[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fhannah-craig":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":158,"head_links":159,"breadcrumbs":146,"posts":163,"pages":141,"head":1088},"Hannah Craig","","I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more!",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":86,"hero":142},"Director, Head of PR & Social","\u003Cp>Director, Head of PR & Social. Joined Impression in August 2025.\u003C\u002Fp>\n\u003Cp>I have 13 years’ experience delivering integrated PR, influencer and social strategies that get brands and businesses’ attention for all the right reasons. I’ve been fortunate enough to create standout campaigns that include a myriad of tactics, including media outreach, influencer collaborations, celebrity ambassadors, stunts, pop-ups, social and campaign video content, podcasts and much more! I also have experience leading UK and EMEA communications to achieve exceptional results on both national and global stages. I like to think I am known for my energy and collaborative style, and have a proven track record of inspiring teams to create earned exposure that’s impossible to ignore.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Resuming piano lessons after 16 years and committing to relearning a skill I love.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Music is a huge passion of mine! I sing in a pop choir and play the piano. I also love visiting the latest foodie hotspots in Manchester\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},119,"98","2020-12-16 14:39:49","Digital PR","publish","closed","digital-pr","2026-06-30 10:15:22",37897,"\u002F?page_id=119",0,"page","0","raw","\u002Fpr-social\u002Fdigital-pr\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":47},37200,"Hannah-Craig","Hannah-Craig.png",383923,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress%2Cformat&q=90","\u002Fhannah-craig-2\u002F","12","hannah-craig-2","inherit","2026-01-26 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Craig’s posts",{"data":92,"pages":141},[93,106,116,131],{"type_key":94,"title":95,"excerpt":96,"to":97,"postedAt":98,"readingTime":99,"image":100,"authors":101,"category":104},"post","Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[102],{"name":4,"image":103},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":105,"name":18},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"type_key":94,"title":107,"excerpt":108,"to":109,"postedAt":110,"readingTime":111,"image":112,"authors":113,"category":115},"Beauty tech’s next challenge isn’t innovation: It’s trust","\u003Cp>Beauty tech is pushing further into health-adjacent territory, spanning areas like hormones, skin biology, data-led personalisation, gut health, stress and sleep. It’s an exciting evolution that has been progressing over the last few years. But it’s also where consumer trust is hardest to earn and easiest to lose. As soon as beauty brands move closer […]\u003C\u002Fp>\n","\u002Fblog\u002Fbeauty-techs-next-challenge-trust\u002F","2026-01-26T13:01:20",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002Fgalina-nelyubova-Np9jlVgth8k-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[114],{"name":4,"image":103},{"to":105,"name":18},{"type_key":94,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":121,"image":122,"authors":123,"category":128},"Impression Picks – Digital marketing roundup for January 2024","\u003Cp>Welcome to January’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Digital PR Strategist, Joe Norton, […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-january-2024\u002F","2024-01-18T15:50:52",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[124,127],{"name":125,"image":126},"Rebecca Edwards","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":103},{"to":129,"name":130},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":94,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":140},"Three key skills the BEST journalists have which Digital PRs can learn from","\u003Cp>I’ve only been working in Digital PR for just over two months but I’ve already been blown away with the quality of campaigns I’ve seen. I think the biggest compliment I can pay Digital PRs is that in many cases the stories being produced are as good, if not better, than the ones created by […]\u003C\u002Fp>\n","\u002Fblog\u002Fthree-key-skills-the-best-journalists-have-which-digital-prs-can-learn-from\u002F","2022-02-07T16:48:15",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":4,"image":103},{"to":105,"name":18},"1",{"type":143,"style":144,"title":145,"heading":4,"intro":11,"services":12,"breadcrumbs":146,"photo":48,"social":158},"author","dark","Meet the Team",[147,150,153,156],{"path":148,"name":149},"\u002F","Home",{"path":151,"name":152},"\u002Fabout\u002F","About Us",{"path":154,"name":155},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":157,"name":4},null,{"twitter":5,"linkedin":5},[160],{"rel":161,"href":162},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fhannah-craig\u002F",[164,480,664,898],{"id":165,"date":166,"date_gmt":166,"guid":167,"modified":98,"modified_gmt":98,"slug":169,"status":19,"type":94,"link":97,"title":170,"content":171,"excerpt":174,"author":175,"featured_media":176,"comment_status":20,"ping_status":20,"sticky":173,"template":5,"format":177,"meta":178,"categories":181,"collections":183,"coauthors":184,"class_list":186,"acf":194,"head_links":195,"breadcrumbs":196,"url_path":97,"search_description":180,"featured_image_urls":203,"authors":238,"type_nicename":247,"reading_minutes":99,"category":248,"yoast_title":179,"yoast_meta":250,"yoast_json_ld":306,"_links":430},38959,"2026-05-06T09:55:35",{"rendered":168},"\u002F?p=38959","search-has-moved-on-has-digital-pr",{"rendered":95},{"rendered":172,"protected":173},"\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-social-search-is-reshaping-the-future-of-pr\">Why social search is reshaping the future of PR\u003C\u002Fh2>\n\n\n\n\u003Cp>There was a clear theme at the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthe-digital-pr-summit.digitaloft.co.uk\u002F\">Digital PR Summit\u003C\u002Fa> this year: \u003Cstrong>Search has already changed.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>That shift was brought to life in a standout talk by the brilliant \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Filavahun\u002F\">Isa Lavahun\u003C\u002Fa>, who unpacked how TikTok and social search are reshaping brand discovery.\u003C\u002Fp>\n\n\n\n\u003Cp>The way people discover, research and decide is no longer centred around Google. It’s fragmented, social-first and happening across multiple platforms.\u003C\u002Fp>\n\n\n\n\u003Cp>Because social isn’t just for scrolling anymore – \u003Cstrong>it’s where we search.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"social-search-isnt-a-trend-its-already-a-behaviour\">Social search isn’t a trend, it’s already a behaviour\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>24% of internet users now primarily use social media as their search engine\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>31% use social media to find answers to their questions\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Around 78 % of users use social media platforms for product and brand research.