Digital PR Made Easy | Marco Capra | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

20 Lessons (55m)
    • 1. Welcome

    • 2. Communicating Online

    • 3. Tuning In To The Web

    • 4. Finding Your Way Through The Noise

    • 5. Establishing Your Presence

    • 6. Crafting Your Voice

    • 7. Your Content Strategy

    • 8. Letting Others Find You

    • 9. Niches

    • 10. Authority

    • 11. Influencers

    • 12. How To Write Your Message

    • 13. What About The Press Release?

    • 14. The Digital Press Release

    • 15. Bringing Out Your Message

    • 16. Crafting Your Email

    • 17. Pitching To Journalists And Influencers

    • 18. Measuring Your Efforts

    • 19. What And How To Measure

    • 20. Conclusion

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About This Class


Learn to craft the right message, reach the right people and establish your authority on the web.

Do you want to get your message through the noise?
Do you want to make a bigger impact?

You know you need to be on the web. You know you need a website, a blog and social media pages. But is that enough to be found and reach people? NOPE.

This digital pr course will teach you all you need to know to craft a strong online presence and get your message to spread powerfully.

Because you want your brand to be known and respected. Because you want to be heard. And let's face it, with all the content published every second from every corner of the web, getting your message through the noise is hard.

But this course will make it easier. After completing it, you will have:

  • All the tools you need to find and connect with influencers and journalists
  • Specific checklists to make sure your message is 100% digitally optimized
  • A solid, authoritative and consistent presence on the web
  • The ability to reach a better, wider audience
  • Lots of ideas on how to find your target audience and see what they're talking about
  • The right mindset and perspective to craft great branded content
  • Guidance on how to use storytelling the right way
  • A clear understanding of what effective communication online is really about
  • A step-by-step blueprint to audit, plan, execute and measure your efforts

The web offers amazing opportunities but to be successful you need hard work. This online pr course gives you the mindset, tools and strategies you need to get your message through the noise and connect more deeply, with a wider audience.

Why Digital PR?

Public relations have always been crucial, and today they are more than ever. But the world they live in has changed and, like everything else, they need to adapt. Communication professionals are embracing new ways of crafting and spreading their messages, and those who don't are having a hard time. The rules have changed: are you sure you are up-to-date? Are you able to not only work, but think digitally?

Course structure and content

"Digital PR Made Easy" has a direct, to-the-point approach. It's designed to give you a solid understanding of internet pr without feeling overwhelmed. It will guide you through different stages while keeping you focused on what matters the most. Because today, with so much information, so much content and so much data, it's easy to get lost. Here, you will know what to focus on.

Take your online communication to the next level. Find and reach a wider, better audience for your brand. Join the course now.

Meet Your Teacher

Teacher Profile Image

Marco Capra

Communication & Media Professional


Hi! I'm Marco.

I've been working in the media and communication fields since 2004. I started out in a music TV channel where I had the chance to interview some of the most famous singers and bands at that time (Muse, Ben Harper, Robbie Williams, Oasis, Depeche Mode and many more - I had a lot of fun!). Being a journalist and writer for tv was great but I fell in love with the internet and my focus shifted from on air to online communication and content. So I started working for brands, creating digital content and helping them reach and engage their audience online.

In Digital PR Made Easy. I condensed what I learned during my journey through communication to help you take your online presence to the next level. Because with all the content out there, you need a solid roa... See full profile

