This presentation shows how to do Digital PR on the international market: - what is Digital PR - the difference between Traditional & Digital PR - main Digital PR channels - how to leverage available tools on the market - how to measure the results

1. Digital PR on
international market
101

2. Speakers today
What is Digital PR?
Meri Chobanyan,
PR & Content Manager at SEMrush
Ksenia Shults,
Head of PR & Communications
at Evapolar
Anna Lebedeva,
Head of Media at SEMrush
Digital PR Tools How to Measure Digital PR

3. I. What is Digital PR?

4. PR objective is to enhance a
company’s reputation and increase
awareness/visibility among target
audiences.

5. ★ Target audiences are now mainly operating
online
★ Customer journey starts with search or
interaction on social media
★ Offline activities are brought online
Communication goes digital

6. PR has changed massively.
It isn't just about media relations and
churning out press releases.
To do PR you only need a laptop and
WiFi.

7. Public Relations
Traditional PR Digital PR
Difference
● Offline visibility
● Connected to business goals
● One way communication
● One-to-one channel approach
● Corporate crisis and reputation management
● Limited to format and style
● Long-lead time
● Difficult to measure
● Traditional media outlets
Difference
● Online visibility
● Directly impact sales by driving traffic
● Dialog and Feedback
● Holistic channel approach
● Online crisis and reputation management
● Diverse in style and format
● Short-lead time
● Easy to measure
● Online media

8. DIGITAL PR = ONLINE VISIBILITY
★ Your presence in search results
★ Quantity and quality of your mentions
★ Quantity and quality of backlinks
★ Positive online reviews / commentaries
★ Popularity of your own channels/ coverage
(blog, website, social accounts, podcast and etc)

9. Digital PR directly
impacts sales by
generating traffic
Digital PR
Traffic
Traffic = Potential Sales
★ Direct traffic
★ Referral traffic
★ Organic
★ Social
+ Dark Social

10. Digital PR connects directly
to the audience by
★ direct outreach to the target
audience
★ creating direct dialog
★ engaging audience
★ getting and responding to
feedback
★ building trust and relationships
Company
Immediate direct conversation
Target audience

11. What do digital PR profs?
They develop digital public relations strategies to
achieve business goals by integrating various
online channels at the time
be visible → engage audience with your content → drive sales

12. How Digital PR works: main processes and channels besides
classical media relations
Digital
PR
SEO
Online
Media
Relations
Social
Media
Content

13. Digital PR + Content
★ Content creation & repurposing
★ Efficient content distribution

14. Content creation
Share
Share
Content repurpose
New content
Rule of 20/80:
20% creation
80% distribution

15. Data-driven approach: find what content is
consumed and engaged by your target
audience
★ Discover trending topics - Google
alerts
★ Check what audience share and
mention the most - Buzzsumo
★ Check what people search for -
SEMrush
source: www.smartinsights.com

16. Ways of
repurposing
content
A single piece can be
repurposed into:
● SlideShare presentation
● Infographic
● Guest Blog Post
● Downloadable ebook
● Linkedin news update
● Pitch for editorial article
● A series of social media posts
● Interactive piece
● Video

17. Content distribution: 80% of your efforts
- find where target audience consumes information online
- use right channels to help you grow
- use different channels for integrated brand awareness campaign
PPC
Paid content placement
Social media ads
Paid influencers
Blog
Email
Social profiles
Earned media coverage
Guest articles
Social shares
Online reviews/comments
Owned
media
Earned
media
Paid
media

18. Check traffic sources of your competitors
SEMrush Traffic Analytics

19. Check the backlink profile of your competitors
SEMrush Backlink Analytics

20. Digital PR + SEO
★ Search engine optimisation

21. Everything starts with search: exposed people to your brand
by higher ranking in Google
★ Control your Google ranking with quality content and links
★ Generating positive online reviews visible in search
★ Generate online mentions in quality media which highly ranked
Fight for online real estate
- higher Google ranking
- more people find you
- higher online brand awareness/prestige

22. Digital PR + SMM
★ Use right Social Media channels
★ Bring offline to online

23. Understand popular social networks in a specific region
Check the amount of shares with BuzzSumo

24. Choose the right social media for the specific region
SEMrush social accounts structure

25. Bring offline to online
● Using hashtags at the
events
● Live broadcasting to social
media (Facebook Live,
Instagram Stories)
● Live tweeting

26. Digital PR +
online media relations

27. Online media relations:
★ More mentions you have higher your brand awareness
★ Online mention + link = brand awareness + traffic
★ Always ask for a link
Content
on
demand
Guest
bloggingMentions
processing
Influence
Marketing
Classical
Media
Relations
Online
Media
Relations
Content
on
demand

