{"id":8143,"date":"2022-06-17T11:00:20","date_gmt":"2022-06-17T08:00:20","guid":{"rendered":"https:\/\/www.evenzia.com\/?p=8143"},"modified":"2023-07-26T17:20:45","modified_gmt":"2023-07-26T14:20:45","slug":"the-ultimate-guide-to-digital-pr-plus-tips-and-tools","status":"publish","type":"post","link":"https:\/\/www.evenzia.com\/fr\/the-ultimate-guide-to-digital-pr-plus-tips-and-tools\/","title":{"rendered":"The Ultimate Guide to Digital PR (Plus Tips and Tools)"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8143\" class=\"elementor elementor-8143\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2aae6cbc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2aae6cbc\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-790c3de9 sc_inner_width_none sc_layouts_column_icons_position_left\" data-id=\"790c3de9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e8380c6 sc_fly_static elementor-widget elementor-widget-text-editor\" data-id=\"e8380c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p>Public relations has always been about capturing attention, owning or participating in a public conversation, and shaping the narrative of your brand, industry, or company.\u00a0<\/p>\n\n<p>Digital PR is the execution of public relations campaigns and tactics in today&rsquo;s digital landscape.\u00a0<\/p>\n\n<p><a href=\"https:\/\/bigcom.com\/2017\/01\/pt-barnum-marketing-and-public-relations\/\" rel=\"nofollow noopener\" target=\"_blank\">From P.T. Barnum to Ryan Holiday<\/a>, public relations professionals have used the tools and media at their disposal to get attention and drive interest in their brands.\u00a0<\/p>\n\n<p>In fact, in the landscape of marketing initiatives, I used to understand content marketing to be a function of public relations and communications. Rather than paying for ad placements or buying inventory, you simply create the\u00a0<a href=\"https:\/\/digivizer.com\/blog\/paid-owned-earned-media\/\" rel=\"nofollow noopener\" target=\"_blank\">narrative using owned or earned media<\/a>.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/6a\/ff\/6afff62481b8f17b9b752fee8267e5ed\/0XKPr9yVlER6sZWf_iV1w07b63TeSzgduGFhCmPI5Sik53WU4N-p0LK-OpAvyGag1QeSXHex1QdlveWyaVmPa4hwEWphxb6xjVq4PNVKHS2D6ni-RLZnVyC7YEg3dNtKs6NbIjfSmksY6AA9zg.png\" alt=\"0XKPr9yVlER6sZWf_iV1w07b63TeSzgduGFhCmPI5Sik53WU4N-p0LK-OpAvyGag1QeSXHex1QdlveWyaVmPa4hwEWphxb6xjVq4PNVKHS2D6ni-RLZnVyC7YEg3dNtKs6NbIjfSmksY6AA9zg\" width=\"1200\" height=\"600\" \/><\/figure>\n\n<p>The lines in the sand are to some extent washing away.\u00a0<\/p>\n\n<p>For example, organic and paid search optimization are sometimes grouped together in titles\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/search-engine-marketing\/\" rel=\"nofollow noopener\" target=\"_blank\">like demand generation or SEM<\/a>.\u00a0<\/p>\n\n<p>Similarly, content marketing and PR often sit together in \u201ccommunications\u201d or \u201cbrand\u201d or sometimes also\u00a0<a href=\"https:\/\/www.cognism.com\/what-is-demand-generation\" rel=\"nofollow noopener\" target=\"_blank\">\u201cdemand generation.\u201d<\/a><\/p>\n\n<p>How we define and delineate marketing channels isn\u2019t so clean anymore (just ask someone what \u201cgrowth marketer\u201d means).\u00a0<\/p>\n\n<p>But the goals of public relations have remained the same: capture favorable attention through earned media.\u00a0<\/p>\n\n<p>The objectives remain largely the same in the digital context.<\/p>\n\n<p>However, where\u00a0<a href=\"https:\/\/socialanimal.com\/digital-pr\/digital-pr-vs-traditional-pr\/\" rel=\"nofollow noopener\" target=\"_blank\">digital PR diverges from traditional PR<\/a>\u00a0is in the tactics and methods used and the way we set goals for and measure their performance.