\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>That’s not niche behaviour. That’s a fundamental shift in how people discover, evaluate and buy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"were-now-in-a-multi-channel-search-era\">We’re now in a multi-channel search era\u003C\u002Fh2>\n\n\n\n\u003Cp>Search isn’t a single moment anymore; \u003Cstrong>it’s a journey\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>We’ve moved into a \u003Cstrong>multi-channel search era\u003C\u002Fstrong>, where users bounce between platforms depending on what they need:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Discovery\u003C\u002Fstrong> → TikTok, Instagram, YouTube\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Reviews\u003C\u002Fstrong> → TikTok, YouTube, Reddit\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consideration\u003C\u002Fstrong> → Reddit threads, comparison content, creator reviews\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Recommendation\u003C\u002Fstrong> → Community conversations, comments, influencers\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Purchase\u003C\u002Fstrong> → Social commerce or direct\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Users aren’t following a straight line anymore, they’re moving fluidly between platforms, formats and voices.\u003C\u002Fp>\n\n\n\n\u003Cp>And social search underpins the entire journey.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"its-not-just-gen-z-and-its-definitely-not-just-dancing-teens\">\u003Cstrong>It’s not just Gen Z – and it’s definitely not just dancing teens\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>There’s still a tendency to dismiss platforms like TikTok as Gen Z territory.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s outdated thinking.\u003C\u002Fp>\n\n\n\n\u003Cp>Yes, younger audiences are leading the charge, but \u003Cstrong>the fastest growth is coming from older demographics, particularly the 30–50 age group\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t a youth trend anymore. It’s mainstream behaviour.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"tiktok-is-shaping-real-world-decisions\">\u003Cstrong>TikTok is shaping real-world decisions\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>If you needed proof that this goes beyond digital:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left blog-img has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-link-color has-medium-font-size wp-elements-baebf9568de2bf53a4979faded8fdd17\">77% of Gen Z users go to TikTok when looking for a place to eat.\u003Cbr>Not Google Maps. Not TripAdvisor. \u003Cbr>\u003Cem>TikTok.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Cp>They’re searching for:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>“Best brunch in Manchester”\u003C\u002Fli>\n\n\n\n\u003Cli>“Places to eat in London”\u003C\u002Fli>\n\n\n\n\u003Cli>“Italian restaurants near me”\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>And making decisions based on creators, visuals and real experiences.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-entire-media-landscape-is-shifting-too\">The entire media landscape is shifting, too\u003C\u002Fh2>\n\n\n\n\u003Cp>This isn’t just about audiences. The media and journalists are already adapting. Publishers are going all in on \u003Cstrong>video-first, social-first strategies\u003C\u002Fstrong>. According to Reuters, publishers expect \u003Cstrong>search traffic to drop by over 40% in the next three years\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Over three-quarters of news executives are investing in video\u003C\u002Fstrong> and actively hiring ‘creator journalist’ roles\u003Cstrong> \u003C\u002Fstrong>to produce platform-native content. Traditional media giants like Daily Mail (15M followers) and Sky News (11M followers) are building massive TikTok audiences.\u003C\u002Fp>\n\n\n\n\u003Cp>Platforms like TikTok are quickly becoming: \u003Cstrong>A discovery engine, a news source and a distribution channel – all in one.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-rise-of-searchable-content\">The rise of “searchable content”\u003C\u002Fh2>\n\n\n\n\u003Cp>Content is now being created \u003Cem>for search within platforms\u003C\u002Fem>, not just for Google.\u003C\u002Fp>\n\n\n\n\u003Cp>Content fills our feeds like:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>“Best X for Y” TikToks\u003C\u002Fli>\n\n\n\n\u003Cli>“Things you need to know before…” videos\u003C\u002Fli>\n\n\n\n\u003Cli>Reddit threads answering niche questions\u003C\u002Fli>\n\n\n\n\u003Cli>Instagram carousels breaking down advice\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-this-means-for-digital-pr\">\u003Cstrong>What this means for Digital PR\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The traditional \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> model covering campaigns, coverage, and backlinks just doesn’t cut it anymore. Here’s what needs to change:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"1-social-insight-needs-to-be-baked-into-the-brief\">1. Social insight needs to be baked into the brief\u003C\u002Fh3>\n\n\n\n\u003Cp>Social insight shouldn’t be an afterthought; it should shape the entire campaign. Because it surfaces:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Real-time interests\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Audience sentiment\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Early signals of emerging trends\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>And this is where both \u003Cstrong>reactive stories and big campaign ideas\u003C\u002Fstrong> \u003Cstrong>\u003Cem>should\u003C\u002Fem>\u003C\u002Fstrong> come from.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"2-think-in-search-ecosystems-not-channels\">2. Think in search ecosystems, not channels\u003C\u002Fh3>\n\n\n\n\u003Cp>Your audience isn’t just searching Google. Your campaigns need to show up across platforms where discovery actually happens.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"3-build-ideas-that-travel\">3. Build ideas that travel\u003C\u002Fh3>\n\n\n\n\u003Cp>A campaign shouldn’t stop at coverage. It should spark:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>TikTok content\u003C\u002Fli>\n\n\n\n\u003Cli>Creator conversations\u003C\u002Fli>\n\n\n\n\u003Cli>Reddit threads\u003C\u002Fli>\n\n\n\n\u003Cli>Instagram saves\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"4-optimise-for-real-language\">4. Optimise for real language\u003C\u002Fh3>\n\n\n\n\u003Cp>Social search is conversational – your content should be too, be aware of what people are searching for on social and make sure your content feeds it.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"5-creators-are-part-of-the-search-results\">5. Creators are part of the search results\u003C\u002Fh3>\n\n\n\n\u003Cp>They’re not just amplification, they \u003Cem>are discovery\u003C\u002Fem> now. Baking creator partnerships and content into your campaign ideas is essential.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"6-measure-what-actually-matters\">6. Measure what actually matters\u003C\u002Fh3>\n\n\n\n\u003Cp>Backlinks still matter, but they’re no longer the full picture. Look at brand mentions, views, engagement, impressions – there should be a full measurement framework in place that considers more than just link placements. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"social-coverage-isnt-a-nice-to-have-anymore-its-the-objective\">Social coverage isn’t a “nice to have” anymore; it’s the objective\u003C\u002Fh2>\n\n\n\n\u003Cp>Social isn’t just amplification anymore, it’s influence. It:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Shapes what gets discovered next\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Drives conversations journalists pick up on\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Extends the life of your coverage beyond the initial hit\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Builds visibility in the places people now search\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Aligns with where media is investing and growing\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This is the shift that needs to take place:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"blog-img has-white-color has-vivid-cyan-blue-background-color has-text-color has-background has-link-color has-medium-font-size wp-elements-2df9f38fbb52eba1aaab0c56c1ca7baf\">From “how do we amplify coverage?