If COVID-19 has taught us one thing, it's that we can’t rely on the way we used to do things in order to build links now. Jane will be discussing if there is still a place for hero campaigns in digital PR, or whether brands and agencies should be taking a more fluid, organic approach to building links in the future. Jane will share what her team has learnt during the crisis, the importance of working with all stakeholders and having a more agile and blended approach to digital PR.

1. The future of digital PR: Are
hero campaigns a thing of
the past?
Jane Hunt // JBH - The Digital PR Agency
slideshare.net/janeyhunt
@jbh_jane

2. Digital PR is going through a transition
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3. @brightonseo @jbh_jane
In the past it was traditional to sink
resources into hero campaigns

4. Planning multiple campaigns
across the year
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5. Creating all-singing, all-dancing
interactives
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6. Waiting months for campaigns
to finally go live
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7. Being disappointed when the results
don’t match the investment
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8. Then came COVID-19
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9. And we all had a little panic
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10. Many brands worried about saying
the wrong thing and some paused
all PR activity
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11. Journalists lost jobs, many were
furloughed & others had crazy workloads
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12. This had a huge impact on the kind of
pitches journalists wanted
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13. Which called for a different
digital PR strategy
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14. One that was more fluid
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15. As hero campaigns didn’t fit the
news agenda anymore
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16. It was hard to plan far into the future
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17. So the focus became
‘How do we build links now?’
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18. The solution was reactive PR...
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19. Freezing resource-intensive campaigns -
we looked for quick-to-market opportunities
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20. To be of value to consumers
in a time of crisis
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21. and provide escapism
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22. This was the content
journalists told us they wanted
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23. And they needed stories
FAST
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24. We saw this is an opportunity to build
thought leaders
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25. Borrowing strategy from content
marketing
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26. Providing useful content that answered
search queries
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27. @brightonseo @jbh_jane

28. Using data to tell
a unique story
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29. @brightonseo @jbh_jane

30. And offering quotes to position them
as market experts
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31. @brightonseo @jbh_jane

32. Plus some easy-reading stories to
lighten the mood
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33. @brightonseo @jbh_jane

34. Whilst building links.
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35. So how did we do?
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36. @brightonseo @jbh_jane
★ We built more links than ever before
★ Links were more relevant AND consistent
★ Coverage across online / print / TV / radio
★ Results ALL stakeholders were proud of

37. But we couldn’t have
done this alone...
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38. Building links
isn’t a solo sport.
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39. We worked closely with SEO and
internal PR teams
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40. Got buy-in from stakeholders early on
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Pitched ideas weekly to clients

42. The beauty?
We cemented our relationships - with SEO,
PR and marketing teams
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43. We’ve learnt that timing & speed
are everything
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44. @brightonseo @jbh_jane
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You need to be agile with ideas

45. @brightonseo @jbh_jane
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Let the story speak for itself

46. @brightonseo @jbh_jane
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Get your story out today, not tomorrow

47. But being agile isn’t easy
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48. @brightonseo @jbh_jane
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Clients need to trust you

49. You need processes for quick sign-off
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50. You need a team that can turn things
around that day
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51. Don’t just read the headlines -
Go deeper.
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52. @brightonseo @jbh_jane

53. Lastly, pay attention to the details
“don’t f**k it up”
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54. So what did the pandemic teach us?
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55. During a crisis you need to
let go of previous plans
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56. Big campaigns
aren’t always
the heroes...
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...shout out to the humble listicle!

57. Relationships are key to success -
and not JUST with journalists
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58. What does the future of
digital PR look like?
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59. A more blended approach
(mix of hero content, reactive & corporate PR)
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60. @brightonseo @jbh_jane
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Less focus on hero campaigns - take
cues from the news cycle

61. @brightonseo @jbh_jane
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More focus on wider business objectives
- think beyond links

62. Key takeaways...
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63. 1. The future of digital
PR is blended
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64. 2. Develop relationships with all
stakeholders
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65. @brightonseo @jbh_jane
3. Being agile is
crucial for campaign
success - today and
tomorrow

66. THANKS FOR LISTENING!
For more digital PR thoughts
follow me: @jbh_jane
jbh.co.uk
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