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"digital-pr-vs-traditional-pr-vs-link-building\">Digital PR vs Traditional PR vs Link Building<\/h2>\n\n<p>A PR professional working at Edelman (an award-winning digital PR firm) in 1994 might have looked at the following metrics to track a campaign:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Brand Impact<\/li>\n<li>Media Coverage<\/li>\n<li>Media Reach<\/li>\n<li>Share Of Voice<\/li>\n<li>Sentiment Analysis<\/li>\n<li>Crisis Communications<\/li>\n<\/ul>\n\n<p>These don\u2019t differ widely from typical brand marketing metrics.\u00a0<\/p>\n\n<p>In Digital PR, however, your metrics might include the following:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Website Traffic<\/li>\n<li>Referral traffic<\/li>\n<li>Returning Visitors<\/li>\n<li>New Unique Visitors<\/li>\n<li>Backlinks<\/li>\n<li>Backlink velocity<\/li>\n<li>SERP visibility \/ share of search<\/li>\n<\/ul>\n\n<p>When it comes to digital PR, backlinks seem to be the key metric.<\/p>\n\n<p>I\u00a0<a href=\"https:\/\/beomniscient.com\/blog\/jeremy-moser-userp\/\" rel=\"nofollow noopener\" target=\"_blank\">once joked on a podcast with Jeremy Moser<\/a>\u00a0that \u201cdigital PR\u201d was simply the fancy euphemism for people who didn\u2019t think \u201c<a href=\"https:\/\/userp.io\/link-building\/\" rel=\"nofollow noopener\" target=\"_blank\">link building<\/a>\u201d sounded cool:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/ac\/81\/ac815153c496dbb961f72da3c4d531c6\/xdveVDYEeGgh8O5y6EO9igKrZcllLX4rhC22BBKw2Ou_m2xi3S6CPGXRCR9gODrMNc3DyeIN-74D5w2eenXgOfNiGMpOjB1Z6PXPpsMsHzIooYAfHYS2vPCjDybtc5kLv2mT4acrHYKLvMFqQQ.png\" alt=\"xdveVDYEeGgh8O5y6EO9igKrZcllLX4rhC22BBKw2Ou_m2xi3S6CPGXRCR9gODrMNc3DyeIN-74D5w2eenXgOfNiGMpOjB1Z6PXPpsMsHzIooYAfHYS2vPCjDybtc5kLv2mT4acrHYKLvMFqQQ\" \/><\/figure>\n\n<p>Equating Digital PR with link building is oversimplification. Just like\u00a0<a href=\"https:\/\/www.searchenginepeople.com\/blog\/16075-growth-marketing.html\" rel=\"nofollow noopener\" target=\"_blank\">\u201cgrowth\u201d is related to traditional marketing<\/a>, but it\u2019s not just a fancy repackaging, digital PR is both something that already existed and something that should be treated with its own tools and mindset.\u00a0<\/p>\n\n<p>In relation to SEO and link building, digital PR tends to look at links as one input into the overall effectiveness of their campaigns, and the quality of the link and publication matters a lot.<\/p>\n\n<p>The benefit of a link in digital PR is both its value for earned media (i.e. is the publication widely read and prestigious?) and its value for owned media (i.e. does this placement help us boost up our owned content in SEO and content?).\u00a0<\/p>\n\n<p>Not that link quality didn\u2019t matter to SEOs in the past, but they would rarely track referrals or define\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/account-based-link-building\/\" rel=\"nofollow noopener\" target=\"_blank\">specific target accounts for link placements.<\/a><\/p>\n\n<p>Digital PR, to me, marries the tactical methodologies of link building and off-page SEO with the mindset of a public relations professional.\u00a0<\/p>\n\n<p>And yes, it sounds fancier to say \u201cdigital PR\u201d than any of the other phrases for this work\u2026\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/06\/f9\/06f9a8ac869e997d4e38a1a7ec45ce55\/teLMaipBGkYxPCcdbN6QUBMUX-GduXnBstnvz0gOKueN2R-OOgQKcAN94iK5mzPS3S7_8mXBtG-mN4xky-jujAJNBVn7zvEp4oYgnEye61pfZTMK9wNPi-AB7Re0ok5sVWbjzt34BI1x0BiaCQ.png\" alt=\"teLMaipBGkYxPCcdbN6QUBMUX-GduXnBstnvz0gOKueN2R-OOgQKcAN94iK5mzPS3S7_8mXBtG-mN4xky-jujAJNBVn7zvEp4oYgnEye61pfZTMK9wNPi-AB7Re0ok5sVWbjzt34BI1x0BiaCQ\" \/><\/figure>\n\n<p>I promise, that\u2019s my last meme!<\/p>\n\n<p>Digital PR is but one facet of PR as a whole, but it\u2019s almost always executed with an SEO playbook and toolkit.\u00a0 <\/p>\n\n<p>Therefore, it\u2019s not fair to say that digital PR is just plain old link building, nor is it the exact same thing as traditional PR before it.\u00a0<\/p>\n\n<p>Digital PR is a mix of SEO and PR, and the goals and KPIs of will reflect that differences.