3 digital PR tips to drive visibility on all media platforms

by | Jun 4, 2020 | Public Relations

Digital PR is an inseparable part of communicating in the digital age. While conventional PR is still being used to generate coverage and create a strong brand presence, the shift to digital means companies need to invest more in digital PR.

Digital PR goes beyond newspaper and TV journalists. It focuses on connecting with bloggers, influencers, and other stakeholders for the purpose of gaining quality backlinks, ranking higher in search results, and boosting online brand exposure.

While the concept of digital PR is very straightforward, its implementation can still be challenging. To help you overcome those challenges, here are the top tips and tricks you should always remember when doing digital PR.

Build relationships

Similar to public relations, digital PR should focus on the relationship-building part of the equation rather than the expected end results. Connecting with industry players and experts, reaching out to bloggers and influencers, and building genuine relationships are the true digital PR activities.

Yes, you can use paid placements to gain traction, but it is not a sustainable approach to use in the long run. On top of that, paid placements are often detected by search engines—and the audience—as being less credible, making them less valuable overall.

By building genuine relationships, digital PR campaigns can produce better (and more) exposure and engagement. You will also have no trouble creating a series of activities in a coherent and interconnected way when you have good relationships with online journalists and bloggers.

Leverage data

Most successful digital PR campaigns rely on data for fine-tuning and planning. Data and digital PR cannot be separated. What you need to do early is establish a way to do effective marketing intelligence and define ways to leverage data and insights.

There are tools that can be used to collect important data and generate insights. You still have to do most of the data analysis yourself, but tasks such as web scraping and keyword tracking can be automated with the right tools.

The best way to really leverage data, however, is by finding the right data partner, like Smartboost. This company utilizes artificial intelligence to take marketing intelligence to a whole new level.

Don’t forget the audience

A common mistake that many companies make when doing digital PR is focusing too much on the bloggers and influencers. It is not wrong to invest heavily in building relationships, but you should never forget to focus on the audience too.

When choosing influencers to work with, for instance, you have to think about the audience segment you want to target. Backlinks and reshares are important, but the brand presence you are building will not affect conversion if you are targeting the wrong audience segments.

The same is true with the content you distribute. In order to build a solid brand presence, you have to make sure that the content is valuable not just for you or the media/websites you work with, but also for the audience.

Now that you have these three tips, you can easily run an effective digital PR campaign and get great results. As mentioned earlier, the challenges of digital PR can be solved when you remember the key points we discussed in this article.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.


7 leading metrics to measure the success of your PR campaign

7 leading metrics to measure the success of your PR campaign

Can you believe that about 82 percent of PR professionals had no idea how to measure and evaluate their campaign’s ROI not that long ago? Yes, measuring PR campaigns is tricky, but you can't ignore this process if you want to succeed with your PR endeavors. PR...

ICYMI: Bulldog’s Top 10 most popular posts in March

ICYMI: Bulldog’s Top 10 most popular posts in March

For the first time ever, Bulldog was out of commission for much of the month (and thanks for all the well wishes I received, my family is safe and healthy). But we managed to make a pretty big splash upon our return, getting back in the groove with some terrific...

The vital role of social media in your timeshare PR strategy

The vital role of social media in your timeshare PR strategy

A public relations campaign for the timeshare industry needs to use a variety of communication platforms. Timeshare customers make up a diverse demographic, and it's important to reach them where they are. Your B2B public relations, for example, might include media...