Everything that you should know about E-PR

 

But first of all, what is it? 

E-PR is all those strategies related to the management of the communication of a brand or person to the public and the media with the main intention of influencing the consumption decisions of potential customers, as well as transmitting the brand values and image of the brand.

As you have probably realised, the functions of the E-PR manager are the same as those of traditional public relations, but this time brought to the online universe.

To do this, we must be clear about the message we want to convey, which channels will be used and who our communicators will be, whether they are influencers, brands or more traditional media.

What are the media used by the E-PR?

From digital platforms such as blogs, mailing or social networks to the use of digital opinion leaders as influencers.

Strategies must be well thought out and executed, with valuable content (content marketing) to generate feedback and increase interaction, aka engagement.

Strengths and Weaknesses of E-PR

Like any strategy, E-PR also has its strengths and weaknesses so it is important to be aware of them in order to adapt, make the most of the strengths and develop strategies to support the weaknesses.

Strengths:

- It has the ability to reach large groups of people.

- We can efficiently target our potential customers.

Weaknesses: 

- It is difficult to get results when creating it on your own without the help of journalists or influencers.

- High costs.

Now that we know what it is and its variables, it is time to create a strategy, but where to start?

First of all, it is important to know the values and qualities of the product or service we want to promote and to know in which channels our target audience moves. Choosing the right channels and communicators will ensure that our message arrives efficiently and does not get lost in this era in which we are constantly bombarded by messages.

Once this first step has been taken, it is necessary to create a relationship with journalists and influencers and transmit to them the details of the product/service mentioned in the previous point. This can be done through a briefing, a press pack with products or an event, which, although the most expensive option, is the most efficient to create a good impression of our brand to the communicators.

The last step would be to conduct an ROI evaluation analysis.

Examples of E-PR strategies

Merchandising:

This is a common strategy with traditional PR where material with the branding of the company/person is delivered.

Social Media:

Be active on social media, be unique and creative in content and know how to manage private messages and comments creating a good reputation for the Brand.

Events:

As mentioned above, organising an event is a very good E-PR strategy. This event does not have to be digital, but what it will be is its spread and reach, which will be through digital media.

You can also consider supporting other events as a sponsor.

Relations with the media:

It is one of the fundamental pillars as it will help us to share company news and information.

And that's it for today's post. If you'd like us to do a post about real PR campaigns by brands, let us know in the comments.

Marina.