How to create an opportunity-first approach to digital PR for more consistent results
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The document discusses the shift in digital PR strategies during and after the pandemic, highlighting the effectiveness of a blended approach combining proactive and reactive PR techniques. This new strategy has led to more consistent, authoritative links and enhanced brand positioning opportunities for clients. Additionally, it emphasizes the importance of flexibility, rapid response to news, and building strong relationships with clients and journalists.
How to create an opportunity-first approach to digital PR for more consistent results
- 1. How to create an opportunity-first approach to digital PR for more consistent results Jane Hunt | JBH - The Digital PR Agency SLIDESHARE.NET/USERNAME @jbh_jane
- 2. Let me take you back to the moment the pandemic started... @jbh_jane #brightonSEO
- 3. Like other agencies and brands we had the ‘oh shit’ moment @jbh_jane #brightonSEO
- 4. When we realised many of our scheduled campaigns weren’t appropriate @jbh_jane #brightonSEO
- 5. Overnight the media landscape and news agenda changed @jbh_jane #brightonSEO
- 6. Many journalists lost their jobs @jbh_jane #brightonSEO
- 7. Journalists still employed had more work to cover and needed stories FAST @jbh_jane #brightonSEO
- 8. So we switched our approach up @jbh_jane #brightonSEO
- 9. We paused many hero campaigns @jbh_jane #brightonSEO
- 10. Concentrated on reactive and proactive pitching @jbh_jane #brightonSEO
- 11. And this strategy worked - it worked really well @jbh_jane #brightonSEO
- 12. So much so, that we won’t be going back to the way we did things @jbh_jane #brightonSEO
- 13. And why would we? The landscape has changed @jbh_jane #brightonSEO
- 14. The industry is booming @jbh_jane #brightonSEO
- 15. PRs are competing for attention like never before @jbh_jane #brightonSEO
- 17. Tier 1 journalists can receive between 200-400 emails per day - Mostly from PRs. - Muck Rack, 2021 @jbh_jane #brightonSEO
- 18. We needed an approach that better fit the news agenda AND would get cut-through @jbh_jane #brightonSEO
- 19. We now have a more fluid approach to digital PR @jbh_jane #brightonSEO
- 20. Let’s look at the components of a blended digital PR approach and their relationship to the news agenda.. @jbh_jane #brightonSEO
- 21. Proactive PR Reactive PR Hero Campaigns JBH Blended digital PR approach Opportunity x3 @jbh_jane #brightonSEO
- 22. Reactive PR = newsjacking a trending story @jbh_jane #brightonSEO 1
- 23. A true newsjack is when you can add a line to your pitch email referencing the news story and your campaign adds value to the story @jbh_jane #brightonSEO
- 25. Proactive PR = suggesting a story @jbh_jane #brightonSEO 2
- 27. We use both approaches separately AND to boost a hero campaign @jbh_jane #brightonSEO
- 28. If a hero campaign is under-performing, newsjacking trending stories can help gain more links @jbh_jane #brightonSEO 3
- 29. Last year we valued the homes of 20 world leaders for our estate agent client @jbh_jane #brightonSEO
- 30. To generate extra coverage Buckingham Palace was up for sale. @jbh_jane #brightonSEO
- 32. So what are the benefits of a blended approach? @jbh_jane #brightonSEO
- 33. 1 One year on: links are more consistent and there’s more of them! @jbh_jane #brightonSEO
- 34. 2 On average links are more authoritative and relevant @jbh_jane #brightonSEO
- 35. Compared to 2020 the average DA of links built was about 60 - now it’s around 70 @jbh_jane #brightonSEO
- 36. 3 Links point to the right pages - more category/product page links @jbh_jane #brightonSEO
- 37. 40% of all links built go to product pages e.g. a story about allergies in dogs will link to the hypoallergenic dog food page @jbh_jane #brightonSEO
- 38. 20% of links go to RELEVANT category pages e.g. for a newsjack for cocaine issues, we’ll link to the cocaine addiction landing page @jbh_jane #brightonSEO
- 39. 4 More NEW referring domains for the client (we aim for 30%) @jbh_jane #brightonSEO
- 40. 50% of newsjacking generates links on new domains @jbh_jane #brightonSEO
- 41. 5 More opportunities to position our clients as ‘experts’ @jbh_jane #brightonSEO
- 42. So how did we achieve these results? @jbh_jane #brightonSEO
