Digital PR Strategies, Examples And More

Table Of Content

Digital PR Strategies 

Two of the most widespread PR Stargeis used by Digital PR Professionals are- expert commentary and bylines. You can read the two most widespread strategies below:
 

Expert Commentary

The expert commentary refers to when an expert is quoted in a larger story that was written by a writer or reporter. Since two of the primary goals of digital PR are to build domain authority and to generate backlinks, this is an ideal tactic.

Expert commentary can be contributed to news articles, case studies, roundup articles, and much more. By taking the time to provide expert commentary, schools increase the authority of their brand and often gain access to previously untapped audiences.

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Bylines

Bylines are contributed articles (like guest posts or op-eds) that are published under the faculty member’s name.

Source: safalta.com

In the case of a college or university, for example, a professor or thought leader may write a byline for a website focused on helping students choose the right major. 

Generally, bylines are unique opinion pieces centred on a trending topic, such as navigating the pivot to online learning during the pandemic. At Archer, we offer faculty members the option to write the article themselves or recruit a member of our expert team of former journalists to ghostwrite it for them.

 

What Are the Benefits of Digital Public Relations?

 

It is a part of marketing with more and more brands investing in it and traditional marketing services moving towards it also.  Digital Marketing professionals use digital PR to try to expand the reach of their content to millions,  it is meant to ensure the audience has direct access to the content. Digital PR has emerged as a powerful tool for generating exposure and establishing credibility online.  The following are the benefits of well thought Digital PR Strategies:

1. Expands brand awareness
2. Promotes thought leadership
3. Drives organic traffic
4. Builds high-quality backlinks to a target domain

 

Brand Awareness

One of the main benefits of a strong digital PR strategy is increasing brand awareness. The simple truth about brand awareness is that no business or organization can thrive without it. People don't buy or invest in brands they don't know. Nor do students apply to schools or programs they have never heard of.

By making quality content available to a wide audience, digital PR attracts attention, increases an institution's visibility, and enhances its reputation as a leader in the faculty's sort.
 

Thought Leadership

Thought leaders are individuals who are experts in their field and who create and share content for educational and motivational purposes. When a faculty member publishes an article under their byline or contributes expert commentary to a piece written by a reporter, it helps establish them (and your institution) as an expert in a particular field. The individuals who are frequently published or interviewed by the media are those most likely to be considered subject matter experts and thought leaders.

Organic Traffic

Another benefit of digital PR is the ability to generate organic traffic. High-quality links achieved through media placement act as a "vote" in Google's eyes, and the search engine giant can use it as a signal of trust, improving search rankings. Students will inevitably respond when you actively work to drive more visitors to your site and increase brand awareness and credibility. This means more eyes will be on your program and content, and more students are likely to apply and be admitted.
 

Visibility and Search Engine Rankings

This last benefit is closely related to organic traffic. Keeping your content viewable and clickable by an untapped audience can go a long way in helping your institution improve its search engine rankings. This is because Google looks at your backlink profile and how often you click on a particular link.
 

How to Implement a Digital PR Strategy

Here are six steps for implementing a successful digital PR strategy.

1. Present your strategy to the faculty subject matter experts you plan to recruit for commentary and bylines. Ensure they understand why digital public relations is important from both an institutional and personal perspective.
2. Conduct individual interviews with your chosen experts to learn more about their expertise. This will enable you to determine which websites, topics, and types of publications are best suited to them.
3. Start pitching your experts to the media. Keep an eye out for potential stories that they would be able to comment on or write about.
4. Review and maintain communication with reporters and experts — facilitate phone interviews between them. Ghostwrite bylines on behalf of experts.
5. Keep track of the websites and articles your experts are featured in. This is called media tracking, and it enables you to learn what content resonates the most with the media. From there, send information on each placement to faculty members and stakeholders to have them share the content with their audiences as well.
6. Finally, be sure you analyze the metrics for each piece of content. Important metrics to track include unique viewers per month, domain rating, social shares, and publicity value.

 

 

 

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