Shilpa R

Digital PR is intended to make public relations a part of your digital marketing plan, which may include SEO, lead generation, and inbound marketing.

SEO and advanced search rankings are two key areas where traditional PR cannot contribute. When executed correctly, digital PR will steer the numbers for your brand's online presence.

With Digital PR, you can obtain optimal backlinks from higher authority domains, creating a usable sales funnel through your content creation, increasing the value of PPC advertising, and harnessing all of the offerings that social media can give.

In simple terms, Digital PR allows you to accomplish much more than traditional PR. That is if you leverage it correctly.

Differences in Content in Traditional v/s Digital PR?

With traditional PR, interactions with the audience tend to be a one-way street. A press release in an industry paper or details of a new product launch -  get the message out there without offering any interaction. Hence, the 'shareability' of the content will be limited.

On the other hand, digital PR generally provides more scope for feedback and engagement. Website blogs and posts on social media sites are two good examples. By giving your audience a platform to voice their opinion, interaction levels rise.

Also, with users having additional functionality such as 'like' and 'share' content, you can grow your audience. There is potential to reach new prospects you weren't originally targeting. This can help extend your campaign's reach at no extra cost.

Traditional public relations will be more straightforward like corporate communications. Hardcore sales pitches drive the content. However, the messaging doesn't have the potential to go viral in the same way as digital PR would.

Why is Online Content Not Considered Credible 

Recently, Elon Musk expressed reservations in buying Twitter till he was totally convinced that the social media platform has less than 5% of spam or bot accounts. The prevalent issue of spam bots have time and again turned many advertisers away from the controversial site.. 

According to an MIT study on social media, false narratives on social media are 70% more likely to be retweeted and liked than true news stories. Due to the shaky nature of social media, the main clients of Public Relations - corporate businesses and governments may not prefer using the platform to read and publish their story. 

In that scenario how will Digital PR contribute to creating trustworthy online content that is also well liked by major stakeholders? The answer lies in the question of what makes a content credible.

How Digital PR Brings in the Trust Factor?

A content becomes credible when it’s written by a person with expertise from a particular industry and is balanced by dynamic opinions of other experts. The content must also be well backed by statistics from reputed organizations. Digital PR strives to do exactly that. 

To get a better understanding of credible Digital PR News, check the article written by us below for our client Aster CMI that got featured on Times of India. Click on the link over here to get the full article. The article has the expert opinions of doctors from well known hospitals in Bangalore. It doesn’t have one, but around 4-5 opinions in its 500 word article. This makes the content credible. 

We must also understand that online media is not just social media. Nowadays a lot of print publications like TOI, The Hindu, Indian Express and The Economic Times are available in digital media too. Hence, this has created a scenario where Digital PR can thrive. 

How Does Digital PR Create Audience Interaction Which Traditional PR Can’t?

Digital PR will allow far more significant responses, whether positive or negative. Two good examples are website blogs and social media posts. The interaction will increase when you give your viewers a platform to comment.

One of the best ways brands lure audiences to like or comment on their posts is by making content based on any subject or event that is trending on Twitter, Youtube, Tiktok or Facebook. From funny challenges, IPL matches to controversial issues, they create memes or viral posts at the right time. 

What Channels and Tools Are Used in Digital PR?

Conventional PR often concentrates on outlets such as the general press, television, and radio. Digital PR has a variety of alternative avenues at its disposal. Websites, social media platforms, blogs, influencer campaigns, online news, and video portals are examples.

When comparing conventional PR to digital PR, there are significant variations in the techniques employed due to every channel's nature. 

Digital PR tools like SEO software, marketing automation services, website analysis (including Google Analytics), and social media solutions are used.

How is Digital PR different from Digital Marketing?

One of the major differences that sets apart Digital PR from Digital Marketing is that it’s used to deal with crises, manage reputation, humanize a brand and change negative public opinion into favorable ones. The purpose of any PR campaign is to get people talking.

Digital marketing is solely concerned with identifying the target audience, explaining the features of the products and services and converting them. In Digital PR, messaging of the content is not meant to ask anything from the audience. It’s used as a breath of fresh air from regular AD campaigns. 

An example of a Digital PR campaign would be, Netflix’s, “Wanna Talk About it?” The campaign revolved around a group of people at home talking about their mental health struggles and how they deal with loneliness. It was launched in IG live. 

Had this been a digital marketing campaign, the same group of people would be asked to talk about their favourite shows on Netflix instead. 

Another Digital PR Campaign, we can talk about is SleepWell’s #StaySafeWithSleepWell Campaign. 

However, these differences are complementary and both can be used to run an integrated marketing campaign. The campaign was launched at the time of the pandemic when the company donated mattresses to quarantine centres and hospitals. The campaign’s intention was to inform the public of certain healthy habits they can adopt on a daily basis. 

Had this been a digital marketing campaign, the same brand would be talking about  their mattress range instead.

As the differences between digital PR and digital marketing are complementary, a brand can use them both to create an integrated marketing campaign. The best example would be improving the SEO rankings of a website through backlinks in online publications and blogs of a press release. 

How to Measure A PR Campaign's Reach?

This is an area where there is a significant difference. When done correctly, digital PR may provide significantly better indicators for determining how effective a public relations campaign has been.

With the correct tools, you can keep track of every facet of a digital PR campaign. Impressions, click-through rates, the number of times people spend on a piece of content, social shares, and cold, complex transactions are all measurable.

In traditional public relations, the most prevalent technique of cost calculation is AVE (Advertising Value Equivalent). According to the publication's advertising rate card, this comprises measuring the column inches of an article and determining how much that space is worth.

That doesn't mean it isn't still applied by traditional public relations agencies today! With far more accurate indicators for digital PR, a true ROI (Return On Investment) can be calculated. You'll be able to analyze which campaigns performed well and didn't and eventually ramp up your efforts. 

Conclusion: Does Your Marketing Strategy Need Traditional PR Or Digital PR?

Almost all firms would benefit from a solid and consistent strategy for public relations. Both methods of public relations discussed here have significant advantages. To maximize visibility, a company's budget should include a solid balance of conventional and digital PR, in our opinion.

However, there is no doubt that the world is growing increasingly online, as seen by the number of traditional public relations firms that have migrated into digital public relations. To be sure, not all of them are well-versed in the intricacies of digital marketing. This misunderstanding of the broader picture online can significantly influence the overall success of a digital PR strategy.

Digital PR is ideal for boosting communication, judging performance and ROI more effectively, and improving your company's online visibility. Digital PR should be included in your marketing strategy for most businesses looking to boost their online presence.

How Digital Marketing can help the Industry to prosper.

Read More
May 25, 2020

Influencers- Helping keep brands relevant during COVID-19

Read More