“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.