Archives for March 2025

In 2024, there were about 280 million online shoppers in the United States alone. This impressive statistic is expected to continue to grow, and with the right strategies in place, your brand can thrive within this expanding ecommerce market. In the digital age, an impactful tool to elevate your brand’s online presence and drive business growth is ecommerce public relations. This practice involves managing your brand’s online reputation and relationships with the public. The goal of PR is to tell your brand’s story in a way that resonates with your audience and the media, whereas e-commerce PR involves strategically doing so online.

The Eberly & Collard Public Relations integrated marketing team has built this guide to help you uncover the intricacies of ecommerce public relations. It provides useful strategies to boost your brand’s online visibility, engage customers and increase sales. Whether you’re a small business owner searching for SEO guidance or a seasoned marketer looking to elevate your digital efforts, this blog can help you unveil the power of public relations for ecommerce.

Introduction: Understanding Public Relations in the Ecommerce Landscape

In our technology-driven world, online visibility is crucial for any ecommerce business. With consumers constantly connected to the internet, brands need to stand out in the crowded digital marketplace. This is where ecommerce public relations steps in as a fundamental component of your brand’s strategy, playing a crucial role in achieving both your short-term and long-term publicity goals.

Ecommerce marketing and public relations play vital roles in shaping consumer perceptions and behaviors. Through strategic messaging and storytelling, you can influence how potential customers perceive your brand. This, in turn, can lead to increased customer loyalty and purchasing behavior changes. With a strong PR presence, your brand can thrive in the ever-evolving digital landscape and generate more online purchases.

The ecommerce industry can greatly benefit from keeping up with online trends and developments. Just as the ecommerce market evolves, public relations has adapted to digital trends, ensuring brands remain relevant and competitive. When ecommerce brands implement trending PR strategies like influencer partnerships, SEO tracking and email marketing, they can stay relevant, boost their reputation and increase sales.

Section 1: Communications Channels in Public Relations

Expanding your ecommerce brand’s reach involves using diverse communication channels. These channels are the lifelines connecting you to both current customers and potential new customers. By employing a strategic set of channels, you can significantly enhance your visibility and engagement. Start by identifying where your audience spends their time online. It is crucial to choose messaging channels that align with your brand and audience preferences.

For ecommerce, a few effective communication channels of connection are social media, email marketing and content marketing. By integrating these channels into your public relations strategy, you can ensure a comprehensive approach. This integration maximizes brand exposure and enables consistent messaging across different platforms, facilitating lasting connections with your audience. Here are a few examples of how to utilize each respective communication platform:

• Social media: Social media platforms are a great way to connect directly with customers and foster a sense of community.
  • Instagram: Use Instagram to share static pictures, attention-grabbing videos and to engage with your audience through posts, stories, or interactive features like polls, contests and Q&As.
  • Facebook: Leverage Facebook by facilitating customer group pages, sharing product updates, and fostering lively discussions within comment sections.
  • LinkedIn: LinkedIn can be used to build professional connections, share insights, network with industry peers, and build business-to-business relationships when applicable.
  • X: Utilize X to post quick updates, engage in conversations by quote tweeting, and gather feedback from your audience.
• Email Marketing: Email marketing is beneficial as it can build loyalty while also keeping customers up to date with company events or promotions.
  • Brands can personalize emails with dynamic content, such as abandoned cart reminders or exclusive discount codes.
• Content Marketing: Similarly to email marketing, content marketing helps strengthen customer attachment through narrative and image resources for them and drives traffic to your site.
  • Blog posts: Share relevant written content that aligns with your brand’s image and encourages customers to visit your website for more information.
  • Customer reviews/Testimonies: Post customer reviews on your website, to highlight positive experiences and help potential buyers feel confident in the quality of your products.

Section 2: Effective Customer Engagement Strategies

Creating meaningful interactions is key to fostering customer loyalty in ecommerce. A loyal customer base not only boosts sales but also enhances your brand reputation. Sincere communication channels, like an active social media presence and the aforesaid content marketing practices allow for direct connections to be made with customers. Engaging content invites participation, showing that you value customer input.