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1. Welcome: you send an email and again no reply. You have a product to sell and nobody's talking about it. What do you do? Hi, my name is Blanco Copper in digital PR made easy. I will teach you what you need to know to communicate effectively online and reach people. In this course, we will start with a better understanding off what communicating online really is about. And then we go through a six step process to make sure you have all it takes to get your message across and beyond. We will talk about things like storytelling, digital breast releases, how to pitch journalists and influencers. We will focus on one matters like how to build your presence, how to craft and deliver your message, how to find and turn to the right people, how to listen to the conversations on the Web and how to measure your reputation. The word relieving looks more and more like a spider web. It's a network were communicating the right way and building strong relations is crucial. That's why digital PR is one of the skills that will make a difference in the next years because it will make you able to get your message through the noise. I hope you're ready to take your own land presence to the next level because this course will help you do that. I'll see you in the next video. 2. Communicating Online: Let's start by taking a look at some of the major features off online communication and one impact they have on the way we send our message across speed. The digital revolution made communication fast. Instant. We can send any message in a fraction of a second freedom. Communication is being democratized. Anybody can talk and express his opinion. Power of the people. What do I mean here? Well, the ability of a message to spread quickly used to depend a lot on how authoritative the source was or how relevant the news walls. The still matters today, but much less than before. A message can spread and reach people regardless of these criteria, by passing authority two sources of information like newspapers and regardless of how important the news really is, often the process happens the other way around. Actually, a message gets shared so many times on the Internet, for example, on social networks. Then he later becomes newsworthy, gets covered by the media two way conversation. This means brands now have to face a new scenario where their messages air not just send to people but can be instantly and publicly commented by anybody. Noise. There is so much content growing every day at such a fast pace, so much information that attention becomes scarcer and scarcer. To get through the noise, you need high quality content. Traceable online conversations seldom disappear. Most of the times they are traceable and hard to hide. They're there to stay, for better or for worse. All these gifts is the main reason for digital PR. You need to create relations, relations that last we're here and everywhere about viral content and word of mouth. But we shouldn't think that getting your message shared quickly, Azizah. Although it's possible from great ideas to spread naturally, the best results on the Internet are issued through time, hard work and long lasting relations. Another, more technical reason has to do with search engine marketing. If you want to rank well on search engines and be found easily, one of the things you need is the other wives. It's linking it yours Now. What people used to do was aiming a quantity. The more sites link into your page, the better your ranking. With search engines changing constantly, this strategy now is less and less effective. Now you need quality links from trusted sources and in this perspective, the role of digital BR with their ability to find the right avenues. Contact the right people to get your message across and build trust to run your brand becomes more and more important. So we have said that today, communicating your brand is no longer in one way process. Everybody can have a say speaking out about anything on the Web. That's why they say that everyone is a media outlet. This means that no matter how official your communication is, it will meet another communication, a spontaneous one coming from the people and even more. No matter if your brand is on the Web or not, people might already be talking about you. So instead of a one way one to many communication, we're facing a two way 1 to 1 communication. You have to accept that you can only control a small part of the conversation about your brand. How can you cope with that? You should learn to listen, take part in the conversation and create new conversations again. You can see the importance of digital PR since conversations and relations that getting crucial communicating on the web means entering a network of conversations, Commons questions, answers. It means seeing a message evolving. The message that you created and then now, in a way, doesn't belong you anymore. All this on one hand makes communicating your brand today much more complicated than he used to be. But on the other hand, it opens up many possibilities. If you're ready to adapt, the first thing to do is to find out if something is being said about you and your brand already on what it is. The question is, how do we listen? 