The online marketplace expands constantly, which means your potential customers are always gaining new opportunities to learn about your business — and every other business in your industry. As the online marketplace continues to grow, managing your brand identity becomes increasingly important. You must ensure your company attracts the right people and shows them why you’re the best choice.
Successful digital PR management requires tools, training, and expertise your team may not have. Rather than trying to split your workload between providing your services and managing your public image, turn to Connective for help.
What is “Digital PR,” and why does your business need It?
Digital public relations (PR) is the strategy for managing how your business appears online. This includes your branding, identity, reputation, and more.
There’s an old saying that “any press is good press.”
This may have been true when the only way to spread the word about your business was through the town’s printing press. But nowadays, we don’t just have one printing press to worry about. Every single customer is a potential printing press for bad reviews and poor testimonials about your brand.
Managing a poor reputation isn’t simply a matter of publishing a press release in the newspaper. These days, thousands of articles, videos, podcasts, and posts all have something to say about your company. Making yourself known for the right reasons among all the misinformation and clickbait vying for people’s attention can seem impossible.
Even if your business is justified in its actions, controlling the narrative is immensely challenging without the proper tools and strategies. That’s why PR services are crucial for any business trying to stay afloat in the digital age.
With sound strategies in place, you can quickly shape your brand’s reputation before bad publicity happens — and recover from negative reviews. You can build a brand image so solid that no customer review will be able to tear it down. You can also feel confident that the online chatter around your company will remain positive and truthful.
As your customers continue to face economic challenges, they will become even more discerning about the companies to whom they give their money. Even a single piece of bad publicity could be enough to sway their opinion, making it all the more important to have a game plan.
Let Connective provide the comprehensive digital PR services you need to maintain an exceptional brand identity, instill trust in potential customers, and gain long-term profitability.
Connective’s Digital PR solutions
When you enlist our digital PR services, you receive a comprehensive package of strategies and solutions that help shape your brand identity and reputation. As a full-scale digital marketing company, we know the best strategies to prevent bad publicity from happening in the first place, manage the impact of past events, and sculpt an identity that perfectly reflects your business’s best qualities.
While far from an exhaustive list of all of Connective’s services, these are the most important strategies we use for digital PR.
Media relations and training
You can’t always control what the media says about your company, but you can shape public opinion so that only positive opinions make the news.
We use a surefire media relations strategy to help businesses maintain control of the narrative. Here are just a few of the ways we do so:
Press coverage and managing media inquiries
We help your business develop relationships with journalists so that when newsworthy events occur, someone who knows your business well will cover them.
Conducting outreach to bloggers and publications helps us manage your media coverage in the long term. We also selectively manage media inquiries based on the intended story and the company’s overall reputation.
Media training
One wrong interaction with the media could plummet your business’s reputation. We will train your team to interact with media personnel online and in person.
When press opportunities arise, you’ll know how to handle them effortlessly. We can even craft strategies for newsjacking, or piggybacking on trending news stories and making them relevant to your brand.
Public affairs
Responding to reviews the right way can help your brand recover after negative blows from unhappy customers. We can train you and your team to respond to positive and negative reviews alike, implement review generation strategies, solicit recommendations, and measure your Net Promoter Score (NPS).
Press releases
When newsworthy events happen that you want to share with the world, we’ll know when and where to disseminate press releases for the biggest impact. We’ll ensure they direct readers to your site, effectively creating backlinks every time your business announces a new major development.
Social media outreach
We will curate your social media posts, content, and activity around your brand identity, respond to social media messages and mentions on your behalf, and implement effective digital campaigns for managing your social media.
Brand image and outreach
Your brand image is the collection of all of the experiences customers have with your company. It’s what comes to mind when people think of your business, extending far beyond your logo and color palette.
A crucial element of digital PR services is crafting a brand image that accurately reflects your company and leaves a positive impression on potential customers. We use the following strategies to elevate your brand image and connect with your target audience.
Branding and style guides
Your logo, colors, and graphic design aren’t the most important elements of your brand identity, but they are the first things most customers will notice about your business. We’ll help you develop a strong, recognizable brand identity, and create guidelines you and your team can adhere to for consistent branding.
Crisis management
A fast, professional response can help mitigate the damage if a public image issue arises. We’ll create a crisis management plan that is ready to go when issues occur.
We’ll also conduct a risk analysis to assess the PR issues that are most likely to negatively impact your company and use social listening tools to monitor what people say about you online.