\u00a0<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"3-kpis-for-digital-public-relations\">3 KPIs for Digital Public Relations<\/h2>\n\n<p>Digital public relations campaigns tend to be similar to traditional PR, but are aimed more at digital assets like blogs and website traffic.\u00a0<\/p>\n\n<p>To get more concrete, though, what are the indicators of success in digital PR?\u00a0<\/p>\n\n<p>In my mind, you have three goal scopes:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>Backlinks<\/li>\n<li>Referral traffic<\/li>\n<li>SERP visibility\u00a0<\/li>\n<\/ol>\n\n<h3 class=\"wp-block-heading\" id=\"1--backlinks\">1. Backlinks<\/h3>\n\n<p>While backlinks have always been tracked by SEOs, the criteria for placement is different with digital PR.\u00a0<\/p>\n\n<p>For instance, you may have a list of publications that you\u2019re sure your target customers read, and only seek to get placements in those publications. Or you may have a threshold for website authority or page authority score. Perhaps you even have a threshold for the estimated traffic to a given page, and you only count links above that traffic threshold.\u00a0<\/p>\n\n<p>Whatever your criteria, backlinks in digital PR rely heavily on the quality of said link. Not just any backlink will do (and\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/account-based-link-building\/\" rel=\"nofollow noopener\" target=\"_blank\">not all backlinks are of equal value<\/a>). With traditional backlinking, it\u2019s usually all about the quantity of backlinks.<\/p>\n\n<p>You can track backlinks easily using a tool like Semrush.<\/p>\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.semrush.com\/analytics\/backlinks\/\" rel=\"nofollow noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/cdn-cgi\/image\/width=1010\/blog\/uploads\/media\/88\/7e\/887e9f58408bb16cdcb93290e475fd2b\/Pdm5ES4zJoVtYfdWcNW0zoqNbrbjipbWrD3Y1rbUTRwtiIMlkRHfBeW3tk23IMm-BLgNdh2I1N7B2lJdw2UU2kIYkzy1NwDwSbutpC3-N1nnNdqfxQnLiX-Nlq2HhQJCCbMmevTJh3VoFh-qUA.png\" alt=\"Pdm5ES4zJoVtYfdWcNW0zoqNbrbjipbWrD3Y1rbUTRwtiIMlkRHfBeW3tk23IMm-BLgNdh2I1N7B2lJdw2UU2kIYkzy1NwDwSbutpC3-N1nnNdqfxQnLiX-Nlq2HhQJCCbMmevTJh3VoFh-qUA\" \/><\/a><\/figure>\n\n<h3 class=\"wp-block-heading\" id=\"2--referral-traffic\">2. Referral Traffic<\/h3>\n\n<p>Increasing referral traffic is another way to gauge the success of a digital PR program.\u00a0<\/p>\n\n<p>By using this metric, you\u2019re inherently including both links as a target as well as valuing links coming from higher traffic pages and websites. If you get a link on a page no one visits, you\u2019ll get no referral traffic from it.\u00a0<\/p>\n\n<p>You can track referral traffic in Google Analytics.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/ea\/bb\/eabb710c5a1fd42d10579d5d48e3ac10\/8CCZ630MBgXCl1AklZy2fojOjyTwgH_BYWNkei9-dByNClHt1Yuw2BNs0t8BD7thlhgtSqemaqwkJNtgQQv6e2qAPpvZEbDCfW6EMozS2gi2I1dS16r3k6jTWFj5Mo0IA_wqoN_56dhZhGsjFw.png\" alt=\"8CCZ630MBgXCl1AklZy2fojOjyTwgH_BYWNkei9-dByNClHt1Yuw2BNs0t8BD7thlhgtSqemaqwkJNtgQQv6e2qAPpvZEbDCfW6EMozS2gi2I1dS16r3k6jTWFj5Mo0IA_wqoN_56dhZhGsjFw\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\" id=\"3--serp-visibility\">3. SERP Visibility<\/h3>\n\n<p>Finally,\u00a0<a href=\"https:\/\/www.semrush.com\/kb\/697-what-is-visibility#:~:text=Visibility%20can%20be%20defined%20as,being%20tracked%20in%20the%20campaign.\" rel=\"nofollow noopener\" target=\"_blank\">SERP visibility<\/a>\u00a0is a new metric based on the Surround Sound SEO strategy. It looks at the search results page for a keyword holistically, estimating the potential visibility and traffic you could attain from your domain being included on every page that ranks for the keyword.\u00a0<\/p>\n\n<p>For example, if your company sells\u00a0<a href=\"https:\/\/www.alexbirkett.com\/email-marketing-software\/\" rel=\"nofollow noopener\" target=\"_blank\">email marketing software<\/a>, the keyword \u201cbest email marketing software\u201d is a high-intent search term that returns dozens of review sites and listicles on the SERPs.