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BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?

If COVID-19 has taught us one thing, it's that we can’t rely on the way we used to do things in order to build links now. Jane will be discussing if there is still a place for hero campaigns in digital PR, or whether brands and agencies should be taking a more fluid, organic approach to building links in the future. Jane will share what her team has learnt during the crisis, the importance of working with all stakeholders and having a more agile and blended approach to digital PR.

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BrightonSEO - The future of digital PR: Are hero campaigns a thing of the past?

  1. 1. The future of digital PR: Are hero campaigns a thing of the past? Jane Hunt // JBH - The Digital PR Agency slideshare.net/janeyhunt @jbh_jane
  2. 2. Digital PR is going through a transition @brightonseo @jbh_jane
  3. 3. @brightonseo @jbh_jane In the past it was traditional to sink resources into hero campaigns
  4. 4. Planning multiple campaigns across the year @brightonseo @jbh_jane
  5. 5. Creating all-singing, all-dancing interactives @brightonseo @jbh_jane
  6. 6. Waiting months for campaigns to finally go live @brightonseo @jbh_jane
  7. 7. Being disappointed when the results don’t match the investment @brightonseo @jbh_jane
  8. 8. Then came COVID-19 @brightonseo @jbh_jane
  9. 9. And we all had a little panic @brightonseo @jbh_jane
  10. 10. Many brands worried about saying the wrong thing and some paused all PR activity @brightonseo @jbh_jane
  11. 11. Journalists lost jobs, many were furloughed & others had crazy workloads @brightonseo @jbh_jane
  12. 12. This had a huge impact on the kind of pitches journalists wanted @brightonseo @jbh_jane
  13. 13. Which called for a different digital PR strategy @brightonseo @jbh_jane
  14. 14. One that was more fluid @brightonseo @jbh_jane
  15. 15. As hero campaigns didn’t fit the news agenda anymore @brightonseo @jbh_jane
  16. 16. It was hard to plan far into the future @brightonseo @jbh_jane
  17. 17. So the focus became ‘How do we build links now?’ @brightonseo @jbh_jane
  18. 18. The solution was reactive PR... @brightonseo @jbh_jane
  19. 19. Freezing resource-intensive campaigns - we looked for quick-to-market opportunities @brightonseo @jbh_jane
  20. 20. To be of value to consumers in a time of crisis @brightonseo @jbh_jane
  21. 21. and provide escapism @brightonseo @jbh_jane
  22. 22. This was the content journalists told us they wanted @brightonseo @jbh_jane
  23. 23. And they needed stories FAST @brightonseo @jbh_jane
  24. 24. We saw this is an opportunity to build thought leaders @brightonseo @jbh_jane
  25. 25. Borrowing strategy from content marketing @brightonseo @jbh_jane
  26. 26. Providing useful content that answered search queries @brightonseo @jbh_jane
  27. 27. @brightonseo @jbh_jane
  28. 28. Using data to tell a unique story @brightonseo @jbh_jane
  29. 29. @brightonseo @jbh_jane
  30. 30. And offering quotes to position them as market experts @brightonseo @jbh_jane
  31. 31. @brightonseo @jbh_jane
  32. 32. Plus some easy-reading stories to lighten the mood @brightonseo @jbh_jane
  33. 33. @brightonseo @jbh_jane
  34. 34. Whilst building links. @brightonseo @jbh_jane
  35. 35. So how did we do? @brightonseo @jbh_jane
  36. 36. @brightonseo @jbh_jane ★ We built more links than ever before ★ Links were more relevant AND consistent ★ Coverage across online / print / TV / radio ★ Results ALL stakeholders were proud of
  37. 37. But we couldn’t have done this alone... @brightonseo @jbh_jane
  38. 38. Building links isn’t a solo sport. @brightonseo @jbh_jane
  39. 39. We worked closely with SEO and internal PR teams @brightonseo @jbh_jane 1
  40. 40. Got buy-in from stakeholders early on @brightonseo @jbh_jane 2
  41. 41. @brightonseo @jbh_jane 3 Pitched ideas weekly to clients
  42. 42. The beauty? We cemented our relationships - with SEO, PR and marketing teams @brightonseo @jbh_jane
  43. 43. We’ve learnt that timing & speed are everything @brightonseo @jbh_jane
  44. 44. @brightonseo @jbh_jane 1 You need to be agile with ideas
  45. 45. @brightonseo @jbh_jane 2 Let the story speak for itself
  46. 46. @brightonseo @jbh_jane 3 Get your story out today, not tomorrow
  47. 47. But being agile isn’t easy @brightonseo @jbh_jane
  48. 48. @brightonseo @jbh_jane 1 Clients need to trust you
  49. 49. You need processes for quick sign-off @brightonseo @jbh_jane 2
  50. 50. You need a team that can turn things around that day @brightonseo @jbh_jane 3
  51. 51. Don’t just read the headlines - Go deeper. @brightonseo @jbh_jane 4
  52. 52. @brightonseo @jbh_jane
  53. 53. Lastly, pay attention to the details “don’t f**k it up” @brightonseo @jbh_jane
  54. 54. So what did the pandemic teach us? @brightonseo @jbh_jane
  55. 55. During a crisis you need to let go of previous plans @brightonseo @jbh_jane
  56. 56. Big campaigns aren’t always the heroes... @brightonseo @jbh_jane ...shout out to the humble listicle!
  57. 57. Relationships are key to success - and not JUST with journalists @brightonseo @jbh_jane
  58. 58. What does the future of digital PR look like? @brightonseo @jbh_jane
  59. 59. A more blended approach (mix of hero content, reactive & corporate PR) @brightonseo @jbh_jane 1
  60. 60. @brightonseo @jbh_jane 2 Less focus on hero campaigns - take cues from the news cycle
  61. 61. @brightonseo @jbh_jane 3 More focus on wider business objectives - think beyond links
  62. 62. Key takeaways... @brightonseo @jbh_jane
  63. 63. 1. The future of digital PR is blended @brightonseo @jbh_jane
  64. 64. 2. Develop relationships with all stakeholders @brightonseo @jbh_jane
  65. 65. @brightonseo @jbh_jane 3. Being agile is crucial for campaign success - today and tomorrow
  66. 66. THANKS FOR LISTENING! For more digital PR thoughts follow me: @jbh_jane jbh.co.uk @brightonseo @jbh_jane

    Als Erste(r) kommentieren

  • drebecca

    Oct. 11, 2020

If COVID-19 has taught us one thing, it's that we can’t rely on the way we used to do things in order to build links now. Jane will be discussing if there is still a place for hero campaigns in digital PR, or whether brands and agencies should be taking a more fluid, organic approach to building links in the future. Jane will share what her team has learnt during the crisis, the importance of working with all stakeholders and having a more agile and blended approach to digital PR.

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