Friday, August 27, 2010

The digital PR toolkit

In recent posts I've provided my thoughts on the convergence of digital PR, Marketing and Conversion.
Post 1: Discussing how the roles now blur
Post 2: Covering how SEO is no longer just for marketing
Post 3: Showing the AIDA customer acquisition process
Now I've gone into a fair amount of detail about the process of customer acquisition that they all contribute to and the overlapping roles they play in this process. But now I'm going to cover the respective digital tools and methods that each role can use, based on the model that I created in my previous posts.

The first one up is digital PR and to illustrate this I've provided the diagram below with the simple key:
The things you can do on your target site are within the circle and the tools used off-site are logically outside it.
(Note: I've also tried to group these tools near to similar or relevant ones both on-site & off)

The respective digital PR tools that I believe you can use are:

  • Keyword targeted content
    Are you producing content that whilst being readable also focused on specific keywords typed into search engines?
  • Blog/Editorial
    Have you considered that writing a blog - with whatever name you give it - will also creates great content that user like to read - as well as for search engines - and that could deep link to interesting useful content around your site?
  • Analytics
    If you don't know what works (gets more traffic, converts more users, etc.) then how are you going to do more of it?
  • Press & News Content
    If you're not using this on your own site to highlight your own successes, then you should. If you don;t want to set up your own content managed press area on your site, then either create one using a blogging platform or even just take a relevant feed from your PR company's site.
  • Community
    Providing forums or even just a place for users to comment on articles and blogs gives a sense of community to visitors. Rewarding frequent ones goes a step further. These user generated comments are not just great content to read and spider, they are great PR fodder.
  • Link building
    Encouraging sites to link to yours in their news items and articles (although try to avoid reciprocal links)
  • Social News & Social Bookmarking
    Posting your Press Releases to Digg, Delicious, etc. is a way of getting your story to a wider audience
  • Email
    Both one-to-one and more general email marketing techniques can be used to announce news to those who want this form of communication.
  • SEO
    This speaks for itself and I've covered this already in a number of topics. But if your PR company doesn't already understand and use SEO techniques......
  • Feeds & syndication
    An RSS feed empowers those who want to pull this information and consume it (or re-publish it) in their own way, rather than via email or traditional means.
  • Social Media Press Release
    Consider posting your Press Releases online, with other useful information such as: RSS feeds, links to previous relevant releases, imagery, audio & video, etc.
  • Blogger engagement
    Look for them, understand them, communicate in a relevant manner and build up engagement with them.
  • Twitter
    Make sure you are promoting your releases via this important medium. Also use it to build up a community of followers who you can ask things of (e.g. feedback).
  • Social Media monitoring and tracking
    Listen in to blogs, Facebook, Twitter, etc and find out who is saying what.
  • Photo sharing
    Use sites like to build up an online PR image library
  • Video sharing
    Use sites like (although personally is my choice) to build up an online collection of suitable video clips.
  • Facebook
    Its pretty easy these days to build up a Facebook presence and grow a community. Its also quite easy to integrate Press Releases (potentially with comments allowed) and other content from different sources into this popular social media site.
  • Online surveys
    This is a quick way to understand if your content is reaching it required audience and finding out what other information or data they would find useful.
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