In a market flooded with competitors, technology, and services, it’s pretty tricky to know what’s going to work for your brand to grow. Several traditional practices and methods like advertising, public relations, and marketing help brands promote and protect the image of the company, its products & services, and policies.
Public relations is one of the oldest forms of strategic communication used by companies to promote and protect their image, products, and policies in the eyes of the public. Traditional PR uses various channels like newspapers, television, radio, magazines, etc to generate brand awareness, change public opinion, and deal with a crisis. PR has evolved significantly over the last few years, paving the way for creative writers and marketers to merge; establishing the newly found digital sphere known as digital PR.
Marketing directly promotes products and services persuading potential clients or customers to buy them, and the evolution of the Internet has given rise to digital marketing. As more and more consumers spend time on social media and other online platforms, digital marketing has become a necessity for all businesses.
Interestingly, the jump from traditional PR and marketing to digital PR and digital marketing respectively has come with various hurdles. And, that’s not surprising given the amount of online footprint that is already present.
But what is it you need for your brand; digital marketing or digital PR?
Overlaps and Distinctions
The end goal of both digital practices is somewhat similar: build brand awareness, engage with relevant audiences, and demonstrate expertise & leadership. But it’s the way the goal is delivered that’s different.
Strategies like search engine optimization, social media marketing, search engine marketing, influencer marketing, etc are all practiced by both digital PR and marketing professionals. What differentiates them are the following:
Apart from these few differences where digital PR does tend to stand out, there are many overlapping areas such as search engine optimization, social media optimization, online advertisements, influencer marketing, etc. Both digital PR and digital marketing are interwoven and a good combination can bring very good ROI.
The industry has changed drastically and must evolve into a great mix of Digital PR and digital marketing.