Maximizing Pr Coverage Through Programmatic 2024

Maximizing PR Coverage through Programmatic Advertising A Discussion on Amplification

Discover how to enhance your PR coverage through programmatic advertising, including paid social, display advertising, and native advertising. Learn how these strategies can boost brand awareness and trust.

In this episode, the speaker discusses the importance of amplifying PR coverage.
Programmatic advertising, including paid social, display advertising, and native advertising, is a key strategy to maximize the reach of PR content.

In the sixth episode of "Performance PR," the speaker delves into the crucial topic of amplifying PR coverage. Amidst the background noise of a bustling office undergoing expansion, the speaker emphasizes the significance of not just attaining PR coverage but also maximizing its reach. This is achieved through programmatic advertising, including paid social, display advertising, and native advertising. Real-world examples highlight the impact of these strategies, ultimately illustrating the profound importance of PR in building brand awareness and trust.

Programmatic Advertising for PR Amplification The episode begins with the speaker stressing the challenges of securing PR coverage. However, the real challenge lies in ensuring that once the content is live, it reaches as wide an audience as possible. Programmatic advertising emerges as a potent solution.
The Power of Paid Social An illustrative example in the beauty sector showcases the effectiveness of paid social. The programmatic team conducted split test advertising, using the same copy for two different ads. One ad led to the client's website, while the other directed users to a positive Daily Mail article. Surprisingly, the latter resulted in significantly more conversions, emphasizing the value of third-party reviews in building trust and influencing consumer behavior.
Leveraging Display Advertising The episode moves on to discuss the role of display advertising in amplifying PR coverage. Using the example of Maryland Cookies, the speaker highlights how a piece of PR coverage on The Mirror was augmented with display ads. Comparing results revealed that ads associated with PR coverage garnered more click-throughs and impressions, further validating the importance of public relations in performance marketing.
The Influence of Native Advertising The speaker introduces the concept of native advertising, especially useful in industries with challenging PR landscapes, such as gambling. Native ads, strategically placed at the bottom of news stories, serve as an effective means to extend the reach of PR content. Success stories are shared, showcasing the potential of native advertising in making the most of valuable PR coverage.
Closing Thoughts The episode concludes with an invitation for viewers to share their thoughts on this topic and connect on LinkedIn. It's a reminder that in the dynamic world of public relations, amplification strategies like programmatic advertising are indispensable tools to ensure that PR efforts bear fruit in the form of enhanced brand awareness and trust.

The episode highlights the importance of programmatic advertising in amplifying PR coverage, emphasizing the role of paid social, display advertising, and native advertising. Real-world case studies underscore the positive impact of these strategies in driving conversions and validating the value of PR in building brand reputation. In a noisy office amidst expansion, the speaker's insights on maximizing PR coverage prove to be a valuable addition to any PR professional's toolkit.

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