digital PR


Professional PR agencies blend digital with traditional PR methods to get the best outcome.

However, digital PR campaigns can give brands greater reach maintain brand awareness and access to a broader audience than their more traditional counterparts.

A staggering 86% of marketing professionals have increased their awareness using just one or more digital channels. This makes digital PR a powerful way to improve your brand’s presence.

Why is digital PR important?

Digital PR and traditional PR have the same goals and priorities, they are both concerned with increasing brand awareness and heightening a brand’s reputation.

The differences between digital PR and traditional PR, are shown in the inputs and tactics.

A digital PR campaign will use all of the opportunities and channels afforded by digital tools. This ranges from more straightforward social media marketing strategies and tactics to more technical and complex strategies such as SEO and technical SEO strategy.

Digital PR enables brands to reach more people and build more authentic relationships with a target audience. Provided you approach the matter with authenticity in kind and develop relevant strategies which engage and enable the consumer to access your brand online.

Doing so allows brands to build credibility, improve brand awareness, nurture relationships and establish trust. Digital public relations is no longer a luxury for brands but is crucial to raising awareness and driving growth.

Benefits of Digital PR Strategies

Digital PR is a powerful tool.

It can help you reach your target audience, increase brand awareness and boost your reputation. Digital PR is built to improve your brand’s presence and visibility in the digital era, and it can do this in the following ways.

Increasing website traffic

Increasing site traffic is route one, top-of-the-funnel activity inbound marketing. By increasing your site traffic you’re widening your scope, growing your audiences and generally improving your brand awareness.

More traffic means more digital footfall and more footfall and web traffic means a greater chance for conversion.

Greater engagement on social media platforms

With real-time messaging, direct interaction with audiences and plenty of opportunities to build credibility and monitor social media brand mentions, all serve to make your PR stronger. An engaged social media presence and positive following is a fantastic trust signal to new prospects

More leads more sales

Digital PR isn’t solely about selling your products, but it can create the environment necessary to nudge customers into purchasing. PR can raise brand awareness and create brand trust, and trust is a critical element for sales, 90% of consumers are willing to pay more for a brand they trust.

Create a better brand image

A positive online presence is overwhelmingly good for you. People like to engage with businesses and brands. They don’t like monolithic organisations that appear to take no interest in their audiences or user groups.

Digital PR Strategy & Tactics in Action

So we’ve looked at some of the potential outcomes of digital PR strategies, but in terms of tactics and deployment. What does it look like?

Social Media

Social media platforms are no longer an optional extra when it comes to digital strategies. Customers don’t just expect you to be across various social media platforms, they demand it.

It’s an essential part of creating your online identity and critical to an effective digital PR strategy.

Social media is also now a huge part of your overall customer service strategy. Yes, it’s part of your digital PR efforts, but consumers now expect social channels to act as your shop window and a customer care platform.

Engage with your followers, or run the risk of being left behind.

Content Creation

What does content creation mean to you? Does it mean white papers? Blogs, news stories? writing press releases? Producing video content? Tweets (or should we say X’s) Instagram posts, even TikTok content?

To us, it means all of the above… and then more.

Quality content is a huge part of a digital PR strategy. If any given digital PR campaign isn’t built around a piece of hero content, then something’s wrong. That hero piece then needs to be leveraged across multiple online channels, formats and variations for maximum effect.

This would done in line with with the PESO model, which you can read all about here

Link building strategies

Digital PR and link building go hand in hand. But this is a long-term game.

These strategies work to increase the overall visibility of your website, through the successful placement of backlinked content on reputable third-party sites with relevant links. This could range from a straightforward press release, news stories within relevant websites and online news media, to the creation of thought leadership in key sector titles.

It’s taking a more traditional PR effort, engaging of media through press releases, and placing a digital PR lens over it.

However, the content and the placement have to be relevant. Credible, high-quality backlinks – meaning backlinks to relevant and trustworthy – quality links will establish brand credibility and authority.

Content and Channel Optimisation

The search engine optimization of your channels and assets is a vital cog in the machine.

