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Traditional public relations has already built a reputation of raising brand awareness through newspapers, magazines, radio, and television. In today's digital era Digital PR has seen these institutions take advantage of the online space, reducing costly barriers to entry and expanding viewer reach.
Digital PR allows businesses to now outreach to online publications through mass press release distribution with journalists. Online coverage now not only increases brand awareness, but also brings referral traffic and improves search engine rankings.
Data Driven Content
The challenge now lies in creating interesting campaigns that can be picked up by journalists and relevant blogs. The best place to start is looking back at your current content. Which content has the most engagement or which product/service do you want to promote.
Let's say for example you are a clothing brand and want to do a campaign on your new collection of hoodies. Today's journalists receive more press releases than ever before, they are usually looking for unique stories supported by reliable data. To meet these requirements we need to collect some interesting data about our product (hoodies) and generate a unique story that will catch the attention of journalists.
To do this we would need to collect some data on hoodies we could ask
How much are you willing to spend on a hoodie?
What is your favourite hoodie colour?
Do you prefer a baggy or regular fit?
How often do you wear a hoodie?
How long do you keep a hoodie for? (before you throw away)
What activities do you normally do in a hoodie?
Do you resell your hoodies?
Do you recycle or donate your hoodies?
As the list goes on, make sure to do some online research to think of a wide variety of questions that you can use to collect data. Some query to search into google are
(Keyword): Stats
(Keyword): Report
What makes the best: (Keyword)
Multiple choice answers can help group results for interesting infographics. Usually you want to get a big data set however depending on the angle and scale of your campaign, you could make it more local by focusing on Manchester with an aim to get at least 100 responses.
As an incentive you could offer respondents a chance to win a free hoodie or a 50% discount code.
After the data is collected you will need to visualise the data to create an interesting infographic.
Press Release Distribution
Now we have our unique insights from our research, we know that this is new information not yet available to the public. We have also packaged these insights into an attractive, easy-to-understand infographic, making sure our titles lead with the most interesting stat highlighted from your findings.
All that is left to do is find the relevant journalists and magazines to send our press releases to (in this case, fashion). You can always start for free by manually searching and compiling a list of magazine contacts. However, to expand your reach, here are some great affordable PR tools: JournoLink, Response Source, and Pressrush. Once you start receiving responses and being featured on publications, you can start monitoring your link building efforts by backlinks and how much referral traffic you are generating.
We have only briefly covered this new growing approach to Digital PR, to learn more we recommend exploring this Semrush course to master this new approach.
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