1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="poVKU1ceT0"><a href="https://www.buzzstream.com/blog/in-house-digital-pr-podcast/">Owning In-House Digital PR with Victoria Schmid from KURU Footwear</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/in-house-digital-pr-podcast/embed/#?secret=poVKU1ceT0" width="600" height="338" title="“Owning In-House Digital PR with Victoria Schmid from KURU Footwear” — BuzzStream" data-secret="poVKU1ceT0" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2024/03/podcast-1.png800670If you’re a BuzzStream Newsletter subscriber, you’ve probably seen the name Victoria Schmid before. She’s been quoted in several of our articles and created a fantastic case study of her digital PR success with KURU Footwear. In my chats with Victoria, she discussed the interesting challenge of creating content in-house for an e-commerce company. She told me that, early in her career, she received feedback from a journalist who said a campaign felt like an ad for KURU shoes. I realized that this is probably something that a lot of in-house digital PRs may face—especially with an ecomm site. With that in mind, we took to the podcast to discuss the challenges of ideating, designing, and pitching digital PR campaigns from an in-house.   Actionable Takeaways Here are some key takeaways that I got from chatting with Victoria. 1. Align campaigns with brand identity, mission, and goals Ensure digital PR campaigns are rooted in your brand’s core values and mission. Work with brand, SEO, and marketing teams to ensure campaigns align with broader business goals, such as brand awareness and product sales. 2. Strike a balance between creativity and sales Create campaigns that capture attention without coming across as overtly advertorial. Focus on storytelling and consumer engagement over hard selling. 3. Use feedback to refine strategies This applies to any kind of digital PR, not just in-house. Proactively seek feedback from journalists and audiences about your campaigns. Clearlink used to pay a panel of journalists for feedback on pitches and ideas. 4. Create an easy way to capture inspiring campaigns Victoria recommended using the Pinterest Chrome extension to create a “swipe file” of successful or inspiring PR campaigns, headlines, and pitch ideas. 5. Build community In-house work can become repetitive and sometimes isolating from the digital PR community (as compared […]