Digital public relations can be one of the most effective ways for a business to increase its online presence. Whether working with a digital PR agency or flying solo, a firm’s digital PR strategy typically involves networking with journalists, bloggers and online influencers to gain high-quality backlinks, mentions on social media, and improved Search Engine Optimization (SEO).
Too much jargon for one sentence? Let’s rewind a little.
Online PR campaigns are often measured in terms of links earned
as a result of outreach efforts. A truly successful PR campaign, however,
should focus on much more than just earning new links for a site or brand
platform. Here are three other advantages of digital PR that often go
The main reason SEO professionals will
work to earn links is that they are a ranking factor on all main search
engines; when brainstorming concepts for a campaign, linkability is never far
from the top of the priority list.
A good digital PR campaign, however,
should also be used to drive engagement on social media and facilitate
conversations between a brand and its audience. It goes without saying that the
best social engagements come when brands really know their audiences; a
campaign that generates discussions amongst followers is a great way to open
this pandora’s box, educate a brand’s leadership team, and drive long-term
Links aside, running a campaign that gets featured in major publications is a huge win for a brand. This is especially true in industries where trust plays a major part in the consumer decision-making process, or for brands who are just starting out.
Being able to declare “as featured in”
adds major kudos to any marketing team; being covered by top-tier press might
sound like a goal belonging to traditional media, but the fact remains that it
still boosts a brand’s credibility is undeniable.
The online world gets more and more
competitive by the day, and it can often seem an expensive task to get a brand
in front of new and relevant audiences – especially if those audiences are
already highly sought after.
Brand awareness is one of the greatest gifts a good PR campaign can bestow on a company; if a brand is able to get good coverage that places it in front of relevant audiences, it will reap the benefits long after the campaign has finished.
A key to doing this is to determine
which content a target audience wants to consume, and map a way of getting
involved in those conversations. Relevancy is a core part of any successful PR
There can be no doubt that link building is an important part of building and boosting a brand’s online presence, but this is just one puzzle piece in the world of digital PR. Businesses need to focus on the bigger picture and determine how to use a digital marketing campaign that adds value beyond link building. This is the true knack of good PR.