Partnering with influencers is an effective way for a brand to connect with the applicable audiences. Utilizing relevant content creators to represent your brand can help your customers associate trusting personalities with your products. Influencers can interact with customers by responding to social media comments and simply be a voice of authenticity when posting about your products. When this strategy is well executed, influencer marketing can help your ecommerce business soar by boosting engagement and creating a sense of trust with your customers. Here are a few examples of types of influencers to use and when:

Email marketing helps promote customer engagement as well. Typically, brand emails provide recipients with a call to action, like clicking a link or redeeming a coupon. Content marketing can be effectively executed by publishing blogs about industry events or new products, providing your audience with an opportunity to hear your company’s insights and ultimately encouraging customer engagement. Additionally, useful resources like buyer’s guides and product reviews can give customers a brand voice to gain helpful advice from.

Section 3: SEO and Public Relations: A Symbiotic Relationship

SEO and public relations can work harmoniously to boost a brand’s online presence. When strategically aligned, they can heighten your ecommerce business to new levels. PR efforts such as earning media coverage and securing blogging partnerships can generate authoritative backlinks to your site, which are crucial signals for search engines like Google to rank your pages higher in search results.

Implementing a well-executed PR strategy can significantly improve your SEO efforts. Positive media coverage and partnerships can enhance your website’s domain authority when trusted sources provide backlinks. One example of an effective partnership is external blogging. For instance, a creator who works in your specific brand’s niche can publish a blog about your company and provide backlinks to your site. These backlinks can then help improve search rankings and drive organic traffic to your ecommerce website.

Visibility through online articles, blogs, and social media mentions also help with higher site ranking. This not only drives traffic but also strengthens your brand’s online credibility. As your brand gains recognition, it naturally benefits from higher search rankings due to increased site visits and social proof.

Section 4: Collaborating with an Ecommerce Public Relations Agency

An ecommerce public relations agency offers specialized services to help brands succeed in the competitive digital space. They bring expertise in crafting compelling brand stories that resonate with your target audience and the media.

Tying in an experienced agency can elevate your brand’s profile, boost customer trust, and as a result drive sales growth. These agencies can also help your online reputation management and coordinate media outreach. By leveraging their connections and resources, you can achieve more extensive press coverage and build influential partnerships, causing more website views and visits for your URL.

The success of your company’s online efforts can be measured by a PR agency’s analytic tools. Utilizing tools like Google Analytics and social media metrics, you can track traffic, engagement, and conversion rates. These insights not only highlight the success of your PR initiatives but also reveal areas for improvement. Regularly measuring PR outcomes ensures your efforts are strategic, data-driven and aligned with your business objectives.

Conclusion: Leveraging Public Relations Services

For business owners, managers and directors in ecommerce, public relations practices are indispensable. Integrating effective PR with digital marketing efforts can amplify your brand presence and reach. This synergy boosts visibility and fosters customer loyalty.

Want to take your ecommerce brand’s visibility to the next level? A strategic PR approach can help you boost brand awareness, engage sales prospects and drive more conversions. If you’re ready to enhance your public relations strategy and e-commerce marketing ideas, reach out to Eberly & Collard Public Relations for expert guidance on creating an impactful PR plan for your ecommerce business.

For the most successful and effective publicists and PR practitioners, the client onboarding process is the first – and arguably most crucial – step towards securing meaningful earned media coverage for clients.  A robust onboarding approach serves as the cornerstone of successful media relations, setting the stage for long-term, results-driven communication strategies that capture the attention of editors and consistently position clients in the headlines, driving visibility, influence and thought leadership in their respective industries.

To cultivate impactful media engagements, public relations and integrated marketing firms such as Eberly & Collard Public Relations have mastered the art of integrating strategic planning with a profound understanding of media dynamics right from the outset.

This guide explores the essential steps public relations firms employ to build and nurture media relationships from the ground up, helping optimize every campaign so it gains traction with its intended audience while achieving key business objectives.

Strategic Alignment

The foundation of any successful public relations strategy lies in a deep understanding of the client’s goals and overarching business objectives—whether it’s market expansion, brand positioning or revenue growth. Clear alignment from the beginning sets up media relations efforts to secure high-value editorial coverage, strengthen brand credibility, increase customer engagement, and drive measurable business growth.

