So what is digital PR? It’s the area of PR that reaches out to online publications, bloggers, podcasts and social media influencers, rather than traditional media. The goals are similar though: to get these channels to cover your business, products or services; to influence your target audience; and to raise the profile of your brand. But digital PR has other benefits too.
By working with online journalists and garnering coverage for your brand, high-quality backlinks to your organisation’s website are also created. And ultimately, this could lead to better rankings for your website in the search engines. Which is why digital public relations should be an element of your overall SEO strategy. That higher ranking on the search engine results page builds brand awareness, boosts website traffic, and leads to an increase in leads and sales.
“Digital PR should be part of the overall PR mix alongside traditional PR. The added bonus, of course, is that businesses not only gain coverage, but also high-quality backlinks, social media mentions and improved SEO.” – Jill Kent, PR Superstar
Working with a digital PR agency
PR Superstar is a traditional AND digital PR agency. For me, it’s not a question of one or the other. It’s about using the right tools and the right channels to achieve the right outcome.
So PR activity will include:
- Writing and distributing online press releases that contain appropriate backlinks, to trusted, high-authority websites with large visitor numbers
- Building ongoing relationships with online journalists, bloggers and social media influencers to generate positive coverage
- Organising online interviews or live Q&A sessions on social media
- Managing the publishing of regular online content, such as long-form articles, on the company blog or the brand’s social media accounts
So, while traditional PR and digital PR are similar in many ways, the latter enables brands to reach a broader audience that can’t be reached offline.
Social media especially gives your brand an opportunity to reach your target audience – and listen to their feedback and replies – in a way that’s just not possible with traditional PR. (Of course, this needs careful management in order to avoid any social media disasters).
The success of digital PR activity is easier to measure too and not only includes coverage, but new referral links, increased organic traffic, and new leads or sign ups.
Digital PR activity is an essential part of any successful PR plan. Find out more.
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