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/c3\/29\/c32983f81e631a1a1553428847e5627f\/27ETVEUwMk5SE9Rhvzq17oZl4GUQkQmK8Dn-slfRwoZt83174LgwyyRgAx6o426CvnAI1hDyiafjTbn-KhzT3gP-mlhcG35QE824s8IASZy4R-UqRTLGEA6ZW9XdTkXUFgxOJ3pEqWGZzX-cwg.png\" alt=\"27ETVEUwMk5SE9Rhvzq17oZl4GUQkQmK8Dn-slfRwoZt83174LgwyyRgAx6o426CvnAI1hDyiafjTbn-KhzT3gP-mlhcG35QE824s8IASZy4R-UqRTLGEA6ZW9XdTkXUFgxOJ3pEqWGZzX-cwg\" \/><\/figure>\n\n<p>If you can rank for this term, great. But if you can also get mentioned on every single page that ranks, you\u2019re highly likely to be considered for purchase.\u00a0<\/p>\n\n<p>Think of it this way. If you\u2019re searching for the best email platform, are you going to trust the email platform website to give you the unbiased information that you need to make a decision? Likely not. Instead, you\u2019ll look for third-party recommendations from other trusted sources.<\/p>\n\n<p>You can track SERP Visibility in\u00a0<a href=\"https:\/\/semrush.com\/srm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=surround-sound-beta&amp;utm_content=guide-to-digital-pr\" rel=\"nofollow noopener\" target=\"_blank\">Semrush\u2019s Surround Sound tool.<\/a><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/58\/68\/58688fcbd1d0637e681a916bc683e41f\/O779cn2Jo1SPWc14-7gECHBrZklndVI6OAGJMRhADCcBiRD16KsSsros7uX-XszeYLzoWFyfnY51f1GL4EJVHyuXDfSfuL0htLNrkhiummPz9Kc6lPpc_eyhza9nRrd0ZjktI2dAxt-5iXCWqQ.png\" alt=\"O779cn2Jo1SPWc14-7gECHBrZklndVI6OAGJMRhADCcBiRD16KsSsros7uX-XszeYLzoWFyfnY51f1GL4EJVHyuXDfSfuL0htLNrkhiummPz9Kc6lPpc_eyhza9nRrd0ZjktI2dAxt-5iXCWqQ\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\" id=\"4-digital-pr-campaign-examples\">4 Digital PR Campaign Examples<\/h2>\n\n<p>With those three metrics in mind, let\u2019s walk through actual digital PR campaign examples.\u00a0<\/p>\n\n<p>While there are many more, the most popular and effective campaigns in digital PR tend to be the following four:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>Trading up the chain<\/li>\n<li>Original research<\/li>\n<li>Newsjacking<\/li>\n<li>Surround Sound SEO<\/li>\n<\/ol>\n\n<p>I\u2019ll walk through each one and give a real-world example.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"1--trading-up-the-chain\">1. Trading up the chain<\/h3>\n\n<p><a href=\"https:\/\/en.wikipedia.org\/wiki\/Trading_up_the_chain\" rel=\"nofollow noopener\" target=\"_blank\">Trading up the chain<\/a>\u00a0is a concept brought to life by Ryan Holiday in his book\u00a0<a href=\"https:\/\/www.amazon.com\/Trust-Me-Lying-Confessions-Manipulator\/dp\/1591846285\" rel=\"nofollow noopener\" target=\"_blank\">\u201cTrust Me I\u2019m Lying.<\/a>\u201d<\/p>\n\n<p>It comes from an understanding of how modern media works and how stories get picked up, which might look something like this:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Trending topic or conversation happens on Twitter<\/li>\n<li>Blogger writes about this, breaking the \u201cstory\u201d<\/li>\n<li>Journalist at mid-tier publication picks up the story, making it seem more credible<\/li>\n<li>More and more journalists at more and more prestigious publications pick up the story<\/li>\n<\/ul>\n\n<p>Essentially, you start out by seeding your content or story into low tier publications, forums, or low barrier to entry blogs. By generating enough buzz and interest at this level, you can leverage the fact that there is already a conversation occurring to pitch this to a more legitimate publication. You work the story up the chain until the media cycle moves onto its next story de jeur.