For the past 18 months, our team’s mindset has been firmly set in “survival mode” due to the trials and tribulations that the global pandemic has brought forward. I want to open up about the learnings, sharing insight into how Aira’s digital PR team was able to pivot their link-building activity for clients on a hairpin, whilst navigating an oversaturated news agenda at the same time as being under pressure from clients around return on their investment.
The tactics that helped us get through this cover:
- Ideation – RoR framework for validating ideas quickly (covering quality and relevance)
- Production – Introducing format libraries (to help with efficiencies)
- Outreach – What to do when you go to launch a campaign but a news story emerges and you have to pause on the morning of the launch