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