\u00a0<\/p>\n\n<p>As for an example, Ryan Holiday himself walks through a handful in this presentation:<\/p>\n\n<figure class=\"wp-block-embed is-type-rich is-provider-slideshare wp-block-embed-slideshare\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/e9YNq01d34flqE<\/div>\n<\/figure>\n\n<p><strong><a href=\"https:\/\/www.slideshare.net\/ryanholiday\/tmil-slideshare-v19\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Trading Up The Chain: How To Make National News in 3 Easy Steps (Excerpt from Trust Me, I&rsquo;m Lying: Confessions of a Media Manipulator)<\/a>\u00a0<\/strong>from\u00a0<strong><a href=\"https:\/\/www.slideshare.net\/ryanholiday\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Ryan Holiday<\/a><\/strong><\/p>\n\n<p>In the presentation, Ryan talks about how he got media coverage for Tucker Max\u2019s movie, I Hope They Serve Beer in Hell.\u00a0<\/p>\n\n<p>First, they vandalized a bunch of the movie\u2019s billboards in LA. Then, Ryan used a fake name to submit images of the billboards to smaller media publications like\u00a0<a href=\"https:\/\/la.curbed.com\/\" rel=\"nofollow noopener\" target=\"_blank\">CurbedLA<\/a>.\u00a0<\/p>\n\n<p>They used these early media mentions to ratchet up the perception that there was controversy and protests around the movie, and then submitted anonymous tips to larger publications.<\/p>\n\n<p>Eventually, after snowballing to dozens of smaller media mentions, Ryan himself would email larger publications, like Gawker and Mediabistro (large at the time), bluntly asking \u201chow have you not done a story on this yet?\u201d<\/p>\n\n<p>These publications bit, and soon enough there was a real story and controversy around the movie, which led to tons of free attention and media appearances.<\/p>\n\n<p>For what it\u2019s worth, the rest of Ryan\u2019s book is written in a somber tone, warning of the ethics of creating inflammatory stories like this out of thin air. There are ways to achieve similar results that don\u2019t involve deception.<\/p>\n\n<p>If you watch carefully and spend time on Twitter, you\u2019ll see others mimicking this playbook still today.\u00a0<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"2--original-research\">2. Original Research<\/h3>\n\n<p>Creating original research is one of the strongest ways brands can generate backlinks at scale, as long as the research is interesting and the outreach is executed well.<\/p>\n\n<p>Content creators want sources to cite and new stories to tell. If you can create an original data bite that can assist the telling of a story, you can get easy passive links.<\/p>\n\n<p>For example, BuzzSumo has a ton of first-party data on headlines, popular content, and social shares. They often create reports using\u00a0<a href=\"https:\/\/buzzsumo.com\/blog\/most-shared-headlines-study\/\" rel=\"nofollow noopener\" target=\"_blank\">this data like the following<\/a>:<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/41\/8a\/418af8b89fd7ed915b9b5b326d7aa4d1\/LP5eAWElNtJ81ul80uUiIjr3Ei6bCyHNWDJKwp9qVLnHexkwgLaiwlWhmn0AxWRlCJaEG0P_b-a1Lcpy7TztwhmEPlBJ67yWkfew_R9t0VBU_8tmCPSACSkXgMUdgMgwyxL_MFCgkjEqJFtm9A.png\" alt=\"LP5eAWElNtJ81ul80uUiIjr3Ei6bCyHNWDJKwp9qVLnHexkwgLaiwlWhmn0AxWRlCJaEG0P_b-a1Lcpy7TztwhmEPlBJ67yWkfew_R9t0VBU_8tmCPSACSkXgMUdgMgwyxL_MFCgkjEqJFtm9A\" \/><\/figure>\n\n<p>You can see here that this piece alone has generated almost 9,000 backlinks.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/46\/f1\/46f10fe580c3643246530fb1d36e7ca1\/9MXoEGPvWN9kTcb4B0juagKNZf19uv_vYGq-Ivt7ZC1on1qvJNeb4lA_5_b1bVlubKZQHxCKikcuiow4QkmOnq6cgu-1MFbVg8DRFGFWPegKvHByqbnDW6mubdn8H8KroPl2nq27iWt9uloK0w.png\" alt=\"9MXoEGPvWN9kTcb4B0juagKNZf19uv_vYGq-Ivt7ZC1on1qvJNeb4lA_5_b1bVlubKZQHxCKikcuiow4QkmOnq6cgu-1MFbVg8DRFGFWPegKvHByqbnDW6mubdn8H8KroPl2nq27iWt9uloK0w\" \/><\/figure>\n\n<p>While not all original research is this successful, even niche reports can make it easier for you to reach out to bloggers and journalists, building the relationship and potentially securing higher value placements than you would have otherwise been able to attain.\u00a0<\/p>\n\n<p>We did this at CXL by\u00a0<a href=\"https:\/\/cxl.com\/blog\/how-people-view-search-results\/\" rel=\"nofollow noopener\" target=\"_blank\">analyzing how people view search results<\/a>\u00a0using eye tracking laboratory equipment.