SOP 007: Digital PR Campaigns
Digital PR Metrics
| Metric | Score |
|---|---|
| Power | 4/5 (high DR sites) |
| Trust | 5/5 (seed sites, manually curated) |
| Relevance | 2/5 (often off-topic) |
What is Digital PR?
Create interesting data studies, then pitch to journalists for coverage and links.
Matt's Example
Campaign: "Most Influential Tech Companies" survey
- Surveyed 6,375 people
- Created data visualization
- Result: New York Times link (DR 94) + dozens more
The Backwards Approach
+---------------------------------------------------------------------+
| DIGITAL PR WORKFLOW |
+---------------------------------------------------------------------+
| |
| 1. Find journalists who cover your topic |
| Use MuckRack, Twitter, past articles |
| | |
| v |
| 2. Identify what stories they're likely to write |
| Seasonal trends, current events, data gaps |
| | |
| v |
| 3. Create a study/data that fills that need |
| | |
| v |
| 4. Pitch with the data ready |
| |
+---------------------------------------------------------------------+Types of Data Studies
| Type | Example | Effort |
|---|---|---|
| Survey | "What Americans Think About X" | High |
| Data Analysis | "We Analyzed 10,000 Websites" | Medium |
| Expert Roundup | "50 Experts Share Their Tips" | Medium |
| Cost Study | "Average Cost of X by State" | Low |
Recommended Agency
Matt uses Search Intelligence for Digital PR campaigns.
HARO Alternative
| Metric | Score |
|---|---|
| Power | 4/5 |
| Trust | 5/5 |
| Relevance | 1/5 |
Sign up as a journalist on HARO/Qwoted to build relationships with sources in your industry.