How to Create a Successful Digital PR Campaign with @ShawnPaulWood #VCBuzz

Public relations have changed dramatically since the birth of the Internet and social media.

What are the recent trends to apply and what’s the future to get prepared for? Let’s discuss!

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About @ShawnPaulWood

@ShawnPaulWood has been working with advertising and public relations agencies for 15 years. His background is in radio and news.

Today, as founder and Chief Carpenter of Woodworks Communications, Shawn’s goal is to provide companies and causes with an integrated platform and an energized digital campaigns.

Questions we discussed

Q1 How did you become a digital marketer? Please share your career story!

I’ve been in this long enough to remember working with faxes, dialing with landlines, and researching with Encyclopedias. To make my career work, I never sacrificed evolution.

From traditional to social, and all things digital, the blueprint was simple — great content = great business. It’s the circle of life.

@vcbuzz A1. I started my blog when I was in graduate school for a collegiate newspaper simultaneously and when I took a "break" I converted it into my company to continue covering collegiate sports #vcbuzz

— Cheval John (@chevd80) January 16, 2018

So, I did a cannonball into the deep end of algorithms and learned how @Google was forcing us to become better content developers.

Q2 You’ve been involved in public relationships business for many years (even back when you were a radio host)… What were the biggest changes in the business you saw happen?

To me, @Google‘s market share wasn’t a surprise. Really, its leadership and ingenuity was. Big data blazed the trail and we ran after it.

A2b: It was easy to BS clients with buzzwords way back then, but now, if you can't prove your work with #SEO, your Yelp review is going to suck out loud. #vcbuzz pic.twitter.com/lWWmFnYv6R

— Shawn Paul Wood (@ShawnPaulWood) January 16, 2018

A2. I actually seen how many entrepreneurs can now host their own podcasts thanks to the changing technology like @blogtalkradio and have a voice through blogging too #vcbuzz

— Cheval John (@chevd80) January 16, 2018

A2B. Also live streaming, @youtube and other social media platforms makes it easy for public relations professionals to build a long lasting relationship with consumers more #vcbuzz

— Cheval John (@chevd80) January 16, 2018

Clients demand more for their dollar, which is why it’s crucial to build relationships… and sustain it with better content, platforms, and overall work.

Q3 Keeping all the changes in mind, how to set up a successful digital PR campaign these days?

“SMART” KPIs. Goals are great but without metrics to prove growth, clients have nothing to hang their hat on. They need to visualize your work to experience theirs.

@vcbuzz A3. You have to listen to what your audience wants and also build trust with them with your public relations campaign which can't be one and done #vcbuzz

— Cheval John (@chevd80) January 16, 2018

Another thing is “Know Your Audience.” It’s cliche but often misunderstood. They tell you what they need. Your content should match it for relevance and reach.

A3c. One last thing (sorry). Make a Fluid Calendar. Nothing in digital is concrete. If you can't "be like water," you'll drown in the undertow. #vcbuzz pic.twitter.com/kWpu2r6fmo

— Shawn Paul Wood (@ShawnPaulWood) January 16, 2018

Define a purpose (inform, persuade, elicit a response) and then determine whether the outcome is realistic. #vcbuzz

— 24 Hour Translation (@24hrtranslation) January 16, 2018

Q4 What’s the future of digital PR and how to get ready for it?

Great question (because there’s so much to say). The future is the present — Content. Understanding how to write for the Web is paramount (Ideas AND Algorithms).

@vcbuzz A4. The future of digital public relations is people will have to make sure their content is gold and focus on building trust because consumers are more smarter than ever #vcbuzz

— Cheval John (@chevd80) January 16, 2018

A4b. In a word, integration. Traditional PRs who refuse to leverage digital is going to be retired quickly. Meaningful data doesn't mean vanity metrics. #vcbuzz pic.twitter.com/kC93L2L6p3

— Shawn Paul Wood (@ShawnPaulWood) January 16, 2018

Q5 What are your favorite digital marketing tools you can recommend?

I dig (and use): GA, @Moz, @Trello, @HubSpot, @Canva, @Feedly, @Buffer or @Hootsuite, and my dudes at @Brandwatch.

@vcbuzz A5. @bluejeansnetwork is one of the greatest digital marketing tools because you can use it to do live streams on facebook #vcbuzz

— Cheval John (@chevd80) January 16, 2018

And please feel free to add to that list of #digitalmarketing tools. There are so many out there.

A5 Adding @Serpstat @BrandMentions @Cyfe @MavSocial to the list #vcbuzz

— Ann Smarty (@seosmarty) January 16, 2018

A5B. Twitter is excellent because many journalists are here and you can build trust with them. Share their content and uplift them too #vcbuzz

— Cheval John (@chevd80) January 16, 2018

I'm liking https://t.co/tQiegbr96D … they're building good tools there. #vcbuzz

— Don Sturgill (@DonSturgill) January 16, 2018

And for corporate connections, never underestimate the power of LinkedIn. #vcbuzz

— Don Sturgill (@DonSturgill) January 16, 2018

Also take a look at @topvisor : LOVE their competitor tracking tool and there are a few more cool ones inside! #vcbuzz

— Ann Smarty (@seosmarty) January 16, 2018

And this is why great chats like this works. I’ve learned two great things today and followed a few more. Love it!

A5 More for videos: @Animoto and @Snagit #vcbuzz

— Ann Smarty (@seosmarty) January 16, 2018

Our previous public relations chats:

• What Works in Engagement Marketing with @PR_Kristyna #VCBuzz
• Story Telling to Succeed with Zala Bricelj @ZalkaB #VCBuzz
• Relationship Building Twitter Chat with #BrandChat Founder @mariaduron #VCBuzz
• Chatting Links and Relationships with @JulieJoyce #VCBuzz
• How to Organize and Promote a Niche Meetup with Dennis Shiao @dshiao #VCBuzz