Digital PR and traditional marketing use different tactics to accomplish their goals but the combination creates a comprehensive and powerful communications strategy. Digital PR, combined with strategic communications, helps companies get noticed and keeps them on the radar.

The two specialities have different objectives. A traditional public relations team is usually centered on media relations with a focus on getting their clients publicity in print, radio or television news. Digital PR teams focus on growing a client’s customer base through promoting awareness and increasing sales and leads. These days the two teams generally work in lockstep.

The internet has also been a game changer that fundamentally changed the way communications companies operate. Nowadays, everyone is online. People use the internet to get news updates, connect with family and friends keep track of the latest trends.

As a result, it is important to adapt and align digital PR and marketing efforts with an approach that covers both traditional and digital PR.

Digital PR Strategies

Progressive companies encourage collaboration and communication between the PR and marketing departments with activities like “lunch-and-learn” sessions which provide different teams the chance to learn from one another. Sending team members from different departments to the same event or conference can also help provide varying perspectives on the matter. 

Setting up daily or weekly meetings across departments so everyone is aware of a clients’ needs is also a good idea. Such meetings can provide space for public relations professionals to brainstorm ways to assist the marketing department. It is an opportunity to come up with fresh new ideas that can be implemented into the overall strategy.

Looking for ways to combine digital strategy with traditional PR efforts? Here are some suggestions:

Pitches: When a story is published online, include high-ranking search terms specific to your client. If the article is peppered with relevant search terms, the likelihood that the article will surface in a search increases significantly

Press Releases: Digital press releases should include relevant keywords to increase the press release’s search ability. Digital press releases should also contain links to a client’s website. Strong backlinks can help your organic rankings rise dramatically.

Websites and Landing Pages: Websites and landing pages should be created with the media in mind. Search terms should be sprinkled in to increase the page’s ranking and improve the possibility of being found in an organic search.

Social Media: Social media continues to explode. As a result, clients should have optimized profiles with active posting habits. Engagement on social posts also plays a role organically. PR professionals can help by creating edgy subject lines and copy for media hits that can be shared on social media channels to encourage user engagement.

Video Interviews: Video content continues to grow in popularity. If a client has secured an online interview or is recording a digital presentation, an SEO expert can insert relevant keywords into the script. YouTube videos should have appropriate tags and keywords so a client’s videos appear in online searches.

Digital PR combined with strategic marketing plans drive better results and produce more successful campaigns for the clients. Here are ways digital PR can benefit your clients:

  • Gains high-quality backlinks from websites and online publications.
  • Gains publicity online.
  • Earns honest (hopefully good) customer reviews.
  • Responds with comments to requests from journalists. 
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