A well-aligned public and media relations strategy amplifies brand awareness, attracts new business opportunities, opens untapped markets, and reinforces thought leadership—maximizing the impact of every media placement to advance the client’s broader objectives.

This strategic consistency builds a cohesive brand narrative that carries influence across multiple media channels, including earned media platforms. When public relations efforts are directly linked to organizational goals, the impact of media relations is significantly amplified.

For example, if a client aims to break into a new market, the public relations strategy should focus on media outlets and narratives that effectively reach and engage the desired target market, positioning the client as a leading voice in the industry.

Moreover, aligning public relations initiatives with strategic priorities enables clearer measurement of success through specific metrics, such as increased brand awareness, improved public perception, or shifts in market share. Each of these metrics can be tied back to the client’s initial goals, providing a tangible way to assess the effectiveness of media relations efforts.

Effective Approaches During Onboarding

A comprehensive onboarding process is key to understanding any and all prior or existing publicity challenges and assumptions, laying the groundwork for a strong and effective media relations strategy from day one. During onboarding meetings, it is essential to explore long-term vision, growth objectives, and competitive positioning, as well as their target markets and key messages. Asking the right questions during these sessions helps uncover what an organization hopes to achieve through media relations—whether it’s raising brand awareness, driving sales, establishing industry authority, or enhancing their reputation and public perception.

Clear communication about expectations helps in setting realistic goals and timelines. Discussing the level of earned media anticipated versus what is realistic, the preferred tone and messaging, and any specific challenges or opportunities allows for a well-defined roadmap. Additionally, identifying the client’s target market—including demographics, psychographics, and behaviors—is vital for tailoring media pitches to the most relevant and impactful outlets.

Researching Publications and Media Outlets

Identifying the right publications and media outlets is one of the most critical steps in developing a successful media relations strategy. Proper research helps guarantee that the company’s or organization’s message reaches the most relevant and impactful audience. By targeting outlets that align with the client’s market, values, and key messaging, public relations professionals can cultivate meaningful media relationships that drive engagement, credibility, and sustained media achievements.

However, long-term success in media relations goes beyond securing one-off placements—it relies on continual visibility, trust and industry authority. A well-executed strategy incorporates earned media alongside thought leadership content marketing to ensure ongoing relevance, credibility, and audience engagement.

Consistently appearing in the right publications not only reinforces the client’s expertise but also positions them as a reliable source for journalists seeking insights and expert commentary. As strategic media relationships grow, they create more opportunities for organic media coverage, expert contributions and a stronger industry reputation.

Achieving such high-level media exposure, however, requires a well-executed media outreach plan—one that carefully researches, identifies and selects the most relevant outlets and is fully attuned to their respective audiences, editorial focuses and content preferences.

Identifying the Right Publications

Targeting publications deeply embedded in the company’s industry is essential for maximizing impact. For instance, a technology company might benefit from editorial placements in TechCrunch or Wired, both highly regarded in the tech sector, while an architecture or design build firm will better benefit from being featured in leading industry-specific publications like Architectural Record, Development Magazine or Building Design + Construction.

These outlets cater directly to professionals and enthusiasts in the architecture, commercial real estate, and construction sectors, offering authoritative content that aligns with the firm’s expertise and project showcases.

Earned media in such publications not only elevates the architecture or design firm’s visibility among key stakeholders—such as potential clients, partners, and industry influencers—but also serves as a key thought leadership strategy for reinforcing its authority in the field. By consistently sharing insights, trends, and innovative approaches through these channels, the firm can establish itself as a trusted industry voice with strengthened reputation and credibility.

Matching the media outlet’s audience with one’s target market secures messaging that lands effectively and leads to higher engagement. For example, if a client’s products are geared toward young adults, outlets like BuzzFeed or Vice might be more appropriate. In contrast, a luxury brand targeting affluent consumers would benefit from features in Robb Report or Architectural Digest.

