If selling a product is the primary goal of any digital marketing campaign, selling the brand itself comes a close second. This is the essence of digital public relations: monitoring what is said about a brand and then directing the conversations around it in order to maintain the brand’s public image.
The power of digital PR
Digital PR is a massive worldwide industry and any company with a public profile needs to take part in it to some degree. In addition, the Internet has introduced several new challenges and opportunities that traditional PR practitioners ned to understand.
An excellent example of digital PR in action is how clothing brand LOFT turned a negative sentiment around to their benefit.
In July 2010, the company posted some pictures of a skinny model wearing their new cargo pants on their Facebook profile. Even though the photos were pretty typical of the brand’s previous promotions, fans complained that the pants wouldn’t look good on normal-sized “real “women. They demanded proof that the pants were suited to all body types.
In response, LOFT’s own manager of digital programmes, a woman named Julie, posed for photos wearing the pants and uploaded them to the Facebook page the next day. Other women of different sizes from the company did the same. The fan response was extremely positive and the product was affirmed and customers became more supportive of the brand.