Making your story heard in a digital world that’s noisier than ever.
PR for a changing media landscape
Great PR knows how to cut through the clamor and build affection for your brand. But in a noisy and often cynical digital world, the old ways aren’t always effective.
Today, PR is still story-driven, but storytelling is constantly evolving with the changing moods and innovations of digital. Success brings visibility and engagement, but those that can’t meet audience expectations risk getting lost in the fray.
As digital natives and natural storytellers, the PDM team approaches digital PR with a deep understanding of the online landscape and a keen eye for consumer behavior. We add original research, a focus on results, and an enthusiasm for creative, contagious content, to produce PR that actually works.
Finding storytellers you can trust
Once your story is out there, it’s hard to walk it back. Make sure you’re confident in the team telling yours, and that you’re looking for the marks of a quality Digital PR agency:
Always agile: From politics to pop culture, your story can be viewed through all kinds of constantly-changing lenses. Our savvy teams always have an eye on the horizon, so they can pivot at a moment’s notice.
Research-driven: Understanding your audience is critical if your PR efforts are going to rise above the rest. Agencies that do their research and apply what they learn have a better chance of earning your brand the spotlight.
Focused on measurement: Data points like engagements, shares and views don’t always tell the whole story. We care about identifying and growing meaningful metrics.
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How we approach Digital PR
PR success takes preparation. Our approach starts with research, thrives on creativity, and is consistently self-reflective.
Discovery
Getting informed and aligned
We begin with a kickoff that familiarizes our team with your brand and aligns stakeholders on goals and objectives. We want to get a sense of who your brand is and how the public perceives it – and how those two may differ.
Landscape Analysis + Social Listening
Putting an ear to the ground
Our team dives into industry trends, competitor positioning, and notable past successes. We use Meltwater, a social listening tool, to measure brand perception and track brand-relevant conversations on social media.
Media List Creation
Building out contacts
Once we paint a clear picture of the market you’re in, we can strategically plan your journey into the limelight. This begins with the creation of a media list, featuring the reporters, bloggers, podcasters, and influencers in traditional and digital media who might be receptive to your brand’s story. The media list is a living document – as we find new outlets and opportunities, the list continues to expand.
Outreach + Content Creation
Making the connection
A big part of PR is creating and maintaining relationships. Our team tackles this challenge by leveraging new and existing connections, building bridges between your brand and your dream team of collaborators.
No matter how your story is being told – be it through an influencer, press mention, or monthly column – our team works with yours to produce content that engages. Our copywriters, designers, and creative strategists can own this process end-to-end, concepting, creating and deploying creative assets for earned media to amplify.
Reporting + Monitoring
Measuring Up
Once your story is in the wild, we watch, learn and improve. Our process is built so every PR effort informs the next, ensuring your brand is always putting its best foot forward.
It’s clear that social media marketing has its advantages, so if your business doesn’t already have the appropriate profiles, create them! Fill out your business’ information and post some engaging content to begin gaining followers. As mentioned, ask people relevant to your business to “like” and “share” your page to help build your profile.
With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. There are virtually no reasons not to implement social media into your marketing strategy. Since it is so cost-effective, there is hardly anything to lose. Your competition is most likely already on social media, so don’t let them take your potential customers. The sooner you start, the sooner you’ll see growth in your business.
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