\u003Cbr>To “how do we create ideas that are inherently social-first?”\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"journalists-are-already-doing-this-pr-needs-to-catch-up\">\u003Cstrong>Journalists are already doing this; PR needs to catch up\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Journalists are already scanning TikTok for emerging trends, pulling stories from viral moments and using social conversations as proof points.\u003C\u002Fp>\n\n\n\n\u003Cp>Your idea now needs to:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Work as a headline \u003Cem>and\u003C\u002Fem> a TikTok\u003C\u002Fli>\n\n\n\n\u003Cli>Have a visual hook\u003C\u002Fli>\n\n\n\n\u003Cli>Be easy to share and remix\u003C\u002Fli>\n\n\n\n\u003Cli>Spark conversation beyond the article\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>TikTok is perfect for:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Reactive press office\u003C\u002Fli>\n\n\n\n\u003Cli>Newsjacking\u003C\u002Fli>\n\n\n\n\u003Cli>Early trend spotting\u003C\u002Fli>\n\n\n\n\u003Cli>Profiling expert voices on video\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>If you’re not using it regularly, you’re already behind.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"and-then-of-course-theres-ai\">\u003Cstrong>And then of course… there’s AI\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With AI changing how information is surfaced. Visibility now comes from a mix of:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Coverage\u003C\u002Fli>\n\n\n\n\u003Cli>Backlinks\u003C\u002Fli>\n\n\n\n\u003Cli>Brand mentions\u003C\u002Fli>\n\n\n\n\u003Cli>Social visibility\u003C\u002Fli>\n\n\n\n\u003Cli>Search demand\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Which means your \u003Cstrong>off-page SEO strategy needs to evolve\u003C\u002Fstrong>. It now needs to build a ‘multi-channel’ presence across media, social and search.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-main-takeaway\">\u003Cstrong>The main takeaway\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Search is no longer one platform. The brands that win won’t just rank. They’ll be:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Discovered in feeds\u003C\u002Fli>\n\n\n\n\u003Cli>Discussed in communities\u003C\u002Fli>\n\n\n\n\u003Cli>Surfaced in search\u003C\u002Fli>\n\n\n\n\u003Cli>And recommended by AI\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The question isn’t whether Digital PR should adapt. It’s how quickly you can catch up. \u003Cstrong>PR and social can’t operate in silos anymore.\u003C\u002Fstrong> The lines between them have blurred, and the most effective campaigns are built to work across both from day one.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s exactly why \u003Cstrong>our PR and organic social teams sit within the same department\u003C\u002Fstrong> – not as a nice-to-have, but as a strategic decision. It means we’re:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Building \u003Cstrong>multi-channel campaign ideas from the outset\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>Using \u003Cstrong>social insight to shape PR narratives\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>Creating stories that work as \u003Cstrong>coverage \u003C\u002Fstrong>\u003Cstrong>\u003Cem>and\u003C\u002Fem>\u003C\u002Fstrong>\u003Cstrong> content\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>And making sure everything is designed to \u003Cstrong>travel across platforms\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Because in a world where search happens everywhere… \u003Cstrong>your strategy needs to reflect it too\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Sources for stats quoted in this article:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmarketingltb.com\u002Fblog\u002Fstatistics\u002Fsocial-search-statistics\u002F?utm_source=chatgpt.com\">Marketing LTB, 2025\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.emarketer.com\u002Fcontent\u002Fsearch-behavior-being-redefined-thanks-generational-shifts?utm_source=chatgpt.com\">Emarketer, 2026\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ffortune.com\u002Farticle\u002Fgen-z-different-attitude-about-dining-baby-boomers-millennials\u002F?utm_source=chatgpt.com\">Fortune, 2025\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsocialrails.com\u002Fblog\u002Ftiktok-age-demographics\">Social Rails, 2026\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mediabistro.com\u002Fget-a-media-job\u002Fjournalism-jobs-how-to-get-hired\u002F\">Media Bistro, 2025\u003C\u002Fa>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Freutersinstitute.politics.ox.ac.uk\u002Fjournalism-media-and-technology-trends-and-predictions-2026#:~:text=These%20narratives%20are%20finding%20fertile,existing%20and%20future%20business%20models.\">Reuteurs, 2026\u003C\u002Fa>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",false,{"rendered":96,"protected":173},208,38963,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":179,"_yoast_wpseo_metadesc":180,"inline_featured_image":173,"footnotes":5},"Search has moved on. Has Digital PR? | Impression","Discover why social search is reshaping the future of Digital PR. Learn how to adapt your strategy for a multi-channel era and drive brand discovery. Read more.",[182],45,[],[185],329,[187,94,188,189,190,191,192,193],"post-38959","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",[],[],[197,198,201,202],{"path":148,"name":149},{"path":199,"name":200},"\u002Fblog\u002F","Blog",{"path":105,"name":18},{"path":157,"name":95},{"thumbnail":204,"medium":206,"medium_large":208,"large":210,"1536x1536":214,"2048x2048":216,"post-thumbnail":218,"12_col":220,"default_landscape":222,"default_portrait":224,"6_col_and_margin_short":226,"11_col_and_margin":228,"9_col_rectangle":230,"11_col":232,"staff_image_696_600":234,"rectangular_thumbnail":236},{"url":100,"width":205,"height":205},640,{"url":207,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=150&q=90&w=200",{"url":209,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=576&q=90&w=768",{"url":211,"width":212,"height":213},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":215,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=1536",{"url":217,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=2048",{"url":219,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":221,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":223,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":225,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":227,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":229,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":231,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":233,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":235,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":237,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[239],{"id":175,"path":240,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":241},"\u002Fabout\u002Four-team\u002Fhannah-craig\u002F",{"job_title":10,"full_bio":11,"specialist_service_links":242,"photo":245},[243],{"page":244,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":246},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69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But it’s also where \u003Cstrong>consumer trust is hardest to earn and easiest to lose.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>As soon as beauty brands move closer to biology, data and long-term wellbeing, the rules change. You’re no longer just selling a device or a routine. You’re asking people to believe you understand their bodies.