Digital PR is all about combining traditional PR with contentmarketing, social media and search - transforming static news into conversations and bypassing media to speak directly to your target audience online.The goal of Digital PR is to create and build an online presence that correctly reflects what the brand stands for, it’s innovations and campaigns; and to build relationships with its customers, stakeholders and influencers so that it can develop and foster the favorable operating climate. Many of my clients have asked how to do Digital PR. This presentation will not only help understand what is Digital PR but also explain how it is done.

1. What is Digital PR ?
By Shilpi Dubey Pathak
Director – Client Services & Marketing Strategies
HGS Interactive
Copyright – Shilpi Dubey Pathak

2. Digital PR Goals
 The goal of Digital PR is to create and build an online presence that
correctly reflects what the brand stands for, it’s innovations and
campaigns; and to build relationships with its customers, stakeholders
and influencers so that it can develop and foster the favorable operating
climate
 Digital PR is all about combining traditional PR with content
marketing, social media and search - transforming static news into
conversations and bypassing media to speak directly to your target
audience online
 Once the brand establishes itself on Owned and Paid Media platforms,
the next step is to focus on Earned Media. The techniques include SEO,
content marketing, native advertising, online newsrooms, partnerships,
influencer management , blogger outreach and online media coverage.
Copyright – Shilpi Dubey Pathak

3. Digital PR through Earned Media
Source : http://www.previewnetworks.com
Copyright – Shilpi Dubey Pathak

4. What is Earned Media
Source : http://fitzgeraldmarie.wordpress.com
Copyright – Shilpi Dubey Pathak

5. Target Audience
Aware &
Informed
Aware
but not
informed
Unaware
Create awareness on online
front along with prominent
presence on social media
Maintain and sustain their
interest through continuous
engagement and visibility
Bring your activities in notice
through better reach & recall
and convert into fans or
followers
Copyright – Shilpi Dubey Pathak

6. What is Earned Media
 Earned media is the result of our owned, paid, and
participatory media programs and is reflected in the blog
posts, tweets, status updates, comments, and ultimately
actions of our consumers, peers, and influencers.
 Earned media is linked to owned media campaigns as well as
proactive initiatives that attempt to incite viral and word-of-
mouth activity.
 Garnered visibility is also tied to communications and public
relations programs as they continually seek to gain the
attention of reporters, bloggers, analysts, and influencers
who can drive awareness and behavior.
Copyright – Shilpi Dubey Pathak

7. Scope of Work
 Influencer Management - Bloggers & Online journalists
engagement and participation
 Content or Native Advertising
 Forum management
 Creation, optimization and distribution of press releases
online (web releases)
 SEO management and optimization
 Search and Social media monitoring
 ORM
Copyright – Shilpi Dubey Pathak

8. Influencer Management
 Through primary and secondary research(Social CRM), we
identify, evaluate, prioritize and benchmark the perceptions and
attitudes of leading influencers in each of these areas:
 Buyer/Key Target Influencers: make final purchasing decisions or
take final actions leading to a desired change
 Ultimate Influencers: most likely to exercise maximum positive
influence over buyer/key targets
 Determined Detractors: most likely to exercise maximum
negative influence over buyer/key targets
 Initial Influencers: most likely to have the greatest impact on the
buyer/key targets, ultimate influencers and determined detractors
Copyright – Shilpi Dubey Pathak

9. How do we manage Influencers
 Blogger and Online Journalist
engagement is important to maintain
good relationships among the key
influencers online
 Well-optimized and linked blog posts
can rank well in the search engines
making them easy to find for
journalists/bloggers/Influencers
researching stories
 Organize influencer led
online/integrated activities using an
emotional connect with the brand plug
in
Copyright – Shilpi Dubey Pathak

10. Content/ Native Advertising
 Building one good story and sending it to media outlets is
no longer acceptable.
 The story should be looked as a tool to create and leverage
more content, creating multiple versions of the story to be
reused and retargeted in the various media outlets online
Content is king, and it should never be
used one time, because it is the context of
the content you need to constantly work to
achieve
Copyright – Shilpi Dubey Pathak

11. Time to go Native
 Any brand as an advertiser should attempt to gain attention
by providing content in the context of the user's experience
 We should make it a practice of using content to build trust
and engagement with would-be customers.
 Native advertising can be a promoted tweet on Twitter,
suggested post on Facebook or one of those full-page ads
between Flipboard pages, but more commonly it is about
how brands now work with online publications to reach
people.
Copyright – Shilpi Dubey Pathak

12. Stats on Native Advertising
Native content tends to aspire more to going viral
- Felix Salmon, Reuters in The Native Matrix
Native ads are viewed for the same amount of
time as editorial content and is much more
likely to be shared than a banner ad.
(32% versus 19% of respondents said they would do so).
– IPG Media Lab
Copyright – Shilpi Dubey Pathak

13. Forum Management
 Forums and structured, focused communities offer a great
deal of value, representing a concentrated audience of the
people that the brand probably wants to reach. They are
engaging now, around your company, your products and
your industry.
 Distribution of news/ campaign content on various relevant
online forums and managing/participation in relevant
discussions is a key element of digital PR
Copyright – Shilpi Dubey Pathak

14. Creation, optimization and distribution of
Press Releases online
• Initiate stories around the
campaigns of the brand and
disseminate web releases
• Optimize Press Release and
news content for relevant and
popular phrases which will help
that content to rank well in
the search engines
• Target media:
Campaign India
Exchange4Media
Impact
Afaqs
Pitch
Bestmediainfo
adgully.com
Copyright – Shilpi Dubey Pathak

15. SEO Management & Optimization
 Optimizing all of the brand’s digital assets with relevant
keywords and either promoting or submitting to vertical
search engines to provide additional exposure to Media
 Optimizing more than standard text content for PR creates
additional entry points to news content and can improve
search based discovery
“If it can be searched on, it can be optimized”
Copyright – Shilpi Dubey Pathak

16. Search & Social Media Monitoring
 To help the online PR, effectively monitor brand reputation,
we set up free alerts using tools like Google Alerts, Social
Mention or Twitter to watch for mentions of their brand
name, competitor‘s names, industry news, and important
key names
 Social media monitoring and Monitoring search engine
rankings of news content to provide important feedback for
news optimization on efforts and to improve search traffic
effectiveness
Copyright – Shilpi Dubey Pathak

17. ORM
 Online Reputation management is
the under standing or influencing
the business' s reputation
 Online reputation will become
more and more important as
online users increase at
exponential rate and become
more and more connected with
each other via various devices and
online media
 We counter, improve or eliminate
the unfavorable material with
favorable content to improve the
brand’s credibility
Source: http://www.toprankblog.com
Copyright – Shilpi Dubey Pathak

18. Know More -
Linkedin - Shilpi Dubey Pathak
Twitter - @ShilpiDPathak
Email – shilpidpathak@aol.com
Blog - Khabriaunty.wordpress.com
Copyright – Shilpi Dubey Pathak