In the online world, everything needs to be connected to ensure maximum visibility. Whether this is your Google My Business Profile, ensuring your social tags and handles are present across your site, your social media presence is equally optimized to boost organic rankings and increase your presence within the SERP.

You won’t be able to build on your search ranking score, if your owned channels aren’t optimized to max. To achieve greater awareness and reach, online PR requires a holistic approach, everything needs to be in harmony and synchronicity.

Notable Mentions

In the world of digital PR strategies, there are two particularly large elephants in the room… Google and AI.

Showing your worth to Google

This kind of topic has the potential to overrun, so we’ll do our best to keep this as brief as we can.

Google monitors and ranks online publications, websites, pages and content in accordance with a series of guidelines, of its own making. These are the E-E-A-T guidelines, they are a set of markers which ascertain whether any given piece of on-page content is experienced, expert, authoritative and trustworthy – hence E-E-A-T.

E-E-A-T — or “Double-E-A-T became part of Google’s updated search rater guidelines in 2022.

The main ‘challenge’ with Google, is that it does like to change the Goalpost. Core updates and other changes to practice and protocol can make it tricky to stay abreast with the latest best practices and requirements around search engines and content.

You can spend all the time in the world developing a digital PR strategy and digital marketing strategy. But if you’re creating content that Google won’t or doesn’t like, those efforts will be for nothing. The further down the SERP you fall, the more your website, organic traffic and brand visibility suffer.

This is where it pays to have an expert in your corner.

AI and content marketing

Let’s talk about AI for a moment.

There’s no getting away from the fact, that generative AI is having a massive impact. A lot of businesses are turning to LLM’s such as ChatGPT or Claude to aid in content production.

However, taking this approach may be more damaging to your digital marketing strategies in the long term.

This is because Google recently declared that it would be taking an incredibly hard line on AI-generated content. Going so far as to say it would be de-listing and marking down sites and pages with AI-generated content.

But, Google also declared that they aren’t against all AI-generated content. They are putting particular focus on their tester community, to work content and results from its own LLM Gemini into Google SERP. Which may raise a somewhat ethical question further down the line.

The consensus though, is that at this moment AI content just isn’t accurate enough the be trustworthy. Plus, you may also find that your audiences are less receptive to AI content and taking that tact ends up degrading your brand value and diminishing your efforts.

There’s still a concern. Spammy, AI content designed specifically to manipulate search rankings goes against their Webmaster Guidelines.

Therefore, a digital PR campaign surrounding high-quality, relevant content, will always achieve superior results with Google.

In summary

At the end of the day, digital PR is a crucial aspect of any comprehensive public relations strategy.

While it may seem like a daunting task to navigate the ever-changing landscape of search engine algorithms and best practices, the rewards of well-executed digital PR campaigns and strategies are undeniable.

Google’s E-E-A-T guidelines emphasize the importance of creating content that is Experienced, Expert, Authoritative, and Trustworthy. Which aligns perfectly with the core principles of digital PR.

Focus on building brand credibility, nurturing relationships and establishing trust with your target audience. By consistently producing high-quality, relevant content and earning valuable backlinks from reputable sources, you can improve your website’s visibility, authority, and overall search engine rankings.

However, it’s important to approach digital PR with a long-term mindset. Link building and content creation are not quick fixes; they require a strategic and sustained effort.

Additionally, the rise of AI-generated content poses new challenges. While it may seem tempting to dive into these new technologies, Google is actively working to identify and penalize low-quality, spammy content.

This only serves to reinforce the importance of investing in authentic, human-crafted content that truly resonates with your audience and adheres to search engine guidelines.

Ultimately, digital PR is not just a supplementary tactic but a fundamental pillar of modern SEO. By seamlessly integrating digital PR into your overall marketing strategy. Digital PR helps to amplify your brand’s presence, build lasting relationships with your audience, and achieve a competitive edge in the ever-evolving digital landscape.

Need help with a digital PR campaign or strategy?

Do you want to explore digital PR tactics, discuss your digital PR aims or perhaps you need help and assistance in developing and executing digital public relations strategies?

As an experienced digital PR agency, with a wealth of experience, digital PR professionals and digital PR tools at our disposal, we can help you to reach new heights, so get in touch now