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s the moment PR stops being a nice-to-have and becomes a \u003Cstrong>necessity\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"trust-matters-above-all\">\u003Cstrong>Trust matters above all\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fhannah-craig-76053838\u002F\">I’ve\u003C\u002Fa> spent over 14 years working across \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR and social\u003C\u002Fa>, helping brands translate complex innovation into stories people can actually understand and trust.\u003C\u002Fp>\n\n\n\n\u003Cp>Across every category, one pattern holds true: \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp class=\"has-text-align-left has-medium-font-size\">\u003Cstrong>The more advanced the innovation, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">the more critical trust\u003C\u002Fa> becomes in order to get people to try it.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>In beauty tech, particularly as claims move closer to health outcomes, credibility isn’t built through bold promises. It’s built through clarity, consistency and third-party validation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"consumer-trust-alone-is-no-longer-enough\">\u003Cstrong>Consumer trust alone is no longer enough\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Today, trust doesn’t just sit with consumers. It also sits with machines.\u003C\u002Fp>\n\n\n\n\u003Cp>People don’t just Google anymore; they ask AI. And AI doesn’t surface brands based on hype, ad spend or who shouts the loudest. It prioritises the same signals we do as humans:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fmeasurement-in-digital-pr-and-link-building\u002F\">Credible media coverage\u003C\u002Fa>: \u003C\u002Fstrong>Who’s covered it and what did they think?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">Expert commentary\u003C\u002Fa>: \u003C\u002Fstrong>Do they have people who actually know what they are talking about?\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F\">Consistent, authoritative narratives\u003C\u002Fa>: \u003C\u002Fstrong>What do they stand for and how could they help me?\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>In other words, \u003Cstrong>AI rewards brands that behave like trusted sources.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>In 2026 and beyond, visibility won’t be driven by volume. It will be driven by \u003Cstrong>credibility\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"prs-new-role-building-machine-readable-trust\">\u003Cstrong>PR’s new role: building machine-readable trust\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>This is where PR has evolved and will continue to for years to come.\u003C\u002Fp>\n\n\n\n\u003Cp>The work we do today goes far beyond coverage. It’s about building \u003Cstrong>credible online footprints\u003C\u002Fstrong> that signal authority to both humans and machines, ensuring brands show up where AI pulls from, referenced and validated as sources, not noise.\u003C\u002Fp>\n\n\n\n\u003Cp>For beauty tech brands operating close to health and science, this matters more than ever. If your innovation isn’t clearly explained, consistently validated and responsibly positioned, you won’t just lose consumer confidence, you’ll lose discoverability altogether.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-brands-that-win-will-invest-early\">\u003Cstrong>The brands that win will invest early\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Advanced beauty technology brings a huge opportunity. It will also bring scrutiny, scepticism and misinformation.\u003C\u002Fp>\n\n\n\n\u003Cp>The brands that invest now in credible, strategic PR will be the ones consumers believe, media rely on and AI surfaces. The rest risk being misunderstood or invisible. And in an AI future, \u003Cstrong>invisibility is the biggest risk of all.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-PR_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27525\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":108,"protected":173},37202,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":492,"_yoast_wpseo_metadesc":493,"inline_featured_image":173,"footnotes":5},"Beauty tech’s next challenge isn’t innovation: It’s trust | Impression","Discover why beauty tech PR is vital for gaining consumer trust and AI visibility. Learn how to turn complex health innovations into credible brand 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embeddable":89,"href":640},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=37184",[642],{"count":643,"href":644},10,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37184\u002Frevisions",[646],{"id":647,"href":648},37207,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F37184\u002Frevisions\u002F37207",[650],{"embeddable":89,"href":651},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F37202",[653],{"href":654},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=37184",[656,658,660],{"taxonomy":469,"embeddable":89,"href":657},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=37184",{"taxonomy":472,"embeddable":89,"href":659},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=37184",{"taxonomy":143,"embeddable":89,"href":661},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=37184",[663],{"name":478,"href":479,"templated":89},{"id":665,"date":666,"date_gmt":666,"guid":667,"modified":120,"modified_gmt":120,"slug":669,"status":19,"type":94,"link":119,"title":670,"content":671,"excerpt":673,"author":175,"featured_media":674,"comment_status":20,"ping_status":20,"sticky":173,"template":5,"format":177,"meta":675,"categories":677,"collections":679,"coauthors":680,"class_list":682,"acf":685,"head_links":686,"breadcrumbs":687,"url_path":119,"search_description":692,"featured_image_urls":693,"authors":725,"type_nicename":247,"reading_minutes":121,"category":777,"yoast_title":676,"yoast_meta":779,"yoast_json_ld":808,"_links":860},26899,"2024-01-18T14:35:05",{"rendered":668},"\u002F?p=26899","impression-picks-digital-marketing-roundup-for-january-2024",{"rendered":117},{"rendered":672,"protected":173},"\n\u003Cp>Welcome to January’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Digital PR Strategist, Joe Norton, Senior Digital Strategist, Rebecca Edwards, and Programmatic Strategist, Isabella D’Anzi. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-role-of-relevance-in-digital-pr-campaigns-insights-from-industry-experts\">The role of relevance in digital PR campaigns: insights from industry experts\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#party-on-a-new-generation-of-celebration\">Party On: a new generation of celebration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#spotifys-strategic-dive-into-taylor-swifts-universe-a-lesson-in-fandom-connection-and-authentic-engagement\">Spotify's strategic dive into Taylor Swift's universe - a lesson in fandom connection and authentic engagement\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-role-of-relevance-in-digital-pr-campaigns-insights-from-industry-experts\">The role of relevance in digital PR campaigns: insights from industry experts\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>With more brands opting to use Digital PR in their marketing mix, it’s important that we continue to remind ourselves why relevancy is key and how we can avoid getting swept in the fast-paced world of online news.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fimpression-picks-jan-2024-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26920\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Whether you’re browsing a regional news site or scrolling through the most-read stories on a bigger national news publication, there’s a good chance you’ll come across a Digital PR campaign before too long. That’s because in recent years an ever-growing number of brands are investing in this marketing tactic. But, just because your brand is being featured across multiple news sites with huge readerships it doesn’t mean your Digital PR strategy is guaranteed to be successful.