The marketing landscape has definitely changed for businesses
everywhere with the digital age. Gone are the days when
brick-and-mortar stores could only reach a handful of people within
the neighborhood. With the advent of search, online ads, social
media, and tons more, there are now countless ways to establish your
One strategy that yields the best results and
boosts organic growth is word-of-mouth. Just like traditional PR,
digital PR counts on the ability of a company to tell a unique
story—one that will compel publications to tell it, and your
customers to share it. Here are a few rules of thumb to get you
Viral Has No Formula
Ever since social media
exploded, every brand or celebrity has dreamt of becoming viral. In
this day and age, “going viral” means that your brand has won one of
today’s scarcest resources: attention.
however, is that it has no formula. You can’t plan for content to go
viral ahead of time simply because it’s outside your sphere of
influence. Given this, the most effective strategy is to focus on
the quality of your content instead. If you make your content so
good that customers can’t ignore you, you increase your odds
Strategically, one should treat this journey to
organic growth as an exercise in the human connection. In order to
create compelling, resonant content, ask yourself: what does my
audience value? And what values does our company stand for
that connects with that?
One excellent use-case was executed
by Coke Philippines when they launched their 2011 campaign: “The OFW
Project”. With 11 million OFWs dispersed worldwide, what if they
could spread happiness on Christmas by reuniting a few OFWs with
As they chronicled the life stories of the
OFWs during their free journey home, the message was clear: all
these Filipinos wanted for Christmas was to be with their families.
And thanks to Coke, they were able to get just that—along with a
heapful of happiness.
The results were explosive: Coke,
together with agency McCann Worldwide, placed Silver in the Spikes
Asia Awards; was dubbed #4 in 2011’s best TV commercials by AdAge;
hit 1 million YouTube views in 3 days; and became the world’s most
shared video for two weeks.
The lesson? Great storytelling
trumps everything. Even in this digital age, it’s not high-budget
productions nor expensive celebrity endorsements that spread your
brand. When you tell a really good story well, your brand love—and
growth—will drive itself.
Distribution is Queen
So far, we’ve discussed how
great stories are at the heart of PR. Content is king, and we all
know this. Yet we must remember: distribution is queen. One can make
the most resonant narrative in the history of digital advertising,
yet have it fall on deaf ears due to poor distribution.
common practice in traditional PR is the active seeding of stories
to the right publications. For digital PR, the concept is the same,
yet the embellishments are different. Instead of targeting
traditional media outlets—from newspapers to magazines—brands should
target their online domains. Plus, the story needs to be
internet-friendly. The content should be uniquely digital—containing
digital media such as videos, GIFs, and more, to employing the use
of official hashtags and social media handles.
In PR, the
quality of your relationships with publications matters as much as
the stories you pitch. In order to cultivate these relationships
effectively, brands must always target the right people for
the right stories. It helps them serve their audience, and it
increases your chances of your story being published.
these connections warm, companies can also offer these leads the
opportunity to consult your expertise as a free resource for
relevant articles. Not only does it create goodwill with these media
outlets, but it also establishes credibility for your brand.
One effective case study of distribution being queen is H&M’s
successful Manila launch in 2014. Their targeting was as varied as
it was effective—from online domains of offline media titles (such
as Inquirer.net) to famous fashion bloggers (like chuvaness.com) and
even to purely digital publications (like Rappler), H&M
positioned itself as a lifestyle brand that could excite the right
Earned Media in the Digital Age
Ultimately, PR is a
solid strategy for any company because it’s efficient; telling
unique, compelling, and resonant stories doesn’t require a lot of
manpower or budget. All it takes is tapping into the human need for
connection and lighting up ideas that make an impact, while making
sure your execution touches on these the right way.
Globe Business are excited about where the future of digital PR will
take us, and how this can make your business better—one inspiring
story at a time.