\u00a0<\/p>\n\n<p>The findings contradicted previous studies, which was interesting by itself, but also made it easy for me to reach out to all those who had cited previous research on search results viewing behavior and ask them to update their links.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/d9\/89\/d989a2a1cbc43811af0331d89e41b578\/jRBZb4NMuyJBQ6Cj6FjFDLGn-0hVa0J4c5cceISrDezLOphE8h6zNlyt5MpGnF4wQnpeeaV47rf0H6cJ0zpdIOWNGYzncrGMhJoZNcywk-OPrk8IaG5okeUr1B_wxVUCDlG_ZIzFujrojAHeIw.png\" alt=\"jRBZb4NMuyJBQ6Cj6FjFDLGn-0hVa0J4c5cceISrDezLOphE8h6zNlyt5MpGnF4wQnpeeaV47rf0H6cJ0zpdIOWNGYzncrGMhJoZNcywk-OPrk8IaG5okeUr1B_wxVUCDlG_ZIzFujrojAHeIw\" \/><\/figure>\n\n<h3 class=\"wp-block-heading\" id=\"3--newsjacking\">3. Newsjacking<\/h3>\n\n<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/newsjacking-examples\" rel=\"nofollow noopener\" target=\"_blank\">Newsjacking<\/a>\u00a0is a term coined by David Meerman Scott\u00a0<a href=\"https:\/\/www.newsjacking.com\/\" rel=\"nofollow noopener\" target=\"_blank\">in his book of the same title.\u00a0<\/a><\/p>\n\n<p>Instead of generating a story from scratch and hoping it will catch on, you take a trending topic and try to hijack it and inject your own brand or narrative into the already trending topic.<\/p>\n\n<p>Nowadays, this is incredibly common, and because of that, much harder to pull off than it used to be. Also, the news cycle turns so quickly now that it\u2019s sometimes hard to justify creating campaigns for topics that may be forgotten about in 24 hours.<\/p>\n\n<p>But the classic example of newsjacking (now taught in university PR classes) is\u00a0<a href=\"https:\/\/www.davidmeermanscott.com\/blog\/2013\/02\/oreo-wins-the-super-bowl-newsjacking-game.html\" rel=\"nofollow noopener\" target=\"_blank\">Oreo newsjacking the super bowl in 2013<\/a>.<\/p>\n\n<p>The power went out in the New Orleans Superdome. There was a trending topic on Twitter, and everyone was talking about it. Oreo, in their prescient brand agility, quickly Tweeted this:<\/p>\n\n<p>https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=iamalexbirkett&dnt=false&embedId=twitter-widget-0&features=eyJ0ZndfZXhwZXJpbWVudHNfY29va2llX2V4cGlyYXRpb24iOnsiYnVja2V0IjoxMjA5NjAwLCJ2ZXJzaW9uIjpudWxsfSwidGZ3X3JlZnNyY19zZXNzaW9uIjp7ImJ1Y2tldCI6Im9mZiIsInZlcnNpb24iOm51bGx9LCJ0Zndfc2Vuc2l0aXZlX21lZGlhX2ludGVyc3RpdGlhbF8xMzk2MyI6eyJidWNrZXQiOiJpbnRlcnN0aXRpYWwiLCJ2ZXJzaW9uIjpudWxsfSwidGZ3X3R3ZWV0X3Jlc3VsdF9taWdyYXRpb25fMTM5NzkiOnsiYnVja2V0IjoidHdlZXRfcmVzdWx0IiwidmVyc2lvbiI6bnVsbH19&frame=false&hideCard=false&hideThread=false&id=298246571718483968&lang=en&origin=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fguide-to-digital-pr%2F&sessionId=49f568d77e43c66c84ac994ba10164ba90bcb973&siteScreenName=semrush&theme=light&widgetsVersion=b45a03c79d4c1%3A1654150928467&width=550px<\/p>\n\n<p>Nowadays, you see a lot of bloggers trying to intertwine their brand narrative into popular culture artifacts like TV series and celebrity news.\u00a0<\/p>\n\n<p>You can count on it: any sufficiently large cultural phenomenon will trigger a marketer\u2019s underlying need for siphoning attention from it.<\/p>\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.impactplus.com\/blog\/game-of-thrones-themed-marketing-campaigns\" rel=\"nofollow noopener\" target=\"_blank\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/38\/de\/38de661a34feb02242555d65a767c91b\/RqDaOR4H7da_MhJoCL1BxdUMvHiNSeg9PD6kem9bX-XSV889FdZDQ3Mwsw3SuG69yCurBi9NS9bKGXQHTXsK5L8ggVSHC4TrCo3YvlM9Js5W3GRtX0_9WQjyuA7zKMQykb2dQdr1aMhpLKpYGg.png\" alt=\"RqDaOR4H7da_MhJoCL1BxdUMvHiNSeg9PD6kem9bX-XSV889FdZDQ3Mwsw3SuG69yCurBi9NS9bKGXQHTXsK5L8ggVSHC4TrCo3YvlM9Js5W3GRtX0_9WQjyuA7zKMQykb2dQdr1aMhpLKpYGg\" \/><\/a><\/figure>\n\n<h3 class=\"wp-block-heading\" id=\"4--surround-sound-seo\">4. Surround Sound SEO<\/h3>\n\n<p>Last up, we have my favorite digital PR technique: the\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/surround-sound-seo\/\" rel=\"nofollow noopener\" target=\"_blank\">Surround Sound SEO strategy<\/a>.