Digital PR is a relatively new and growing concept in the Communications industry in Ireland. While Traditional PR has been around for many years, Digital PR is beginning to emerge as a new and evolving offering for brands to engage with. When many people hear the words Digital PR, the initial thought is that it is Traditional PR with a focus on online article coverage. Though there is so much more to Digital PR than meets the eye.
At VROOM Digital, our Digital PR team was established in 2020 amidst a global pandemic. Despite being a new team, and heading up a largely new concept within the Irish industry, our Digital PR team has thrived and evolved to suit the digital landscape in Ireland.
So, what makes Digital PR different to Traditional PR, and why is it the right choice for your brand?
|This article talks you through the following:|
Traditional PR Vs. Digital PR
Typically, Traditional PR focuses on gaining press coverage in print, broadcast and in online media outlets. This encompasses newspapers and magazines, radio and television, along with various news websites. When engaging in a Traditional PR campaign, the overall goals include positive messaging in the press, along with brand awareness. The aim is to use these traditional channels to reach the public, and successfully influence their opinion of a brand or product.
Digital PR is like Traditional PR on wheels. While it shares a similar goal of gaining positive brand messaging and awareness via press coverage, the focus is on online coverage. This includes online news sites, websites, blogs, and social media platforms. The Digital PR scope is much wider, and allows the brand to reach a larger audience in a natural way. Digital PR combines the media relations aspect of Traditional PR, with a more in depth digital marketing strategy. We live in a digital world, with Digital PR at the forefront of how news and brand content are absorbed by the public.
Digital PR Objectives & Brand Benefits
Both Traditional PR and Digital PR share a common goal; to gain brand exposure and awareness. Though while a number of the strategies employed by both are the same, such as media outreach and release writing, there are a number of differences between the two. Particularly in relation to campaign objectives.
The primary Digital PR campaign objective, is to secure an online piece of coverage including a hyperlink back to the brand website. This backlink has many benefits for the brand. The first benefit being that it will drive traffic back to the brand website, resulting in conversions. The success of this strategy can be evaluated by analysing user activity and origin. These tangible metrics are something that makes Digital PR largely different from Traditional PR. Traditional PR can often be much more difficult to track.
The most important objective of all is securing a ‘followed’ backlink on these online websites and news outlets that will pass authority to the brand’s website.
Quality Backlink Building & SEO
Increasing the size and quality of a website’s inbound link profile, influences search engines to view that website as an authoritative resource and as a result, increase its visibility for relevant search terms.
There are many factors that are processed by a search engine algorithm in a split second when a user makes a search. Quantity and quality of backlinks are considered a part of this calculation. To simplify it, the greater the quantity and quality, the more propensity your website is likely to rank for relevant search terms.
Therefore the more well-respected and authoritative media outlet that your brand appears in, the more authority awarded to your brand webpage.
As a result, the SEO industry has embraced Digital PR techniques for the purpose of positively influencing search engine algorithms. SEO aims to drive quality traffic to your website. The higher your brand is ranked on Google, the more people searching are exposed to it, and the more quality traffic is driven to your website.
Newsjacking is a strategy that is specific to Digital PR, as opposed to Traditional PR. It is a technique that involves regular tracking of related news in the online media. Once brand-relevant online coverage is identified, the journalist or editor is then contacted in the hope of inserting brand quotes and content to support the existing story.
This strategy can be a quick and effective way to gain online Digital PR coverage for your brand, while also securing a backlink. Though it is important to ensure that brands are only honing in on stories that are highly relevant, along with stories that will only bring positive brand exposure and awareness. Adding to stories that are not relevant, or are ‘just for the sake of a story’, can come across as insensitive and in poor taste. It is important to find the balance between what is a suitable story to newsjack, and what may be perceived as opportunistic.
The Right Approach For Your Brand
Developing a PR strategy that encompasses both Traditional PR and Digital PR aspects is an effective approach for any brand. This strategy targets traditional media such as print, broadcast and online, while also expanding to websites, blogs and social media. Brand awareness, brand exposure and URL authority are achieved with SEO-targeted content, and backlinks.
At VROOM Digital, our PR team combines both Traditional PR and Digital PR, while working closely with the SEO team on a daily basis.
Get in touch to learn more about why this PR and SEO combined strategy is the right choice for your brand.