Moreover, regional or local publications can be just as valuable as national ones, depending on the client’s objectives. For instance, an interior designer focusing on the Atlanta residential home market would prioritize media placements in Atlanta Homes & Lifestyles or Atlanta Magazine’s HOMES. Likewise, a designer or architect working in New York’s high-end residential market might target publications such as Modern Luxury Interiors New York or Luxe Interiors + Design (Greater New York or Hamptons editions) to connect with opulent homeowners, developers and industry professionals in the region.

Understanding the client’s specific market focus, audience demographics, and regional nuances allows publicists to strategically build a targeted media list and select outlets capable of providing the most relevant and influential news reviews.

What is a media list? A media list is a curated database of journalists, editors, beat writers and publications that align with a brand’s industry and messaging, serving as a vital tool for securing earned media opportunities. Assembling, maintaining and strategically using a tailored media list sets the stage for bolstering a company’s visibility and influence, delivering stories that forge meaningful connections with key audiences—those most likely to become customers, clients, collaborators or brand advocates.

Tools and Resources for Effective Media Research

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences.

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences. A thought leadership agency with strong, cemented media relations can enhance this process by curating high-value media opportunities that align with a brand’s expertise, ensuring consistent industry visibility and credibility.

Tools like Cision, Muck Rack and Meltwater are invaluable for building tailored media lists and identifying key journalists and publications aligned with the client’s industry.

Meltwater, for instance, is a widely used media database that allows public relations practitioners to identify journalists, track media coverage and assemble specialized media databases based on industry, location, audience demographics and other relevant search filters. The insights gleaned from these searches help refine the media strategy, increasing the likelihood that outreach efforts reach the right outlets and journalists most interested in the client’s story. This precision-driven approach is fundamental for crafting messaging that drives editorial interest, making the most of every media opportunity.

Another essential tool is Qwoted, which helps publicity teams monitor journalist requests in real time and connect clients with relevant media opportunities. By providing a database of journalists actively seeking expert sources, Qwoted enables earned media agencies to pitch their clients for timely, high-impact editorial in focused publications.

In addition to these tools, industry reports, such as Cision’s State of the Media or Muck Rack’s State of Journalism, provide meaningful takeaways on evolving journalist preferences, emerging media trends, and best practices for securing earned, third-party coverage.

By integrating these tools and resources into their research and execution processes, communications professionals can refine and supplement their media research strategies and actions, build stronger journalist relationships, and position their clients for maximum exposure in the most relevant and impactful outlets.

Monitoring Media Trends and Influencer Activity

Media relations is not just about reaching out to journalists; it is also about staying ahead of trends and understanding the shifting dynamics of media coverage. Tools like Brandwatch and TrendKite enable publicists to monitor media trends, track industry conversations, and identify influential voices shaping the discourse in the client’s field.

These platforms provide real-time data analytics and sentiment analysis, offering a comprehensive view of which topics are gaining traction, and which journalists or outlets are leading these discussions. Armed with this knowledge, media relations teams can create timely, relevant outreach that aligns with current media interests, and in turn, increase the likelihood of securing valuable earned media.

Competitor Analysis for Strategic Positioning

Understanding where competitors are gaining media exposure offers valuable insights into untapped opportunities and potential gaps in the market.  Platforms like BuzzSumo and SEMrush can analyze competitor content and media placements, revealing which outlets and journalists are receptive to similar stories. This analysis allows brand communicators to identify trends, pinpoint what content is most compelling, and determine which narratives have already been covered extensively.

Public relations teams leveraging these insights can position their clients to stand out in saturated markets. This might involve capitalizing on underrepresented angles that competitors have overlooked or offering a fresh perspective on popular topics that can differentiate the client’s voice. Aligning this competitive intelligence with an understanding of editorial criteria helps shape media pitches that are both unique and highly relevant.

Editorial Calendars for Timely and Relevant Pitching

Building on competitor analysis, utilizing editorial calendars is the next strategic step to increase the effectiveness of press outreach by making them more timely and well-targeted. Many publications release editorial calendars outlining the themes and topics they plan to cover throughout the year. These calendars are valuable resources for planning proactive media outreach, allowing publicity experts to align their pitches with upcoming content opportunities that leverage the client’s strengths while addressing gaps identified through competitor analysis.

