Brighton SEO 2016: Digital PR Roundtable
Last week I chaired the Brighton SEO Digital PR roundtable, kindly sponsored by PR Newswire. I discussed and debated the latest issues and practices in the digital marketing world with around 30 in-house and freelance PR specialists.
I have been attending the PR roundtable for the past few years, which has meant I’ve been able to observe some of the significant changes in attitudes and ways of working. I feel we have progressed from PR SEO to digital PR and an integrated marketing approach.
Here are three of the key points from the session that I think speak volumes about the industry and how it is changing:
The emergence of influencers versus traditional media
Whilst it was agreed that a top tier press list is not without national publications, it was also clear that the power of influencers like Bloggers and Vloggers were equally important in gaining coverage that drives real brand engagement.
There are specific skills and processes that are required to pitch ideas and content to both types of media, and it is important to know how to engage with them, and how they engage with their audience.
Clients want more
No matter what area of communications you work in, you will notice that clients want (and in most cases) expect more from PR activity. The main reason is the variety of online touch points for brands to reach their consumers. So reporting on readership alone, is weak in comparison to how valuable your coverage is, think about referral traffic, sales conversions and keyword movements.
The next big skill for digital PR is video
There is big shift from PR’s who want to be more digital or SEO’s who want to be better at PR to truly integrated digital specialists. We have evolved in to a true hybrid species!
With video becoming a larger part of the way we consume information and news online, it was no surprise that the topic of video was a key discussion point in the session. Video creation and marketing is a particular area of interest and something that digital PR’s are beginning to introduce into their companies and agencies to develop it within teams as a skill, rather than an additional service.
(Photo credit: PR Newswire)