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WHAT TO DO IN 2020 ON DIGITALPR.

– Use public feeds to increase reach

Use public feeds to build brand awareness and promote discovery with broad audiences.

Don’t rely on organic social alone—lean on social advertising and influencer marketing to increase your reach.

– Offer value in private channels

People go to private channels to escape noisy and impersonal public feeds.

Have a clear purpose for engaging one-to-one on private channels, and ensure you’re adding value in every conversation.

– Automate the easy stuff

Use a blend of automation and human connection to build deep relationships on private channels.

Bots are best for addressing the most common customer queries, but real people still need to handle the more nuanced and complex conversations.

– Deliver on your corporate promises

People are quick to call out organizations that run purpose-driven marketing without taking concrete action. 

– Focus on advocacy, not algorithms

Find the time to source content and make it easy for employees to share it across social media. 

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4 TOP COMMUNICATION TRENDS YOU SHOULD DEVELOP IN 2020

As the new year starts and content planning begins in earnest, marketers should be on the lookout for the next big moments in social.

Here you have four of the biggest game-changers, according to the Hootsuite:

1. Companies will balance public and personalized messages. Brands will continue to invest in both personalized and public messaging, with some assistance from automation.

2. Brands will keep taking a stand. Employers are significantly more trusted by the public than NGOs, businesses, government and the media. Some organizations will take advantage of this role, building more progressive internal culture while amplifying company purpose via employee and customer advocacy.

3. TikTok is expected to grow. With more than 800 million monthly active users, the majority of whom are 16 to 24 years old, TikTok is still on the rise.

4. Performance marketing will amplify social efforts. As social marketers expand their skillsets, they will need to become fluent in performance marketing, a discipline once limited to advertising technologists and digital marketing agencies. 

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SANTA’S PR PLAN FOR THE PROS

The Christmas holidays are upon us and for many businesses this means closing down and going on holidays.

However just because the holidays are looming it doesn’t mean you need to wind down your PR activities for the year.

The festive season can inspire you to develop newsworthy story angles to pitch into the media.

Here are some angle ideas you can use:

– Holiday angles: The same holidays come around every year and journalists are always looking for a fresh new angle on these topics. For example you could pitch an angle about New Year’s business resolutions specific to your industry.

– Human interest: Around Christmas the media like to cover feel good stories about charity activities and inspirational journeys. If your business is doing something charitable you can use this as an angle to pitch to a specific journalist.

– Season angles: You can pitch an angle around the change of season and tie it back to your business. For example summer marketing trends.

While it may be tempting to stop your activities, let the festive season inspire you to discover great new ideas for your PR strategy.

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QUESTIONS YOU HAVE TO ASK IN ORDER TO GENERATE NEWS

A new campaign or client can excite you.

Regardless, you need to perform well, generate media coverage and the many other things PR pros do. But what do you do if there’s zero direction, content or potential stories?

Start asking some questions.

1. Have you hired staff recently?

People naturally are interested in who works where.

2. Have you won contracts recently?

Readers in some publications want to know what businesses and suppliers work with one another.

3. Are you planning to launch any services?

This indicates there must be a clear gap in the market to be filled.

4. What are your expansion and growth plans?

Local media love these kinds of stories. A good angle to pursue is whether or not this means new jobs will come to town.

5. Do you have any interesting data to share?

Find out if staff has sales data or reports they can share. Data journalism is becoming a more popular.

6. Do you have staff willing to put their name forward for PR efforts?

Ask whether there are specialists willing to go on the circuit. Make diversity an imperative in your choice of spokespeople and subject matter experts.

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KEY FACTS OF INSTAGRAM 2019

Instagram is a force to be reckoned with. Since it debuted back in 2010, the platform has steadily grown into one of the biggest social networks ever. It reached 1 billion active monthly users in 2018. (TechCrunch).

Key figures 2019:

– Video posts receive more than 2x more comments than other types of posts.

– Tagging more than 5 users in a post doesn’t increase engagement rates.

– The average Instagram post contains 1.01 hashtags.

– 46.6% of Instagram users have less than 1000 followers.

From the analysis of more than 48 million posts, it was observed that the average Instagram post receives many, likes: 5,963.1 to be exact. This takes into account the posts of highly influential users, which skews the average. However, looking at the median number of likes, it’s closer to 100, which suggests 50% of users receive less than 100 likes.

If increasing your Instagram engagement rate is what you’re after, you’ll definitely want to focus on posting more video content.

When it comes to hashtags, it’s not about quantity, but relevance. For this reason, use no more than 4-5 relevant hashtags in your posts.

