digital pr brand

Without consistent engagement, no brand will realize the potential of their social media digital PR efforts. That consistency is vital to a brand’s success on social media, and it’s not enough to just consistently post content. It’s not enough to be “clever” or “original” or “helpful.” People need to actually respond – to react, comment and share – or the campaign misfires in some way.

The best way to create that consistent engagement is to give the people in the target market someone not just something to engage with. Simply put: brands need an identity online. They need personality and approachability in order to form the human connections that lead to consistent engagement.

Think about it, no one, really, is waking up in the morning wondering what’s for sale online. They want to know what happened, who did it, and how it will affect, influence, or entertain them. They want a “story,” and that’s marketing shorthand for someone doing something worth knowing about.

Humanizing a brand means creating connection points using digital PR messages. This could be about aspects of the brand that will resonate with readers, or it could just be allowing brand representatives and influencers to be “real” with people while interacting with the brand. Sometimes, often in fact, digital PR on social media is about establishing and nurturing relationships rather than offering products and services.

When brands find a way to authentically engage with consumers online – whether it be through influencers or directly through their brand’s social media accounts – that draws people in and creates reactions. Think about Wendy’s corporate Twitter account, for example. Most people have no idea who is behind it, but they show up for the humor and the interaction. There’s a team of people creating content that often has less to do with what Wendy’s is selling and more to do with making their audience react.

That commitment to humor humanizes the brand in a way that people can relate to. But that’s just one way to do it. Gratitude, heart, vision, enthusiasm, frustration… all of these emotions, when expressed authentically through digital PR on social media, can build that human connection and help brands develop stronger bonds with their customers.

Over time, brands that practice this approach consistently, create an identity – a personality and a “face” – for that brand in the minds of their customers. Instead of being a business or an anonymous corporation, they become a fun friend. Someone who brings joy… someone to trust.

But it should all be about personality. Brands should offer good content too. Advice, knowledge or insight, preferably presented in a form that makes it easy for the audience to understand and remember. Video, stories, memes should be simple, connective, and real. That’s the kind of digital PR that puts a name with a brand on social media.

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.