The rise of social media and the ease with which everyone can get online has profoundly changed the world of PR and media relations over the last ten years. Some call this change ‘PR 3.0’ or ‘Media 3.0’, but we prefer the term, ‘Digital PR’. In fact, we like it so much that we chose it for the name of our company! But, no matter what term you use to describe it, the fact is that brands that lack an effective digital PR strategy will struggle to rise above the noise. So, the question is, what is digital PR and how can it help to drive the success of your business?
In the days before smartphones and an always-connected society, traditional PR relied on networking with journalists and submitting news releases in order to achieve coverage in print, radio and TV media outlets. In those days, before the explosive growth of the internet and social media, there was really no other option than to consume content via these outlets. As such, there was less time-pressure and a focus on quality content from professional journalists. Success was typically measured in terms of the quantity of coverage obtained or the AVE (Advertising Value Equivalent) of the coverage, meaning what it would have cost to achieve the same result through paid media spend.
While traditional outlets such as these still matter today, how people consume content has changed radically since the ‘good old days’ of traditional media. Social media and online news websites have vastly overtaken traditional media and not only for the younger generations; internet and social media usage is increasing with older generations too, including pensioners. What this means is that anyone can simply remove their smartphone from their pocket or bag, load up Facebook or Twitter and be deluged with a 24/7 stream of content that’s free and constantly evolving and updating in real-time. Attention spans are short and being first to share the news matters more than a carefully-crafted story. Or does it?
This is where digital PR comes in. Put simply, digital PR blends the skills of traditional PR, such as creativity and media relations, with a deep understanding of how content is consumed online. So instead of focusing on clippings and AVE, digital PR takes a more measurable approach of securing articles on relevant, high-ranking websites, blogs and social media channels, plus backlinks to owned media channels, which in turn drive traffic and leads. This approach requires expert content creation and data analysis skills, to understand customer needs and interests, so that captivating stories can be crafted and seeded to relevant publications that are hungry for content. And it also necessitates a deep understanding of SEO, in addition to expert knowledge of how to successfully engage with influencers and audiences on social media in order to amplify the content.
Importantly, the benefits of digital PR are more measurable, and more closely aligned with the business goals of the brand. A successful digital PR campaign can result in a huge uplift in search traffic and leads, bringing more customers to your virtual doorstep. When you consider that there are 3.5 billion searches per day on Google, the importance of the combined disciplines of digital PR becomes clear.
So, what’s in a name? As you can see from this article, quite a lot! As an agency we combine journalistic expertise and a formidable understanding of product with SEO/SEM and social media proficiency to ensure our clients receive coverage that leads to success. That’s why we’re digitalPR.
digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.HMD Global Keepit BenQ Acer Denon Bowers & Wilkins NETGEAR PR Palo Alto Networks Tutela Technologies LIFX
Within every organization there are star people, whose knowledge and expertise are a cornerstone of your business success. With the right driving force, these people can become powerful advocates for your brand.And in the digital age, expertise and authenticity are major selling points that can drive sales just as much as advertising or other promotional campaigns, but only if done correctly.
Our job at digitalPR is to ensure that your star people are heard in the right media at the right time, and in the right context, so that they can shine a light on your business and its USPs.Keepit Palo Alto Networks Tutela Technologies NETGEAR PR
An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.Philips Dictation QNAP Systems Acer
In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.BenQ EPOS Bowers & Wilkins Denon HMD Global NETGEAR PR
As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.BenQ NETGEAR PR HMD Global Acer