By timing pitches to coincide with a publication’s editorial focus, public relations professionals can enhance the relevance and newsworthiness of their stories, significantly increasing the chances of securing press coverage. This strategic approach is a hallmark of good PR campaigns, as it reinforces that the content is timely and harmonized with what journalists are seeking. Staying updated with these editorial opportunities not only maximizes engagement but also strengthens long-term relationships with key journalists and editors. This level of alignment and foresight is what sets the best PR campaigns apart, positioning a brand or organization as a preferred source for future stories.

Establishing Connections with Media

Building strong connections with media contacts—such as journalists, writers and editors—is a cornerstone of successful media relations. Cultivating these relationships is essential not only for securing valuable press mentions but also for fostering ongoing collaborations that can significantly elevate the client’s visibility and credibility through published or aired content.

Knowing how to pitch your story to the media effectively becomes much easier when these connections are well-established, as publicity specialists can better understand the standards and preferences of their media contacts.

Why Establishing Media Connections is Crucial

Relationships with media contacts are built on trust and reliability, which if properly nurtured, can translate into more meaningful and sustained media opportunities. Afterall, journalists and editors are more inclined to cover stories from sources they know and trust, underscoring the importance of relationship-building in media relations.

According to Cision’s 2023 State of the Media Report, 74% of journalists say that having a trusted relationship with a media representative influences whether they pursue a story. Consistent, reliable communication positions company leaders, spokespeople and other organizational representatives as credible sources, streamlining media exposure and effectively managing potential crises.

Understanding a journalist’s beat, interests and content challenges allows communications experts to tailor pitches that are highly relevant, significantly increasing the chances of press coverage. Muck Rack’s 2024 State of Journalism report highlights that 73% of journalists reject pitches due to a lack of relevance. By committing to proper research and by building and nurturing meaningful relationships, public relations teams gain worthwhile intel into the types of stories that align with specific media outlets. This enables them to craft more compelling and well-thought-out pitch messages that stand out in email inboxes already flooded with competing press releases, story ideas, and promotional content.

Strong media connections open doors to ongoing content collaborations and other editorial opportunities, such as regular columns, expert commentary, or recurring features. A solid relationship with a journalist or editor can transform an initial feature story into a long-term editorial partnership that compounds into hundreds of media placements.

Strong media connections pave the way for ongoing content collaborations and valuable earned media opportunities, including regular columns, expert commentary, and recurring features. A well-established relationship with a journalist or editor can turn a single feature story into a lasting editorial partnership, leading to continual media exposure and hundreds of placements over time.

To cultivate these valuable relationships and understand how to get earned media, there are several proven techniques that media specialists can employ to initiate and maintain effective contact with journalists and editors:

Techniques for Initiating Contact with Journalists and Editors

• Thorough Research: Before reaching out, it’s crucial to research the journalist or editor’s body of work. Understanding their beat, recent articles, and preferred story types shows respect for their expertise and increases the likelihood of your pitch being well-received.
• Personalized Outreach: Craft personalized messages that reference specific articles or topics the journalist has covered. This approach demonstrates genuine interest in their work and indicates how your client’s story fits into their editorial focus, distinguishing your pitch from generic submissions.
• Engage on Social Platforms: Follow journalists on platforms like Twitter or LinkedIn and actively engage with their content by liking, commenting, or sharing their articles. This approach helps build familiarity and rapport before making a direct pitch, laying the groundwork for a more receptive engagement.
• Direct Messaging: Use social media direct messaging as a method for introducing yourself or following up on a pitch. Ensure that messages are concise, respectful of the journalist’s time, and focused on offering value rather than making a simple request.
• Warm Introductions: Leveraging mutual connections for introductions can significantly increase the likelihood of your pitch being considered. A referral from a trusted source carries weight and can pave the way for more meaningful interactions.
• Networking Events: Attending industry events or virtual webinars where journalists and editors are present provides an opportunity to meet face-to-face or in a live setting. These encounters can leave a lasting impression and open doors for future communication and collaboration.

