A sound PR strategy for the present day must combine offline methods with digital-driven strategies.
The author recommends building a library of high-quality content that can be used to build credibility and trust. To leverage digital as a medium for PR, PR professionals must improve their understanding of wider digital practices.
PR pros must also work towards building online relationships with journalists and editors. Focus on pitching original ideas to them, and being concise and transparent in your pitches.
Tracking results of a PR campaign must be a continuous and regular process. With this, businesses can identify which tactics or campaigns worked well and are worth re-investing in.
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[3 minute read]
