digital pr best practices

At its core, public relations is essential for businesses of all shapes and sizes, as it helps them to get the word out whether that means starting the business off the ground or announcing new launches.

However, if a business doesn’t know the PR essentials, it’s easy to get lost in all the different PR strategies. When they get lost in this way, companies can end up wasting their efforts and not generate the desired results.

When executing the right PR strategies, companies can increase their customer base and grow, which is why these days, digital PR is so important.

In the digital era, when most people are connected to the internet on a daily basis, to get results it’s important to meet consumers where they’re most comfortable.

SEO Optimization

When a company’s website always shows up as one of the first results when consumers search for the products or services that the company offers, that business will get more visitors.

Once that step is over, it becomes a lot easier to convert those visitors into buying customers because they’ve already been targeted. The first step in achieving SEO optimization is keyword research.

When a company knows which keywords the target audience is using to look up products similar to what the business is selling, it can incorporate those keywords into website content to rank higher in search engine results pages (SERPs).

Generally, it’s a lot more beneficial to look for and utilize long-tail keywords, which have three or more words, because they have less competition in the market while also accounting for a larger portion of all searches overall.

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Personalized Email Campaigns

If a company is looking to reach their target audience on a more personal level, one of the best ways to go about it is through email. However, it’s important to note that email campaigns have drastically changed over the years. These days, companies have to create highly personalized emails to customers to get them to open them and click through to a business’ website.

Having a thorough understanding of the target audience and utilizing tools that help automate emails can help companies achieve the right personalization.

This is because, through those two means, businesses can craft emails to their subscribers that are based on each person’s interests. With such emails businesses can also ensure that each message is automatically personalized.


Leads and potential customers will always rely on content to guide them through the buying journey. In fact, according to PR professionals, nearly half of all buyers rely on anywhere between three and five pieces of content to guide them toward a purchasing decision.

To help consumers reach that step, it’s helpful for companies to create an editorial calendar and stick to that schedule so that new content is published and promoted consistently on those companies’ blogs.

Having a regularly updated blog also helps with the first digital PR strategy mentioned in this article – SEO optimization. That’s because companies can also include more keywords in their blogs to rank higher in SERPs and generate even more leads.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.