If you thought Digital PR was just another buzzword we use in the industry, think again. Although lines are sometimes blurred between PR, marketing, social media and SEO, Digital PR is undoubtedly one of the strongest strategies a business can implement.
It goes beyond the obvious social media post; it encompasses a range of tactics to boost a brand’s online presence.
What is Digital PR?
PR has seen a massive shift; it isn’t just about media relations and churning out press releases like it used to be a decade ago. Digital PR is about combining traditional PR with content marketing, social media, and SEO: transforming static news into a two-way conversation with a direct impact on your customers.
In its simplest form, Digital PR is PR that aims to improve brand awareness through digital and online channels. Since consumer presence is primarily online (there are around 5 billion internet users worldwide), brands have to turn to specific tactics to bring these efforts to life:
- Social Media
- Content Marketing
- Online PR
- Affiliate/Influencer marketing
Where did Digital PR start?
Digital PR has been around for many years. Back then teams were creating content and stories to earn links online rather than paying for them. It included partnerships with bloggers (to get a link back to a brand’s website), building surveys to gather data sets to send to press (in exchange for a link), and creating infographics and images to share with online publications for a link back.
Digital PR took off when social media became popular. Social media platforms such as Facebook, Twitter, LinkedIn, and Instagram were all created by people looking to connect with an audience and have become a tool for brands to engage with customers.
In fact, according to HubSpot’s 2022 State Of Inbound report, social media is the #1 tool companies use to reach their desired audience.
Where are we now?
Over the years Digital PR has become smarter. Infographics have become interactive tools, quizzes and microsites and social media has seen the rise of influencer collaborations. But the goal remains the same. Getting that link back to a brand’s website.
A deep dive into Digital PR tactics
Since so many people use social media – 4 billion to be exact – it has never been more important to reach customers through these channels. HubSpot says Instagram, YouTube and Facebook are currently the top performing platforms with short-form video the most engaging content.
This begs the question for 2023 – will short-form video take over? Only 44% of companies currently leverage TikTok compared to 70% on Instagram. This means there is huge scope to reach an audience your competitors aren’t, and with the app’s users in the UK expected to reach 15 million by 2025, companies not using this platform run the risk of not communicating with an entire section of their potential market.
Influencer marketing is gaining mentions via a third-party, often an influential social media user with either a large or concentrated following, to boost your profile and reach an audience you might not have direct access to. The most crucial factor for collaborations is making sure your desired influencer is trusted and has authority; you need to ensure they sway the customers you want to develop a connection with.
Even Digital PR relies on media outreach and journalist relationships (this is where we are experts). In addition to print publications’ online counterpart, Digital PR reaches out to blogs, online only outlets and internet radio stations and podcasts.
Generating online coverage through a traditional press release has the advantage of increased brand mentions, creates shareable content and more importantly creates links back to your website to improve SEO.
How can Digital PR benefit my business?
With any type of outreach, the ultimate goal is to generate leads and in turn achieve sales. By spreading the word on high-authority online media outlets, credible industry websites and social media, your Digital PR campaign can propel you and your brand to centre stage. While there is still a place for traditional coverage, community campaigns and events, incorporating online activity can increase the potential reach to more people and achieve the relevance and impact needed to cultivate higher brand awareness.
Other benefits of Digital PR include an increase in social shares, inspiring brand loyalty, creating links which are earned and not paid for and boosting traffic to your website.
Digital PR is one of the most effective ways to establish your brand as an authority in your industry. If it’s time to start using Digital PR to make your brand stand out, contact Kate Gallacher at firstname.lastname@example.org.