, hiding content within sites or adding exact match anchor text links to footers.
Influence who with online PR?
- Columnists & traditional writers (just like traditional PR)
- Bloggers: personal & professional
- Websites & brand sites
- Twitter users (based on their followings and interests)
- Social media users: Facebook, Google Plus, Pinterest, SU, Reddit, etc
- Awards, events and exhibitions
- Directories, lists and organizations
- Web searchers
How can you create opportunities?
According to Rubel, The Future of PR is Participation, Not Pitching.The thumb rule is common for online PR also,good PR firms are great at getting the timing right, providing value to the writers they contact, and making it easy for those writers to write about their clients
Content: writing high quality, engaging and interactive content is key to the success of any PR or SEO campaign, and the underlying necessity to any content remains the same. Give the story a unique angle, ensure it offers a solution and keep the audience in mind.
Editorial calendar: ensure all campaigns and stories are consistent by creating a calendar that both teams can share. Don’t cause confusion with mixed messaging.
Link reclamation: that long list of contacts that a PR has built up could come in useful so it should always be shared with the SEO team.
PR stunts: events, launches and PR stunts will always attract coverage from high quality media outlets. SEO and PR teams should work together to spread the word and generate hype around the event. Hype = natural links.
Stay newsworthy: hot topics are perfect to latch on to and create stories from. Remember to stay fresh and keep the audience interested.
Remain original: stay ahead of competitors by offering the audience something new. No one wants to see the same thing hundreds of times.
Be valuable: any content or event needs to be of value to the audience. Use a hook to bring in traffic and wait for coverage to come flooding in.
Be targeted: there is no point in sending your press release to reporters or journalists who do not cover your subject.