3. Tuning In To The Web: Hi. Welcome to Section two, where it's all about listening. So on the Internet, we have an amazing amount of information growing at an incredible speed. Somebody say's that 90% of data in the world today was created in the last two years. This means the Web is an extremely precious source that allows us to know more about the world we live in and about ourselves. When you start listening, you want to see if people are already speaking about you and your brand, and if they are, you want to know your reputation. Is your brand liked or disliked? Are many people commenting on it? Is it in a positive or negative way? Does your brand arouse strong feelings? Do people trust you? You need to find information before you can listen to it, and when you find it, you have to regularly go back and keep checking and listening. It's a constant process, but if you're doing well, you will not only monitor your reputation but also consequently be able to adapt by listening. For example, you can spot issues or dissatisfaction with your brand and take measures to solve or improve that discover what in your businesses work, invest what is more like so you can focus on it even more spot people who support you. They could become advocates for your brand, helping you spread the word. Identify hot topics and transit in your field that you can leverage. These are just some of the examples of what you can do if you listen well, if you listen carefully. So how do you find your way through the noise? What should you focus on? Let's see it in the next video. 4. Finding Your Way Through The Noise: So who should you listen to? You should listen to people who are already talking about you competitors in your peers in people who are talking about them. You should listen to authorities in your field and people, your potential clients and everybody else how the word changes around you and how that impacts your brand. Let's see how to listen. First, you should check back links to your site. Are they many cooling to your site when? Then you should check mentions. So maybe someone didn't link to your pages but still mentioned you. So who did it? Where? When? On a more technical level, How did people look for you? What are the key words that brought traffic to your site from search engines? You can see this, for example, with Alexa, that is a very powerful tool. On a broader level, you can listen to your competitors and peers, so we have just mentioned Alexa. But there are so many tools that we can use for listening. Let's see a few more first, obviously, Google, Use Google search and do filter your search. You can filter by date by language by country, by type of content, like video image. Whatever you can search within a specific kind of source, you can limit your search to the news under Google News or you concerts under blocks, for example, and you can use alert to get results directly in your mailbox. Other search engines Google is no the only search engine you can use Yahoo and being as well. And actually there are many more search engines. For example, millions short. It's a search changing that removes the top one million most popular websites from its index. So you get less popular results and you can customize their to by selecting. Remove top 1000 results or top 100. Whatever you will get less popular results, which can be very interesting. You can use social research. You can search on Facebook, Twitter and other social networks to see if and where your brand is mentioned. To do so, you can not only perform a surge within the specific social network, but you can also use powerful tools like Social Mansion. It's a great resource that collects mentions from social networks, blocks and micro blog's bookmark in platforms like delicious and even more feed or assets you can keep up to date with the news in your field. What's going on? What are your competitors doing? And to do that, you can use a service like Feed Lee or any other RSS reader Review sites. You can see how your business ranks on sites like Yelp, Trip Advisor or Glassdoor, depending on the type of your business trending. You can see what's trending right now. How is the word changing around you? Howard Tastes change in. You can use a tool like Google trends and see how something became more or less popular over time. You can't even compare different things together. Training stories. What are the most popular news and stories of the moment? You can check that, for example, with Old Top. Finally, who's best who are the best in your field? We mentioned Alexe, sir, and you can use it to see how any side ranks Brother are other specific resources, for example, popular. One is taken already, which allows you to find out the most popular blocks in your field. So what's the outcome? What have you discovered? What do others think of your brand? What is your reputation is a generally positive than wanna join the conversation by thanking, sharing, commenting. You can even build a relation with the author of the content you found and get him or her of them involved in the future or is a negative. Then take some time to analyze who said that where how many people saw it and if relevant, answer and then keep on eye on the person or source in the future. And don't let negative comments get bigger cause it's really dangerous on the Web. So to sum up everything in one line, keep listening. Do it before while and after you talk. No, let's see how you can create a strong online presence. 5. Establishing Your Presence: Hi. Welcome to Section three in this part of the course will see how to establish your presence . As we said, no matter if you are riding posting publishing any content online, your name is probably already there, and with it a piece of your identity. Be a right or wrong. You are more and more what appears on the Web, so you're better craft a good image of yourself and your brand. It's crucial that you establish your own presence on the Internet, and this means providing a point of reference to people who are looking for you or talking about your life telling them where you live on the Internet showing your best because when you speak for yourself, you can present your brand in the best light. It also means providing information and giving others more material on you so they can talk or write more about you. Finally, he means preventing other unauthorized people from speaking on your behalf. This is all about this so called owned media platforms you own, like a website blogged and social media pages on that you can use to communicate and start the conversation. Whether you choose to have many of this platforms, or you just pick those that matter most to your audience, the keys to be there and show your best. Now, one key element in establishing your presence is your voice. In the next video, we'll see what that means. 