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How can you use PR to build an online presence that supports your organization's goals?

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Public relations (PR) is not only about managing your reputation and communicating with your stakeholders. It can also help you create and maintain an online presence that aligns with your organization's goals and values. In this article, you will learn how to use PR to build an online presence that supports your organization's goals.

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Insha Manzoor Khan

Marketer by Passion || Group Product Manager by Profession ~ Boosting Brands Visibility, Impact & ROI
Brandon D.

President @ LQ1 Media Inc. | Visionary Strategic Leader - White-Glove ?? for top 1% Web 3 | Blockchain Investor |
Anna Connor-?akomy

Co-Founder at Brain Architects | Translating Brain Science into Practical Tools

1 Define your goals and audience

Before you begin to create or improve your online presence, you must have a thorough understanding of what you want to accomplish and the people you are trying to reach. Your goals and audience will be the foundation of your PR strategy and tactics, as well as your selection of platforms, channels, and content. Common objectives for online PR are increasing brand awareness and visibility, establishing thought leadership and credibility, generating leads and conversions, building trust and loyalty, and improving customer service and satisfaction. Your audience is composed of those who have an interest in or are affected by your organization, such as customers, prospects, partners, investors, media personnel, influencers, and competitors. It is essential to comprehend their needs, preferences, pain points, expectations, online behavior and preferences.

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Brandon D.

President @ LQ1 Media Inc. | Visionary Strategic Leader - White-Glove ?? for top 1% Web 3 | Blockchain Investor |
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Delving into their world—grasping their online behaviors, preferences, and what resonates with them—is crucial. It's akin to understanding their language, what they care about, and where they hang out online. By blending your goals and audience understanding, you can tailor your online presence to speak directly to the people who matter. It's about crafting content, selecting platforms, and engaging in conversations that resonate, add value, and ultimately forge meaningful connections in the digital

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2 Choose your platforms and channels

When planning your online PR strategy, you need to select the platforms and channels that will help you reach your goals and audience efficiently. There are many options, such as websites and blogs, social media networks, online communities and forums, podcasts and webinars, online publications and media outlets, and email newsletters and campaigns. You don't need to be present on every platform or channel, but you should choose the ones that match your goals, audience, and resources. Be sure to consider the size and quality of the audience, level of engagement and interaction, type and format of the content, cost and time required, as well as the metrics and tools available.

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Eddie Tabakman ???

Eddie the Media Trainer ???
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And spend some time thinking about which platforms are “emerging”. Those are the ones that, if you start now, will pay off the most in a few months / years. Also, think about the ability to go viral / get in front of big audiences quickly.

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3 Create and distribute your content

Content is the cornerstone of your online PR, as it is the main way to communicate your message, value proposition, and personality to your audience. It should be relevant, useful, engaging, and consistent with your goals and brand identity. Examples of content for online PR include blog posts and articles, press releases and media kits, infographics and videos, e-books and white papers, case studies and testimonials, and social media posts and stories. A plan that outlines the purpose, format, tone, frequency, and distribution channels of each piece of content should be created and distributed. Additionally, optimizing your content for search engines, social media algorithms, and user experience is essential; this can be done using keywords, hashtags, tags, headlines, images, and links.

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4 Engage with your audience and stakeholders

Creating and distributing content is not enough to build an online presence that supports your organization's goals; you also need to engage with your audience and stakeholders. This includes responding to comments, participating in online discussions, sharing and commenting on other relevant content, collaborating with other organizations and influencers, inviting user-generated content and referrals, and acting on reviews and ratings. Engaging with your audience will help you build relationships, trust, and loyalty, as well as gain insights, feedback, and advocacy. Furthermore, you should monitor and manage your online reputation, addressing any issues, complaints, or crises promptly and professionally.

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5 Measure and evaluate your results

In order to measure and evaluate your results to see if your online PR is achieving your goals and meeting your audience's expectations, you need to use relevant, accurate, and actionable metrics and tools. This includes website and blog analytics such as traffic, bounce rate, conversions, and referrals; social media analytics such as followers, reach, impressions, engagement, and sentiment; email marketing analytics such as open rate, click-through rate, unsubscribe rate, and ROI; media coverage and mentions such as volume, tone, reach, and impact; as well as customer satisfaction and loyalty metrics such as retention rate, churn rate, net promoter score, and lifetime value. Analyzing and reporting your results regularly with dashboards, charts, and stories is essential. Additionally, you need to compare your results with your goals, benchmarks, and competitors to identify the strengths, weaknesses, opportunities, and threats of your online PR. Based on these findings you can adjust or improve your strategy and tactics.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Insha Manzoor Khan

Marketer by Passion || Group Product Manager by Profession ~ Boosting Brands Visibility, Impact & ROI
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PR increases awareness of your brand and offers the opportunity to reach a much broader audience that can’t be reached with only offline methods. Digital PR is a powerful strategy that can improve your brand’s online presence and visibility. Static information can be transformed into conversations, and you can speak directly to your target audience just about any time day or night. By connecting and sharing with the target audience, it’s possible to start a dialogue that clarifies your focus and spreads news and information much more quickly than ever before.

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Anna Connor-?akomy

Co-Founder at Brain Architects | Translating Brain Science into Practical Tools
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The most supportive insights and effective strategies lately come from behavioral scientists. I passionately read about communication models such as EAST by Behavioral Insights Team and many more techniques that measure our irrational response to content. Highly recommend the perspective

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Mehran Mahmoudian, BEng, MSc, DBA
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Define goals, craft compelling stories, cultivate media relations, use online press releases, integrate with social media, invest in content marketing, collaborate with influencers, monitor and respond to feedback, measure impact with analytics, and participate in relevant online communities. Consistent messaging, real storytelling, and strategic alliances expand the reach and effect of your brand, supporting organizational goals and improving your online reputation.

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How can you use PR to build an online presence that supports your organization's goals?

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6

1 Define your goals and audience

2 Choose your platforms and channels

3 Create and distribute your content

4 Engage with your audience and stakeholders

5 Measure and evaluate your results

6 Here’s what else to consider

Public Relations

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How can you use PR to build an online presence that supports your organization's goals?

1

2

3

4

5

6

1 Define your goals and audience

2 Choose your platforms and channels

3 Create and distribute your content

4 Engage with your audience and stakeholders

5 Measure and evaluate your results

6 Here’s what else to consider

Public Relations

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