28. Media support of Ranking Factors Study by SEMrush
● 33k downloads via landing page
● 5,2 million people reach on
social media
● 220 mentions in Media
● 1170 new backlinks

29. II. Digital PR Tools

30. Who is a contemporary Digital PR professional?
Digital PR
pro
BAU
(press releases,
media relations,
influencers)
Business
Strategy
(brand message)
Creative
(marketing campaigns)

31. Is it possible to do it all?
Yes, if you automate many processes
and have the right tools for it.

32. Where Digital
meets PR
● Analyse competitors’ PR strategy
● Define what efforts are worth it
● Create an outstanding pitch
● Find journalists & influencers
● Get access to new media platforms
No need to reinvent the wheel

33. Digital PR Tools V.1
★ When you want to pitch your own
story

34. Analyse Your Competitors
★ Discover most shared content on your topic & analyze it
★ Find influencers and authors who are potential mentioners
★ Monitor brand mentions, keywords, backlinks & authors
★ Measure share of voice
Buzzsumo BrandwatchSEMrush

35. Evaluate which efforts are
worth it
★ Measure websites’ traffic
★ Check where most of that
traffic comes from
★ See if the source’s
audience’s interests are
relevant to yours
SimilarWeb
FREE!

36. Dress to Impress with Prowly
Make sure your PR pitch is hard to miss:
★ Make each story a personal one
★ Get the freshest content to support your pitch and add some
interactives
★ Create a massive send out -> measure results
★ Based on results, create and organize your media lists

37. Find and connect with
journalists & influencers
Based on the keywords and topics,
find out which authors are already
covering your topic of interest.
Track what they share on their Social
Media - that’s a signal they’re
interested.
Get their contact details (SM profiles
and more)
Muck Rack
Anewstip
Hey Press

38. II. Digital PR Tools

39. Get access to new media
platforms
You need journalists, but they
also need you.
Get daily alerts from journalists
who need your insights &
expertise.
Help a Reporter Out (HARO)
Journo Request
SourceBottle
FREE!

40. HARO: Entrepreneur Case
Monthly Total Reach from HARO - 800M Traffic

41. Bonus: Quick wins with Quora
★ The least time-consuming (and free) way to
mention your business in front of a huge crowd
★ A real opportunity to bring your company to #1
page of Google
FREE!

42. Quora Case Study

43. III. How do we measure results?

44. Traditional PR - In the past
One of the Most Popular Metrics - PR Value (PRV): How much we would spend if
this was paid advertisement
BUT editorial pieces ≠ advertorial ≠ ads
Such metric does not give us ANYTHING

45. Value of Digital PR can be measured!
Metrics depend on business goals
This means:
★ You can define Return of Investment (ROI) - benefit#1
★ You can adjust your strategy and action plan - benefit #2
No special services required

46. What can we measure?
Step 1
Certain activities: an
article about us, a
round-up, an
interview, a review etc.
Step 2
Campaigns
Step 3
Overall results
QoQ or YoY

47. Every Activity/
Piece of Coverage
Online Media Website Traffic
(Similar Web, free)
Impressions
(rarely possible to know)
Social Media Shares
(Buzzsumo, paid)

48. Similar Web
Estimated Traffic
Buzzsumo
Social Media Shares

49. Every Activity/
Piece of Coverage
Traffic to Your website - links
(Google Analytics, free)
New Visitors
Customers
Leads
...

50. Google Analytics
Number of New Visitors
Number of Purchases

51. Every Activity/
Piece of Coverage
Impact People Interest
(Google Analytics, free)
Direct Traffic
Organic Search

52. Google Analytics
Boost in Search & Sale
Brisbane Times
>> +5 pieces in Fairfax newspapers

53. Campaign
Backlinks
(SEMrush, paid)
Mentions
(Google Alerts, Buzzsumo etc.)
Growth in Google Trends

54. Overall Results
QoQ, YoY
Share of Voice
(with Competitors)
Sentiment
(special tools needed, in dev-t)
Prominence
(special service needed)
QUALITY
QUALITY

55. But still...
Yes, you can measure many
things in Digital PR and this puts
it way ahead of Traditional PR.
But there are still no metrics that can
measure brand awareness, trustworthiness,
and brand loyalty properly and accurately.
You build them brick by brick.

56. If you’d like to receive this presentation, please send an email at:
a.lebedeva@semrush.com
You can also find us on Facebook: @AnnaLebedeva
@MeriChobanyan
@KseniaShults
Thank You!