6. Crafting Your Voice: How do you communicate your brand on your platforms first and on other platforms, then how you speak to people on the Web? The key to be effective is having a voice. You need to be personal, recognisable, clear, consistent and true. The secret is that a brand should speak like a person. People want to talk to other people, and being on the Web doesn't change that. No, if behind your brand there is only one person, it's much easier to speak like a person. But if it's a group or company, an organization that what do you do? Then you bring your people forward and let them speak. A great way to shape your voice is through storytelling. This is another of those buzz words that we hear so often. What does storyteller mean and how do you do that? It means two things. He means your story and other people's stories. Your story means your brand needs to stand for something, needs to share its vision and goals and shape this into a powerful and engaging story. So thing how you can tell all of this in an interesting, engaging way with the beginning, a development and an end. Other people's stories means what does your audience stand for? What is their vision? What are their goals? And also what are their problems? How do they spend their time? When you talk on the Internet, you have to align these stories. You have to know where your and their stories meet and show it, putting it into one powerful story. So bring them into your story and go through it together. If Phil Brand offers a solution to a problem, then you and your audience will be the good characters fighting together against the enemy . Which enemy? Well, the issues your audience says and that you can solve and now you. But your audience would be the hero. You will be their mentor. You will help them win. Storytelling should be a primary focus whenever you talk online, because stories are powerful tools that engage and create empathy 7. Your Content Strategy: Let's talk about content strategy. Why content strategy? Because you need to create content on regular basis. It's always a good idea to not only prepare a great website and run social media pages and maybe a block, but regularly create more valuable content for customers and prospects. Some popular kinds of content you can create, for example, are e books, videos, infographics, white papers and webinars. This is what content marketing is all about. Create content to communicate your brand and reach people rather than to sell. But before you engage in such activities, you need to ask yourself a few important questions. What is it that you want to communicate? What aspect of your brand you want to focus on a product on a service on a series of products? Don't show that your innovative that your brand SMEs quality. What is it? Focus on the kind of message you want to come bay. How do you want to communicate that and which four in written word with a video with photos . Each of this forms has its own features at the type of content you create should fit to give its best. What do you want to achieve. Do you want more people to know about you? Do you want those who know you value your brand more? What is it you want to achieve through communication? Who do you want to reach? This is crucial. And you should have a very clear idea off the people you are talking to off who? Your target audiences marketing. They even create on ideal customer profile so called buyer persona. You don't always need that. But you do need a clear idea of who you're targeting. What voice are you going to use? As we've seen in the previous chapter, this is a big impact on your communication. How do you want the experience for the people to be like when someone reads your message on , listens to it, watches it, interacts with it? How do you want them to feel happier, more relaxed, more inspired? Smarter? Where are you going to publish that Content on which platforms? These should also align with kind of content you have. Are you planning a campaign on social media or a series of block posts? A new section on your website. How often will you release new material? These are important questions you need to ask yourself if you want to and you shoot, plan a content strategy. Be clear about them and be as specific as possible. And you'll be on your way to build a strong presence and when developing content make it relevant and of a high quality. The more people create content on the Internet, the more your content needs quality to stand out. And now that you have your content plan ready, let's move on to the basics off being found on the Web. 8. Letting Others Find You: before you reach out to others, you should make sure that you could easily be found. The first important thing is to keep in control of your platforms, meaning website block whatever you have. So make sure that nobody out there is pretending to be your brand making clear on your platforms that these air your official platforms, that it's really you communicating to people brand your tools. Do you have a block? Social media pages, a forum? Be consistent. For example, use the same graphics and the same voice across them. Put your contact information everywhere and link all your platforms. Then you obviously want to make your brand technically easy to find. And here I mean investing on S CEO and usability. But it's not really what this course is about, so the second way to help people find you is to share content by others. Don't just wait for people to link to you. Be the 1st 1 to share interesting content at value, give helpful resources, share the latest news in your market and use all this to let people know your brand and to build your authority in the process as you provide useful and high quality information. Let's have a look at a few of the most important things that you have to give in mind when you publish any content on the Web, identify yourself. Respect copyright cites sources of information. Be honest, Be relevant. Be helpful. Be polite and respect other people. Answer questions and comments. Don't spam don't type in all caps? Spell check. Follow specific rules if you are on 1/3 party's platform. 