Creating digital PR strategies to navigate the ever-changing news agenda
summary
Claims a three‑part PR approach — planned campaigns, proactive repurposing of existing content, and reactive social listening — that de‑risks work and keeps links flowing. Cites e‑commerce jumping UK 1.3% to 5.7%, content marketing up ~15% in 2021 and $417B by 2025. Shows reuse of blog posts yielding 10–15 links and 20+ links for a hospitality client, a Fox News placement that generated six natural pickups, and tools named link fluence, social searcher, audience, bushstream.
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chapters (22)
- 0:00Digital PR strategies intro
- 1:28COVID-19 impact on PR & links
- 6:01De-risking link building campaigns
- 7:47Proactive PR: turning activities into links
- 10:54Proactive PR examples
- 12:19Reactive PR: social listening for links
- 15:06Free social listening tools
- 16:29Resilient PR for changing news
- 16:51BuzzStream outreach tactics
- 19:15Competitor link building analysis
- 20:21Building media lists for outreach
- 22:03Media outreach best practices
- 23:47Final tips for digital PR
- 24:32Q&A: PR for small companies?
- 25:12Q&A: Handling sensitive news
- 27:44Q&A: PR for affiliate marketing
- 29:05Q&A: PR impact on conversions
- 31:55Q&A: Direct vs. general PR emails
- 33:58Q&A: Handling negative reactions
- 37:32Q&A: Paid vs. organic press releases
- 41:45Q&A: Why avoid paid links?
- 44:13Closing remarks
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