In the digital age, PR (press relations / public relations) have become a complex subject. The media ecosystem has indeed been changed by the emergence of new players, new media and new technologies. Nevertheless, the objectives of PR 2.0 remain the same as those of traditional PR, but using different means: social media, blog, viral marketing, networking, etc. Do you want to boost your RP 2.0 campaigns? Here are 7 tips to improve their efficiency…
1 / Define your media target with precision
Define a media universe that you could potentially interest and segment it into 3 contact circles:
- Circle 1: it is made up of uninfluenced bloggers who will speak more easily about you and will allow you to reach circle 2;
- Circle 2: these are influential bloggers and journalists who need to know that a first source has already spoken about you;
- Circle 3: it is made up of recognized magazines, but more difficult to reach.
You can’t contact everyone the same way for the simple reason that not everyone is as important (for your RP 2.0 campaign).
2 / Understand the new information dissemination mechanisms
Social diffusion is comparable to word of mouth. These are individuals, not necessarily identified, who consume information and possibly relay it. The point here is to adapt the press release to the characteristics of the social network on which we are going to communicate and not to standardize it. For example, Google+ has no limit on the number of characters used, unlike Twitter. To be more effective, you must spend 90% of your time on broadcasting and 10% on writing your campaign..
3 / Make RP and CM work together
The community manager (CM) is a multifaceted professional, at the same time close to marketing, but who also works for the reputation of a brand. It is therefore logical that it is also close to PR. The CM thus becomes a natural ally for press officers, as the two professions come together.
4 / Develop a relationship of trust with bloggers
Human is essential in a relationship, whether it is 2.0 or not. Doing RP 2.0 is not just about broadcasting your news on your corporate social networks. It is going to seek influential relays with whom to get in touch, those who will in turn relay your content and give better visibility to your news.
In particular, create physical events that bring together bloggers. Nothing can replace a verbal exchange or a meeting with a blogger over coffee.
5 / Use Twitter to contact journalists
70% of French journalists are on Twitter and this channel is a source of information for 47% of them. Coming into contact with a journalist because you are sure you have identified what interests him or after having reacted to one of his tweets is not only flattering for him, but it is also a personalized, favorable approach to bear fruit. A large majority react positively to social requests!
6 / Adopt Growth Hacking tools
Find the right balance between a personalized approach and an automated approach. Use tools like Mailchimp for your automated shipments.
To find out the interests of your contacts, you can use Rapportive which enriches Gmail by adding a side panel or which displays information related to the recipient of the current email. Knowing more about the person you are contacting can be decisive.
To find the email addresses of your contacts, Email Auto Extractor for example analyzes the page you are visiting, looking for email addresses. If found, it displays a small icon with the number of emails found.
Finally, to determine the influence of the person you want to contact, Riffle will allow you to identify the topics that interest your “targets” and find ways to get in touch with them.
7 / Do not forget the traditional PR …
Mastering new skills does not, however, mean giving up traditional skills. The relationship with influencers, whether they are digital journalists or bloggers, still requires a good knowledge of the mechanisms of press relations. The quality and relevance of the content that is transmitted to influencers remains the decisive elements of a relationship of trust.