9. Niches: Welcome to Section four, where it's all about audience. Everybody's talking about niches, and it's something we want touch upon years. Well, they see that to be successful online, you need to target niches rather than big audiences, especially if you have a small brand. So instead of addressing a broad generic target, you should focus on one or a few natures. Niches are the Manny's most segments of a big market. There's more audiences identified by a common interest, like technology, gardening or healthy food. These audiences have always existed. What has changed is that now they are easier to identify. People share so much about themselves on the Internet, about their life and their interests that actually targeting them is not so hard. Sometimes they even gathering communities and groups both offline and all night. It could be a small association or club, or a Facebook group or forum, no matter how big or small your niches, No matter if it's one or more, it's important that you identified so that you can tailor your message for the right people . If you know who you are talking to, then you can decide what to say and how to say it. So how do you find those natures online? The easiest step is to start by typing their interest or topic on search engines and skim through blocks, forums and social networks. Maybe they are already talking about you and your brand or about a similar one providing you with valuable information to work on. Some niches might not be connected yet, and here there are great opportunities for those who are willing to create a platform for them. Once you find your communities, listen to them, connect with them, engaging their conversations and find out who their leaders are. And this is exactly what we're going to do next. 10. Authority: What does authority mean the power to give orders or make decisions, porter or right to direct or control someone or something? The confident quality off someone who knows a lot about something or who is respected or obeyed by other people, a quality that makes something seem true, or riel. It's a second definition that interests is the confident quality of someone who knows a lot about something or who is respected or obeyed by other people. On the Web authority is so important because it's something that potentially anybody can reach. If he is expert in something, which doesn't mean knowing everything, it means having some degree of expertise on a particular topic, consistent having his own opinions and point of view and sticking to them again. The importance of your voice, as we've seen before, appreciated. And if the support comes from someone authoritative and popular, that's clearly even more powerful. Authority today doesn't necessarily come from the media or from institutions, doesn't require any formal approval or blessing. Anybody who likes shares, comments positively on something actually gives authority to the author of the content, and these new authority of people on the Web should be one of the main targets of a digital PR strategy because they can help you get your message across Sherman in with their community and influence in people's opinions. 11. Influencers: As we said, rather than sending your message to everybody, once you should focus on a very targeted audience on the best way to reach it is finding and connecting with influencers specific key individuals that can share your message for you. Keep in mind that active users on the Web produced every day around 500 Leo's pieces of content, but 80% of that is made by a tiny percentage of users. So being able to turn in these content creators and establish a relation with them is crucial and can take your message farther. So who are these influencers Individuals who have the power to affect purchase decisions of others because of their real or perceived authority, knowledge, position or relationship? In consumer spending, members of a peer group or reference group actors influencers an influencer can connect you to many people, acting like someone who gives his advice to France and acquaintances, helping you spread the word and enabling that word of mouth process that is so relevant on the Web. When looking for influencers. Keep in mind this criteria rich. How big is this person's audience? How many people can he or she reach context is this person in your same fumed? Is his audience really random onto you? Action. If he or she suggested your brand, would his audience just listen or take action? Now, what tools do we have to identify these influencers? Sometimes it's quite easy. For example, you will notice on your Facebook page. Some fans are very active and create conversations or on your block. Some people regularly comment on your posts and spark interesting discussions with other people. These air influencers that are already supporting you with minimal reaching people who are not connected to you Yet. First, you can use social networks. You can search for people who are in your field. You could start with a Twitter hashtag search, looking for topics that matter to you and seem who is talking