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Imagine a scenario where a tech startup launches an innovative gadget that promises to revolutionize daily life. Through strategic digital public relations (PR) efforts, this startup firm crafts engaging social media campaigns, partners with influential bloggers, and promptly addresses customer feedback across various online platforms. This scenario exemplifies the core essence of digital PR, a proactive approach to disseminating brand stories and fostering meaningful interactions within the interconnected digital sphere.

Digital Public Relations, Defined

Digital PR encompasses a range of marketing tactics that use online channels to elevate brand recognition and establish a strong online presence. It goes beyond the brand visibility aspect of SEO, which primarily focuses on improving a brand’s visibility in search results. Digital PR contributes toward that, but it also encompasses social media marketing, influencer marketing, and other strategies that can help to generate positive publicity for a brand.

By using a variety of digital PR techniques, brands can effectively stand out among other brands competing for attention in the online world.

Related article: Giving Your Company a Face: The Importance of Executive Communications

Why Is Digital Public Relations Important?

The goal of digital PR is to help brands enhance their online identity and visibility, which can lead to increased social mentions, backlinks, and referral traffic. A strong digital PR strategy is invaluable to companies for these two main reasons:

  • It results in more organic traffic to your website

Digital PR can increase your brand’s SEO value, such as by helping you obtain backlinks from high-quality websites and getting your website in front of the right audience. This, in turn, will drive more organic traffic to your company’s website.

  • It reveals audience social sentiments toward your brand

Studies suggest that online users are more likely to leave a negative review than a positive review on social media. As a part of your PR strategy, analyzing social media sentiment toward your brand is one of your vital tasks. Understanding how and why people leave certain opinions about your brand will help you avert PR disasters and develop campaigns that engage with your audience in a positive way.

What Are the Types of Digital PR?

Here are some of the most common types of digital PR you should use:

  1. SEO link building

PR link building is a type of link building that uses public relations techniques to secure editorial links to a website. This can be done by issuing press releases, pitching stories to journalists, and participating in events that are likely to be covered by the media.

  1. Social media PR

Social media serves as the most direct means for companies to engage with their audiences, particularly on an individual level. A good social media PR strategy can greatly help with crisis communications and influencer marketing efforts.

  1. Press releases

Digital press releases are similar to traditional press releases, but they are usually editorially optimized to maximize the use of keywords. They comprise specific information that holds value beyond disseminating news about the brand and its products or services. They also enhance the discoverability of the release across social media and search engines.

Related article: Leveraging Hashtags on Social Media: Why and How for B2B companies

What Are the Benefits of Digital PR?

By implementing a strategic digital PR campaign, you can gain the following advantages:

  • Increased brand awareness

A well-defined brand builds trust among its audience, which is essential for a successful digital marketing strategy. By using digital PR strategies, businesses can boost customer trust and brand awareness, helping to position the brand as an industry leader.

  • Improve organic SEO rankings

A website’s organic search engine rankings can be improved greatly with a strong digital PR strategy. This is because search engines like Google rely on the number and quality of backlinks that point to the website — among many other factors — to gauge whether the site or page belongs on the front page of search results for certain keywords.

  • Increased website traffic

When your site is performing well on search engines and has increased brand awareness on social media, you’ll likely see an uptick in visitor traffic.

  • Enhanced brand credibility

Having a strong online presence on social media can help a brand build credibility and attract more customers. This is because social media platforms enable businesses to connect with potential customers in a more personalized and engaging way. By sharing interesting and relevant content, businesses can build relationships with potential customers and show them that they are experts in their field.

Drive audience engagement and convert them into customers by partnering with Stern Strategy Group for your business’s PR and corporate communications strategy. Contact us today to learn how we can transform your business.

What Is Digital PR? was last modified: December 14th, 2023 by Brian Sherry