\u003C\u002Fp>\n\n\n\n\u003Cp>Let’s start from the beginning. For those less familiar with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa>, it is a marketing tactic designed to achieve high authority backlinks to a website to increase organic visibility. It’s effective because Google views links as a vote of confidence, and in theory, the more links a website has the more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fleveraging-the-power-of-expert-commentary-in-pr\u002F\">authoritative\u003C\u002Fa> it is considered to be. While the growth of Digital PR has brought about many benefits to the industry there have been some negatives, not least when it comes to the relevancy of the backlinks being achieved.\u003C\u002Fp>\n\n\n\n\u003Cp>As more brands and marketing agencies engage in this tactic, naturally the competition to achieve coverage has increased dramatically. This has several implications, but in particular, it has led to Digital PR activity being increasingly measured on the total number of links as opposed to the quality of those links and more importantly the impact of those links.\u003C\u002Fp>\n\n\n\n\u003Cp>With that in mind, it’s very easy for those undertaking Digital PR activity to focus on popular topics which regularly get featured in the news when trying to achieve results. But, is Google going to reward a company that operates in the hospitality sector for achieving links off the back of a Digital PR campaign about cars? Probably not. Conversely, if a car rental company is providing advice on the most common mistakes people make when renting a car abroad you can see Google rewarding links which would be achieved through this activity.\u003C\u002Fp>\n\n\n\n\u003Cp>So, if you’re carrying out Digital PR activity, focus your measurement on the relevancy of your links and in turn the impact those results are having on your target keywords. One of the ways we like to do this here at Impression is by considering what a brand’s USP is and which topics they have expertise on. By starting the ideation process by answering these questions you can guarantee your Digital PR activity will be much more relevant going forward.\u003C\u002Fp>\n\n\n\n\u003Cp>For those interested in exploring the topic of relevancy and how it will shape Digital PR activity in 2024 at greater length, take a read of the article below as your perfect starting point.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fwww.digitalthirdcoast.com\u002Fblog\u002Froundup-role-of-relevance-in-digital-pr#:~:text=Client%20relevancy%20in%20digital%20PR%20campaigns%20is%20vital&text=however%20relevant%20content%20can%20signal,target%20audience%20would%20find%20useful.\">Article\u003C\u002Fa> reviewed by: Joe Norton\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"party-on-a-new-generation-of-celebration\">Party On: a new generation of celebration\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Birthdays, babies, and being single; consumers today are redefining celebrations. According to a new report from GWI and Pinterest, there is an evolution taking place and understanding this shift could help brands unlock a new way to connect with their audiences.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fimpression-picks-jan-2024-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26921\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Traditionally, celebrations are a way to connect with others and embrace life milestones and moments. However, recent search data shows more consumers want to celebrate for less traditional reasons, instead, being motivated by a need to impress others, express their identity or recognise a personal achievement. As a result, we’re seeing a rise in niche research trends, which could be a new opportunity for brands to tap into and inspire consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>Off the back of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fpinterest-advertising\u002F\">Pinterest’s\u003C\u002Fa> qualitative research, they’ve created a framework that identifies these newer celebration categories. These five categories include:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Personal applause\u003Cbr>\u003C\u002Fstrong>Since the pandemic, consumers have continued on a journey of self-exploration and improving their well-being. So, we’re now seeing an emerging trend of solo celebrations, where we’re taking time to reflect and indulge after personal achievements or simply ‘just because’. As a result, search terms such as ‘Solo dates at home’ have increased by +545% YoY.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Bond-building\u003Cbr>\u003C\u002Fstrong>Driven by intimacy and a need to connect, bond-building is a smaller, informal celebration that provides more quality time with guests and a chance to sit back and relax. This trend is evident in the changing attitudes to weddings, where more couples are opting for more intimate, low-key gatherings. Similarly, ‘Dinner party vibe’ and ‘Cozy game night’ searches have increased as more consumers look to host small gatherings at home.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Merriment-making\u003Cbr>\u003C\u002Fstrong>Younger generations continue to find new reasons to make memories, and they want each occasion to be the best party possible. This means a rise in search terms that showcase their attention to detail, or specific searches for inspiration around themed parties, including their favourite TV shows or passions. They are looking to celebrate daily moments that may look mundane to others, but meaningful to them.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Moment-making\u003Cbr>\u003C\u002Fstrong>As humans, we will always look to give recognition and celebrate others in our lives. But the moments in which we are celebrating are evolving. From divorce parties to diamond anniversaries and going-away parties, each generation is finding a new way to express their identity and celebrate traditional and non-traditional moments.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Commemorating culture\u003Cbr>\u003C\u002Fstrong>Commemorating culture is the most seasonal-moment-driven and community-centric celebration type, anchored by nostalgia and pri de, and associated with tradition. But brands must consider where audiences are based, as attitudes and behaviours will vary between markets.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Cstrong>So what opportunity does this present for brands?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>By understanding these new attitudes and behaviours towards celebrations, brands can help events take on a new meaning, or inspire consumers to make the perfect day.\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond this, understanding what consumers are looking for can be a great source of inspiration for your messaging and campaign strategy, enabling you to deliver more personalised and relevant touchpoints when they have higher intent.\u003C\u002Fp>\n\n\n\n\u003Cp>Analysing the search data could uncover a goldmine of keyword gaps that feed into your search, content and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdata-to-inspire-your-digital-pr-ideation\u002F\">PR strategy\u003C\u002Fa>. Uncovering the opportunities across both organic and paid channels will ensure you’re reaching consumers earlier in their journey and potentially tapping into new audiences for your brand.\u003C\u002Fp>\n\n\n\n\u003Cp>The report is filled with lots of interesting insights, so why not take the time to learn more about this evolution and seek a little inspiration for your marketing strategy?