It took me about six years to explain to my friends and family that a PR consultant’s job mainly revolved around getting people to talk about brands and businesses in a way that encourages loyalty and recommendation.
Or, to simplify it even further, getting talked about without “directly” paying for it.
When my career took a turn six years ago to focus more on digital media as a way of interacting with consumers and stakeholders, I went through this education process all over again.
So, to try to explain what digital strategists do every day, I’ve created (and borrowed) the following description and supporting charts.
A digital strategist—explained
Let’s start by borrowing one of the best explanations I’ve read about digital strategist provided by Jon Crowley on his blog attention industry:
The example he used was how he explained his job to his father, a transportation planner.
“My focus is the consumer (commuter). They have a bunch of different touch points (transport options) that all build to the same goal, getting them information they want and/or need (getting them from place to place).