Glossary | 3 mins
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Digital Public Relations or digital PR is a form of digital marketing used to increase the online reputation and visibility of a brand, adapting more traditional PR methods for use in the modern digital world.
Digital PR campaigns often involve creating high quality content which attracts backlinks, but it also involves other online channels like social media marketing, influencer marketing, and content marketing.
While traditional PR methods involve developing relationships with journalists who work with major and industry print publications to showcase the brand, digital PR marketing is exclusively focussed on online channels. This expands the reach of campaigns, and can lead to higher awareness and visibility for the brand.
An established digital PR agency will leverage a pre-existing network of publications and online journalists and use a wide variety of methods in order to improve their clients’ online presence. Some of these methods include:
- Creating online press releases with linked mentions to the brand
- Networking with specialised journalists to showcase the brand
- Arranging interviews and business profile features
- Consulting clients on in-house press releases to ensure they’re SEO optimised and are framing links back to the brand site correctly
- Scouting social media influencers who share an audience with the brand
Though the ultimate aim of any digital PR service is to improve a brand’s equity across the board, it usually results in more site traffic, helping the brand’s website to rank for high-volume search terms, and establish the brand as an authority in its industry. Generally speaking, this is an extension of SEO with multiple avenues to raise a website’s authority and visibility in search engines. From viral advertisements to guest posting to reputation management with link reclamation, digital PR is PR – but for websites.
Digital PR FAQs
What is the difference between traditional PR and digital PR?
Traditional PR involves press releases and networking with journalists at traditional publications to showcase a brand in print, while digital PR seeks to improve a brand’s presence focussing solely on digital channels.
What is digital PR?
Digital PR is a form of digital marketing focussed on improving a brand’s online reputation, to showcase the business or brand on online publications, social media profiles, and other high-traffic channels.
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