If you’re not doing digital PR you’re missing out on potentially thousands of leads. Read how TrizCom PR defines digital PR and how it can help you.
What Is Digital PR?
So, exactly what is digital PR? Digital PR is the process of using digital channels to generate favorable outcomes for businesses and organizations by influencing key audiences. Digital PR can be used to build relationships with customers, stakeholders, employees and other key audiences.
Digital PR campaigns typically involve a mix of SEO, social media, influencer marketing, link building and content marketing. When executed effectively, digital PR can help improve an organization's search engine rankings, drive traffic to its website and build relationships with your brand’s stakeholders to drive company success.
Digital PR can also be used to respond to negative press or crises. When used correctly, digital PR can be a powerful tool for protecting and promoting an organization or individual's reputation.
TrizCom Public Relations – Digital PR Model
Differences Between Traditional PR And Digital PR
Public relations has changed a lot in recent years thanks to the rise of digital media. Now, instead of relying solely on print and broadcast media, savvy PR professionals utilize digital channels to reach their target audiences. In digital public relations, an online earned media story without a backlink is not nearly as effective as an article with one. But what exactly is digital PR and how does it differ from traditional PR?
In the past, the primary focus of public relations was generating media coverage through press releases, media relations and events; the goal was based solely on brand awareness and consideration. However, with the rise of digital communications, public relations has adapted to the new landscape. Digital PR now encompasses a wide range of activities, from SEO to social media to influencer marketing.
One key difference between digital PR and traditional PR is the focus on measurable results. Thanks to tools like Google Analytics, it is now possible to track the impact of digital PR campaigns using website traffic (new and returning), domain authority, backlinks, keyword rankings, brand awareness and even leads and sales to see exactly how successful your PR campaign has been.
You can literally measure everything you do. With digital PR you can track metrics to help you understand whether your strategies are meeting your campaign objectives and goals. Digital PR tactics might include SEO-optimized press releases, online articles, blogs, social media campaigns, article comments, influencer marketing, link building and digital content marketing. Unlike traditional PR, which is primarily focused on generating earned media (think newspapers, magazines, radio, television, etc.), digital PR is more concerned with driving traffic and engagement online.
Another difference is the use of digital channels to reach audiences. In addition to traditional media outlets, digital PR practitioners also focus on building links, creating shareable content and connecting with social media influencers. As a result, digital PR is a more versatile and effective tool for reaching today's business-to-consumer and business-to-business buyers.
Lastly, digital PR is not much different from traditional PR when it comes to content creation. We have all heard the expression, “Content is King!” Well, it still is and will remain dominant within both traditional and digital public relations.
DIGITAL PR VS TRADITIONAL PR
To help illustrate the differences between digital PR strategies and tactics and traditional PR strategies and tactics, we put together a nifty list that lays it out quite nicely if we don’t say so ourselves.
Digital PR
CHANNELS/OUTLETS/PUBLICATIONS
Online news sites (digitized magazines, newspapers and stations)
Blogs
Podcasts
High-Authority Websites
Video Platforms
Social Influencers
RELATIONSHIPS
Online Events
Social Media Events
(Twitter events, Facebook Live, LinkedIn Live)
Webinars
Zoom Events
Video Conferencing
TACTICS
Online Press Releases
Interviews
Contributed Content
Videos
Virtual Desk Side Briefings
Online Press Conferences
Digital Media Kit
Blogging and Guest Blogging
Online Content
Mobile Messaging
Native Advertising
Email Marketing
OBJECTIVES
Create Awareness and Consideration
Build Brand Image
Reputation
Crisis Management
Position Thought Leadership
Accomplish Business Goals
Announcements
Build an Online Digital Footprint
Organic Search Engine Optimization (SEO)
Grow Website Traffic
Generate Measurable Leads
Generate Backlinks
Increase Reach Organically
Build Domain Authority
Increase Referral Web Traffic
Generate Data Insights
Create Online Authority
Increase Ranking Keywords
Conversion/Engagement
Sales
AUDIENCES
Specific/Niche
Subscribers
Search
Social Media Followers
Global Audience
STRENGTHS
