Traditional PR uses high circulation, readership, and viewer ratings to determine who to approach when selling in content to media houses and publishers. Even traditional PR’s who claim to ‘do digital’ still use this method.
Digital PR doesn’t exclusively focus on the number of followers on social media sites and readers before approaching them. It also focuses on evaluating domain authority and non-paid opportunities for link citations. The success of Digital PR is, as a result, more measurable than Traditional PR.
News can be unrolled faster, further and more directly to a specific target audience than the olden way in a much better manner. It allows us to escalate news like never before. Where we used to be happy with our single placement, our news could be shared aggressively. Thats not all, we now are able to use medium of social media, blogs, reviews, content to share stuff and not only that; its helps in being more creative in delivering the message to the target audience. And be connected to them, unlike the olden days where the news would be available during certain period of time.
Digital PR helps in creating a new purpose and adding value to the content for marketing leading to Content Marketing. PR professionals are incorporating Content Marketing into their product mix as a purpose of creating a content into something new and not boring. A press release may be altered/reprocess into a Slideshare presentation, Blog post, Pinterest Infographic, Post on Facebook Page/Group, Linkedin, Twitter and Instagram post, posting on newspaper websites and others mediums.
Sharing, Altering and Re-sharing and repeating the same process a few more times; may be said as a common way of content marketing. Now instead of placing press release on the wire, PR are turning towards blogs and other posting sites to create engagements towards the post and have more point of view and visibility; for using as a launch platform to discuss some issues, or have a common round of Q&A.
Digital PR should follow closely SEO and the other DM strategies for maximum result. However Digital PR can strengthen weaker landing pages and increase the site traffic of slower moving stock even if it doesn't follows the marketing objective. When using SEC, digital PR could take advantage of different key factors like key search term trends, maximum coverage on people, what they are searching.
A short video may help us the understand some more fundamentals of Digital PR.