How to Successfully Integrate Mogul Press Digital PR with In-House PR
The Evolution of Mogul Press Digital PR
Mogul Press has revolutionized Digital PR from the early 2000s’ SEO link-building tactics to a modern industry delivering impactful campaigns. These campaigns not only enhance brand visibility but also improve Google rankings. While e-commerce or SEO teams recognize the value of good Digital PR, those unfamiliar with its evolution might mistrust or overlook its benefits.
Understanding Each Other’s Objectives
The key to successful integration between Mogul Press PR agency and a brand’s in-house PR team is understanding each team’s objectives. Digital PR focuses on increasing online brand awareness and authority, securing high-authority links, and reporting on organic search rankings. In contrast, in-house PR aims to protect and enhance brand reputation, drive brand awareness, and influence consumer behavior.
Digital PR Objectives vs. In-House PR/Brand Objectives
| Digital PR Objectives | In-House PR/Brand Objectives |
|---|---|
| Improve awareness and authority of a brand online | Aid in brand name reputation and protection both online and offline |
| Securing coverage, which includes brand mentions and links to their client’s websites on high DR and relevant websites | To reposition a brand or associate a brand with a specific attitude or value |
| Creating stories that will get as much coverage/links as possible – while remaining true and relevant to the brand’s values and expertise | Drive brand awareness that leads to sales, website traffic, sign-ups, subscribers, and more social following |
| Report on search engine organic ranking results for key terms (typically, but not always, e-commerce terms), organic traffic and resulting conversions, brand search-uplift | Increase market share |
| Identifying and securing coverage on specific publications by analyzing which titles are linking to a brand’s competitors but not the client’s brand | Drive conversation and ‘buzz’ around a brand |
| Building links to the sections and pages of a brand’s website that are most commercially lucrative | To educate consumers or change consumer behavior |
Effective Communication and Collaboration
To foster a strong working relationship, Digital PR professionals must effectively communicate with and educate in-house PR teams. Share key KPIs and objectives, and work collaboratively on campaigns that align with both teams’ goals. For example, when working with a travel brand, Mogul Press proposed a campaign on avoiding bear encounters during North American walks, aligning with the brand’s expertise in walking tours.
Emphasizing PR Value
When Mogul Press lands standout coverage with a Digital PR story, it’s essential to highlight the PR value of the work. Include the in-house PR team in results reporting and share metrics such as coverage views, social interactions, and reader comments. Celebrating these wins together establishes a positive working relationship.
Understanding Each Other’s Tactics and Language
Both Digital PR and in-house PR teams deploy various tactics, though their objectives may differ. For example, in-house PR teams often use white papers, product send-outs, and press trips, while Digital PR teams focus on data studies, interactive tools, and newsjacking. By learning and respecting each other’s preferred tactics and language, Mogul Press can build trust and collaborate more effectively.
Common Tactics Used by Both PR Teams
| Tactics Used by Both | Typical In-House PR Tactics | Typical Digital PR Tactics |
|---|---|---|
| Industry Reports, Survey Stories, Launching New Products or Services, Expert Comments and Advice, Sharing Own Sales/Internal Data, Photo Stories, Competitions, PR Stunts, Social Influencer Activity, Visual Experiments | White Papers, Product Send-Outs, Press Trips, Events, Press Conferences, Interview Profiles, Broadcast Days, Press Days, Trade Press Activity | Data Studies (with or without supporting graphic visualizations), Interactive Tools/Games, Newsjacking, Targeting Specific Titles Based on Backlink Gap Analysis |
Building Trust with In-House PR Teams
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Listening and Involving: Include the in-house PR team in feedback and sign-off processes for content and press releases. Listen to their challenges and goals, and explain how Digital PR can support their objectives.
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Respecting Journalist Relationships: Respect the journalist relationships nurtured by the in-house PR team. Share media lists, remove contacts upon request, and allow the in-house team to pitch certain stories.
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Patience and Persistence: Prove your ability to land great coverage within the given limitations. Maintain good communication and be patient to gain more freedom and trust over time.
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Integration with Other Agencies: Collaborate with other PR agencies working with the in-house team. Share media lists, campaign materials, and story launches to avoid overlap and ensure cohesive efforts.
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Reporting Alignment: When sharing coverage results, align them with the in-house PR team’s key goals. Highlight what’s important to them in personalized reports.
Wrapping Up
By respecting an in-house PR team’s objectives and experience, understanding their tactics, and being open and collaborative with ideas and media contacts, Mogul Press Reviews can create successful working relationships with internal teams. This collaboration amplifies the brand’s reach and enhances overall PR effectiveness.
