Episode #001: Digital PR, Hub and Spoke Strategy, and Google I/O 2021


Duration: 6 min, 1 sec.

Summary:

 • Why DigitalPR is an important part of your communication strategy

 • Building a Hub and Spoke Content Strategy by Adam Steele

 • Google I/O 2021 – what did they announce?

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Links from this episode:

 • Why Digital PR is an Important Part of Your Communication Strategy

 • How To Build a Hub and Spoke Content Strategy

 • Google I/O 2021

Rough Transcript:

Thanks for hitting ‘listen’ on your phone or computer.

This is what I’ve got lined up for today:

 • Why Digital PR is an important part of your communication strategy

 • Building a Hub and Spoke Content Strategy by Adam Steele

and Google I/O 2021 – what did they announce?

All that and a little more. The date is May 19, 2021. The time is eight in the morning, and you’re listening to Episode 1 of Communicate For Effect.

Segment 1

On May 7th I wrote a post about why Digital PR is an important part of your communication strategy

First – let’s start with the definition of Digital PR

PR, according to the PRSA, is this: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

Digital PR is a term that seems to have evolved over the past several years.

You’ll be a little hard-pressed to find a definitive, agreed-upon definition

Traditional PR helps manage an organization’s reputation by reaching out to media outlets and the local community in order to get third-party validation for the organization.

Digital PR still focuses on managing the organization’s reputation but does so through Search Engine Optimization (SEO) techniques like backlinks, link building, and domain authority to name just a few.

So while agencies and organizations still network with journalists, they also include bloggers and other influencers to increase high-quality backlinks, social media mentions and improve the SEO.

That being said, I am still struggling with the definitions I’ve read. If Digital PR is really a lot of SEO techniques, then it’s just SEO. If it is engaging journalists, bloggers, and influencers….which is what regular PR does then it’s just PR. 

So Digital PR, if you want to be a separate category, you have to be something different.

Not written in my post, but what I think it is, is doing PR from your desk.

Remember in the movie SkyFall when James Bond meets the younger Q in the museum? he says, “I can do more damage on my laptop sitting in my pajamas before my first cup of Earl Grey than you can do in a year in the field? I think right now, Digital PR is doing PR with a cup of Earl Grey. Maybe it will evolve a little more into something different.

Regardless, both the SEO practices and normal Public Relations efforts are always an important part of a holistic, communication strategy.

Segment 2

If you go to the website StartUp Bonsai, Adam Steele has a post about how to build a hub and spoke content strategy.

He opens by talking about content being king, some good stats, and then dives into what it is and how to do it.

A Hub and Spoke model is basically topic clusters. Creating a post or page with one of your primary topics, and then creating a bunch of supporting pages that link back to the main page.

Why is it good? He writes:

 • It allows you to target entire topics that are key to your business’s success, not just individual keywords –  increasing your site’s visibility and traffic.

 • Content hubs build your brand’s authority by comprehensively covering a topic.

 • Hubs create a better site structure, which will improve both your SEO and UX.

 • Content hubs can help generate more leads and backlinks.

There are some good references and how to research, create and track your pages so you may want to check it out.

Just something I ran across in my #Last24 daily newsletter, I’ll put a link in the notes.

Segment 3

Google I/O 2021 was yesterday. Here’s what I’ve gathered 

Opening keynote was called, “Building a More Helpful Google for everyone.” They talked about adding bike lanes to Google maps, weather and traffic updates.

Some updates for Google Workspaces, Google Translate, Photos, Shopping

A full version of Android 12 was shown. I don’t use Android, but it’s got a new look, privacy features, and other enhancements. It looks good.

Privacy controls for apps that focus on search history and location history, but it does not seem to be to the extent of what Apple has done with iOS.

Wrap Up

And that’s it for number one. Your three things for the day. Thanks for listening, I’m sure I will continue to tweak the format and content for these as I move forward. 

Be sure to subscribe to Communicate For Effect on Spotify, Anchor, or wherever you listen to your podcasts. I’m still working on getting iTunes setup, so if you’re an iTunes user give me a little more time.

Subscribe to the #Last24 daily news summary with topics on digital marketing, communication, and technology.

You’ll find all this and more at 46alpha.com. Thanks for listening.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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