All things being equal, if we were faced with two companies, we would be more inclined to trust the company that has received several (organic) mentions in the media: this is because it is as if we were faced with a further "guarantee seal".
How to improve PR in a digital marketing project?
PR must not and cannot replace digital marketing actions, because they work on totally different levels and with totally different objectives.
The results deriving from PR actions, however, can be amplified thanks to digital marketing actions.
There must therefore be a relationship of collaboration and Qatar Phone Numbers
dialogue between the two activities. One must not exclude the other.
How important are the contents and stories that companies tell?
A company that decides to tell its story and decides to do so in the most transparent way possible (and this means not hiding the difficulties and the most complex moments) can certainly have the opportunity to intercept the interest of those journalists who are most focused on these issues.
Not all journalists are interested in corporate stories , but there is a sphere of the media that is particularly receptive to such content.
We must then necessarily open a parenthesis regarding the degree of newsworthiness of the story: there are stories that are very newsworthy, mediatically interesting, while other narratives are less “journalistically suitable”.
The advice, in this juncture, is to collect and analyze the business stories told by certain target newspapers (e.g. Millionaire, Fortune Italia, Forbes, Business Insider – focusing for the evaluation only on organic, non-paid articles) to understand which are the most newsworthy elements.
How to measure the results of a Digital PR campaign?
Measuring PR actions in an absolute sense is extremely complex (probably impossible).
For example, if an article were to be published online, in an authoritative newspaper, but without a link to the company's website (let's assume it is an e-commerce site), it would be difficult to understand (exactly) how many purchases are completed starting from that article.
It may actually be that the last customer read 5-6 other (organic) articles before proceeding with the purchase.
There can therefore be a “relative” measurement.
In general, however, quantitative criteria (e.g. how many articles are published in a specific time frame) and qualitative criteria (e.g. are they in-depth studies? Simple 'copy and paste'? Interviews?) can be applied to generate an initial evaluation of the activity.
Read more: How to Grow Your Business with Data Analytics
Conclusions
We can make our brand easily newsworthy if it embraces concepts of uniqueness and exclusivity .
To stand out from other companies, we should find extraordinary elements that can generate traction in at least one of the main marketing channels.
How do you try to achieve success?
