The Digital Era has drastically changed the way traditional PR has been done and the way PR can be measured. Potential clients, ambassadors and stakeholders are met on a variety of different media channels and demand the right approach. As part of the Design Networking Hub, PR professional Katja Silbermann gave an introduction to digital PR in the creative industries. Good news: A big impact can already be achieved with a small effort.
© Thomas Koy
Katja Silbermann honed her skills at Germany’s leading design-focused PR agencies before setting up favourized in 2017. She is a professional communications specialist working in the design and creative industries. Her breadth of experience with clients of all sizes allows her to manage communications projects of different scales for various clients within the design industry.
In this article we want to give a brief insight into Katja Silbermann's lecture. At the end of this article you can find the complete presentation available for download.
Let's start with the central introductory question: What is PR? Jada Roberts, raraPR, has formulated an answer which fits very well:
“Public relations is the effort to reach the hearts and minds of people who need what you‘ve got most. PR connects people with shared values through story using all and any form of communication as a conduit to bring about a deep sense of belonging and ultimately peace.“ - Jada Roberts, raraPR
Before you start your PR activities, you need to set goals and strategies to accomplish them:
Once your objectives have been set, you need to define target groups. Who do you want to address with your content? Who are target groups and stakeholders you could work with?
A brief research on magazines, newspapers and blogs as well as the number of their followers and users can help finding the right platform to distribute your content.
Now that you know your target groups and stakeholders, think about what they want and prepare your content wisely. Some might want exclusive material, for example a few images that only they can use. Keep in mind: Every channel needs its own content.
You want to know more? Have a look at the complete handout of the lecture and find the most important do’s and don’ts of digital PR. You learn about the first measures with which you can start your PR work and thus make your company or your product known within your target groups.