17 Apr Understanding Digital Public Relations
Digital PR is an online marketing strategy by businesses to increase their online presence. Digital PR agencies network with journalists, bloggers and influencers and send online press releases to gain high-quality backlinks, social media mentions and improve their Search Engine Optimisation (SEO).
Digital PR involves gaining high-quality backlinks from websites and online publications and honest (hopefully good) customer reviews. Digital PR helps you reach your target customers by featuring your business on the websites they read, the podcasts they listen to and the social media accounts they love.
For local businesses, a well-planned local SEO Digital PR strategy will focus on getting your business featured in online publications that write about your local area. These could be local newspaper websites, local blogs written by bloggers living in the area, reviews from local people who have purchased from you and local events or charities you sponsor.
Digital PR vs Traditional PR
Traditional PR refers to those publicists who spent time networking with journalists over the phone and schmoozing them at dinner to get their clients into newspapers and publications. PR traditionally focused on print-based publications, TV and radio. But print media isn’t what it used to be and online media is rapidly overtaking traditional print publications and even TV. With the growth of online marketing, the savviest of these PRs have shifted their focus online to Digital PR.
Digital PR is an evolved form of PR. Instead of targeting only print publications, Digital PR focuses on online publications and increasing brand awareness. This includes publishing articles and press releases, nurturing journalists and content writing contacts to secure press hits, using social media to gain exposure and building brand trust through online reviews.
Types of Digital PR Strategy
Here are some of the most common types of Digital PR strategy:
Publishing articles online to gain high-quality backlinks
Networking with journalists and editors to gain backlinks
Publishing press releases and syndicating newsworthy content to earn press features
Blogger outreach to gain backlinks and mentions on relevant blogs
Influencer marketing to gain mentions on influential social media accounts
Offline press events or blogger events that aim to gain online coverage
Sharing and syndicating infographics
Why is Digital PR Important?
Marketing is important for any business and every marketing channel has its own unique benefits that will help bring your business to the forefront of your target audience. Here are three reasons as to why your business needs Digital PR.
Build on your brand identity
Digital PR helps build your brand’s identity, both online and offline. By creating regular news stories and press releases from your company, your target audience and customers will soon understand that your brand has plenty to offer. This offers great insight into what your company is about and how you’re a leading and authoritative voice within your industry. From showcasing your knowledge and expertise, your customers will be able to see you’re ahead of your competitors.
Enhance your business’s reputation
Social media, Trust Pilot and TripAdvisor are both a blessing and a curse for businesses. There will always be the possibility that your customers might have a bad experience and have decided to avenge this via bad reviews. According to marketing charts, 50% of people said they are more likely to publish a negative review on social media if they’ve had a bad experience, compared to the 30% of people who have had a positive experience. It’s more likely that someone will go out their way to tell people about a negative experience instead of a positive one. This is where Digital PR comes in, as it enables you to drive your brand’s reputation in a way that you want, and offers a crucial opportunity should a crisis happen.
Increase your SEO visibility
Digital PR and SEO will have many KPIs to factor on and achieve, but let’s not forget the most important one; gaining high quality and good authority links back to your company’s website. One of the key elements to achieving great SEO performance is to have a super backlink profile. Links can be gained in a number of ways and one great way to do so is with Digital PR. By using more traditional PR tactics, such as writing press releases and outreaching them to nation news publications, there is the ability to gain links from these websites in a more authentic and natural way.
One of the biggest differences between digital marketing and PR are the channels each use to achieve their objectives. Since digital marketing is solely within the online sphere, its marketing channels do not include traditional channels, instead focusing on PPC, social media, paid social, content marketing, SEO, creative and web development. Modern- day PR combines a mix of both traditional and digital channels.