Jan 26 00:00
Century Club, London
Press Releases • Apr 22, 2016 17:19 BST
Mynewsdesk surveyed over 2,000 journalists around the world to get their views and expectations of the journalism industry.
Blog posts • Jan 18, 2017 08:30 GMT
Do you want to be more effective in your digital PR efforts? You’re not alone. Only 36% of practitioners say their efforts in digital PR are effective, according to the findings of the recently released state of digital PR survey - a global initiative conducted by Mynewsdesk in cooperation with Berghs School of Communication.
Blog posts • Jan 16, 2017 10:04 GMT
The first thing to do when preparing for a crisis that might hit you is to decide what that crisis might look like. We normally define a crisis as being something that materially impacts your reputation, sales, value or share price. It will probably start in the real world, but news of it will spread online and over social media at a speed you can’t control. Polpeo share their top tips.
Blog posts • Jan 10, 2017 08:30 GMT
Don’t be overwhelmed at the thought of creating an effective digital PR strategy. Start small: it doesn’t need to tackle every possible opportunity at your company. If you make it realistic and manageable, you’re more likely to achieve success on which to build and grow the strategy. Besides, the process for developing a strategy is the same no matter the size of the initiative. Once you’ve done it successfully, you can simply repeat the process.
But before you think PR strategy, think about business strategy. Identify your company’s business objectives and goals. Executives usually don’t see merit in supporting a programme unless it positively contributes to what the company seeks to achieve. Here are our 7 steps to help get yours underway...
1. Define your audience
You need to know who you want to talk with. In addition to the standard demographic and socio-graphic factors, you should understand your audience’s digital behaviour – where do they consume information online, what formats do they prefer, etc. The more you know about your target audience, the more effective your strategy will be.
2. Determine goals
Once you select your target audience, set a strategic goal. What does your company want this audience to do as a result of seeing and consuming your PR efforts? Do you want to educate them? In which case you might want to set a goal around awareness or perception. Or do you want to inspire them? If so, your goal could be around acceptance or belief. Or would you like your audience to take a specific action?
In setting a goal, you must also identify how it will be measured so you know if your efforts are working. For example, you can’t state that you want your digital PR outreach to ‘raise awareness of the company’s new product’. You must be specific and attach numbers, such as ‘to create buzz for our new product, we will secure 25 online mentions from our target media and 10 online reviews from our target influencers in the next three months’.
3. Detail key topics and messaging
Now that you know what you want your digital PR programme to accomplish, it’s time to think again about your audience. How will your efforts involve (not interrupt) the audience? What content can your company offer to help or entertain your audience that relates to their daily lives and connects to your strategic PR goal? Compile the list of topics and craft relevant messaging.
4. Make a distribution plan
Your target audiences have their communication preferences – email, social media platforms, push notifications and so on. They also have their preferred devices – smart watch, phone, tablet, laptop or desktop. You must communicate with your target audience where they consume digital information. If you don’t, no matter how relevant your messaging is, your audience won’t see it.
Don’t forget to ensure your message reflects the preferred format, length and tone of the selected digital platform.
5. Create an editorial calendar
Now that you have the key components of your strategy, it’s time put together a comprehensive schedule – your day-to-day operating script. With each piece of content scheduled, list the audience, format and distribution method.
Make the editorial calendar even more efficient by providing space for analytics for each piece of content. This will enable you to understand the effectiveness of each outreach effort. These are not necessarily the same as the overall strategy analytics.
6. Establish a measurement process
One of the biggest selling points of a digital PR strategy, unlike most traditional advertising or marketing efforts, is that it can be more comprehensively measured, which makes it much easier to know if your digital PR efforts are having the desired effect. Start by understanding what media measurement categories are most important to your organisation.
Make sure to be as specific as possible in defining what you’re measuring (category) and how (metrics). Recognise that some categories (e.g., total impressions, total reach) are easier to measure than others (e.g., brand perception, return on investment). But don’t pick categories just because they’re easier to measure.
