In this episode of the BuzzStream podcast, Vince Nero sits down with Georgia Gatsby March, co-founder and PR director of Unearth PR, to explore the intersection of traditional and digital PR, and how to get the best of both worlds.
Join the conversation as Georgia shares insights on:
- The importance of brand building and reputation in PR.
- How traditional PR techniques can enhance digital PR outreach.
- Tips for building genuine relationships with journalists to secure quality coverage.
And much more.
Time Stamps:
Intro [00:00:00]
Intro
Digital PR Inspiration
[00:00:56] What is the coolest piece of digital PR that you've seen recently?
Defining Traditional PR
[00:02:25] Can you define traditional PR in your experience?
Role of Brand Building in Digital PR
[00:03:49] Does brand building and brand awareness play into digital PR, or is it just not at the forefront?
Traditional vs. Digital PR
[00:04:23] Where do you draw the line between traditional and digital PR? When does it become digital PR?
Approaching Product-Focused Campaigns
[00:06:20] How do you approach product-focused campaigns in digital PR vs. traditional PR?
Bottom Line Discussions in PR
[00:08:30] Are discussions about the bottom line common in traditional PR?
KPIs in PR
[00:08:48] What do KPIs look like for traditional PR vs. digital PR?
Steering KPIs Towards Digital
[00:10:49] Do you try to steer traditional PR KPIs towards digital metrics?
Shift Towards Digital PR
[00:11:39] Is the industry shifting more towards digital PR, and why?
Reasons for Shifting to Digital PR
[00:13:00] Is the shift towards digital PR driven more by monetary reasons or because traditional PR is less effective?
Pitch Process Insights
[00:14:28] What can digital PRs learn from traditional PRs in the pitch process?
Personalizing Emails in PR
[00:17:00] What does personalizing an email look like in traditional PR?
Using and Managing Media Lists
[00:19:26] Do you always use a media list when you do outreach, and how do you manage it?
Targeting and Building Audiences
[00:21:38] How do you target and build relevant audiences for your media list in PR?
Strength of Digital PR Connections
[00:26:00] Is a digital PR only as strong as the connections they've made?
Handling Expert Quote Requests
[00:29:20] How do you handle expert quote requests in both digital and traditional PR?
Learning from Traditional PR's Quote Strategies
[00:30:20] What can digital PRs learn from traditional PRs in the expert quote commentary strategy?
Ideation Process in PR
[00:32:31] What can digital PRs learn from traditional PRs in the ideation process?
Adapting Ideas to PR Pieces
[00:36:36] How do you determine what to extract from an idea when adapting it to your PR piece?
Avoiding Diluted Links
[00:37:45] What are your tips for avoiding diluted links when using click tracking software?
Handling Misleading Open Rate Data
[00:38:55] How do you mitigate misleading open rate data, especially with Apple's privacy updates?
Future of Digital PR
[00:40:42] Where do you see the future of digital PR heading?
🔗Links mentioned in the video:
- Unearth PR: unearthpr.co.uk
- Follow Georgia Gatsby PR on Twitter: @georgiagatsbyPR
- Connect with Georgia on LinkedIn: https://uk.linkedin.com/in/georgiagadsby
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