digital pr strategies

When a brand wants to increase their presence on online platforms, they use Digital PR. Digital PR is essentially a strategy that can be used to improve brand awareness using online mediums.

Digital PR is similar in certain ways to traditional PR – but it allows the brand to reach out to a much larger audience.

The manner in which digital PR operates is that it uses strategies that are internet-based. The strategies that are used by a brand may include SEO or search engine optimization, influencer outreach, content marketing, and using social media for promotion. 

In the current landscape, Digital PR is essential for any brand. It helps them maintain a favorable presence online. When used well, Digital PR can help improve the brand’s visibility.

Where traditional PR was more focused on static information, Digital PR incorporates interaction and engagement with the brand’s target audience.

This form of direct engagement helps the brand connect with their target audience, and gives them the opportunity to share relevant news or promote new launches. 

Traditional PR vs Digital PR

While traditional PR and Digital PR both focus on spreading brand awareness – the methods used and the forms of engagement vary between the two kinds of PR.

Traditional PR’s focus has usually been the print media. It may involve networking with journalists or reporters so that the brand can be featured in a publication that can reach their target audience. Traditional PR may also include newspapers, magazines, radio, and TV. 

While traditional PR may still have a place, the focus of most brands has moved to digital PR since online content usually has a higher readership and a greater reach than traditional PR. The focus on the internet and online content has created multiple avenues for brands to promote their business or products. 

Why is Digital PR Important?

For any brand, digital PR is a very important part of reaching out to their customers.

Digital PR can introduce the brand to potentially new target audiences when they get discovered through search engine results, influencer outreach, or on social media.

Usually, brands strive to increase backlinks and mentions. With a sound digital PR strategy, it is possible for a brand to grow rapidly. Digital PR can benefit a brand in the following ways: 

Improve their SEO rankings – One of the primary goals of digital PR is to increase the backlinks of their website. Backlinks help the way websites appear in search engine results. The more relevant the backlinks are, the better the rank of the website will be.

Grows their website traffic – A brand can grow their website traffic using several strategies. Better editorial coverage of the brand, referrals, better backlinks – they can all help the brand generate more traffic to their website.

Builds the reputation of the brand – When the brand is covered by a third party, it can help their audience see them as more legitimate and reputable.

Helps generate leads – With an increase in website traffic, the possibility of leads also increases.

May increase sales – When a brand is established as reputable and has third parties and search engines recommending it, there is a chance that sales might increase.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.