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gwi.com\u002Freports\u002Fevolution-of-celebrations\">Insights\u003C\u002Fa> provided by: Rebecca Edwards\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"spotifys-strategic-dive-into-taylor-swifts-universe-a-lesson-in-fandom-connection-and-authentic-engagement\">Spotify’s strategic dive into Taylor Swift’s universe – a lesson in fandom connection and authentic engagement\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Spotify’s unique approach to celebrate Taylor Swift’s success.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fimpression-picks-jan-2024-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26922\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Spotify’s annual Wrapped campaign, revealing Taylor Swift as the global top artist, offers valuable marketing insights into connecting with fandoms and creating authentic engagement. The insights drawn from this campaign highlight the power of connecting with fandoms, the significance of authenticity, and the unique challenges in marketing to devoted fan communities.\u003C\u002Fp>\n\n\n\n\u003Cp>The campaign’s success lies in its intricate representation of Swift’s universe, weaving references from her entire catalogue. The unveiling of the campaign unfolded gradually through \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">DOOH billboards\u003C\u002Fa> strategically placed in fragments, akin to a puzzle emerging across prominent cities such as London and New York.\u003C\u002Fp>\n\n\n\n\u003Cp>This deliberate unveiling not only captivated online attention but also sparked a collective excitement among Swifties (a term referring to Taylor Swift’s devoted fanbase) as they meticulously pieced together the puzzle, contributing to a heightened sense of anticipation and engagement. This attention to detail not only resonated well with fans but also showcased Spotify’s deep understanding of the Swiftie universe and their love for Taylor’s easter eggs.\u003C\u002Fp>\n\n\n\n\u003Cp>The success of the campaign also highlighted the importance of authenticity when engaging with fandoms. Lily Thaler, a strategist at Design Bridge & Partners – and a self-identified Swifite – emphasised that the campaign’s thoughtfulness was well-received by fans, in stark contrast to other brands’ attempts to align with Taylor Swift. The dedication of time and resources by Spotify resonated with fans and stood out from what Thaler described as “cheap shots” taken by other brands such as the NFL using her name and image to sell tickets to games to various ranch suppliers and local businesses near her Eras Tour destinations.\u003C\u002Fp>\n\n\n\n\u003Cp>Modern fan culture is characterised by its receptivity, particularly towards brands. Fans appreciate brands that contribute meaningfully to their interests, with 61% enjoying sponsorships or content creation related to their fandoms. Authenticity, integrity, and relevance are crucial, as 63% believe any brand can engage with their fandom if it demonstrates a genuine effort to comprehend it.\u003C\u002Fp>\n\n\n\n\u003Cp>Spotify’s unique position in the music business and its longstanding support of Taylor Swift further contributed to the campaign’s success. Thaler noted that Spotify’s substantial investment in the project reflected the financial impact that Swifties have on the platform, underlining the importance of acknowledging and appreciating a dedicated fan base to solidify loyalty to the platform.\u003C\u002Fp>\n\n\n\n\u003Cp>In conclusion, Spotify’s Wrapped campaign for Taylor Swift demonstrates the significance of understanding and authentically engaging with fan communities. The success of this marketing initiative serves as a valuable lesson for brands looking to connect with dedicated audiences, emphasising the importance of cultural relevance, authenticity, and a deep understanding of the fan base’s nuances.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Fwhy-engaging-taylor-swifts-devoted-fanbase-boosted-spotifys-global-top-artist-campaign\u002F1850368\">Campaign\u003C\u002Fa> reviewed by: Isabella D’Anzi\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in February for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":118,"protected":173},26926,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":676,"_yoast_wpseo_metadesc":5,"inline_featured_image":173,"footnotes":5},"January 2024 | Impression Picks – Digital marketing roundup | Impression",[678],39,[],[681,185],225,[683,94,188,189,190,191,192,684],"post-26899","category-digital-marketing",[],[],[688,689,690,691],{"path":148,"name":149},{"path":199,"name":200},{"path":129,"name":130},{"path":157,"name":117},"Welcome to January’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Digital PR Strategist, Joe Norton, […]",{"thumbnail":694,"medium":695,"medium_large":697,"large":699,"1536x1536":701,"2048x2048":703,"post-thumbnail":705,"12_col":707,"default_landscape":709,"default_portrait":711,"6_col_and_margin_short":713,"11_col_and_margin":715,"9_col_rectangle":717,"11_col":719,"staff_image_696_600":721,"rectangular_thumbnail":723},{"url":122,"width":205,"height":205},{"url":696,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":698,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1151&q=90&w=768",{"url":700,"width":212,"height":213},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":702,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1025",{"url":704,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1367",{"url":706,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":708,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":710,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":712,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":714,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":716,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":718,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":720,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":722,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":724,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fdaniel-olah-bnm1QlUJsek-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[726,770],{"id":727,"path":728,"display_name":125,"job_title":729,"description":730,"avatar_url":126,"acf":731},141,"\u002Fabout\u002Four-team\u002Frebecca-edwards\u002F","Account Director ","I'm an Account Director at Impression who helps clients create and deliver multi-channel strategies and advises them on the best decisions and tactics to help their business grow. I'm a big documentary binger who loves to try out new cooking recipes in my free time.",{"job_title":729,"full_bio":732,"specialist_service_links":733,"photo":744},"\u003Cp>Account Director. Joined Impression in January 2023 .\u003C\u002Fp>\n\u003Cp>I’ve been working in the marketing industry for 7+ years and in that time I’ve worked both agency and in-house. Agency side, I’ve had varied digital marketing experience, from starting out as a digital copywriter to being the head of digital marketing, overseeing a team of marketing specialists for a range of B2C and B2B clients.\u003C\u002Fp>\n\u003Cp>I’ve been lucky to have worked on channel-specific projects such as SEO, PPC, email, social, web and print projects but more recently I’ve been specialising in digital strategy, audits and campaign plans.\u003C\u002Fp>\n\u003Cp>I’ll be working with clients to create and deliver their multi-channel strategies, understanding and consulting on the best decisions and tactics to grow their business. This includes working with the solutions team to gather data and turn trends and insights into actionable plans.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003C\u002Fb>\u003Cbr \u002F>\nMy gingerbread and butter pudding – Nigella eat your heart out! Or, (more seriously) buying my first property by myself.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003C\u002Fb>\u003Cbr \u002F>\nGoing to new places, reading, trying new recipes, binging a good documentary, getting crafty, but most likely eating and drinking!