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WHY IS DIGITAL PR BETTER THAN TRADITIONAL PR ?


"Public Relations is like magic," I remember saying this years ago while giving a lecture to a class of fresh pass-outs in a media studies institute.


You create a PR strategy and decide on how you want your public to perceive your brand, and bang, after a year the audience resonates the same brand perception. Isn't that magical?


But what has changed since then? Honestly nothing!


PR is still like magic but the avenues and medium have changed, rather evolved.

TRADITIONAL PR OR PUBLIC RELATIONS

Essentially, Traditional PR revolves around influencing and engaging with traditional media such as Print, TV and Radio to earn positive media coverage for your brand.


PR professionals used to go out for so-called 'media-rounds' and network with journalists, editors, and correspondents, pushing press releases and client stories.


Back in their office, numerous phone calls used to be made to media houses enquiring about their planned stories and industry updates where clients could participate.


All this was focused primarily on print-based publications and electronic media.



SOMETHING THAT DOESN'T EVOLVE WILL PERISH


However, the latest trends suggest that the appeal of print media has gradually declined, and online media has rapidly taken over.


It is quite obvious, as many print-based publications are shutting their issues but continuing with their online presence.


Moreover, traditional PR agencies, even the large ones are either struggling to onboard the 'new-age' clients or finding it difficult to cater to the evolved 'digital' needs of their clients.


The CMOs and marketing managers are realising that, today having a vast online footprint is much more important than a single-day-shelf-life print media coverage.



REASONS FOR THE DECLINE OF TRADITIONAL PR (SADLY)

Traditional PR has become a dated practice now. Today is a world of Start-ups turning into unicorns, smaller companies getting multimillion-dollar funding and billionaires under 30.


Honestly, traditional PR and its working do not suit the marketing objectives of start-ups, small, and growing businesses.


Mainstream media mostly entertains stories and inputs from larger companies and already famous key opinion leaders. Anyone who has ever worked for smaller clients would understand this!


This makes generating media coverage, comparatively difficult for smaller companies as they may not have big announcements to make that frequently.


Moreover, the retainer fee of a typical PR agency comes out to be costly and may not be affordable for growing businesses



THE RISE OF DIGITAL PR


In fact, with the RISE OF DIGITAL PR, many renowned PR agencies are now slowly shifting their focus to digital PR services.


This is because getting earned media coverage from online publications, bloggers, and influencers has now become a large part of the communication goals, especially for start-ups and growing businesses.


Now, here is the thing!


Digital PR is a much-evolved form of PR. It is what PR wishes to be now!


Instead of targeting only print publications, it focuses essentially on online publications and increasing brand awareness on the internet- exactly where their public aka audience is looking for them, now.



Digital PR uses other ways of getting media coverage besides just sensitising the mainstream media on company updates and announcements.


That also in a very cost-effective manner. (And that's some good news for modern businesses)


If a good digital PR strategy is in place, you can have a great positive impact on your website's SEO.


Hence, many digital marketing agencies who specialize in SEO and content marketing are the ones who are running successful digital PR campaigns.


However, critical brand communication imperatives such as SOCO (Single overriding Communication Objective) and tier wise 'Key Messages' should not be ignored at all.


Without digital PR, any effort towards increasing the website traffic and bettering SEO or getting you top position on Google Search is kind of futile.



A QUICK DIVE INTO SOME OF THE DIGITAL PR ACTIVITIES


1. Publish online articles and press releases


2. Blogger and Influencer Engagement - To feature your products and get reviews


3. Affiliate marketing – Rewarding an affiliate for site visits or sale via his/her marketing efforts


4. Relations with online journalist content creators to ensure press hits


5. Leveraging

for brand exposure


6.Getting online reviews for building trust


CONCLUSION


Today, the effectiveness of Digital PR cannot be ignored. With 'new normal' being gradually embraced, more and more businesses are going online in search for their audiences.


In a time where the audience or public are researching, buying, and interacting online to take decisions, isn't it important to boost your online presence and get your brand noticed?


END NOTE – Even if you are already engaged with a PR agency, Digital Marketing or SEO agency, ensure that Digital PR is part of its off-page SEO efforts.



Authored by - Gaurav Gupta

Gaurav Gupta is the Chief Consultant & Digital Strategist at Austen C&C and is

known to create brand stories from a cross-functional marketing perspective for almost 15 years.

Read More about Gaurav








 

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