Your chosen measurement methods must be linked intrinsically to your strategic goals. For example, if your digital PR strategic goal is about growing your email subscriber base, metrics like the number of interactions and followers won’t tell you how successful your programme is. However, if your goal is related to improving your brand perception, follower and interaction numbers could be helpful metrics but so could third-party surveys.
7. Use data to evolve your digital PR strategy
Don’t just report the numbers – use the data to advance your digital PR strategy. Make an appointment on your calendar (at least quarterly) to dig into the data on a micro and macro level. It’s critical to see how well the programme is achieving its goals, and what tactics are working better than others.
Don’t restrict your analysis to internal numbers. New data and trends will emerge from outside the PR team. Talk to other departments in your organisation to learn about the changes they’re experiencing. Review external sources that speak to trends in your industry and about your audiences.
Use that comprehensive analysis to inform the update of your strategy, expanding on successes and tackling newly discovered obstacles.
Do you want to be more effective in your digital PR efforts? You’re not alone. Get the first part of the digital PR revolution series here and find out what you can do to overcome some of the most common challenges for today’s communicators.
Don’t be overwhelmed at the thought of creating an effective digital PR strategy. Start small: it doesn’t need to tackle every possible opportunity at your company. If you make it realistic and manageable, you’re more likely to achieve success on which to build and grow the strategy.
Blog posts • Jan 04, 2017 08:30 GMT
Just before Christmas 2016, our very own Global Content Marketing Manager, Christopher Van Mossevelde, and Community Manager, Daniel Vazquez, took to the stage at Berghs School of Communications to officially launch PR Revolution. And this week, I caught-up with the two masterminds to find out all about the project...
Blog posts • Dec 29, 2016 11:49 GMT
As the festivities fade and the dust settles on another year, many of us have vowed to better ourselves over the coming months. But what if we were to extend these new year's resolutions to simplify yet vastly improve our PR workflow? To help boost your communications, content and coverage, here are our 7 recommended PR resolutions to help you get started in 2017...
Blog posts • Dec 20, 2016 15:56 GMT
With a New Year on the horizon, what better time to take stock of what's been great in the world of PR and Marketing, this year? For this, I asked the Mynewsdesk team for the campaigns that stood out the most to them and why. Here's their best of the bunch...
Press Releases • Dec 15, 2016 13:08 GMT
Over 85% of PR professionals expect the focus on technology and digital PR to increase significantly in their organisations over the next five years, according to a global survey conducted by Mynewsdesk in cooperation with Berghs School of Communication.
Blog posts • Dec 08, 2016 14:30 GMT
Due to the proliferation of channels consumers can access to read or watch content, individuals no longer rely on mass media to learn new information or seek out entertainment. Today, anyone can create, publish and distribute stories and build an audience over time; such people can be bloggers, freelance writers, topic experts or passionate hobbyists.
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Tell your story with Mynewsdesk.
Tell your story with Mynewsdesk.
Mynewsdesk is the world's leading all-in-one brand newsroom and multimedia PR (public relations) platform. Over 5,000 brands as diverse as Post Office, Vision Express, Dreams, Costa Coffee, Panasonic, Sony, Axa PPP Healthcare, Fred.Olsen, Visit Scotland, Neopost, Stroke Association and Virgin Trains... Show more
Tell your story with Mynewsdesk.
Mynewsdesk is the world's leading all-in-one brand newsroom and multimedia PR (public relations) platform. Over 5,000 brands as diverse as Post Office, Vision Express, Dreams, Costa Coffee, Panasonic, Sony, Axa PPP Healthcare, Fred.Olsen, Visit Scotland, Neopost, Stroke Association and Virgin Trains use their Mynewsdesk newsrooms to publish and distribute their content, achieve greater visibility across search and social media, connect with key influencers, and tell their stories.
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