The world of traditional PR is changing as we are moving towards the creation of digital public relations campaigns. Right now, digital PR is much more important for businesses than traditional PR. This is particularly the case with small to medium-sized companies.
We can easily define digital PR as a strategy you would use in order to increase brand awareness with the use of online methods. We are talking about something that is similar to the traditional PR approach. However, it does give you the huge advantage of being able to reach a very broad audience. Basically, it is would be impossible to reach as many people with traditional PR as with digital PR.
In order to make the most possible impact, modern digital PR is relying on online strategies like content marketing, social media, influencer outreach, and search engine optimization.
Simply put, when you want to use the best practices for online branding, digital PR is something you need to use.
Traditional PR Versus Digital PR
When you use traditional PR campaigns, you network with journalists so that you can be featured in a print magazine. Publicists specializing in traditional PR do all they can to get clients included in radio, television, magazines, and newspapers.
What is interesting is that people who specialized in the past in traditional PR shifted their focus. Now they include digital PR services for their clients, usually because a much higher viewership or readership is found online. Even so, traditional PR is still used.
The internet is constantly growing. We now have access to countless ways to promote businesses. With digital PR, you take advantage of everything that is modern in the world of marketing, ranging from video marketing to social media marketing. This increases the online presence of your business. You use social media’s interactive power for recognition and growth.
So What Does Digital PR Use To Promote Businesses?
Digital PR works better than traditional PR because you get access to endless possibilities thanks to how big the internet is. You can look way beyond regular print opportunities to easily interact with your target audience on the internet. The best digital PR companies out there combine traditional PR’s best practices while focusing on the new trends that appear in social media marketing, content marketing, and much more.
The digital PR professional utilizes several tactics in order to improve the web presence of his/her clients. Some examples of effective tactics include:
- Creating and distributing online press releases.
- Arranging business profiling.
- Building new relationships with bloggers and online journalists so that press coverage is increased.
- Organizing online interviews and reviews.
- Using blogger outreach and influencer marketing to get more mentions on blogs and on social media accounts.
- Ensuring the published press releases include relevant backlinks. This is needed to help readers gain more information about your business.
- Publishing high-quality content with the purpose of getting high-quality backlinks and increasing reputation.
Traditional PR and digital PR share goals as they work hard to help clients improve reputation while increasing visibility. However, as the internet is growing, it is quite obvious that traditional PR strategies will become less and less effective. Digital PR is the way of the future.