Creative, timely, well-written storytelling is at the heart of a solid PR campaign. Factor-in digital tools, channels and assets, and storytelling can be elevated to a whole new level.
Our PR team discusses the top four benefits of a digital-first approach to PR.
Whether your media outreach includes a press release, comprehensive media kit, or video, digital-first storytelling is an opportunity to optimise communication, messaging and engagement with your audience, as well as accessibility, visibility, interactivity and engagement.
Digital PR assets pose a real opportunity. Using them wisely can amplify the impact of your PR efforts, enabling you to measure its effectiveness and generate many positive benefits.
Here are our top four benefits of a digital-first PR approach.
Cision’s Global State of the Media Report identifies trends in journalism, and opportunities for PR professionals to work with them efficiently and productively.
According to the 13th annual report: Cision’s 2022 Global State of Media Report, journalists remain overworked and under resourced, with most of them covering multiple channels and filing multiple stories a week – all while being inundated with requests for coverage and feature idea pitches.
As the report says, the business of communications is a two-way street, so understanding and respect is essential. As well as this, PR professionals must understand journalists’ challenges and deadlines, what their audiences find relevant, and must provide the information and assets they need upfront and in a ‘ready to go’ format.
Digital-first enables journalists to access PR content wherever and whenever required – something that is sure to help when they are so time-short.
According to research, images and visuals are processed by the human brain 60,000 times faster than text. The human eye can grasp the sense of a visual scene in less than one-tenth of a second, registering 36,000 visual messages per hour.*
Multimedia digital storytelling could be:
- High definition photos
- Playable and downloadable videos
- Audio files
Using digital-first storytelling tools brings a whole new dimension to PR, additional interactivity to a pitch, and potential engagement for hard-won coverage.
Digital-first lends itself to last-minute alterations, corrections or updates. Additional images and content can be added, and grammatical errors corrected.
Search engine indexing, search engine optimisation, and the shareable nature of the content, mean that digitalised PR assets can deliver increased visibility and encourage backlinking, which makes content more ‘findable’ via search engines or social media.
Essentially, digital PR assets can create a channel to support engagement with stakeholders, customers and the media.
You can find more tips and tricks on how to boost your SEO with digital PR here.
Speak to our digital PR experts
The V Formation PR team has a strong track record of pitching to online media and understands what time-stretched journalists want and need from businesses.