July 2022 - Finzel PR

Digital PR: importance for your brand in 2022

Public relations exists to revive a brand through a series of strategies based, above all, in the online world with the aim of increasing brand recognition.

With this new digital approach, PR is reaching a wider audience through a variety of methods to capture the attention of potential customers. However, digital marketing is advancing by leaps and bounds, becoming a real attraction for all professionals in the sector.

Thus, public relations is the star ingredient of the marketing strategy to be able to provide a solution to the digital needs of any brand today. How? Through methods and strategies that define the path to follow and that, in addition, justify the reason for public relations.

Ways to improve your online presence and visibility

Increasing your digital presence and improving it can be achieved without large investments thanks to the opportunity offered by the online world.

Knowing the trends is key to maintaining a positive and consolidated reputation. This is why PR methods are the driving force behind the company and its digital activity.

Content marketing

Content is king, especially if you are not known. Publishing content is easy, but quality content is not. To become a benchmark and influence the opinions of your audience, you have to offer quality content, providing enough arguments to strengthen your authority.

In any marketing strategy, content fuels the public relations process by positioning the brand both in search engines and by projecting an image as a subject matter expert.

Content offers the opportunity to be known but, more importantly, it generates vital business partnerships while providing an increase in credibility, trust and, therefore, sales.

Social media

Social media is one of the major means of social communication, generating conversations and communities in every sector. The key to being present on social networks, and not die trying, is to have an active account in which to interact in multiple ways and on a daily basis.

The aim is to help and promote the brand through direct connection with the target, being an opportunity to find new audiences and build a community with which to share ideas and perceptions.

Search Engine Optimisation

Optimising your brand’s website, based on the keywords that your potential customers search for in search engines, is practically essential.

But to do this, you must identify the profile of your potential client, to be able to investigate them and see what they are interested in or need, to be able to offer it to them on your brand’s website, optimising it, in addition, so that the traffic from searches for these needs or interests go to your website.

Why is digital PR important for your brand?

Maintaining a good brand image is essential, and this is where the real work of PR is based. However, to maintain this positive influence and perception, an image also needs to be created for those brands or start-ups. To make them and their intangibles, such as their products or services, known to the public.

Strengthen brand authority and become a benchmark by increasing digital visibility thanks to PR.

Increase your web traffic

Your website is your calling card, the place where you gain credibility and start to generate influence. For this reason, in the digital environment, influence is also measured by the number of links or mentions you receive from other websites.

These links and mentions generate an authority that has as a significant consequence an increase in web traffic, more people know the brand and, therefore, brand recognition grows. It is then that the website is one of the fundamental pillars with which to transmit the values that govern the company.

Public relations drives these messages that become opportunities by being referenced and ranked in the main search engines.

Establish your brand as a benchmark

Quality content makes the issuing brand or company a benchmark by demonstrating with its continuous publications that it has sufficient authority to be a credible source and reference in the sector.

In this way, the brand’s image and authority are reinforced. And this is what a PR plan is all about: ensuring that the content a company offers is of high quality and appropriate to its audience.

Increase of potential customers and sales

Effective PR actions and strategies ultimately result in increased public perception, target audiences reach a higher level of awareness and thus increase the frequency of consumption.

This is also achieved through innovative content and the ability to offer solutions to a specific audience. Public relations is self-reinforcing through its successful actions and strategies.

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How to make a successful public relations strategy?

The main function of public relations is to build around a brand, create links and strengthen the relationships that arise with it. However, this is achieved through a series of actions and strategies that are not always easy to manage.

To be in the press is not easy, but to be in the press and for it to be a good location and profitable, much less so. Therefore, in order to effectively establish a public relations strategy, it is important to be clear about the objectives pursued by the brand, what it wants to achieve.

Why is it important to create a PR strategy?

The importance of creating a PR strategy lies in having a clear understanding of all the fields that are addressed in order to then translate it into the media in an effective way. The message has to be related to the moment and the interest has to be palpable.

Without interest, there is no news. The media always need a reason to cover an issue and for it to have a certain relevance. Therefore, the job of public relations is to investigate in which spaces, locations and media the target audience is in order to appear in a relevant space for the brand.

Without research there are no targets, and without targets there is no strategy. To be successful, the strategy must be implemented and measured at all times so that changes can be made if necessary.

Reach new audiences of people

PR is about reaching new audiences, and the acceptance of an action can be transformed into the creation of new audiences for the brand. With this, the relationships that emerge will be increasingly solid and profitable, as they are based on the brand values represented by the PR strategy.

By organising events, new audiences can be reached, strengthening relationships and perhaps surprising audiences that were unaware of the brand in its essence.

It allows you to attract new potential customers

A good PR strategy attracts new customers who will become the brand’s ally, because a potential customer is a reason to continue.

This is achieved through the implementation of different communication strategies such as the creation of a community, the promotion of free samples or even through a loyalty programme with the ultimate goal that the customer becomes a loyal follower of the brand.

Brand experience turns an unknown audience into a potential customer. It is all about public relations and effectively establishing this strategy will be the path to success for the relationship between the brand and its audiences.

Steps to create the right PR strategy

The PR strategy must be communicated correctly and effectively in order to achieve significant results and, above all, to keep a distance from the competition.

To have a strategy is to have security and peace of mind in the face of any unforeseen events that may affect the company, either directly or through external factors. The business objective is backed up by actions and coherent steps that allow us to know how to act in each case.

Internal analysis of the need for PR

First of all, it is important to know the real situation of the brand. Collect all the information and news that has arisen around the company and analyse the current situation. In order to move forward, it is important to know where (and how) to start from.

It is a matter of objectively capturing the different situations that the company or brand has faced, both positive and negative, understanding the possible media coverage and the consequences derived from it.

In order to establish a real context, it will also be necessary to analyse the competition in order to find out what situation they are in and how they are treated in the media, what repercussions each action they take has and how they are perceived by the public.

The message

The initial research also analyses the message and the coherence of each event or information. The different speeches have to feed the same idea at all times, effectively reiterating the established strategy.

Each message must bear the characteristic stamp of the brand.

Building and fostering real relationships

The growth of a company is worked from public relations, fostering and reinforcing each link and union so that it is completely beneficial and real.

Public relations is about generating real feelings, objective and earned opinions based on actions and values that represent the brand. Therefore, the growth of a brand is a source of pride for public relations.