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The final marketing tactic we’re going to look at in this section is PR.
There are two key benefits of PR:
So what are the different ways that we can make sure we get PR right?
This is based on the premise that journalists and media companies are going to be covering stories that are in the news, in vogue, at that point in time.
And so your best chance of having your brand spoken about in relation to those issues is by aligning yourself with those key issues. So again, if there’s a particular movement of politics going on at this stage, or if there’s a particular focus on any major current events or any world news, if you can align your brand to those things at that time, it gives you a much better chance of getting covered, which, again, increases awareness and gives you a chance of getting links.
What are you, as a business or as an individual, best placed to speak about and do so with authority? Then people in the media and in the papers are going to be looking for people who know, in detail, about a particular subject, and if they are looking for that, you want to make sure that you’re well-placed to be the business that they come to.
A very good lesson in life, generally, is to be friendly, and in this case, be friendly with journalists. Because, again, lots of business is about relationships, and so if you can be a person that they enjoy doing business with, that they like speaking to, that gives you so much better chance of getting them to cover your brand and speak about the things that are important to you.
And very closely linked to this, a good way to make journalists like you more is by giving them some free product. People like free stuff, and this is also a great way that they can speak about your product with confidence, having tried it, experienced it for themselves. And that’ll make them much more comfortable and confident to endorse your product, to speak about it, to write about it, and it’ll also, most likely, make them feel more positive about you as a business.
Start thinking about all the different ways that you can get your product out to as many different people as possible, so they can start trialing and sampling your product. As the more people you can reach at a grassroots level, the better chance you’ve got of getting covered and getting PR going forward.Back to Top
Graeme Smeaton is the founder of Royal & Awesome. Along with a proven track record in defining and delivering marketing strategies that drive significant growth and create real shareholder value, Graeme is highly commercial. He has extensive experience managing PLs and other key financial statements, while being an operational board director of AFG Media Ltd, and has experience negotiating with suppliers, distributors and licensing partners.
By the end of this topic, you should be able to:
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
The Applied E-Commerce module will introduce the key concepts of effective e-commerce and will teach you how analytics allows for refinement of the model. You will become familiar with the elements of a successful e-commerce website and the process of traffic generation. The module will also introduce you to various sales tactics, including channel selling. Finally, you will recognize how the e-commerce Customer Relationship Management (CRM) systems can help you maximize user experiences.