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In the great kingdom of marketing buzzwords, few phrases wear the crown quite like ‘Digital PR’. It sounds sleek, modern, and slightly intimidating – like a social media influencer who also knows how to file taxes. But what exactly is Digital PR, and how can your business wield its mighty power without ending up shouting into the void of the internet?
Let’s dive into the world of backlinks, bloggers, and the baffling mystery of why that one article about cats in hats went viral. All will be revealed.
So, what is digital PR?
Digital PR is like traditional PR’s cooler, tech-savvier cousin. While old-school PR focuses on getting your brand into newspapers, magazines, and maybe the odd breakfast TV show (if you’re lucky and that’s your crowd), Digital PR is all about gaining exposure online.
We’re talking articles on major websites, influencer collaborations, high-quality backlinks (the kind Google loves), and social media buzz. In short, Digital PR boosts your online visibility, improves your search engine rankings and helps you build authority in your industry – without the need to be solely reliant on traditional and printed media.
It combines the storytelling skills of public relations with the analytical power of SEO – the result? A strategy that makes people want to click on your content, and Google will rank higher.
The benefits of digital PR
Still not convinced Digital PR is worth the fuss? Let’s look at what it can do for your business:
Improved SEO
Backlinks from credible websites are like gold dust to Google. They signal trustworthiness, authority and relevance. Think of them as digital high-fives.
Brand awareness
The more people see your name pop up online, the more they remember you (hopefully in a good way). It’s like product placement, but without having to appear in a Marvel film.
Increased website traffic
Quality content on the right platforms can drive users straight to your website. Bonus points if they stick around and buy something instead of bouncing off after 3 seconds.
Reputation building
Being featured in a reputable publication makes you look legitimate. Like wearing glasses in a meeting or knowing what “KPI” stands for.
Developing an effective digital PR strategy
Now that you know what Digital PR is, let’s talk about how to actually do it, without losing your sanity, or shouting “Why won’t they publish my article?!” into a pillow.
Set clear objectives
Before you start firing out press releases like confetti at a wedding, take a step back and ask: ‘What do I actually want from this?’
- More traffic to your website?
- Higher rankings on Google?
- Greater brand recognition?
- An excuse to use the word “synergy”? (Please, not this one.)
Whatever your goals, write them down. Preferably somewhere you’ll remember and won’t spill coffee on.
Know your audience (and their unique internet habits)
Who are you trying to reach? Business professionals? Decision-makers? Pet owners? People who love spreadsheets? Once you know who they are, find out where they hang out online – not in person, that’s called stalking. LinkedIn? Reddit? TikTok? A niche on-brand chatroom?
Craft your messaging to resonate with their interests, needs and humour. And please, don’t try to be funny on Twitter if you don’t understand memes. It never ends well.
Create newsworthy content
Here’s the golden rule of Digital PR: you need to create stories that people want to read and share.
- surveys with surprising or quirky results
- expert commentary on trending news
- data-led pieces (especially with visual infographics)
- “hero content” campaigns, with a bold or emotional hook
- fun stories that tie into pop culture or national events
Rule of thumb: if it wouldn’t make you click on it while scrolling in your pyjamas at 11pm, don’t publish it.
Build relationships with journalists and bloggers
Pitching your content is an art. Journalists are inundated with emails every day, so you’ll need to make yours stand out.
- keep it brief, relevant, and polite
- show you’ve done your research
- tailor your pitch – don’t send a fintech piece to a fashion blogger
- offer exclusive insights, stats and expert quotes
And maybe don’t follow up every 12 hours asking if they’ve read your email yet. That’s how you become known as a nuisance, and a prime candidate for the dreaded ‘slush pile’ (AKA, bin).
Use digital tools (because this isn’t the Stone Age)
There are some brilliant tools out there to help you plan, track, and measure your Digital PR efforts. A few favourites:
- BuzzSumo – find trending content and key influencers
- HARO (Help A Reporter Out) – connect with journalists looking for expert quotes
- Ahrefs / SEMrush – monitor backlinks and competitor PR activity
- Google Analytics – track the real-world impact of your campaigns
And use them wisely, young padawan.
Wrapping it up
Digital PR isn’t just a flashy trend – it’s a vital part of any modern marketing strategy. Done right, it helps you build authority, attract customers, and outshine competitors without selling your soul to the algorithm gods.
Remember, it’s not about shouting the loudest, it’s about telling stories that matter, on platforms that matter, to people who matter. There is no shortcut or ‘quick hack’, so be mindful of that and wary of any service that entices you with such claims – doing it right simply requires you to be genuine with genuine people, using smart tools to achieve your objective.
So, polish up that pitch, dig into the data and let your Digital PR game sparkle like a sequinned blazer at a networking event. If all else fails, write a blog about cats; that always works.
