Using the power of PR to boost your digital marketing efforts

by | Nov 19, 2020 | Marketing, Public Relations

Digital marketing is on the rise. Estimates show that companies are now spending billions of dollars on it, and the amount is projected to increase. Naturally, with the numbers behind that kind of investment, businesses will want to make sure digital marketing is making an impact for them.

One way to do that is to also invest in public relations. Why, though, should a company put money and time into PR if it’s already putting it into digital marketing? The answer is that PR can boost a digital marketing campaign.

The difference between public relations and digital marketing

While the two may seem like similar concepts, PR and digital marketing actually complement each other.

Public relations supports your overarching brand concept through direct and media-driven connections with the general public. Marketing, however, focuses on not only your overall brand but also specific services and products your company offers. When combined, the two work together, especially through content-driven marketing. They will boost each other’s endeavors as they focus on relaying the message of your brand through stories and targeted messages.

Here are a few examples of how you can use your PR efforts to boost your marketing and sales forecast.

Share public relations on social media

Press releases may be timely, but when they are posted online (and they most likely will be), they will be around to read in the future. Media outlets, if things go as planned, will work your press releases into their communication channels, and they will also be planning for content with some long-lasting impact.

If a press release is written with the future in mind, it can become versatile enough for you to use in your marketing channels, too. Consider posting press release content on your social media channels and ask for readers’ feedback. If you are connected to industry influencers, you could ask them to share your story.

Advertise your online channels through public relations

It may be hard to stand out among the crowd online. Potential customers browsing the web for a product or service you offer may see hundreds of ads from other companies. When your PR team sends out information through the customary networks, they can help boost marketing efforts. Consider having them add on your social media channels, website address, QR codes linking to your online presence, or even a special offer or discount that is redeemable online. Linking your marketing channels to PR efforts can result in new online followers.

Adapt PR content for digital marketing campaigns

The public relations team is already hard at work writing great content. Using it in marketing is a great way to multiply their efforts. Some possibilities for PR content include:

  • Blog posts
  • Live video streaming
  • Sales copy
  • Social media posts
  • Market research

Consider honing any content the PR team produces for use in your digital marketing campaigns.

Harness the power of industry influencers

With social media incorporated into the personal and business online presence of most consumers, it’s hard to deny the impact that industry influencers can make. The right influencer on the right platform can help you reach your target audience and build trust in your brand. When your public relations content is picked up by influencers, its reach can be extended to potential customers through your social media marketing channels.

Influencers reach their followers on a level more personal than what’s possible with traditional advertising. When consumers hear about a product from someone they follow, a connection is created organically. Research shows that almost half of consumers depend on influencer recommendations, so adding the human element of industry influencers can give you a return on your investment in them.

By putting your public relations efforts to work for your digital marketing campaign, you may find the resulting impact is greater than the sum of its parts. You’ll be able to increase your reach and better support your brand on both traditional and digital platforms.

Jeremy Sutter
Jeremy Sutter is a freelance writer and former mobile marketing manager at Adobe.


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