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.

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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.