What is Digital PR?



August 9, 2022

5 mins read

How does it work, and why do you need it

In this digital age, companies can reach their audience directly and rapidly. But in the noise of countless social media posts, how will your company stand out? The answer is Digital PR. It’s not a secret that PR is an important aspect of marketing. However, as the digital world evolves and we move into the 21st century, traditional PR tactics aren’t enough. 

We constantly see more businesses integrating digital PR techniques into their communication processes. A well-planned digital PR strategy can be a strong asset for any business or organisation looking to have a successful product launch or campaign. To achieve maximum exposure and reach your target audience, here is a complete guide to Digital PR.

What is Digital PR?

Public relation is a strategic approach to managing the flow of information between an organisation and the public. It’s the way that a business retains control of the narrative of its brand, products, and services. Although its roots are in traditional media relations, PR is now also used for social media, content marketing, and SEO. PR professionals use it to generate attention, increase visibility, and create positive associations with a company’s products and services. 

PR is a way to gain visibility and create buzz around your brand, product, or service. It is also a way to get new customers or retain existing customers. Digital PR professionals write or commission articles, create images, and develop other materials that will make people want to pay attention to your brand.

The Importance of PR in Marketing

PR is important because it helps you build strong relationships with journalists, influencers, and thought leaders in your industry. It also helps you get your brand message out to a much larger audience that you wouldn’t be able to reach on your own. PR is an essential part of any marketing strategy because it gives you the ability to control the message that your target audience hears. And, it helps you build relationships that can help you drive revenue in the future.

How PR impacts SEO & Paid Social Performance

In addition to increasing a brand’s visibility and generating direct traffic, digital PR also helps brands communicate their USP. This mix of SEO, PR, and other online marketing techniques has the potential to be quite effective and successful.

Organic traffic and PR are two of the most important benefits of digital PR. By getting backlinks from major publications to your website, you can guarantee that people will click on the link to find out more about the story and campaign. When people keep seeing your company’s name in the news for the right reasons, you will be able to boost your brand awareness and sentiment. Customers will think better of your brand if it creates engaging content that provides genuinely helpful information. 

Campaigns may receive a lot of positive social media participation, which is an additional benefit of digital PR. There are many opportunities to use social media to your benefit, whether it be a video going viral or numerous shares of an article.

Defining: PR Tactics and Strategies

Voice and Brand Awareness

Voice is the tone and style of your content. It should be consistent and convey the same message as your brand. It should be tailored to your audience, but also feel authentic to the brand. For example, a PR campaign for an eco-friendly clothing brand should provide useful and thoughtful content for their customers. A PR campaign for a new gaming console should be fun and provide information about the product, such as special features and upcoming games. If a brand or product is consistent in its voice, customers will recognise the brand and feel a sense of trust.

Discovery and Audience Research

Discovery is the process of understanding your target audience to inform your PR strategy. What do people want to know about your brand? What are they curious about? What do they need? For example, a sports nutrition company or a new protein bar might want to market to people who are trying to gain muscle and lose weight. To discover potential customers, PR professionals often conduct surveys with their followers, potential customers, and interview sources.

These surveys and interviews will help brand managers understand their customers’ needs and motivations. As a result, PR professionals can create content that directly and efficiently addresses these questions.

Marketing Influencer Strategies

Influencers are people with large followings on social media that trust their opinions. They can include athletes, public figures, bloggers, and social media personalities. Influencer marketing is a tactic in PR where brands partner with these people to create content, such as sponsored posts and videos, that reaches their followers and garners attention.

Brands can also do contests and campaigns with influencers to drive followers to their website and increase engagement. For example, a hair product company could partner with a beauty vlogger and create a contest where she asks her followers to submit pictures of their hair. The company could offer a free product as a prize to the winner, and the vlogger could promote the contest in her video and on her social media pages. This would help the hair product company get attention and followers and build brand awareness.


Digital PR is an important aspect of marketing, and it’s important to understand the difference between digital PR and link building. Digital PR is focused on building genuine relationships with influencers and journalists, while link building focuses on just increasing positions on search engine result pages.  

Looking for Marketing Support?

If you are looking for a digital marketing agency to help you with your advertising, get in touch today!