What is Digital PR?

Digital PR is the strategic process of building a brand’s online presence and reputation using dedicated tactics which focus on digital spaces such as online news platforms, blogs and social media. 

It is often measured by mentions, following, clicks and links. However it is important not to confuse digital PR with the link building tactics of SEO, digital PR uses some of the core principles of traditional public relations as it pertains to media relations in this case. So while many PR agencies and publicists would undertake a media relations campaign for their client might focus on traditional media such as TV, magazines, newspapers and radio for example; a digital PR campaign would look at engaging with online platforms, blogs, newsletters, social media influencers, content creators and podcasts. 

When undertaken correctly or at least dynamically the digital awareness of a brand to its target audience can have a much wider reach.  It can also incorporate owned media so that a brand can create content which not only gets seen by it’s target audience but is also shared. 

Digital PR has become a crucial part of the public relations mix. In an age where Artificial Intelligence is disrupting how we communicate, create and share content it is clear that digital PR cannot be overlooked when assessing how to engage with audiences and maintain relationship with a consumer base. Brands can use digital PR to promote their products and services whilst individuals can use digital PR to promote their personal brands.

Do you need to be an SEO expert to understand how digital PR works? I wouldn’t say so.  I have been incorporating digital PR into my traditional media relations and PR strategies for many years. However it does help to have a basic understanding of how SEO works. One of the big drivers behind SEO is obviously links and key to this is getting Google, the world wide web’s biggest search engine, to trust these links as they are a sign of authority and credibility. The more mentions and links on relevant websites talking about key topics and trends related to a brand industry the higher ranking your brand will be. However quality is essential - quantity is important but given that there SEO farming exists; basically when a brand’s website enters into a relationship of reciprocal linking with another website or pays a provider for a large number of inbound links.  This is considered to be an illegitimate form for SEO building and given that the PR in digital Public Relations is based on the foundation of trust and reputation building should be steer-cleared of.

Online media coverage and editorial reviews of a brand are powerful - any third party endorsement from a strong and authoritative online media platform is a great way to boost online visibility and trust.

Another thing to remember when considering the power of digital PR is the direct to audience approach. With traditional media relations within traditional PR brands have to assume that their target audience will be tuned into a TV or radio segment or that they will pick up a copy of a magazine or newspaper. According to Eurostat: In 2021, around nine out of ten (89%) people in the EU, aged between 16 and 74 years, used the internet (at least once within the three months prior to the survey date) and cultural activities, including among others reading online news, were one of the most popular uses.

Data for 2021 show that 72% of EU internet users aged 16-74 read online news sites, newspapers or news magazines. 

These stats are significant as the number of people consuming their news through print publications, for example, is falling.

According to Statista The number of people in Europe reading newspapers and magazines every day has decreased in recent years. In 2022, just about a fifth of Europeans read the written press on a daily basis. In 2012, 37 percent were doing so.

Many people (not all of course) are using the internet and social media everyday making digital PR an integral part of a core PR strategy.  Get creative with how you think about digital PR and how you incorporate it to get the widest and most authoritative ongoing reach.