Reputation management
Every business occasionally receives negative reviews, but how you handle them matters much more than the content of those reviews.
We can respond to negative reviews using reliable reputation management strategies. We can also train your team to mitigate the damage from poor reviews and let them roll off your back.
Awards and recognition
Has your business won any awards in your industry? If not, it may be because you don’t know about them – or they don’t know about you.
We will submit your business for relevant awards and prepare acceptance speeches and presentations for the ones you win. Posting about these awards on your website and social media pages is a great way to build trust with customers.
Link building
Link building, or convincing other website owners to link to your site, is key to customer acquisition and brand awareness. But without the right tools, it can be time consuming.
We will help you get quotes on websites with high domain ratings to build your backlink strategy. We’ll also write guest posts to share with other sites and encourage backlinking.
Marketing
Digital PR services and digital marketing go hand in hand. We offer full-scale marketing services as part of our PR package to help your company attract more customers, retain the ones it has, and grow its profitability.
Event marketing
Maintaining a positive brand image involves getting out into your community and making a name for yourself within your industry.
We will plan and execute events such as press conferences, product launches, and corporate events to build a positive reputation for your company. We will also do all the hard work of writing speeches and planning presentations for you so that you can keep the focus on your business responsibilities.
Influencer marketing
Influencer marketing is a great way to spread the word about your business within your industry or local community. We can connect with relevant influencers and invite them to share about your business on their platforms in exchange for discounted services or another form of payment. Their reviews are a powerful form of word-of-mouth marketing that will bring new customers to your door.
We can also conduct interviews as part of your influencer marketing strategy. Sharing these testimonials on your website or social media platforms can go a long way toward building a positive brand image.
SEO and content
Every company in this digital age needs search engine optimization (SEO) to stay competitive and stand out in search results. Our digital PR services include SEO integration to ensure that prospective customers actually see your PR efforts.
Content marketing is a crucial element of SEO, and we use this strategy to boost your search rankings and build your brand reputation. We will write content such as:
- Blog posts
- On-page content
- Press releases
- Landing pages
If we find that any of your existing content is harming your brand image, we can “bury” it in search results so that it no longer affects your reputation.
Begin using digital PR services to your advantage
Digital PR services can help you build a more powerful image for your brand and take it to the next level. Invest in these services today to see how beneficial they can be for your company’s reputation!
Frequently asked questions
What is the difference between digital PR and digital marketing?
The difference between digital PR and digital marketing involves where each process lies within your sales funnel. Both PR and marketing services seek to bring customers to your door.
PR is at the top of the sales funnel, building high-level awareness of your brand and reputation. Meanwhile, marketing sits closer to the bottom, converting prospects and landing sales.
Both digital marketing and digital PR services are vital to your overall sales strategy, and at Connective, we’ve perfected both.
Is digital PR a type of SEO?
While digital PR isn’t an SEO strategy per se, it can complement SEO tactics. Your business needs SEO to ensure people see your website content and the other PR efforts you have worked hard to implement. On the other hand, there’s no point in getting your name out there and building a powerful reputation if people can’t find your website when they want to.
Our modern digital PR services encompass SEO strategies like content marketing and link building. We also help remove negative content from search engines to prevent it from harming your brand image.
What are digital PR tactics?
Digital PR tactics include various strategies that sculpt your digital reputation. Our strategies include media relations tactics like press coverage and media training, crisis management, reputation management, branding development, and more.
These strategies work together to create a professional, positive, trustworthy image of your company that magnetizes potential customers to your brand.
What types of businesses need digital PR?
In this highly digital age, all types of businesses need digital PR. Whether you’re a small startup or a large corporation, prioritizing your public image sets up your business for long-term success.
At Connective, we’ve worked with many businesses to provide digital PR services, such as law firms, eCommerce brands, advisory services, and more.
How does Connective approach the digital PR process?
We follow several expertly designed phases to roll out your digital PR process. This service starts with onboarding, where we get to know your company and understand your unique selling points and brand identity. We assess your current online reputation and then draft a personalized strategy to curate your public image.
Can Connective build my brand image from the ground up?
Yes — Connective can help you build a powerful brand image no matter how much groundwork you’ve completed. Allow us to design your branding, connect with journalists, write press releases, market your business, and do much more to craft your brand identity. Get started with our digital PR services today.
