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@AishaKellaway
DISCLAIMER #1
@AishaKellaway
DISCLAIMER #2
This talk is not about links.
BLAME THIS GUY
@AishaKellaway
BEYOND LINK BUILDINGHOW TO USE PR AND
FUEL YOUR DIGITAL STRATEGY
@AishaKellaway
SO, WHAT IS PR?
1891 - 1995
Edward Bernays:Father of Public Relations
@AishaKellaway
SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
1891 - 1995
Edward Bernays:Father of Public Relations
@AishaKellaway
SO, WHAT IS PR?“Information given to the public to persuade and modify actions and attitudes.”
AND
“Efforts to integrate attitudes and actions of an institution with its publics, and of publics with that institution.”1891 - 1995
Edward Bernays:Father of Public Relations
@AishaKellaway
Digital PR is… InfluencerrelationsOutreach
@AishaKellaway
Digital PR is…Anything that
influences your online
relationships and
reputation through
communication.
InfluencerrelationsOutreach
@AishaKellaway
Anything that influences your online
relationships and
reputation through
communication.
UX / web content
Reviews
Events &speeches
Email marketing
Socialmedia
Crisismanagemen
t
Paidmedia
CSR
… And much more
Digital PR is… InfluencerrelationsOutreach
@AishaKellaway
YOUR REPUTATION PRECEDES YOU
@AishaKellaway
CONFIRMATION BIAS:The tendency to interpret new
evidence as confirmation of one’s existing beliefs or theories.
@AishaKellaway
5 WAYS TO USE PRAND
FUEL YOUR DIGITAL STRATEGY
@AishaKellaway
UNDERSTAND YOUR BUSINESS
1
@AishaKellaway
VISION: MISSION: VALUES:
What are the long term goals
of the company?
What is your purpose?
Why are you doing
what you’re doing?
What do you believe in?How do you make your decisions?
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UNDERSTAND EVERY ONE OF YOUR PUBLICS
2
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A “GENERAL PUBLIC” DOESN’T EXIST
@AishaKellaway
Step 1: Identify Step 2: Understand Step 3: Communicate
Who are youtargeting?
What are theylooking for?
What values do they share with
you?
What messages can you craft to communicate
these values to them?
@AishaKellaway
@AishaKellaway
AUDIT YOUR ONLINE COMMUNICATION
3
@AishaKellaway
ARE YOU COMMUNICATING THE RIGHT MESSAGES?
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@AishaKellaway
FOCUS ON BUILDING A SENSE OF COMMUNITY
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FOCUS ON QUALITY: MAKE EVERY CONTACT COUNT
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KEEP ON TOP OF WHAT’S BEING SAID ABOUT YOU
4
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WHAT OTHERS SAY ABOUT YOU MATTERS
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@AishaKellaway
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https://moz.com/blog/diagramming-the-story-of-a-1-star-review
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ACTIONS SPEAK LOUDER THAN WORDS
5
@AishaKellaway
DON’T JUST TALK THE TALK… WALK THE WALK!
@AishaKellaway
YOUR REPUTATION PRECEDES YOU