more about them. You can search for Facebook groups about your topic and see who runs them. Or you can search on Google blocks, for example, to find bloggers with a large following. You can find influencers with specific tools to many of these. Focus on Twitter because it's a great source to find prominent people you can use. We follow, for example, or 12 that allow you to find influencers by your topic of interest or topsy to look for influencers or trends. Another very simple way. It's a search for the highest ranking blog's on your topic, since successful bloggers make for some of the best influencers. You can search for the most popular blog's. For example, on Taken already that we mentioned before or on a buzzing for rankings in specific countries. These are just some of the many effective, easy to use and Friedel's you can use to find influencers. There are many more, especially if you're willing to invest money. But now that you have identified the people you want to reach, you can prepare your message. 12. How To Write Your Message: Hi. Welcome to Section five off the digital PR course. Now you know about listening and finding the right people to target. Well, we learn in this section is to craft the rat message for them. Let's start with some general writing guidelines for creating effective content for the Web . The inverted pyramid right? The most important information of the beginning, then the second most important and so on. People are flooded with information on they don't want to spend time toe, understand what your content is about, so make that clear from the beginning. Keep text short. As we said, people don't have time, so keep your short. When you write a text, split it into paragraphs. Use line breaks. Some even suggests you should leave an empty line every two sentences To keep things light and easy to read. Use keywords where some phrases you want to be found for but don't exaggerate. You don't want your text sound on nature In certain links to other useful material to relevant sources of information and two other relevant content you published Use headlines and headings. Keep your language informal and accessible. Keep it simple and clear. Give your text some nice photos and be careful with uppercase. As we said before, using all caps lock on the Web is considered rude, like shouting in someone's years to be careful with that. And now that we've covered the basics, let's move on and see how to craft a great press release. 13. What About The Press Release?: let's start from the oldest, most used tool in public relations. The press release. While some say it's an obsolete means, the truth is it's not crafting and good press release is still a good way to get your message featured the main purpose of a press releases to announce something something that is newsworthy and likely to spark interest and be shared. Although times have changed, the precedence is still a good way to start conversations about your brand and spent a couple of minutes on the basics of a press release, and then we'll see how to optimize it for the Web. So what makes for a good press release? Number one Making Newsworthy a press release is about news he should tell about something interesting that has happened, is happening or is going to happen to craft a clear and interesting headline. Three. Answer the five w of journalism Who, what, when, where, Why in the first paragraph, So what's actually the news? Give all the basic information in a couple of sentences and leave all the details for later . Four. Use a journalistic style clear to the point detached within a protective perspective. Don't be saying see and right in third person. If the news is that you're releasing a new product and your brand is called X Y Zed, don't write our new product, but X y Zed's new product. Five. Use one or two quotes to inject some life. Six. Use active verbs, for example. Instead of saying new store by X Y said to be opened, say ex wives that opens a new store. Seven. Provide data numbers statistics if you have them. Eight. Keep your short around 15 or 20 lives. Nine. Sentences should be short as well. 10 and your press release with some background information, especially when the subject of your press releases not so popular. For example, you talked about how the product is going to be dramatically improved, and then why not say when it was first released? What it has achieved over time and so on. 11. Insert your contact information. 12. Provide high quality photos on 13 spell check. Now what about a digital press release? How should you tweak a press release to be effective online? Let's see 14. The Digital Press Release: we've covered the rules of a press release. Now, how should you adjust the press release to make the most of it online? And how do you send it? Let's see some more tips. So a user relevant Keywords. B. Use anchor links to drive people to your site. See bold important words to highlight what matters the most. De provide links to get more information. E include a link to download photos. F include share buttons to share via email and social networks. G and sharing on your platform stoop. When you send your email, don't use CC or BCC. Ideally, you should write one person at a time. If that's not possible, use an email marketing tool like mail chimp or a Weber, where you can segment your recipient list targeting only those who found your content relevant in where people can unsubscribe. We have seen how to ride a great press release. What are the guidelines for riding on the Web and how to craft a digital press release? Now let's see how to reach out 15. Bringing Out Your Message: welcome to Section six of the digital PR course. The section is all about reaching out, so now you have your content and you have your press release. All you want is to get your message across. Everybody