\u003C\u002Fp>\n",[734],{"page":735,"link_text":738},{"ID":736,"post_author":16,"post_date":737,"post_date_gmt":737,"post_content":5,"post_title":738,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":739,"to_ping":5,"pinged":5,"post_modified":740,"post_modified_gmt":740,"post_content_filtered":5,"post_parent":741,"guid":742,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":743},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":745,"id":745,"title":746,"filename":747,"filesize":748,"url":749,"link":750,"alt":5,"author":37,"description":5,"caption":5,"name":751,"status":39,"uploaded_to":25,"date":752,"modified":752,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":753},33336,"Rebecca-Edwards","Rebecca-Edwards.png",436411,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&q=90","\u002Frebecca-edwards-4\u002F","rebecca-edwards-4","2025-05-29 12:02:48",{"thumbnail":754,"thumbnail-width":49,"thumbnail-height":49,"medium":755,"medium-width":51,"medium-height":52,"medium_large":756,"medium_large-width":54,"medium_large-height":55,"large":757,"large-width":57,"large-height":58,"1536x1536":758,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":759,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":760,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":761,"12_col-width":69,"12_col-height":70,"default_landscape":762,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":763,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":764,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":765,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":766,"9_col_rectangle-width":78,"9_col_rectangle-height":79,"11_col":767,"11_col-width":81,"11_col-height":70,"staff_image_696_600":768,"staff_image_696_600-width":45,"staff_image_696_600-height":46,"rectangular_thumbnail":769,"rectangular_thumbnail-width":84,"rectangular_thumbnail-height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":175,"path":240,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":771},{"job_title":10,"full_bio":11,"specialist_service_links":772,"photo":775},[773],{"page":774,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":776},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"1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Edwards, Hannah 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egories":911,"collections":912,"coauthors":913,"class_list":914,"acf":916,"head_links":917,"breadcrumbs":918,"url_path":134,"search_description":923,"featured_image_urls":924,"authors":956,"type_nicename":247,"reading_minutes":136,"category":964,"yoast_title":966,"yoast_meta":967,"yoast_json_ld":995,"_links":1051},5592,"2020-09-04T15:35:49",{"rendered":902},"https:\u002F\u002Fimpression.test\u002Fblog\u002Fthree-key-skills-the-best-journalists-have-which-digital-prs-can-learn-from\u002F","three-key-skills-the-best-journalists-have-which-digital-prs-can-learn-from",{"rendered":132},{"rendered":906,"protected":173},"\n\u003Cp>I’ve only been working in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> for just over two months but I’ve already been blown away with the quality of campaigns I’ve seen.\u003C\u002Fp>\n\n\n\n\u003Cp>I think the biggest compliment I can pay Digital PRs is that in many cases the stories being produced are as good, if not better, than the ones created by journalists.\u003C\u002Fp>\n\n\n\n\u003Cp>Having studied journalism at university and worked as a reporter at a regional newspaper I’m fortunate to know and to have worked with some extremely talented journalists. \u003C\u002Fp>\n\n\n\n\u003Cp>While some sections of the media don’t cover themselves in glory, the vast majority of journalists are a credit to the industry and seem to be faced with increasingly unfair criticism. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s worth an in-depth discussion in itself but I genuinely believe the standard of reporting has never been better than it is today. \u003C\u002Fp>\n\n\n\n\u003Cp>Having worked in a newsroom for 15 months, I thought I’d share the three skills I believe the best journalists all have which we – as Digital PRs – should learn from:\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-audience-appreciation\">1. Audience appreciation\u003C\u002Fh2>\n\n\n\n\u003Cp>It sounds obvious but the key to being a good journalist is knowing \u003Cstrong>EXACTLY\u003C\u002Fstrong> the type of content your audience wants to read. While there are some very newsworthy stories which won’t interest the vast majority of a readership – producing articles which your audience wants to engage with is what journalism is all about. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Cp>There are a couple of things Digital PRs can take from this. The first is making sure we send journalists stories which will interest their audience. One of the best ways to find out about a publications’ readership is to take a look at their social media pages to see what kind of content their audience has been engaging with – Buzzsumo is great for this. That could be with likes on Facebook or comments on Twitter. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re creating a campaign to target a particular publication then scrolling through their social media feed is a must. The same applies when outreaching, if you’ve seen a story similar to yours performing well on a publications’ social media page then you should absolutely mention that in your outreach email. It just demonstrates you have an appreciation for the kind of content their audience likes and ultimately why you’re sending that story to the journalist. \u003C\u002Fp>\n\n\n\n\u003Cp>Earlier this month my colleague James’ campaign on the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.sunlife.co.uk\u002Fover-50-life-insurance\u002Finternational-cost-of-dying\u002F\">‘Cost of Dying’\u003C\u002Fa> really took off on News24’s Facebook page receiving more than 1,000 shares and 700 comments – something the journalists there would’ve been delighted with.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002FSocial-interaction-on-cost-of-dying-1-1.png\" alt=\"\" class=\"wp-image-22705\" width=\"465\" height=\"459\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Secondly, it’s making sure we know who our clients’ target audience is. While we might think we know this, it’s far too easy to assume who a businesses’ target audience is without taking the time to really nail this down. There’s absolutely no reason why you shouldn’t take that bit of extra time to ask a client for a bit more information on exactly who they are trying to target. This is extremely beneficial because we can use this knowledge to create campaigns which are focused around a particular readership safe in the knowledge these links will be super relevant to them. \u003C\u002Fp>\n\n\n\n\u003Cp>Last month I started work on a client whose audience is predominantly based along the east coast of England, therefore, I started ideation looking at issues or activities associated with seaside towns and then narrowed this down further by deciding which ones would be most relevant to the client. While this might sound very simplistic, starting ideation with the audience and then relating campaigns back to a client is a great way to broaden your thinking. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-a-keen-eye-for-follow-ups\">2. A keen eye for follow-ups\u003C\u002Fh2>\n\n\n\n\u003Cp>While studying at university, it quickly became clear the best journalists don’t just write an article and simply move onto the next idea. They’re always asking themselves ‘what’s the next angle to this story?’ While many experienced journalists perhaps do this subconsciously, it can take time to develop the ability to think two or three angles ahead of the one you’re writing about but it’s a great skill to have. Having been pushed to think this way by my lecturers (shout-out to University of  Sheffield’s journalism department) I was already starting to get the hang of follow-ups when I started working as a journalist. This helped me to build a really strong bank of ideas I could keep going back to.