Digital PR is a strategic marketing activity that involves listening to online buzz and sentiment, analysing issues, and echoing a brand’s message or ‘voice’ by responding sympathetically through a variety of online vehicles such as social media; online versions of magazines or newspapers; special interest sites or forums. It can also involve corporate blogging, online multimedia or viral elements.

All these metrics can be correlated with business performance and demonstrate a powerful return-on-investment.

Digital PR is highly measurable: metrics can be set up to monitor the campaign effects against its KPIs. This can involve buzz and sentiment monitoring or the measurement of the amount of engagement with your online content. Web analytic tools can be used to measure the quantity and quality of the traffic on your website or blog. Online media monitoring can track and monitor all mentions of your brand on the web in real time.

Content and approach are critical. Poor content and you won’t leave the starting block: you need to provide value and interest to the peer-to-peer activity and interaction that characterises Web 2.0 users. A cack-handed, commercial approach and you can cause considerable reputational damage in minutes through Twitter.

Digital PR should create great content, quality back links and buzz online and, in addition to the primary audience who see the initial multimedia content, the result is a secondary audience when the brand or organisation gets higher natural search engine rankings.

Juice has a highly experienced team of digital PR practitioners who can plan the strategy and make it happen.

Corporate Blogging

Corporate blogging – and Social Media Marketing – are currently developing so fast that our service includes not only our current expertise but experience gained from our continuing immersion in leading edge techniques.

There are millions of citizen and small business blogs but the ones that are really effective and successful are linked to, and using, Social Media Marketing as a complementary discipline.

Blogs have many benefits but need an outreach programme to alert audiences to new material. Keen subscribers will take an RSS feed but, for the mass of your audience, Social Media Marketing offers regular exposure in social media with links back to blog entries.

Social Media Marketing and corporate blogging are becoming more intertwined. Twitter, for instance, can be regarded as a microblogging service, keeping your Twitter Followers in touch with what you are doing and linking them to more substantial material written on your blog.

We use a multi-user platform so that a communications team can co-ordinate the publishing process as authors, editors, publishers and administrators with different levels of authority and permissions.

The Benefits of a Corporate Blog

Search engine marketing and optimisation: a regular blog gives your organisation a hugely-increased presence on major search engines like Google. A well-written, routinely updated, keyword-oriented blog considerably enhances your organisation’s rankings on natural search engine pages. An archive is built-up with a complete record of all your blog entries.

Direct communications: blogging provides a way for your corporate communications team to speak directly, openly and honestly with your customers, stakeholders and prospects.

Brand-building: a corporate blog serves as an extra medium on which to promote your brand and company. You can express things as you want, in your own tone of voice without any re-writing by a journalist or another blogger.

Positioning and competitive differentiation: a corporate blog gives you the opportunity to tell your story over and over again with different angles: they help set you apart from your competition and position you as experts in your field.

CRM: a credible, corporate blog, working with Social Media Marketing, allows you to build personal, long-lasting relationships with your prospects and customers, relationships that foster trust.

Exploit the niches: a blog helps you fill your particular industry niche and dominate that online space.

Media and public relations: a corporate blog is an excellent Digital PR tool. Your material will be recognised, picked up and re-transmitted by other bloggers, media and news aggregators.

Position your organisation as experts: Blogs enable you to articulate your viewpoints, knowledge and expertise on matters pertaining to your industry.

Feedback: a corporate blog includes an ability for your audience to comment and give you direct feedback in a way in which they might not adopt face-to-face.