Digital & Social Media PR
At Action we recognise the increasing importance, impact and value of digital and social media PR for our clients. While Action has a history in providing some online services for a range of companies, including Boehringer Ingelheim and British Airways, in 2009 we officially launched a comprehensive portfolio of solutions dedicated to strengthening our clients' relationships with their online audiences.
‘Same But Different'
We understand that, on the one hand, digital and online social media PR is nothing like regular PR. After all, there is a constant evolution and delivery of new PR tools, media channels and changes to the online world in terms of culture, engagement, content creation and collaboration and know-how. We know it is essential for your PR activity to take all of these into account and we can do just that.
At the same time, we also recognise that this media is just like mainstream PR. Why? Because the objectives remain the same, namely: on behalf of our clients, we will continue to communicate, build relationships and create positive influence and share of voice.
Our Five-Stage Approach & Key Services
At Action we have a five-stage approach to online PR.
Stage 1 - The first is ‘Research'. Any organisation wanting to create an effective online PR strategy and campaigns must understand their own online media landscape - both mainstream and social media. We do this by identifying online the ways in which a client is perceived. We investigate:
- what is being said about them online
- what the main topics of discussion are
- who is saying what to whom and on which platforms - whether in blogs, or microblogs such as Twitter, or social networks such as Facebook, forums, newspapers online, websites' comments sections, etc.
Key Services
Information and knowledge gathering via:
- Online audience audit
- Message analysis
- Media identification
- SEO analysis.
Stage 2 - Our second stage is ‘Strategise', where we review and make recommendations on the strategic approach, as well as propose key messages based on the PR issues and needs identified in the Research phase.
Key Services
- Recommendations for strategies, tactics, messages, campaigns and other initiatives
- Prepare, review and agree:
- Message content
- Activities - strategies, campaigns, tactics
- Volume of activities
- Client team and support
- Processes and procedures for client communications (meetings, reports, updates)
- Timeline of work.
Stage 3 - We then implement PR activities in the ‘Engage' phase, in which we employ a variety of online PR tools and tactics to communicate and influence with key audiences.
Key Services
Content creation, distribution, engagement and relationship building via:
- Online mainstream media relations
- Outreach initiatives for social media audiences, including campaigns on social network sites, forums, etc, as well as engagement with key bloggers and other influencers
- 24/7 mapping of responses, comments, questions and feedback to content
- Build content of value, ensuring SEO-relevance
- Local market knowledge, understanding and language applied for every client.
Stage 4 - The fourth stage is ‘Monitoring', in which we record fully the social and mainstream media coverage and look for other opportunities to respond. We track in real-time all online activity, utilising a variety of tools and processes, providing quantitative analysis of the results in regular reports, with executive summaries to the client. These include initial and ongoing insights into the online activities, volume and scope of opinions and trends of views across the key influencers/audiences.
Key Services
Ongoing reputation monitoring, analysis, evaluation and programme evolution:
- 24/7 monitoring - which can include different reporting and engagement programmes, e.g. one for crisis communications, others for services and products
- Quantitative of key messages and trends in online conversations
- Weekly client reporting of results and trends.
Stage 5 - ‘Evaluate' is our final phase. It involves ‘Measure', a comprehensive analysis of the PR activities broken down into key influencer groups. The other is, again, ‘Strategise', in which we review campaign tactics and the overall strategy, and make recommendations to the client for new or additional next steps.
Key Services
- Detailed quantitative and qualitative reports for clients on their online audiences, industry trends, message receptivity and engagement results
- Recommendations for future strategies, campaigns, messages and other initiatives
