What is digital PR?
(And why you need it)
What is public relations?
Just about every professional in the field has to answer that question on a regular basis, and it’s not an easy one.
According to the Canadian Public Relations Society, public relations (PR) is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve a mutual understanding, realize organizational goals and serve public interest.
The tactics that fall under the umbrella of traditional public relations vary. Businesses and organizations try to expose their brand through event coordination, crisis communication, reputation management, trade shows, sponsorship opportunities or press releases. These approaches are still effective in the ever-evolving world of PR, but they ignore insights from complimentary experts, like content marketers and search engine optimization (SEO) specialists.
Traditional PR... meet Content Marketing:
Content marketers create and distribute relevant content to attract and retain a specific audience, and ultimately for the purpose of driving profitable action. SEO specialists analyze, review and implement changes to websites in order to boost page rankings within search engines.
Each of these professionals can have a positive impact on brands, but for years, they’ve been doing it. In most cases, larger corporations can afford outsourcing- to three separate agencies. For smaller businesses, this causes a headache.
This dilemma lead to the emergence of digital PR, a field where all great things about content marketing, SEO and traditional PR are tied together in a tidy bow.
This new approach to PR makes the transition from offering static news to sharing modernized content, starting meaningful conversations, and driving audiences back to websites. Brands can now reach a larger, more relevant audience for longer periods of time.
The holistic concept furthers the reach of brand messaging by crafting compelling content, strategically utilizing social media, collaborating with influencers, and boosting search presence. This allow brands to bypass traditional media sources and speak directly to their target audiences in authentic fashion.
The pillars of digital PR:
Blogging is a great way to develop a better online following. It's an opportunity to create and publish content that attracts a specific audience. Not only does it generate leads, but it also increases website visits and improves search engine ranking.
Re-purposing content in multiple formats is also a powerful tactic. Traditional PR materials like press releases can be re-purposed into Slideshare presentations, blog posts, infographics, social media updates, and much more.
The main objective of social media is to initiate positive interactions with consumers and influencers. It involves creating online content that reinforces a positive brand image, connecting with your target audience, and driving them back to your website. Digital PR is authentic and transparent, rather than over-promotional.
Online influencers build their followings based on trust; the trust that their content is authentic, consistent and of interest to a particular market. Building relationships with influencers can dramatically elevate a business’s ability to achieve its goals.
Check out our blog to learn more: How to dominate your social campaign using micro-influencers
Search Engine Optimization
The objective of SEO is to improve a brand’s search visibility. This is done by creating compelling content and ensuring that keywords are attached to it. Ultimately, SEO helps brands build their online reputation and widen their reach.
This integrated approach to PR provides measurable results that have a direct impact on brands.
Traditional PR struggles to attribute its value to a company’s bottom line. It can be challenging to quantify the specific impact that a piece of coverage has on brands. In the digital world, just about everything can, and is, tracked and monitored. Digital PR makes sure every placement is monitored, and every impact is measured.
Metrics that matter most
Annotating PR hits in Google
This allows brands to measure the spikes in referral traffic generated by PR efforts.
Measuring how much referral traffic has been gained
Bounce rate, conversion data and all other standard Google Analytics metrics help determine the success of digital PR.
Tracking how well the site’s landing pages rank for targeted keywords
By tracking URL shares, likes, tweets and more, brands can gauge their content’s success on social media.
Thinking about going digital?
The ways people digest information are constantly evolving. We get it.
We believe in constantly adapting and reevaluating our approach to PR. By staying on top of digital trends, we make sure that brands not only reach larger audiences, but better ones.
Not sure how digital PR fits into your brand strategy? Let's chat. Book your free 15-minute phone consultation today. We don’t bite.