Read the full report: https://bit.ly/36khBJo

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DOING PR FOR A STARTUP COMPANY – FEW CONSIDERATIONS.

Doing PR for a startup can be fun and exciting since often it requires communicators to think more creatively than when working with a company that’s already branded and positioned.

– Education, Positioning and Storytelling

Much of the PR pro’s job at the outset of a startup is educational. Explain how PR works. PR people also need to emphasize how important it is to create a story.

– Do Research!

It’s essential for PR pros to research the market sector when beginning a relationship with a startup. A tip: to answer these questions, look at coverage of previous startups.

– See the media environment

In addition, see how top media outlets and their reporters reacted to other companies news. Read customer complaints and comments. Take all of this research into consideration when building launch plan for the startup.

– Pitching

Next, absorb content from the most important outlets and look up the editors or broadcaster’s information. Contact them, confirm the areas they cover. If it fits, it sits!

Once you have an understanding of the marketplace, and guided your startup in the PR, the company is ready for launch.

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YOUR SPEAKING VOICE IT’S YOUR BRAND!

Talk is made human by the tone of our voices. The tone in which we speak carries some of the message of the words, and is powerful enough to be able to alter meanings.

Voice is a description of the unique, distinctive voice of your personal brand. This should cover:

– Personality: is it playful, cheeky and fun or personal, inspiring, straightforward and active?

– Rhythm and pace: are you short and sharp or musical?

– Vocabulary: plain and simple or rich, poetic?

Tone is how to use your voice in different situations. I think empathy is what makes the difference between just meeting the other needs and really engaging him.

How To Refine Your Voice

Record Yourself

Before you can refine your voice for your presentations, you must first know how you sound. Recording yourself speaking is the best way to get an accurate assessment.

Vocal Exercises

To strengthen the impact of your voice, learn from experts by watching for example Ted Talks videos.

With so many studies telling you how to speak, knowing the best way to communicate can be confusing. If you’re puzzled, remember that authenticity always wins. First and foremost, you should always be true to yourself.

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MEDIA RELATIONS GOOD PRACTICES AT A GLANCE!

While some communicators have the benefit of focusing solely on social, the majority of us must take a mar-comm approach for our organizations, merging public relations with social media management.
I must clear up the lack of understanding as to how the media works—everyone seems to be winging it. A basic understanding of journalists’ priorities would serve our professional communities and help educate the newest entrants of this industry.
A simple approach to improving press releases and pitches is the following: be SMART.
S: Strategic Stories that are well planned and developed.
M: Meaningful to the recipient (not your boss!).
A: Accurate (in facts and newsworthiness), distributed to media lists that are…
R: Relevant.
T: Targeted.
Email and social media have provided a zillion corners to cut. As a mental exercise, avoid leaning on your digital laurels for once and pretend that you are going to call someone—interrupting their day—and have 10 seconds to make your pitch. That was in the old times, but still a good memento to think.

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CAN A BAD PROPAGANDA TECHNIQUE BE USED IN MARKETING STRATEGY? THE FIREHOSING CASE.

The firehose propaganda is a technique in which a large number of messages are broadcast rapidly, repetitively, and continuously over multiple channels (such as news and social media) without regard for truth or consistency.

We are not speaking about propaganda in digital PR or in marketing and certainly not about lies and fake info. However, we can use the concept in order to initiate a stormy campaign if we need to be visible in a very short time.

Here are some rules in order to succeed and…to be deontological valid:

1. Keep active and collaborate as much as you can with various channels and online outlets.

2. Be sure you have a unitary message, but adapt it to the channel.

3. Make a nice landing page for the campaign that can be reach once the message is read.

4. Wrap the message in catchy, amazing (BUT TRUE) facts. (Eg. The first biped hominid was not in Africa. It was Europe!)

This tactic must be used carefully and should be very well supervised. I recommend a campaign on maximum 10 day.

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ESSENTIALS FOR A SUCCESSFUL DIGITAL PR CAMPAIGN

A mix of traditional PR and online tactics, digital PR can be a hugely valuable part of a marketer’s strategy.

A. Clear Goals

One of the primary difference between digital PR and traditional PR is that digital tends to be much easier to measure.

In digital PR, we can monitor effectiveness through:

1. Links

2. Link Positioning

3. Traffic

B. Have Credibility

1. Have something to prove your credibility in the topic.

2. Have a spokesperson on the topic

3. Have a reason to talk on that topic

C. Think Like a Journalist

Typically, the further removed the topic from the business’ core products/services, the less sales-y it sounds.

Be Creative, Be Inspired, Be Better

A good practice is for digital PR teams to share elements of interesting campaigns they see in the press. Similarly, teams should keep a record of what inspires them.

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