<\/p>\n\n<p>Before diving into why I love the Surround Sound strategy, a brief description of the strategy is in order.\u00a0<\/p>\n\n<p>If you want to find a new book to read, what do you do?<\/p>\n\n<p>If you\u2019re like me, you ask a bunch of trusted friends what they\u2019ve been reading lately. Or you post on Twitter asking for a recommendation (same thing, but with Twitter friends).\u00a0<\/p>\n\n<p>If I ask 10 people what book they recommend, and one of them says, \u201cFounder Brand,\u201d I might check out that book. But if all 10 friends evangelize Dave Gerhardt\u2019s book, then I\u2019m pretty likely to buy it.\u00a0<\/p>\n\n<p>This concept is known as \u201creach and frequency\u201d in advertising.\u00a0<\/p>\n\n<p>Reach is how many people see your ad, message, or product.\u00a0<\/p>\n\n<p>Frequency is how often they see this message.\u00a0<\/p>\n\n<p>Turns out, ad effectiveness improves with increased frequency.<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/a0\/43\/a04395229d4a63e1f227115cefacee73\/-sj8WKxITiZuu3I6qjk01iB5gtm6zOxXzMLoUfzKCvQOUdR-v8Fp2HRIMmAY6avuJoOilrWw2sF6yGc2l0zwD3lTyidZOuryU18zvr6DFKedpP7fuyAsY2JUCw1jeJuFRGnKcEnt3d-5zoW82w.png\" alt=\"-sj8WKxITiZuu3I6qjk01iB5gtm6zOxXzMLoUfzKCvQOUdR-v8Fp2HRIMmAY6avuJoOilrWw2sF6yGc2l0zwD3lTyidZOuryU18zvr6DFKedpP7fuyAsY2JUCw1jeJuFRGnKcEnt3d-5zoW82w\" \/><\/figure>\n\n<p><a href=\"https:\/\/www.nielsen.com\/au\/en\/insights\/article\/2017\/how-frequency-of-exposure-can-maximise-the-resonance-of-your-digital-campaigns\/\" rel=\"nofollow noopener\" target=\"_blank\">Data Source<\/a><\/p>\n\n<p>The same effect applies to SEO.<\/p>\n\n<p>In this context, \u201creach\u201d can be defined by the keyword and its search volume and intent.\u00a0<\/p>\n\n<p>Take, for example, the keyword \u201cbest content marketing podcasts.\u201d This has a monthly search volume of 70, and the intent is\u2026well, to find podcast recommendations.<\/p>\n\n<p>Frequency is how many times a given brand (or podcast) appears in the top search results for this query.\u00a0<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/15\/67\/1567aff4251b0848870b19f91abbeed7\/xowQWFa9RsE4tvH13p8h4se99aomOfAUvizqWzi9ftu98irCPAkU9xBg7h3hc0MT2fQ4x_gfoZP2m9FM1eRJ1ivy3Phw2bwsZhkEXIP5dOcgMZlT8PiTayhM0DFjG5LE6Hf23isVaw8BALtjpA.png\" alt=\"xowQWFa9RsE4tvH13p8h4se99aomOfAUvizqWzi9ftu98irCPAkU9xBg7h3hc0MT2fQ4x_gfoZP2m9FM1eRJ1ivy3Phw2bwsZhkEXIP5dOcgMZlT8PiTayhM0DFjG5LE6Hf23isVaw8BALtjpA\" \/><\/figure>\n\n<p>Because the search results are basically listicles, my podcast can feasibly be mentioned in all of these results.\u00a0<\/p>\n\n<p>If my podcast is mentioned only on one page, though, it\u2019s like only 1 out of 10 friends recommending a book. If my podcast is mentioned on all 10 of the top ranking pages, it\u2019s like everyone in my group recommending the same book.\u00a0<\/p>\n\n<p>As for an example of the Surround Sound strategy, we actually did this with our podcast and\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/omniscient-surround-sound-case-study\/\" rel=\"nofollow noopener\" target=\"_blank\">reached a SERP visibility of 45.6% for \u201cbest content marketing podcasts.<\/a>\u201d<\/p>\n\n<p>Irina Nica and I worked on a large Surround Sound project a couple of years back. She\u00a0<a href=\"https:\/\/blog.hubspot.com\/marketing\/surround-sound-strategy-2\" rel=\"nofollow noopener\" target=\"_blank\">wrote a better blog post<\/a>\u00a0than I could on our process and results, but basically, here was the process:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>Define your product-exploration keywords (things like \u201cbest [product]\u201d)<\/li>\n<li>Determine your current performance for those product-exploration keywords (this and the next two steps is where you use a tool like\u00a0<a