wants his content to spread quickly to become viral, but the truth is that it usually takes some time. You should be patient and starting getting your network first. Those who are within your reach and slowly expand on a long term plan you have to create, create great continent, communicate your brand craft, good stories, share, connect with others and share your message. Engage. Let others play. Once your content is on the Web. It doesn't just belong to you anymore so that others contribute Take part in the conversation and share it. In turn, it's a dynamic process where content is, in a sense, built together, build relations, don't ask and disappear, focus on building step by step, solid relationships with people who support you. Be bloggers, journalists, influencers and above all, be brave and take part in the game and let anybody do that, too. On the Web, you can't keep every single thing under your control anyway, so accepted and go ahead. If you do things well, you will gain visibility, gain authority, get feedback on your brand and on your communication, and get others to bring out your message for you. So how do you do it? Well, how do you send your message the right way? The key and digital PR's Do not push your message, but to let it trouble. Instead, A good message with the potential to spread is a bubble relevant to the target. You're sending it to understandable, interesting, engaging, credible and share a bowl. Not only the quality of your message matters, but also the quality of interaction is crucial. You should build meaningful relationships. Your end goal is having long term engagement and not just a burst of shares. If, for example, you get thousands of followers or fans that don't engage with you, then you didn't get that much. But if you have a small but committed audience that spreads your message for you, your brand would be much more powerful. That's why I came with a cure. Asi is key in digital PR. A way to do that in the hopes of going viral is seeding. That means sharing your content with a selected network in a short period of time to quickly reach a good initial response and consequently, activate a measure participation in the audience. Basically, you plant your content in the most fertile ground. It's about contacting influencers, connecting with bloggers, reaching out to your best supporters. While some companies even offer this a service, it's a dangerous ground. If you do it yourself, you should follow these general steps a. Test your message before sending it out to everybody. B Share it with your network. See adjusted twitted, making better de sherry with everybody else. The prerequisite is having already created a trusting, invaluable network of people that you can often engage with a network of relations that you can activate when you need it. 16. Crafting Your Email: know that you have your material ready. How do you actually write your email? Writing an email that actually gets opened, read and triggers an action? Whatever action you wish is not as easy as it seems. In fact, most females are ignored. No one knows. Some of this advice might sound obvious, but the thing is, do you really put all of this into practice when writing? Think about it. One. This is really office right? An interesting subject line, a subject lines main purpose is to get the email opened. Don't forget that to If they don't know you, introduce yourself clearly and mention any connection with the person you're writing to. Three. Keep Arema short and with a lie instructor with short sentences and paragraphs. Four. Craft a clear message that can be easily understood. Five. Be honest and straightforward. Are you asking for something? Don't hide your request and don't put it at the end of your Rima. Steady clearly. Six. Be friendly and informal but polite and respectful of the same time. Seven. Try to include your attachment into the email body or to include an excerpt. If the attachment is too long. Eight. Include links for further information and to download large files. You don't want to send his attachments. Nine. Don't offer too many choices. What do you want the reader to do? Including five links and three attachments, isn't very likely to push a reader into action. Give him or her one or two options at most use questions. They make the message much more engaging and much more likely to get an answer. And finally, proof read. And now let's see some specific tips to pitch journalists and influencers. 17. Pitching To Journalists And Influencers: Now let's take a look of the best practices on how to pitch. Let's focus on the two most important categories you will pitch to if you're doing the GOP are journalists and influencers. As we said, the first rule is always dissent, something that is really relevant to them. Journalists. When contacting journalists. Don't PITCH in social media. Use email unless you already have an ongoing and close relationship with them. On social media, this doesn't mean you should and follow them and engage in conversations with them on social media. It just means Don't use them for your pitch. Try to avoid cold pitching build report first, Given interesting news angle, keep it short and to the point, be professional but personal. Send high quality pictures. Include your contact information on links to your online presence. Avoid a buzzer words pro freed. Don't follow up. Contact them before you send your request rather than after now. Influencers. Let's see how to pitch influencers here again. No cold pitch in. Introduce yourself first and try to build a relation. Learn about them before you reach them. What do they do? What they write about? Read their articles or they're blogging. They're bloggers show that you learn about them, mentioned something they have done or said maybe recently, and that resonated with you. Do you