Google Search Is Number One Way People Get Information
Measurable Results/Verifiable Metrics
More Opportunities
Lives Forever
Mobile Friendly
Global Reach
Potential For Viral Content
Personalization
Increases Google Searches
Establishes Authority Within Niche Industries
Two-Way Engagement
Personalization
Easy to Measure
Fast Speed
Many Channels
Can Be Tested
WEAKNESSES
Lives Forever
Credibility Of News Sites
Some Content Hides Behind Paywalls
Fast Speed
Requires Some Technical Expertise
Changes Often
Hard To Keep Up To Date
Always Have to Work On
Can Become Disconnected
Privacy Concerns
Data Security
MEASUREMENT
Google Analytics Measurements
Referral Traffic
Shares
Domain Authority
Backlinks
Share of Voice
Reach
Sentiment
Traditional PR
CHANNELS/OUTLETS/PUBLICATIONS
Magazines
Newspapers
Television
Radio
RELATIONSHIPS
In-Person Events
Conventions
Conferences
Networking
Press Conferences
Nonprofit Partnerships
TACTICS
Press Releases
Interviews
Contributed Content
Face-to-Face Desk Side Briefings
In-Person Press Conferences
Printed Media Kit
Co-branded Events
Direct Mail
OBJECTIVES
Awareness and Consideration
Brand Image
Reputation
Crisis Management
Position Thought Leadership
Build Trust
Third-Party Validation
AUDIENCES
Random
Local Subscribers
National Subscribers
Database
STRENGTHS
Sexy—Looks Good On A Wall
Increased Credibility
Branding
WEAKNESSES
Difficult To Measure
Many Publications Have a Pay To Play Model
Long Leads
Follows Traditional News Cycle
One-Way Engagement
Monologue
Hard to Measure
Slow Speed
Few Channels
MEASUREMENT
Subscriber Base
Sentiment
Clip Counting
Reach
Surveys
Share of Voice
DIGITAL PR BENEFITS
In today's digital age, it's more important than ever to have a strong online presence. Whether you're a small business or a large corporation, there are many benefits to growing your digital PR.
Digital PR can offer several benefits for your brand. Perhaps the most important benefit is that it can help you to grow your online presence.
By creating and maintaining an active presence online, you can reach new consumers, engage with current customers and build brand awareness. You can also use your online platform to launch marketing campaigns, drive traffic to your website and generate leads.
By targeting very niche audiences and connecting with influencers, you can reach new prospects who may be interested in what you have to offer and what you have to say.
In addition, digital PR can help to improve your website's search engine optimization, making it easier for potential customers to find you. Finally, digital PR can also generate leads and sales for your business. By establishing you as an authority in your niche, you can encourage people to buy from you instead of your competitors. Ultimately, digital PR can be a powerful tool for growing your brand online.
By incorporating both digital PR and traditional PR strategies, brands can dominate organic search, if used correctly. In fact, next time you conduct a Google search, look at the search term you used and the results it produced. Pay attention to the type of content of the top three results.
While digital PR is not necessarily difficult, it does take quite a bit of time. As such, many brands turn to public relations agencies, such as TrizCom PR, to grow their online presence to help achieve a wide variety of business goals.
Contact TrizCom PR to get started on your digital PR today. (972)247-1369 or trizcom@trizcom.com.
Sources:
https://class-pr.com/blog/target-audience/
https://catalyst.iabc.com/Articles/10-ways-to-generate-high-impact-media-coverage http://www.pitchpr.co/
https://burrelles.com/9-examples-of-earned-media/
https://www.forbes.com/sites/forbesagencycouncil/2022/07/01/boost-your-bottom-line-with-pr-and-seo
ABOUT TRIZCOM PR
TrizCom Public Relations is an award-winning full-service integrated PR and digital communications agency founded in 200. The heart of TrizCom PR is creating high-quality content used in earned, owned, paid and shared media providing clients an ROI. TrizCom’s unrelenting focus on delivering business results has resulted in unprecedented partner tenue. Daily, we plan, develop and execute sophisticated strategies across multiple communications channels for several middle market, healthcare and nonprofit clients. The TrizCom PR team is comprised of ridiculously creative, savvy PR, communications, analytical and marketing professionals who provide strategic counsel and tackle communications challenges with storytelling for organizations ranging from middle-market corporations to nonprofits to start-ups. TrizCom PR is a data-driven results-oriented digital agency that creates and executes genuinely imaginative, custom communications ideas that build online and offline buzz, brand awareness and create relationships between brands and their target audiences. Everyone has a story to tell. Let TrizCom PR tell your story.
