Nico Bauman

Date: October 16, 2014

Name: StudioThink – What is Digital PR? How can I set you apart from the rest?

Presenter: Nico Bauman

StudioThink, a company that engages and delivers innovative brand to clients, presents “Think60” event to share some professional insights to business owners. StudioThink presents Nico Bauman, the Director of Operations from Jelly Marketing, to discuss the importance of digital public relation in the work of marketing. Business owners will discover the trend of digital public relation can impact significantly to their companies.

Shifting from arts and entertainment industries, Bauman uses her abilities to expand and grow her new success in international public relation. She defines PR is building relationship in branding. She recognizes the TD bank PR video to be one of the best PR strategies to emotionally attach with their customers. People built relationship with PR and PR helps people to engage with trust.

“In 10 years, 75% of marketing budgets will be spend on digital”

Digital Public Relation

Bauman believes digital PR provides techniques that will set businesses apart. In this current market, news can be transformed to many channel and flow through to many devices. Bauman emphasizes the power of conversation and citizen journalists (bloggers) will impact digital PR.

Genuine Public Relation

It is important to understand the audience and provide the relevant information. In the event of “Taste Vancouver Food Tours”, many local bloggers will not write their blog post to promote the event due to popularity. An award-winning blogger, Miss 604, is willing to take the chance to experience the event and provide the real experience garners posts. The event is sold out.

“Experience to believe it”

What about blogging?

Bauman believes blogging is to transform static news into conversations. Bloggers can create digital impression to the audience and loop the audience to revisit the news again. Successful blogging emphasizes quality over quantity. Successful bloggers can track registers and conversations. They can convert conversations to traffic and visitors to registers. Blogging is a form of digital PR and it also helps business owners to track return on investment and other marketing statistics.

Get Wet for Free

Local Splashdown Park creates a digital PR campaign called “Get Wet for Free” by using logos on the websites and post to expose its summer activity. The campaign creates awareness and gives free tickets catch the attention from bloggers to post. Bloggers creates the rappel effect which helps Splashdown park to advertise their water park. Bauman considers this as Experimental Marketing PR.

How to bring your brand to public?

Bauman believes it is important for all business owners to bring the good from their products any way they can to the public. This is called “Content Marketing PR”. Using pictures and logos can bring company image to the audience. Bauman indicates all digital can be re-shaped to create long term relationship between companies and customers.

“It is more important what others about you online than what you say about yourself”

Public relation vs marketing

Bauman considers public relation is a version of marketing through public. Moreover, public relation is fostering and nurturing relationship with public.

First Step in Public Relation

It is important for all companies to ensure their brand can present a story. Each story has an awesome digital brand. Each brand must communicate with audience that leads to the current direction of the company. Moreover, companies need to conduct press release with images to improve brand recognition.

LinkedIn in Public Relation

LinkedIn is a professional social media engine that supports digital PR. Bauman suggests all companies to appear everywhere. By understanding the target market, companies select the proper platform to increase public awareness. In addition, Facebook is for social side, and LinkedIn is for relevant events.

Nonprofit in Public Relation

There are some key aspects to use digital PR for nonprofit organizations

• Make things relevant
• Stay in touch with core value
• Update daily
• Show community partnership relationship
• Be genuine
• Join and engage community conversations
• Determine who is talking about themselves

How social media and public relation can affect SEO?

The SEO uses keywords to increase awareness in social media. It is important to know the backend of the relationship between SEO and the companies. Currently, QR code and hashtags are commonly used in digital PR. QR code can store and lead customers to a call of action. Hashtags will record the relevant news and communicate to greater audience. Bauman suggests all companies to choose the hashtags that are short and easy to remember. Furthermore, it is important to research the hashtags to see if there is any unnecessary history recorded that can potentially harm the image of companies’ brands.