href=\"https:\/\/semrush.com\/srm?utm_source=blog&amp;utm_medium=blog-post&amp;utm_campaign=surround-sound-beta&amp;utm_content=guide-to-digital-pr\" rel=\"nofollow noopener\" target=\"_blank\">Semrush\u2019s Surround Sound tool<\/a>)<img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/f5\/74\/f57461e32281b4e02c8dd30d249afe0a\/qAFBr5W01m0t4h5T29Qp3qPeM-rEz6Zo0ohZh9OKYCAAS419Lp7XtgesYJdcoonD1mCM_hHzd9O1LUG3Dh2IPoadOj8ZXnIo3DPAYcU1yUB_QFqiLby-P0QqzxjAFqHpDObZgS21W-FD7lP39Q.png\" alt=\"qAFBr5W01m0t4h5T29Qp3qPeM-rEz6Zo0ohZh9OKYCAAS419Lp7XtgesYJdcoonD1mCM_hHzd9O1LUG3Dh2IPoadOj8ZXnIo3DPAYcU1yUB_QFqiLby-P0QqzxjAFqHpDObZgS21W-FD7lP39Q\" width=\"1010\" height=\"147\" \/><\/li>\n<li>Understand your brand\u2019s current visibility on the SERPs (this takes into account all of your product-exploration keywords to get a more holistic\u00a0<a href=\"https:\/\/www.alexbirkett.com\/brand-awareness\/\" rel=\"nofollow noopener\" target=\"_blank\">brand awareness measure<\/a>).<\/li>\n<li>Identify opportunities to improve your SERP visibility<img decoding=\"async\" src=\"https:\/\/static.semrush.com\/blog\/uploads\/media\/0e\/66\/0e66d3302401f59cb9762d92c14664f1\/gQr2JFEw-uaeBaVPRwLaCHKxBDY2um1ABofrWLP9kvzNOMffOn-EmD0NbKsgZ3fDCoftZqIR89iudqyEX6hVy5j1pkmeb1-xt_IweNVpv4THijbUCGnP-ekIt_6wRbcKyJFJKe8xFaKsLqNxaQ.png\" alt=\"gQr2JFEw-uaeBaVPRwLaCHKxBDY2um1ABofrWLP9kvzNOMffOn-EmD0NbKsgZ3fDCoftZqIR89iudqyEX6hVy5j1pkmeb1-xt_IweNVpv4THijbUCGnP-ekIt_6wRbcKyJFJKe8xFaKsLqNxaQ\" width=\"1010\" height=\"380\" \/><\/li>\n<li>Define a clear goal for your visibility score<\/li>\n<li>Start outreach for long-term partnerships<\/li>\n<\/ol>\n\n<p>Outreach and relationships are what will make or break your Surround Sound SEO efforts. But if you can pull it off, the Surround Sound strategy is the perfect way to do digital PR:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>You\u2019ll get high value backlinks<\/li>\n<li>These backlinks contribute to referral traffic<\/li>\n<li>SERP Visibility is a proxy for your share of voice in a given niche, as it grows, you\u2019re contributing to brand awareness.\u00a0<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n<p>Digital PR and traditional PR have the same goals: drive awareness, sculpt the narrative, and capture attention for your brand.\u00a0<\/p>\n\n<p>Digital PR does so on the digital landscape exclusively, which means the specific way you track performance is a little different.\u00a0<\/p>\n\n<p>The numbers you track to determine Digital PR success have much more in common with SEO and growth, which puts digital PR in the center of multiple functions, including content marketing, SEO, communications, brand, and demand generation.<\/p>\n\n<p>It\u2019s a cross-functional, multi-disciplinary effort, and one that is incredibly common for digitally native brands.<\/p>\n\n<p>Source: https:\/\/www.semrush.com\/blog\/guide-to-digital-pr\/<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Public relations has always been about capturing attention, owning or participating in a public conversation, and shaping the narrative of your brand, industry,&hellip;<\/p>\n","protected":false},"author":1,"featured_media":8147,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8143","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"_links":{"self":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8143","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/comments?post=8143"}],"version-history":[{"count":8,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8143\/revisions"}],"predecessor-version":[{"id":8416,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/posts\/8143\/revisions\/8416"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/media\/8147"}],"wp:attachment":[{"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/media?parent=8143"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/categories?post=8143"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evenzia.com\/fr\/wp-json\/wp\/v2\/tags?post=8143"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}