Owning In-House Digital PR: Insights from Victoria Schmid of KURU Footwear

If you’ve been following the BuzzStream Newsletter, you might be familiar with the name Victoria Schmid. She has contributed her expertise and insights to several articles, including a remarkable case study detailing her digital PR achievements with KURU Footwear. In a recent discussion, Victoria shared her experiences and challenges of developing content in-house for an e-commerce company, providing valuable lessons for digital PR professionals.

The Challenge of Digital PR in an E-Commerce Environment

Victoria began her journey in digital PR in 2018, primarily in-house roles with a brief period at an agency. One of the standout anecdotes she shared involved receiving feedback from a journalist regarding a campaign she had executed. The journalist remarked that it felt more like an advertisement for KURU shoes rather than an engaging story. This realization triggered an important conversation about the nuances of crafting compelling digital PR campaigns that resonate with audiences while fitting within brand guidelines.

In her role at KURU Footwear, a company that specializes in comfortable footwear without physical retail locations, Victoria faced unique challenges not seen by those working in agency settings. She emphasized the importance of aligning digital PR campaigns with core brand values and business goals.

Key Takeaways for In-House Digital PR

From her extensive experience, Victoria shared several key strategies to create successful in-house digital PR campaigns:

• Align with Brand Values: Ensure that each campaign reflects the company’s mission and values. Collaborate closely with marketing, SEO, and brand teams to maintain consistency across various departments.
• Focus on Storytelling: Put storytelling at the forefront of your campaigns. Create narratives that engage consumers, steering clear of overly promotional language that might come off as an advertisement.
• Seek Feedback: Actively seek out feedback from journalists and your target audience. Victoria highlighted that Clearlink once paid a panel of journalists for their insights on pitches and ideas.
• Create a Swipe File: Use tools like the Pinterest Chrome extension to curate a collection of successful PR campaigns and pitches. Having a visual reference can spark creativity while planning new initiatives.
• Maintaining Community Ties: Working in-house might become repetitive or isolating. Victoria suggested forming connections with other digital PR professionals and engaging in collaborative projects cross-departmentally to infuse creativity and fresh perspectives.

Resources and Campaign Examples

During their podcast discussion, Victoria referenced several resources and successful campaigns that serve as great models for digital PR initiatives:

• State of Foot Pain
• Best States for Hiking Campaign
• Safest and Most Dangerous Cities for Pedestrians Campaign
• Longest and Shortest Airport Walking Distances Campaign

Overcoming a Tough Learning Experience

Victoria recounted a particularly challenging experience while managing the American Footwear Survey campaign. After implementing a survey to determine Americans’ favorite footwear by state, she was given a candid and unvarnished critique. A journalist noted that the presentation of the data felt like a blatant advertisement. Initially hurt by the feedback, she later recognized it as an invaluable learning opportunity, prompting her to reevaluate her strategies.

Reflecting on her background in broadcast journalism helped Victoria understand the importance of crafting messages that resonate authentically with media professionals. She realized that being receptive to feedback is crucial for growth in public relations.

Maintaining a Fresh Approach

Victoria’s insights underline the importance of agility in in-house digital PR roles. It is essential for PR professionals to challenge themselves continually, seek external inspiration, and embrace constructive criticism. Engaging with the industry creatively can help in overcoming the sensation of isolation that may accompany in-house roles.

Staying updated with industry trends, exploring network opportunities, and attending PR training or workshops can stimulate innovation and keep strategies fresh.

Final Thoughts

Owning in-house digital PR can be both rewarding and challenging. With brands like KURU Footwear paving the way, professionals like Victoria Schmid exemplify how to succeed in this space. By embedding campaign ideas in strong storytelling, aligning with brand values, and actively pursuing feedback, in-house digital PR teams can create impactful narratives that resonate with their audiences.

Ultimately, the key to thriving in in-house digital PR lies in being adaptable, collaborative, and open to growth. As industries evolve, staying connected with peers and consistently refreshing one’s approach will lead to continued success and engagement.