- 43. We had to become a much more flexible agency @jbh_jane #brightonSEO
- 44. We set up a newsroom - a team dedicated to newsjacking @jbh_jane #brightonSEO
- 45. We make reactive content relevant to hero campaigns, rather than creating brand new content or pulling new data sets @jbh_jane #brightonSEO
- 46. Newsjacks don’t have to be comments - you can use existing angles and data you already have in your campaign @jbh_jane #brightonSEO
- 47. It really can make your campaign work much harder @jbh_jane #brightonSEO
- 48. Keeping our noses to the ground means we exceed KPI’s 50% faster than if we outreached a campaign the ‘usual’ way @jbh_jane #brightonSEO
- 49. For successful newsjacking you need to react fast @jbh_jane #brightonSEO
- 50. (by David Meerman Scott) @jbh_jane #brightonSEO
- 51. How do we do this? @jbh_jane #brightonSEO
- 52. 1 Set up alerts for each client their brand, campaigns, keywords @jbh_jane #brightonSEO
- 53. 2 Consume all the news ■ Ask Alexa to read the headlines ■ Get daily international briefings ■ Listen to industry podcasts @jbh_jane #brightonSEO
- 54. Global News Business / Money Lifestyle / Quirk Health & Beauty Top news and industry podcasts @jbh_jane #brightonSEO
- 55. 3 Have a bank of ideas ready ■ Quotes, stats & tips ■ Already signed off by the client or management @jbh_jane #brightonSEO
- 56. The 5 S’s of newsjacking: 1. Story - what can you add to the conversation? 2. Search - has anyone beat you to it? 3. Sentiment - how do people really feel? 4. Stats - what data can help back it up? 5. Speed - what can you get out quickly? @jbh_jane #brightonSEO
- 57. However, there won’t always be relevant stories to newsjack @jbh_jane #brightonSEO
- 58. How can you make news out of nothing? @jbh_jane #brightonSEO
- 59. That’s when proactive PR comes in very handy @jbh_jane #brightonSEO
- 60. You can create short-form content to engineer a story proactively @jbh_jane #brightonSEO
- 62. OR you can repurpose existing evergreen content @jbh_jane #brightonSEO
- 63. Proactive PR = product page links @jbh_jane #brightonSEO
- 64. Get to know the brand’s content inside out @jbh_jane #brightonSEO
- 65. We also fuse proactive and reactive PR with hero campaigns @jbh_jane #brightonSEO
- 66. Because 95% of our campaigns are data-led they all have multiple angles @jbh_jane #brightonSEO
- 68. Generating even more opportunities for earning coverage and links @jbh_jane #brightonSEO
- 69. However, some campaigns will have a shelf life.. @jbh_jane #brightonSEO
- 71. Relationships play a big part in making this strategy successful @jbh_jane #brightonSEO
- 72. Firstly with your clients (or in-house management) @jbh_jane #brightonSEO
- 73. Get to know their site content inside out e.g blogs, news, data, FAQs, tools etc @jbh_jane #brightonSEO
- 74. and what topic experts they have internally who can provide tips / data / quotes? @jbh_jane #brightonSEO
- 75. Find out what topics they are comfortable or uncomfortable with @jbh_jane #brightonSEO
- 76. and who is best placed to sign newsjacking content off quickly @jbh_jane #brightonSEO
- 78. Which journalists regularly cover relevant topics? @jbh_jane #brightonSEO
- 79. Introduce yourself, the brand and their topic expertise @jbh_jane #brightonSEO
- 80. Ask what pitches they want to receive (they are usually happy to say) @jbh_jane #brightonSEO
- 81. Research which stories get most comments and shares and pitch similar ideas @jbh_jane #brightonSEO
- 83. Don’t bank on one approach working, be flexible and use a blend of techniques @jbh_jane #brightonSEO
- 84. @jbh_jane #brightonSEO Have content ready to go to make newsjacking quicker and easier!
- 85. @jbh_jane #brightonSEO Repurpose existing content in a dry spell and pitch proactive stories
- 86. Revisit hero campaigns by tapping into stories / national days & events @jbh_jane #brightonSEO
- 87. Out of ideas? Consume different content - ideas can come from unlikely sources @jbh_jane #brightonSEO
- 88. I hope the insight and tips offered today provide extra opportunities to scale your digital PR and make your life easier in the process! @jbh_jane #brightonSEO
- 89. slideshare.net/ @jbh_jane Jane Hunt Cofounder JBH THANKS FOR LISTENING! For more digital PR tips & tricks follow me: @jane_hunt jbh.co.uk