What is Digital PR and why should you embrace it?
Internet search is now driving client choice and social media are now marketers' favorite promotion channels. If you want your public relations activities to be effective, conquering the internet and using digital technologies should be at the core of your new PR strategy. We tell you how your brand can turn to Digital PR for better and more creative communication with your audience...
Digital PR vs Traditional PR
Digital and Traditional PR aims for the same thing: building TRUST, reinforcing CREDIBILITY and raising AWARENESS for supporting business GROWTH.
The only difference: your main playground is online and your key contacts are not only journalists but also bloggers, influencers and all internet users.
Digital PR does not mean you should give up on press relations, not at all, but you should be aware that your reputation and your image are ALSO discussed online and you should better
have an influence on it.
The power of content
“You can buy attention (advertising). You can beg for attention from the media (traditional PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and publish it online for free.”
David Meerman Scott, Marketing and Sales speaker
One of the most important elements of Digital PR is content. Traditional PR already produces a lot of precious content, so the idea here is not to produce additional texts, but rather to repurpose existing content into a fresh one with an added value for your public online.
For example, you can turn texts into graphics and slides, interviews into podcasts,
movies into mini-videos, etc.
While producing content for online purposes, you should keep in mind that internet users expect direct interactions, a sense of community and are looking for guidance in their personal and professional lives.
Optimize your presence online
Having good content is just getting half of the job done: you still want people to be able to find you.
For that, you need your website to have a good Google ranking (SEO-Search Engine Optimization) and you must build connections between your different communication channels (blog, website, social media).
One way to improve your SEO is by working on your content itself around keywords and keywords phrases. Another way is to buy Google Ads and invest in SEM (Search engine marketing).
Social media is a must now
Social media is also a great aspect of Digital PR. The good news is that you do not need to be on all social media platforms. The most important thing is to be, where your public and your potential clients are. Each social media platform has its codes, language, and purpose so you must adapt your content accordingly.
Also, social platforms are also a powerful tool for monitoring your competitors and a great way to interact directly with your clients and stakeholders.
Work with internet users and influencers
For bringing your PR strategy online to the next level, you will also need to work directly with those
who shape the internet world: influencers, bloggers and internet users themselves.
Before working with them, you need first to be clear about your strategy, goals and target group.
The key is not to find the most famous blogger or influencer in your sector, but rather to find somebody who shares your views and values and who will speak with sincerity about your services or products.
On social media or on your website, you can also develop projects to encourage internet users’ engagement around your products, services or values, such as contests or polls.
This will increase your credibility and help you build a social community around your brand.
To sum up:
DIGITAL PR = TRADITIONAL PR + CONTENT + SEO + SOCIAL MEDIA
The benefits :
- Much more interaction with your target group
- A long-term and low-cost strategy
- A direct influence on what it is said about your company online
- A more creative approach to PR
- Great tools to evaluate public reception of your PR activities
Which aspect of Digital PR would you like to develop?
What kind of challenges did you face online in your PR activities?
Do not hesitate to reach for a professional! Check out our Public Relations services: HERE.