Managing a Digital PR Program

implementation

THE TIP OF THE ICEBERG

A Digital PR program is a lot like an iceberg – there is a lot going on under the surface. What you see – content, engagement, conversation and conversion – needs to be supported by a lot of other activity. Managing a Digital PR program is like herding cats – it takes skill, dexterity, speed and perseverance!

Digital PR is like an Iceberg

MANAGING A DIGITAL PR PROGRAM

The success of your digital and social media program depends on managing these activities well:

Research
Analysis to find sentiment, opportunities and actionable insights
Formulating a strategy
Setting measurable goals
Identifying the right audiences/stakeholders
Finding the right influencers in each stakeholder segment
Understanding the media landscape
Monitor traditional and social media
Developing an editorial calendar
Crafting the right messages for each audience
Choosing the channels for distribution of that content
Creating content that is relevant for your audiences and in the best format for each channel
Amplifying that content with outreach and social media engagement
Measuring results
Evaluating the effectiveness of the actions/content
Adapting your plan and doing a course-correct, if necessary