Digital PR: What is it and how to do it right?

Digital PR, short for digital public relations, is essentially a set of marketing strategies that use online channels to raise brand awareness and improve a brand’s online presence. It’s like traditional PR, but for the internet age.

Here are some key things to know about digital PR:

  • Goals: The main goals of digital PR are to create a positive brand image, increase brand awareness, generate leads and sales, and boost website traffic.
  • Strategies: It accomplishes these goals through a variety of tactics, including search engine optimization (SEO) to improve search rankings, content marketing to create engaging content that gets shared, social media marketing to connect with your audience, and influencer marketing to partner with relevant online personalities.
  • Measurable: One of the big advantages of digital PR is that it’s measurable. You can track things like website traffic, social media engagement, and brand mentions to see what’s working and what’s not.
  • Not just SEO: While SEO is a big part of digital PR, it’s not the only thing. Digital PR is more about building relationships and trust with your audience than just getting them to your website.

Overall, digital PR is a powerful tool that can help businesses of all sizes achieve their marketing goals.

Practical Examples: Digital PR In Action.

Here are some practical examples of how digital PR campaigns could be used, and some popular digital PR strategies that you can copy and adapt for your business. Keep in mind, these are just a few examples, so that you can start to get a practical feel for what digital PR is and how you might be able to leverage it.

1. Launching a New Sustainable Product:

  • A company that makes eco-friendly cleaning supplies develops a new line of plastic-free cleaners.
  • Their digital PR strategy involves:
    • Partnering with sustainability bloggers to review the new product.
    • Creating infographics about the environmental impact of traditional cleaners.
    • Pitching a press release to green living publications about the product launch.
    • Running a social media campaign using relevant hashtags to raise awareness.

This multi-pronged approach leverages influencer marketing, content marketing, and media outreach to get the word out about the new product while establishing the brand as an industry leader in sustainability.

2. Crisis Management:

  • A popular fitness app experiences a data breach.
  • Their digital PR response includes:
    • Issuing a transparent and immediate press release apologizing for the breach and outlining steps taken to fix the problem.
    • Engaging with customers on social media to answer questions and address concerns.
    • Working with journalists to provide accurate information and demonstrate their commitment to customer security.
By being proactive and communicative, the app can minimize reputational damage and rebuild trust with their user base.

3. Establishing Thought Leadership:

  • An investment firm wants to position itself as an expert on a specific investment trend.
  • Their digital PR strategy involves:
    • Writing blog posts and articles on the trend for relevant financial websites.
    • Participating in industry webinars and podcasts.
    • Conducting original research and creating data-driven reports on the topic.
    • Engaging with journalists and influencers on social media to share their insights.

By consistently providing valuable content and commentary, the investment firm can build its reputation as a trusted source of information in the financial sector.

These are just a few examples, and digital PR campaigns can be tailored to fit the specific needs and goals of any business.

Why do you need a good digital PR strategy? What are the benefits?

Builds Brand Awareness and Reputation

Digital PR gets your brand name out in front of a wider audience online. Through things like social media engagement, influencer marketing, and strategic content creation, you can establish a strong online presence and build brand recognition.

Increases Website Traffic and Leads

Effective digital PR campaigns can drive qualified traffic to your website. By appearing in search results, getting featured on relevant blogs, and engaging with potential customers online, you can attract more visitors who are interested in what you have to offer.

Enhances Credibility and Trust

Digital PR allows you to share your brand story and values in a way that feels authentic and transparent. By consistently putting out high-quality content and engaging with your audience in a meaningful way, you can build trust and establish yourself as a credible thought leader in your industry.

Improves Search Engine Optimization (SEO)

Digital PR tactics like link building and content marketing can significantly improve your website’s ranking in search engine results pages (SERPs). This means more people will find your website organically, leading to increased brand visibility and website traffic.

Helps With Crisis Management, Should You Ever Need It

A strong digital PR strategy can be invaluable in the event of a crisis. By having a plan in place for how to communicate with your audience online, you can minimize reputational damage and rebuild trust with your customers.

Has Easily Measurable Results

Unlike traditional PR, digital PR campaigns are highly measurable. You can track things like website traffic, social media engagement, and brand mentions to see what’s working and what’s not. This allows you to continually refine your strategy and optimize your efforts for better results.

It’s Cost-Effective, Compared To Other Marketing Strategies

Compared to traditional PR tactics like print advertising or television commercials, digital PR can be a very cost-effective way to reach your target audience. By leveraging social media and online content creation, you can achieve significant results without breaking the bank. With digital PR, there’s almost uncapped upside to a well executed campaign, so the potential ROI is also bigger.

How To Implement A Successful Digital PR Campaign

Launching a successful digital PR campaign requires planning, creativity, and a focus on building relationships. Here’s a roadmap to get you started:

1. Define Your Goals and Target Audience

What do you want to achieve with your campaign? Is it brand awareness, website traffic, lead generation, or something else?


Who are you trying to reach? Understanding your target audience’s demographics, interests, and online habits is crucial for crafting messaging that resonates.


2. Develop a Content Strategy

What kind of content will you create to engage your audience? This could include blog posts, infographics, videos, social media content, or even interactive quizzes.


Focus on high-quality, informative content that provides value to your readers and establishes your brand expertise.


3. Build Relationships with Journalists and Influencers

Identify journalists and bloggers who cover your industry and reach out to them with story ideas or pitch them on featuring your brand or product in their content.


Partner with relevant influencers in your niche to promote your content and reach a wider audience.


4. Leverage Social Media

Create engaging social media content that aligns with your overall campaign goals.


Use relevant hashtags to increase reach and participate in online conversations to connect with your target audience.


5. Search Engine Optimization (SEO)

Optimize your website and content with relevant keywords to improve your search ranking and organic website traffic.


Backlinks from high-authority websites can significantly boost your SEO efforts.


6. Measure and Analyze Results

Track key metrics such as website traffic, social media engagement, brand mentions, and media coverage.


Regularly analyze your data to see what’s working and what’s not, and make adjustments to your strategy as needed.


Additional Tips

  • Be authentic and transparent in your communication.
  • Respond to comments and questions promptly on social media.
  • Stay up-to-date on the latest digital PR trends and tactics.
  • Be patient – building a strong online presence takes time and consistent effort.

By following these steps and continuously refining your approach, you can develop a digital PR campaign that effectively reaches your target audience, builds brand awareness, and achieves your marketing goals.

Should You Hire A Professional Digital PR Agency?

If all of this seems like a lot to coordinate and you’re not sure where to start, a professional SEO agency can help you craft and implement a targeted digital PR strategy.

Reach out to the Marwick Marketing team today to discuss your digital PR goals.

Christian Thomson
LinkedIn

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.

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