Jan 29, 2024
Digital Public Relations (PR) is a strategy used to increase awareness and visibility of your brand using online channels. Digital PR is similar to traditional PR but it offers the opportunity to reach more people in a measurable and targeted way.
Digital PR is a powerful strategy that allows companies to speak directly to their target audience at any time and anywhere. By connecting and sharing with your audience, it’s possible to start a dialogue that clarifies your focus and spreads news and information more quickly.
In this blog, we will cover:
Traditional PR involves networking with journalists to get featured in print publications. At one time, the goal of a publicist who specialized in traditional PR was to leverage contact to get their clients promoted or quoted in media (e.g. newspapers, magazines, radio, and television) or crisis reputation management.
Today, most traditional PR specialists have adapted to include digital PR - often finding higher readerships or viewership in online content - although traditional forms of PR are still used effectively.
Here’s the well-known “PESO media model for PR” created by Valerie Turgeon to show the different types of media that PR pros can target.
Using digital PR provides opportunities for marketers to:
“PR is a cost-effective addition to your overall strategy and can have a significant impact on your reputation in your industry. Ensure your content is integrated into the agreed content pillars and SEO strategy for the wider business” Julie Atherton, Founder, Small Wonder
With billions of people active online, businesses need to use digital channels for PR activities.
Good digital PR agencies combine the best of traditional PR with a focus on trends in content marketing, SEO, and social media marketing. A digital PR specialist uses a variety of tactics to improve the presence of a company or client such as:
When you begin a digital PR campaign, you’re striving to improve brand awareness and online presence. A focused campaign can make a big difference in establishing your online identity and what makes your brand unique.
Here are some of the ways digital PR can benefit your brand:
Content marketing is an important part of a digital PR campaign. The more your content is shared and found, the more your reputation and status as an authority begin to grow.
Content you have already written can be transformed into different content formats and shared or published on a different platform by repurposing. For example, a single blog post can be repurposed into several other types of content such as:
In this way, one piece of content can be transformed to serve multiple sources that can be shared to help promote and grow your reputation. It’s not simply rewriting the content, but continue adding value and reinforcing your voice as an authority.
Top tip: Consider other ways to help boost your content such as using local SEO or turning it into a podcast.
Few tools are more powerful in a digital PR campaign than social media. Through social media, you can connect with customers and influencers, study the strategy of your competitors and continually engage in conversations about your niche.
As you continue to write and publish additional quality content, continue to promote it on social media channels and encourage others to share and promote it. Offer value and information that is worth sharing and worth discussing.
Remember, PR is focused on improving your business’s reputation and building trust. The top tips for PR on social media are:
While marketing is focused on leads and sales, PR focuses more on creating a positive impression of your brand.
Digital PR aims to get the word out about what your brand stands for and what makes it unique. It aims to increase brand visibility and authority to generate positive brand awareness.
It’s necessary to build relationships and reputation before marketing can be effective. So, digital PR and marketing should work together, with each strategy complementing and enriching the other.
Whether you run your digital PR or use a digital PR agency, getting started is important. Once you start taking advantage of online channels to begin building your brand, you can analyze what is working and what isn’t and make changes if necessary.
So how can you start?
1. Know your target audience. Use surveys and social media interaction to get to know the people who are interested in your brand and its message. The creation of distinct buyer personas will also help.
2. Set your goals - Understand your goals and KPIs for your digital PR activities and track them.
3. Build key relationships - Research and use data to produce authoritative content by building relationships with influencers and top bloggers in your niche.
4. Brainstorm ideas - You know what you want to say, but how can you say it to cut through the noise online? Content ideation is one of the hardest but most important elements. Get that right and you will drive engagement. Make sure to include research at this stage too so you know what you are communicating is accurate and relevant.
5. Look at your resources - How much time you have available for digital PR may be a factor in whether you decide to do it yourself or to outsource. Think about outsourcing all or part of your digital PR if you are low on time.
The more digital PR strategies that you use, the more likely you will improve your brand’s reputation and successfully grow your business.
One of the great things about digital PR is that it is trackable and measurable. This means you can see what campaigns or messages are seeing success and those that fall flat.
But what metrics should you use to measure and report performance?
Ultimately your digital PR strategy should concentrate on providing useful and informative content for your audience. You should also ensure that your content is integrated into the content pillars and SEO strategy for the wider business.
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