Digital PR

PR for a changing media landscape

Great PR knows how to cut through the clamor and build affection for your brand. But in a noisy and often cynical digital world, the old ways aren’t always effective.

Today, PR is still story-driven, but storytelling is constantly evolving with the changing moods and innovations of digital. Success brings visibility and engagement, but those that can’t meet audience expectations risk getting lost in the fray.

As digital natives and natural storytellers, the GM team approaches digital PR with a deep understanding of the online landscape and a keen eye for consumer behavior. We add original research, a focus on results, and an enthusiasm for creative, contagious content, to produce PR that actually works.

Finding storytellers you can trust

Once your story is out there, it’s hard to walk it back. Make sure you’re confident in the team telling yours, and that you’re looking for the marks of a quality Digital PR agency:

Always agile. From politics to pop culture, your story can be viewed through all kinds of constantly-changing lenses. Savvy agencies always have an eye on the horizon, so they can pivot at a moment’s notice.

Research-driven. Understanding your audience is critical if your PR efforts are going to rise above the rest. Agencies that do their research and apply what they learn have a better chance of earning your brand the spotlight.

Focused on measurement. Data points like engagement, shares or views don’t always tell the whole story, but your agency should care about identifying and growing meaningful metrics.

How we approach Digital PR

PR success takes preparation. Our approach starts with research, thrives on creativity, and is consistently self-reflective.

Discovery

Getting informed and aligned

We begin with a kickoff that familiarizes our team with your brand and aligns stakeholders on goals and objectives. We want to get a sense of who your brand is and how the public perceives it – and how those two may differ.

Landscape Analysis + Social Listening

Putting an ear to the ground

Our team dives into industry trends, competitor positioning, and notable past successes. We use Meltwater, a social listening tool, to measure brand perception and track brand-relevant conversations on social media.

Media List Creation

Building out contacts

Once we paint a clear picture of the market you’re in, we can strategically plan your journey into the limelight. This begins with the creation of a media list, featuring the reporters, bloggers, podcasters, and influencers in traditional and digital media who might be receptive to your brand’s story. The media list is a living document – as we find new outlets and opportunities, the list continues to expand.

Outreach + Content Creation

Making the connection

A big part of PR is creating and maintaining relationships. Our team tackles this challenge by leveraging new and existing connections, building bridges between your brand and your dream team of collaborators. No matter how your story is being told – be it through an influencer, press mention, or monthly column – our team works with yours to produce content that engages. Our copywriters, designers, and creative strategists can own this process end-to-end, concepting, creating and deploying creative assets for earned media to amplify.

Reporting + Monitoring

Measuring Up

Once your story is in the wild, we watch, learn and improve. Our process is built so every PR effort informs the next, ensuring your brand is always putting its best foot forward.

Our Trusted Partnerships