With the advent of Web 2.0 and the emerging dominance of the blogosphere, online public relations is quickly playing an essential role in marketing brands online.
According to a recent study by Vertical Response, “blogs continue to outpace other social and traditional media in terms of gaining consumers’ trust and generating their recommendations/purchases.”
It’s no wonder that businesses of all sizes are making online public relations a central component to growing their company and expanding their market reach.
What is Online Rublic Relations?
Like traditional PR, online public relations involves the process of enhancing a company’s reputation and exposure by developing and securing news stories in the media that promotes the company and positions it in a favorable light. Successful online public relations campaigns concentrate on blogs that cater to the company’s target market.
Often times, just a few stories secured with online public relations can do more to generate new business for a company that most traditional forms of marketing.
4 Steps to a Successful Online Public Relations Campaign
- The first step is to develop a story angle around your business. The angle is important because it will dictate the types of stories and their content that are written about your company. Successful online public relations campaigns generate stories around pre-strategized topics that are sure to promote the company, position it correctly to potential clients, and highlight the company’s key selling points to their target market.
- After you’ve settled in on a story angle, the next step is to turn that angle into a persuasive press release and media pitch. There are industry standard formats that must be utilized to ensure the release and pitch are taken seriously and all necessary information is included for the journalist’s convenience.
- The next step is to determine who your potential clients are and research which blogs cater to those types of readers. You can scour the web for potential blogs or use professional public relations software tools like we use when servicing our PR clients. Make sure to also find the names and emails of journalists that write stories similar to one you would like written about your company.
- Once you have your media list, press release, and pitch ready, the next step is to begin pitching the journalists you’ve targeted. Pitching journalists is a very delicate balance to strike, as most journalists are very busy, fickle, and tend to have big egos. Just like there are industry standards for writing press releases, there are also specific standards and processes to follow for pitching your story, following up with journalists, and facilitating the story-writing process.
Advantages of Hiring an Online public relations Company
Successful online public relations campaigns usually arise because of close relationships that have already been cultivated between a journalist and the person or company pitching them. This is one major advantage that professional online public relations firms can provide you.
At VERVE Management, we’ve cultivated relationships with thousands of influential bloggers and have earned their trust as a respected source for fueling their stories. Our team of online public relations specialists hail from the top marketing schools in the country, including the prestigious Wharton Business School at the University of Pennsylvania, and have secured articles in The Wall Street Journal, New York Times, USA Today, as well as thousands of blogs around the world.
Schedule a FREE Consultation with a Leading Online public relations Firm
If you are interested in hiring VERVE Management for your online public relations needs, we offer you a complimentary phone consultation with our team to discuss your business objections and further explain our proprietary methodology for securing media exposure for your company.
To schedule a free phone consultation, kindly call 1-888-699-5508 or click here to learn more about our firm.