Is your PR is increasingly focused on online publications and social media like Facebook?
But do you, like me, ever get the impression that much of what is done in the name of “digital PR” is a waste of time? I mean, it’s all very well expending time on Pinterest or Twitter, but what is the return on investment? Likewise, what is the real value of an article on a website or blog?
As marketeers often say, if you can’t measure it you can’t manage it. Should we, for example, prioritise Facebook or Twitter? After all, “likes” and click throughs don’t actually mean profits. Only sales do.
These are issues that everyone in the PR industry seems to be grappling with. But I know someone who can help us.
His name is Alex Singleton and up until recently he was a journalist on the Daily Telegraph with 16 year’s experience in the industry. He has been on pretty much every important TV and News channel including BBC Breakfast, Channel 4, Newsnight, Sky News, BBC radios 1-5 during his career.
And the difference is that he has been running digital PR campaigns where he’s gone beyond the normal use of social media, in which content is scatter-gunned onto Twitter and blogs. Instead, he’s been measuring the effect of digital PR on genuine business objectives. And he’d like to share with us what he’s discovered, with a Digital PR Masterclass, which he is hosting on Tuesday 2 July in Brighton.
In particular, the masterclass will show you the best ways to:
- Measure the return on investment generated from posts to social networks – even when weeks go by before a purchase
- Create and use landing pages in conjunction with social networks and blogs – without needing a degree in Computer Science
- Increase leads using what can be learned from easy-to-use web analytics software to create targeted content
- Drive sales from the guest content you write on other people’s sites – and persuade people to let you measure the results. This is like “content journalism” or “brand journalism” but with the outcomes in mind
- Develop strong symbiotic relationships with bloggers
- Produce content for online publications that is BOTH newsworthy for them and also drives sales to you
- Get the interest of newspaper and major publication websites
- Provably increase your ranking in search engines in ways that won’t upset Google
Because this is the first time he’s offered this course, there’s an introductory price of just £150 (instead of £300). Alex tells me this price will never be repeated. And it’s guaranteed. If by the coffee break half way through the workshop, just walk out and Alex will happily refund your ticket price for any reason, or in fact for no reason at all.
Nothing in the course is about increasing “likes” or “followers”. Instead, it’s entirely about delivering useful business objectives.
Here’s what people have said about other PR training Alex has delivered:
- “Thanks for the course, it was the first one I have been on in years that was interesting, engaging, and gave me some useful stuff to do when I got back to the office.” – Fiona Ferguson, Food and Drink Federation
- “Thanks for this morning’s informative and engaging session. You provided an interesting seminar full of useful, memorable nuggets.” – Melissa Jobson, HSBC
This Digital PR Masterclass will run from 2pm until 5pm on Tuesday 2 July in central Brighton. (Brighton station is less than an hour from London Victoria.) It costs £150. To book just click the Buy Now button below and Alex will make sure your place is secured.
UPDATE: THIS IS SOLD OUT
By the way, I have already booked my place on Alex’s workshop. And I have to tell you, this is one you don’t want to miss. I look forward to meeting you there on the day.
Quentin Pain FIAB
P.S. This is a very special price from Alex and there are limited spaces, so I do advise you to book early and secure your place. Make social networks work for YOU and PROVE your return on investment. There is no other workshop like this one.