Public Relations (PR) doesn’t have to be “old hat.” Digital Public Relations is certainly the new wave and is certainly worth exploring.
Brands are using Digital PR to boost their status in ways that traditional media struggles to compete with. More details on that to come. But how do brands get started in Digital PR? Typically, by approaching key content writers and online journalists (or bloggers) is the first step. If the pitch is successful, these writers will create content based on the brand, which creates high quality backlinks to the products or services they are describing. Digital PR, as a result, increases a brand’s reach when done properly. If these online content creators make a strong enough case for the brand, not only does it boost brand visibilty, but also has a positive effect on onsite SEO.
That formula sells more products. You can bank on it.
Digital PR > Traditional PR
Each type of PR has its strengths, but let’s focus on what makes Digital PR better:
- Lifespan – The internet is forever. Online content about a brand is usually there for the long haul when it’s posted on publications that are built for the internet. But with traditional media, content is often dumped from the web for one reason or another. Think about it this way – how long does something that was on television or radio live on the internet? Chances are that anything on those two mediums will be either buried in online archives that are constantly being dumped, or it just won’t be posted online at all. Sure most newspapers post their print content online and leave it there longer than television and radio websites do, but there are no guarantees either.
- Targeted Audience – With Digital PR, audiences are more segmented, allowing for more specific demographics to be targeted. For example, while it would be difficult to target people who are more likely to “vape” (smokeless vaporizing devices) using traditional media, online PR would allow you to target that specific audience due to the specialized content for that audience on websites such as VapingPost.com or Vaping 360.com.
- Lead Generation – Digital PR, due to the more targeted audience and high quality backlinks, is a lead generating machine that can bring returns for years with the same piece of content. Traditional PR cannot compete with that type of lead generation.
What Does Good Digital PR Look Like?
- It yields a hit hit within a site that has a high domain authority (based on three factors: Age, Popularity, and Size)
- Includes a link to the brand’s site with anchor text that is related to the brand included.
- The link directs the reader to something they are expecting to see
How Do You Decide Between Digital PR and Traditional PR?
The answer, of course, is that it depends. If you’ve been doing traditional and are looking for better or different results than digital, you may want to test the waters in the digital realm. If you’re trying to decide on a strategy before your company has done either, then a diagnostic is probably in order so that you choose wisely.
Knoodle does not recommend ditching a Traditional PR strategy to go digital without some testing prior to making a decision. Digital PR has several advantages, but it’s not time to retire traditional, just yet.