have any mutual contact? Tell them. Don't talk about yourself, Talk about them and what you have for them. Be harnessed and straightforward. Don't give fake exclusives or make promises you can't keep. Offer them something. This doesn't have to be a free product or sample. Think of anything that can be interesting or helpful to them. A link to an insightful article are useful resource. Whatever. Think off ending value and giving something useful to them. Inject some personality. Be creative, be friendly and informal. Keep it short. Show them why you think they would be the perfect match for your content. Show them Where's the fit? Avoid email marketing services. You should connect with them in a personal way. No CC or BCC in the email. For the same reason. Be personal and connect individually if ignored. Don't insist 18. Measuring Your Efforts: Hi. Welcome to Section seven off the digital PR course. Remember a section to where you learn how to listen to the conversations on the Web, making a way through the noise to collect on the most relevant pieces of information. Now that you have created your content and send down your message, you need to go back to that listening phase of the process, but with a different focus, because now you can measure the specific results of your actions. If you measure, you will have numbers and concrete data you conveys your next move on you contest What works best on make choices accordingly. It can constantly tweak your strategy to get better results. Get the best out of it on the Internet requires patience. Although you often get data very quickly, you sometimes need time to draw meaningful conclusions and decide how to act. So be willing to spend time and effort besides that, this listening, crafting your presence, preparing your message, reaching out, measuring the results, which is listening again, should be like a circle. No, with this monitoring and measuring section, we are at the end of the circle, but this means you should actually start again after that. So once you've measured your results, you should reconsider your presence. Rethink your messages and so on. Now we'll see what you should measure and how. But before we do that, keep in mind that no matter your results of positive or negative, your honor reputation off very important is only one part of your reputation. If your online reputation changes, it usually does so over time rather than instantly. If he changes negatively, although you should be able to act promptly, it won't have an immediate impact on a tangible, offline level. And by that I mean on your sales, for example, so let's see what and how to measure. 19. What And How To Measure: no matter what you have done, what platforms you have used, you would surely have lots of data to analyze. That is a great source of information. If you're able to focus on what matters most, don't get overwhelmed by all the parameters you see when you get statistics focus on the most relevant metrics that are visitors to your site, Webb said. Blawg and so on. How many are they? Where did they come from? Where did the go next? What did they do on your site? How much time do this pan on your content? Look for variations. You can use Google analytics, cliquey and similar services. Indirection on your social media pages again. How many people interacted with your content? What do they do with it? Who are they? Who are they connected to? Here you can see insights on the spot. For example, Facebook offers insights YouTube as analytics, or you can just third party services like tweet reach that allows you to monitor Twitter. Or you can use tools that collect data from different social media, like shared count or clout activity on your links. He's a service like bitterly or Ali to see how many people clicked on your links, no matter where you use them. New Beck Ling's Who linked to your content? Where did they do it? Why did they do it? Mentions Who mentioned you. Who mentioned your brand without Link. Who are they? What did they say? As we said in the second section, perform a surgeon's social media and through a platform like social mention that's very powerful tool. Comments on your block. How many comments did you get a positive or negative? What did they say? Who are they from? RSS Feed readers. How many people subscribe to your feed? Who are they? Position of search engines. Was there a significant change in your ranking on search engines? Did your ranking for a specific keyword change? To get these data, you can use a side to like elixir that we mentioned already a couple times, always compared to the data you collected before starting your PR activities tells you how successful you have. Bean what worked and what didn't. But don't stop here. Don't forget that all this should be compared to what happened offline. So did that successful promotional video you published on YouTube actually bring people to your event Did sales for that product actually increased after you had an article on that block? Keep things in perspective. 20. Conclusion: So we reached the end of our journey into digital PR. By now you have the knowledge and the tools to just digital PR to cost effectively and powerful it. Spread the word about your brand summing up all these course in four points, I would say, Listen, filter through the noise and know where you stand. Create be interesting and unique. Engage. Be passionate, meaningful and relevant. Measure and start again. Look at your results and adjust to do better next time. Well, thank you for coming along on this journey. I really hope you enjoyed it. I would be very happy if you could rate this course and leave a comment. Also, if you know somebody who could be interested in learning more about how to communicate effectively online, please tell him about this course. Thank you very much again. All the best