Digital Strategy: Here’s What Ya Gotta Do

Image via Creative Commons, IntelFreePress.

Image via Creative Commons, IntelFreePress.

“Digital.” A word I hear over and over again in the PR world. Even though it’s  all the rage, I embarrassingly have to admit that I wasn’t quite sure all that it encompassed. Thanks to TJ Kelly, executive vice president at Edelman Digital, I have a much better understanding of the digital side of PR and how to make content that stands out and gets you or your brand noticed! Take a peak of TJ’s great advice on digital strategy.

“Trust and reputation are more important than ever.”

  • Reputation is the expectation of the future based on what you’ve done in the past.
  • Look at tools like the Edelman Trust Barometer for research on global trust within government, companies and brands.
  • Trust in CEOs and government officials is on the decline.
  • Trust in experts and educators is on the rise.

“You need to have a good story.”

  • Find a story in unexpected places.
  • Who are the best people to tell stories on behalf of your company or brand?
  • Look at companies like Shell and Ben and Jerry’s for brands that do storytelling well.

“Have a master content narrative.”

  • Know what your narrative is.
  • How are you pushing your brand into the story?
  • Do that by having structure, themes and a framework.

“Build your editorial strategy.”

  • Spot a trend.
  • Monitor that trend.
  • Take that trend and turn it into content.

“Remember the continuum.”

  • PR is a continuum of payed, owned and earned.
  • Paid and earned are starting to merge more.
  • Take advantage of earned media.

“Don’t forget about email.”

  • Email marketing is key and is still pervasive for 99% of audiences.
  • Keep it short and sweet.
  • Take advantage of the higher bandwithes: use more imagery.

Repeat. Repeat. Repeat.”

  • 64% people need to see content 3 to 5 times to believe it.
  • The audience needs that content on different channels and media.
  • Remember, social media is great but life on social media is short.

“Remember that we live in a multiscreen world.”

  • Think about content and how it relates to those different screens.
  • Should something appear solely on television? Over email? Or on social media platforms?

“Don’t forget to…”

  • Always have a finish or continuance to a campaign.
  • Measure results and optimize for the future.
Advertisements

2 thoughts on “Digital Strategy: Here’s What Ya Gotta Do

  1. I love how you use a lot of bullet points to convey a whole lot of info. I felt like I could actually digest the information you presented instead of getting overwhelmed by it. Awesome post.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s