Traditional public relations (PR) has long been associated with shaping a company or individual's image through mainstream communication channels like TV, radio, and print media. But what is Digital PR, and how does it differ from the traditional approach? We explore this evolution and its tools below.
What is Digital PR?
Digital PR is a strategy that leverages digital tools to develop an online presence, shape brand identity, and foster brand awareness. In contrast to traditional PR, Digital PR focuses on establishing collaborations and relationships with influential figures in the digital world, such as social media personalities. These connections lead to positive reviews, backlinks, and mentions on social media platforms, often considered as valuable "trust currency" for the audience.
The Power of Digital PR
Effective Digital PR initiatives enhance:
Online Brand Image: Boosting brand image and reputation on the internet and social media.
Online Reach: Increasing visibility on blogs, vlogs, online press releases, and other digitized communication channels.
Online Community Building:Engaging with a broader audience effectively.
Crisis Management: By analyzing actions aimed at improving customer satisfaction, companies can react swiftly during a crisis.
When developing a Digital PR strategy, it's essential to consider the brand's vision, mission, public relations principles, and the use of marketing and promotion mixes.
In Summary
Digital PR represents a natural evolution of traditional PR capabilities and significantly enhances a brand's online visibility. As a substantial portion of users relies on search engines to gather information about a company, collaboration with SEO specialists and digital marketers is key. Combining these elements enhances brand image and engagement on social media.
Digital PR for Enhanced Online Visibility
Digital PR is a promotional tactic used to increase a brand's online presence and impact. It is a measurable and effective strategy for driving brand awareness, website traffic, organic search rankings, sales, social media following, and engagement. Here’s how to create a digital PR strategy:
Get to Know Your Audience: Develop personas and understand your target audience deeply.
Create Relevant Content: Generate content that resonates with your audience based on insights.
Build Media Relationships: Compile a media list and create compelling pitches for journalists. Enhance Credibility: Continually build your credibility and brand awareness.
Measure Success: Set clear objectives and key performance indicators to evaluate the impact of your digital PR efforts.
RACE is an effective process for developing a strategic PR plan, fostering a strong and mutually beneficial relationship with your audience. The R.A.C.E process encompasses four phases: Research, Action and Planning, Communication and Relationship Building, and Evaluation.
While online PR plays a vital role in every brand’s strategy, traditional PR remains equally important. Newsworthy information, like product launches or corporate announcements, must be shared through press releases with the media. Below are some public relations tools that can help disseminate press releases and secure coverage in both traditional and digital media.
Elevate your brand with BBS's comprehensive Digital PR services.