Digital public relations (PR) mirrors traditional PR but utilizes online platforms for broader outreach. Using online channels for outreach is pivotal, especially for a digital creative agency aiming to fortify their brand presence.
Below, we’ll delve into digital PR’s definition, significance, utility in fortifying brand identity, and SEO advantages.
Unravelling Digital PR Digital PR
Digital PR is a marketing endeavour that aims to elevate brand visibility and credibility through strategic online communication channels. Activities encompass media outreach, crafting and disseminating press releases, orchestrating events, scouting sponsorship prospects, crisis management, and executing attention-worthy publicity stunts.
Distinguishing Digital PR from Traditional PR
While traditional PR employs conventional channels, digital PR solely focuses on online mediums. For instance, a tech startup celebrating a milestone might traditionally engage radio, news, and journalists, whereas digital PR might tap into bloggers, YouTubers, and online publications.
The Advantages of Digital PR Digital PR
Digital PR offers an array of benefits, including heightened visibility across accessible and extensive online channels, bolstered reputation through positive media coverage and influencer endorsements, increased website traffic, and improved SEO via quality backlinks.
5 Examples of Digital PR Tactics
Let’s explore five effective digital PR tactics:
1) Data-Driven Research Studies
Using data-driven research studies can capture media attention and spotlight your brand, as exemplified by IBM’s Cost of a Data Breach Report.
2) Creative Campaigns
Innovative campaigns, such as OnlineCasino.ca’s Future Gamer campaign, can raise awareness on pertinent issues while showcasing brand concern.
3) Newsjacking
Capitalizing on trending topics, as Surreal did with AI billboards, can amplify brand visibility and engagement.
4) Expert Insights and Thought Leadership
Sharing industry expertise, as demonstrated by a digital marketing agency founder’s Forbes feature, positions brands as thought leaders.
5) Product—or Service-Focused PR
Announcements of product launches or expansions, such as Apple’s Journal app release covered by Gizmodo, can attract media attention, and generate interest.
Running a Digital PR Campaign
Embarking on a digital PR campaign involves:
- Setting Clear Objectives: Define measurable goals to align tactics with desired outcomes effectively.
- Understanding Your Audience: Comprehend audience motivations, preferences, and behaviours to tailor campaigns accordingly.
- Analysing the Competition: Identify competitor strategies and uncover opportunities for differentiation.
- Creating Newsworthy Content: Craft compelling content aligned with brand identity and PR objectives, focusing on data-driven storytelling for journalist appeal.
- Developing a Distribution Strategy: Leverage owned, earned, and paid channels to disseminate content, utilizing PR pitches to secure media coverage.
- Monitoring and Measuring Results: Track backlinks, online mentions, and sentiment to assess campaign impact and refine strategies as needed.
Effective digital PR can empower a digital creative agency to yield enhanced brand recognition, improved perception, and heightened sales. Employing appropriate tools facilitates tracking progress towards these goals.