\u003C\u002Fp>\n\n\n\n\u003Cp>As Digital PRs it’s quite easy for us to create a campaign and particularly if it doesn’t secure any links just totally abandon it. But most of the time the stories we’ve developed are extremely newsworthy and simply need a slight tweak before they start picking up the kind of coverage we expected them to receive. \u003C\u002Fp>\n\n\n\n\u003Cp>The same applies to campaigns which have been successful – we shouldn’t just pat ourselves on the back and think that’s job done. We should be asking ourselves ‘is there another direction we can take this campaign in?’ Last month my colleague \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Frevealed-new-study-shows-your-idea-has-probably-been-done-before\u002F\">Damian wrote an article\u003C\u002Fa> on how you can build on campaign ideas which have already been explored by somebody else. The same principles he discussed there can be applied to follow-ups as well. Three great things to consider with follow-ups include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Looking to see if there is a regional angle you can tap into \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Spotting data releases which relate to your campaign and can be used to develop an additional angle down the line \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\u003Cli>\u003Cstrong>Exploring whether there’s an event\u002Ftime of the year which your campaign can be tweaked around to make it relevant in the future \u003C\u002Fstrong>\u003C\u002Fli>\u003C\u002Ful>\n\n\n\n\u003Cp>Generating ideas for campaigns is difficult so exploring ways they can be pivoted around is a great way to take a whole lot of pressure off of you and ensure you maximise the potential of those brilliant campaigns. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-being-adaptable-to-the-changing-news-agenda\">3. Being adaptable to the changing news agenda\u003C\u002Fh2>\n\n\n\n\u003Cp>One aspect of the media industry we all appreciate is how quickly the news agenda changes. As a result, journalists have to be adaptable and willing to drop any article they’re working on to prioritise the most important story at that time. While working alongside such a fast-paced industry poses us plenty of challenges, it also presents Digital PRs with lots of great opportunities. \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter size-large\">\u003Cimg decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FLotus-Car-Rental.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22708\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Newsjacking is a great way to secure links because you’re not having to invest a huge amount of time into a campaign. You do however have to keep a close eye on the news and react quickly to stories which might be relevant to your client. Because newsjacking generally involves breaking news, journalists won’t have had much time to prepare so they’re going to be on the lookout for quotes or an expert comment to provide more information or context around a particular topic. \u003C\u002Fp>\n\n\n\n\u003Cp>Having said this most journalists will have an extensive list of contacts they regularly rely on for comments on a certain subject so if you don’t get in there early then the opportunity will quickly disappear. While many of us like to plan out our days and are perhaps a tad reluctant to put work on hold, being adaptable and willing to jump on newsjacking opportunities is a great way to secure links. It can also be a lot of fun racing to be the first person to react to a breaking news story. \u003C\u002Fp>\n\n\n\n\u003Cp>These skills will come more naturally to some more than others but as with anything the more you practice the better you’ll get. While it’s nearly impossible to guarantee a campaign will secure coverage – ensuring you nail down these three key attributes will put you in a great position to maximise the potential of your work. We’re all trying to secure coverage from media publications so being a bit more journalistic in our approach is only ever going to help. \u003C\u002Fp>\n",{"rendered":133,"protected":173},7754,"open",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":173,"footnotes":5},[182],[],[185],[915,94,188,189,190,191,192,193],"post-5592",[],[],[919,920,921,922],{"path":148,"name":149},{"path":199,"name":200},{"path":105,"name":18},{"path":157,"name":132},"I’ve only been working in Digital PR for just over two months but I’ve already been blown away with the quality of campaigns I’ve seen. I think the biggest compliment I can pay Digital PRs is that in many cases the stories being produced are as good, if not better, than the ones created by […]",{"thumbnail":925,"medium":926,"medium_large":928,"large":930,"1536x1536":932,"2048x2048":934,"post-thumbnail":936,"12_col":938,"default_landscape":940,"default_portrait":942,"6_col_and_margin_short":944,"11_col_and_margin":946,"9_col_rectangle":948,"11_col":950,"staff_image_696_600":952,"rectangular_thumbnail":954},{"url":137,"width":205,"height":205},{"url":927,"width":51,"height":51},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=133",{"url":929,"width":54,"height":25},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1152&q=90&w=768",{"url":931,"width":212,"height":213},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":933,"width":60,"height":60},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1024",{"url":935,"width":63,"height":63},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=1366",{"url":937,"width":66,"height":67},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":939,"width":69,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":941,"width":72,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":943,"width":46,"height":72},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":945,"width":66,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":947,"width":76,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":949,"width":78,"height":79},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":951,"width":81,"height":70},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":953,"width":45,"height":46},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":955,"width":84,"height":85},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625504238_dv1qnncybnc-scaled.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[957],{"id":175,"path":240,"display_name":4,"job_title":10,"description":6,"avatar_url":103,"acf":958},{"job_title":10,"full_bio":11,"specialist_service_links":959,"photo":962},[960],{"page":961,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},{"ID":31,"id":31,"title":32,"filename":33,"filesize":34,"url":35,"link":36,"alt":5,"author":37,"description":5,"caption":5,"name":38,"status":39,"uploaded_to":25,"date":40,"modified":40,"menu_order":25,"mime_type":41,"type":42,"subtype":43,"icon":44,"width":45,"height":46,"sizes":963},{"thumbnail":48,"thumbnail-width":49,"thumbnail-height":49,"medium":50,"medium-width":51,"medium-height":52,"medium_large":53,"medium_large-width":54,"medium_large-height":55,"large":56,"large-width":57,"large-height":58,"1536x1536":59,"1536x1536-width":60,"1536x1536-height":61,"2048x2048":62,"2048x2048-width":63,"2048x2048-height":64,"post-thumbnail":65,"post-thumbnail-width":66,"post-thumbnail-height":67,"12_col":68,"12_col-width":69,"12_col-height":70,"default_landscape":71,"default_landscape-width":72,"default_landscape-height":46,"default_portrait":73,"default_portrait-width":46,"default_portrait-height":72,"6_col_and_margin_short":74,"6_col_and_margin_short-width":66,"6_col_and_margin_short-height":70,"11_col_and_margin":75,"11_col_and_margin-width":76,"11_col_and_margin-height":70,"9_col_rectangle":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