Integrating Into the World of Digital PR

The field of public relations is constantly evolving – whether it be through content, strategies and tactics, or even channels through which we, as storytellers, are able to convey our messages. In recent years, one of the most notable advances in the industry has come via the integration of traditional PR techniques with digital marketing and social media campaigns.


It is clear that the internet has transformed public relations and changed the way that we operate as professionals. While the introduction of digital PR has greatly improved the industry and expanded the reach of our efforts, it has also presented a challenge: we are now faced with what seems like unlimited platforms by which we can convey client messages. These include the traditional platforms of print publication, television and radio, but also a new plethora of options such as blogs, eNewsletters, social media and video. In a world where there are so many options available, how do we choose which platforms to utilize to streamline brand messages in order to deliver the most impactful punch?


Digital PR is commonly defined as “…a tactic used by brands to increase their online presence through building relationships with key content writers and online journalists to gain press hits…”


Essentially, digital PR efforts increase a brand’s reach and visibility – as evidenced through improved search engine optimization (SEO) results – and overall, increases the credibility of a brand and hence its equity. It can be argued that the success of digital PR campaigns is also easier to track as we have analytic tools to measure hits, or successes, more readily available.  


However, one key thing to remember is that as PR professionals and journalists, our job is to tell our client’s story – always. And that doesn’t change regardless of the medium by which the message is delivered. So long as we deliver strong pitches, integrate a clearly defined strategy, and tell our brand’s story we can utilize both traditional and digital PR platforms to generate the best results for our clients.


Below are some key strategies to consider when working with digital PR campaigns:


1.     Tell your story – but tell it quicker

·      In the digital age, and online in general, readers are often overwhelmed with a ton of content, so be sure that your client’s message is guaranteed to stand out. In addition to traditional feature pieces and press releases, be sure to incorporate more interactive video, photos, and infographics to grab and hold readers’ attention.

2.     Identify key influencers

·      Which industry is your client in? What type of audience do they need to reach? Be sure to do all of your background research and identify the top online journalists or bloggers in the area to give your client the most exposure as possible. By forging relationships with these key influencers, we are able to tap into their vast networks and give clients a voice in the areas they want and need to be in – and perhaps some that they didn’t expect, but can see great success in!

3.     Utilize social media platforms as an all-around tool

·      Social media is a multipurpose tool that can not only serve as a platform to deliver brand messages, but also as a means by which to develop deeper relations with key journalists and influencers. While we can reach wide audiences with these tools, we can also learn more about reporters and the people that our clients want to influence – what are their likes and dislikes? Where do they conduct most of their business? How can we tailor our message to be best suited to them?


By keeping these tips and strategies in mind, we can craft our messages to penetrate through all the noise and give our clients the best results possible!