Once contact is initiated, it is essential to make a strong first impression and continually foster the relationship. Effective communication and consistent engagement are key to solidifying these connections. Here are some practical tips for maintaining a productive dialogue and building a solid foundation for future interactions:

Tips for Making a Good First Impression and Fostering Ongoing Communication

• Concise and Clear Communication: Journalists are often on tight deadlines, so prioritize clear, concise, and to-the-point communication. Get to the heart of your pitch quickly and provide all necessary information upfront.
• Timely Follow-Ups: If a journalist expresses interest in a story, follow up promptly with any additional information they need. This responsiveness can set the tone for a positive ongoing relationship.
• Exclusive Content: Offering exclusive stories or early access to news can make your pitches more appealing. Journalists appreciate when PR professionals provide them with unique content that they can’t find elsewhere.
• Expert Access: Facilitate easy access to your client’s executives or experts. Journalists value reliable sources who can provide insightful commentary or expert opinions, making your client a go-to contact for future stories.
• Periodic Check-Ins: Even when you’re not pitching a specific story, keep in touch with journalists. Send them occasional updates, share relevant industry news, or simply check in to maintain the relationship.
• Feedback Loop: Ask for feedback on pitches, whether they’re accepted or not. Understanding what worked or didn’t work can help you refine your approach and improve future interactions.

Continual Learning and Adapting Strategies

In an industry as dynamic as public relations, the media landscape is in a perpetual state of evolution, driven by changes in technology, audience behavior, and editorial priorities. For communication and marketing professionals, continual learning and strategic adaptation are not just beneficial—they are essential for sustained success.

Adapting to these shifts means staying ahead of the curve and finessing approaches to maintain relevance and effectiveness. Continuous improvement is key to maintaining strong client relationships and achieving long-term PR goals.

Monitor and Adapt to Trends

To remain effective in this ever-changing environment, publicity teams must be vigilant in monitoring industry trends, emerging media platforms, and evolving journalist preferences.

As the adage goes, “Content is king,” but in today’s media landscape, “multimedia is the heir apparent.” The increasing emphasis on visual and multimedia content is reshaping how journalists engage with stories.

Key findings from Cision’s 2024 State of the Media Report that Instagram is now the top social media platform where journalists plan to increase their presence in the coming year, closely followed by YouTube and TikTok. This trend aligns with the growing demand for multimedia from PR professionals, as the right mix of videos, images, and interactive content can be pivotal in securing coveted earned media coverage.

Embracing Professional Development

To effectively adapt to these evolving trends, it is crucial for media specialists to embrace a culture of continuous learning through professional development. Investing in ongoing training, such as attending industry webinars, participating in media and PR workshops, and staying updated with the latest industry reports—like Cision’s annual State of the Media or Muck Rack’s State of Journalism reports—can provide valuable knowledge of the current media landscape. These resources offer actionable guidance on refining outreach strategies, and studying successful examples of press releases further helps teams understand what captures journalists’ interest and augments their ability to generate compelling, publish-worthy content.

Furthermore, regular internal reviews and debriefs on PR campaigns can help identify what worked well and what could be improved. Creating a feedback loop with both clients and media contacts allows publicists to gain insight into the effectiveness of their efforts. This ongoing evaluation not only strengthens future communication strategies but also fosters stronger relationships with journalists, enhances storytelling approaches, and keeps media relations efforts dynamic and impactful in an ever-evolving media landscape.

The Mindset of Agility and Innovation

Ultimately, successful public relations today requires agility, adaptability and a commitment to continuous learning. In this way, continual learning and adaptation are not just strategies for survival—they are gateways to growth, innovation and long-term success in the dynamic field of media relations.

For brands and businesses looking to maximize their public relations efforts, partnering with an integrated marketing agency that continuously evaluates strategies, stays ahead of industry trends, and embraces innovation positions them for the best possible outcomes.

Eberly & Collard Public Relations’ full-service media relations and integrated marketing teams in Atlanta and New York provide tailored services to build and support specific strategic initiatives, whether in press outreach, brand positioning, thought leadership, or other key areas, helping organizations across a wide range of industries and sects achieve their communication goals.

Contact Eberly & Collard Public Relations for a detailed consultation today.