Google with higher site rankings.
#3 Paid, Earned, Shared,
and Owned Media
On the question of the media platforms
to use, a business can make use of the four
different forms of digital media. They are
Paid Media - For PR, paid media in this
case refers to social media advertising,
sponsored content, and email marketing;
Earned Media - Traditionally known as
publicity or media relations, it includes
newspaper or magazine write ups,
broadcast news coverage, and coverage
by online news portals; Shared Media -
Also known as social media, this space
includes channels like Facebook, twitter,
LinkedIn, Instagram and YouTube.
Community management is important
here; and Owned Media - Otherwise
known as content, these are the brand
stories, articles, and user content that you
create on your website or blog.
#4 Whisper Campaigns,
Trolls and Attackers
Unfortunately, digital PR life isn’t
always a bed of roses. There are various
unsavory characters and things going on
in this space. The first are called whisper
campaigns. Usually initiated by a specific
party but disguised as a grassroots
communication
campaign,
whisper
campaigns are a form of astroturfing. The
trick here is to avoid doing these at all
costs as the truth will eventually come
out.
Trolls and attackers can also wreck
havoc on your online properties, and
they need to be managed. The best way
to stop trolls is to establish clear policies
on communication on your platforms,
actively police it by deleting inappropriate
comments, and block people who
persistently flout them.
As a general rule to managing online
criticism, Dietrich suggests these seven
steps: Create an internal policy for
managing criticism online. Ensure all
team members are on the same page;
Be cautious and try to take it offline as
soon as possible; Assume the best. Don’t
be defensive but seek to be helpful and
pleasant; Consider the nature of the
medium; Do not delete posts. Doing so
may remove the damage temporarily, but
Of course, as with any type of PR, out-
reach is central to digital public relations.
Digital public relations involves research-
ing,customizing, and then pitching con-
tent to online publications, digital media,
and other websites. This sounds a lot like
traditional PR - and it is.
could be worst when the truth emerges
later; Use common sense. Think like a
human being and demonstrate empathy;
and Have a written external policy. crises. Spin Sucks provides invaluable tips
for the strategic, thoughtful and targeted
management of issues to prevent them
from erupting as outlined here-under.
#5 Media Relations in the
Digital Age Act Swiftly. The faster we can nip the
issue in the bud, the sooner it will fade;
Address the Problem. Do not hide or
fudge the issue; Communicate the Story.
Wrestle control of the issue by telling your
side of the story. Silence is not golden
as keeping mum allows the other side to
make up things; Communicate Where it
Happens. Use the platform where the issue
emerges to quell the flames, be it YouTube,
Facebook, blogs or Twitter.
PR is “a marathon, not a sprint”. You
should follow the following steps if you do
not wish to hire a PR professional: Read
blogs, publications and online sites; watch
programmers; listen to shows where you
wish to appear; Personalize your pitch to
each media; Comment on relevant blog
posts and articles; Do not send a long
email; Relinquish control to the digital/
content manager; Use social networks to
connect with media persons; Read the
articles written by specific journalists;
Send something useful on mail. This
could surprise and delight your journalist;
Volunteer to speak about industry trends
if you are knowledgeable about them.
#6 Engage Customer Brand
Communities
The best form of digital PR strategy is to
build and empower a strong community
of online supporters. By doing so, you can
harness the collective influence of your
brand community to leap to your defense
should push come to shove.
Begin by paying attention to what people
are saying online, participate in the
conversation, and allow your community
to help you with customer service, new
product development or market research.
Finally, be honest, open, active, consistent,
creative and proud of who you are online.
#7 Managing Online Crises
You should always manage issues such
that they do not turn into full-fledged
Hire a Communications Expert. Make
sure that your expert is on speed dial;
Think before you Act. Don’t let your
emotions crowd out your logical and
reasoning mind; Empower your team.
With adequate media training, your staff
can help you control the issue; Say I’m
sorry. Do it genuinely. No “buts”!
Finally, Back down when you’re wrong.
Yes, don’t be afraid to admit your mistakes
and to change your online activities to
match what you say. And remember to
always walk the talk. The internet can be
very unforgiving; and as the saying goes,
the internet never forgets!
Irene Mbonge is a Communications
Expert and a current affairs
enthusiast. She is the interim
Chair, CIPR-Kenya chapter. You
can commune with her on this or
related issues via mail at: Mbonge.
[email protected].