beyond link building - using pr to fuel your digital strategy
TRANSCRIPT
@AishaKellaway
BEYOND LINK BUILDINGHOW TO USE PR AND
FUEL YOUR DIGITAL STRATEGY
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@AishaKellaway
SO, WHAT IS PR?
1891 - 1995
Edward Bernays:Father of Public Relations
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@AishaKellaway
SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
1891 - 1995
Edward Bernays:Father of Public Relations
#DigitalOlympus
@AishaKellaway
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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@AishaKellaway
Digital PR is… InfluencerrelationsOutreach
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@AishaKellaway
Digital PR is…
Anything that influences your
online relationships and
reputation throughcommunication.
InfluencerrelationsOutreach
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@AishaKellaway
Anything that influences your
online relationships and
reputation throughcommunication.
UX / web content
Reviews
Events &speeches
Email marketing
Socialmedia
Crisismanagement
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 doingwhat you’re doing?
What do you believe in?
How do you make your decisions?
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@AishaKellaway
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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@AishaKellaway#DigitalOlympus
@AishaKellaway
AUDIT YOUR ONLINE COMMUNICATION
3
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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
4
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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
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@AishaKellaway
Thanks for listening!Aisha (Skippy) Kellaway Digital PR Specialist
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