Paid Media and Online PR

Paid media could be divided in the following segments in digital media space:

  1. Google paid media – popularly known as Google PPC
  2. Paid social – Facebook + Instagram, LinkedIn, Pinterest, Twitter, Youtube
  3. Programmatic media
  4. Video promotion again using Google PPC in general
  5. Paid content/product coverage or reviews
  6. Interviews, paid tweets, paid mentions etc

Now, if you are to do the public relation (more specifically stake holders relation), we can go in this route:

  1. Customers – think what they love about the company – generate content accordingly
  2. Investors – think what they love about the company – generate content accordingly
  3. Government – think what they love about the company – generate content accordingly
  4. Buyers/suppliers – think what they love about the company – generate content accordingly
  5. and the list goes on.

So we have decided whom to target, what content to show, what creative to create, the messaging for the content etc. Now we need to define the target channels where our stakeholders are there.

Post the content and promote via paid mediums.

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