5 Ways to use PR and fuel your digital strategy (Beyond Link Building) by Aisha Kellaway
Transcript of 5 Ways to use PR and fuel your digital strategy (Beyond Link Building) by Aisha Kellaway
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@AishaKellaway
DISCLAIMER #1
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DISCLAIMER #2
This talk is not about links.
BLAME THIS GUY
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BEYOND LINK BUILDINGHOW TO USE PR AND
FUEL YOUR DIGITAL STRATEGY
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SO, WHAT IS PR?
1891 - 1995
Edward Bernays:Father of Public Relations
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SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
1891 - 1995
Edward Bernays:Father of Public Relations
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SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
AND
“Efforts to integrate attitudes and actions of an institution with its publics, and of publics with that institution.”1891 - 1995
Edward Bernays:Father of Public Relations
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Digital PR is… InfluencerrelationsOutreach
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Digital PR is…Anything that
influences your online
relationships and
reputation through
communication.
InfluencerrelationsOutreach
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Anything that influences your online
relationships and
reputation through
communication.
UX / web content
Reviews
Events &speeches
Email marketing
Socialmedia
Crisismanagemen
t
Paidmedia
CSR
… And much more
Digital PR is… InfluencerrelationsOutreach
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@AishaKellaway
YOUR REPUTATION PRECEDES YOU
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CONFIRMATION BIAS:The tendency to interpret new
evidence as confirmation of one’s existing beliefs or theories.
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5 WAYS TO USE PRAND
FUEL YOUR DIGITAL STRATEGY
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@AishaKellaway
UNDERSTAND YOUR BUSINESS
1
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VISION: MISSION: VALUES:
What are the long term goals
of the company?
What is your purpose?
Why are you doing
what you’re doing?
What do you believe in?How do you make your decisions?
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UNDERSTAND EVERY ONE OF YOUR PUBLICS
2
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A “GENERAL PUBLIC” DOESN’T EXIST
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Step 1: Identify Step 2: Understand Step 3: Communicate
Who are youtargeting?
What are theylooking for?
What values do they share with
you?
What messages can you craft to communicate
these values to them?
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AUDIT YOUR ONLINE COMMUNICATION
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ARE YOU COMMUNICATING THE RIGHT MESSAGES?
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FOCUS ON BUILDING A SENSE OF COMMUNITY
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FOCUS ON QUALITY: MAKE EVERY CONTACT COUNT
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KEEP ON TOP OF WHAT’S BEING SAID ABOUT YOU
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WHAT OTHERS SAY ABOUT YOU MATTERS
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https://moz.com/blog/diagramming-the-story-of-a-1-star-review
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ACTIONS SPEAK LOUDER THAN WORDS
5
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DON’T JUST TALK THE TALK… WALK THE WALK!
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YOUR REPUTATION PRECEDES YOU