A Detailed Guide on Digital PR – A Modern Approach to Brand Visibility

They say your brand has to be relevant, distinctive, and easy to spot for it to become synonymous with the product/service it offers, much like Xerox became synonymous with making two of anything. 

No, this is not a discourse on branding, albeit it is an insight into standing out and making it count without seeming too obtrusive, déclassé, or irrelevant in the digital world. 

You guessed it right, we are indeed referring to the process of managing and building a brand’s reputation in the online sphere through digital PR services and activities. 

We at Mavlers understand the importance of building a solid, organic brand presence that goes beyond getting backlinks from reputable, relevant sources, SEO, and paid search efforts. 

In today’s blog, we will bring to you the practical wisdom of the subject matter experts in-house on the following topics:

• The basics of digital PR services
• An insight into the PESO model
• Deconstructing the difference between digital PR, link building
• Delving into the latest trends in digital PR
• Digital PR’s impact on SEO
• Key digital PR strategies
• Companies deploying digital PR
• Challenges in digital PR, along with requisite solutions
• Is PR worth the effort?
• Future of digital PR

Toward the end of the piece, you will find yourself equipped with the requisite skills to set up your brand’s digital PR strategy. 

Let’s get started!

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Understanding the basics of digital PR services

To begin with, Digital PR involves using online strategies to enhance a brand’s reputation, increase its visibility, and build relationships with key audiences. 

Unlike traditional PR, which relies on print media and broadcast outlets, Digital PR focuses on leveraging online platforms such as websites, social media, blogs, and digital news outlets.

It involves creating and promoting content to attract attention from relevant online publications and platforms, thereby building backlinks, increasing brand visibility, and improving search engine rankings. Digital PR agencies network with famous journalists, bloggers, and influencers to get online coverage and increase their social media visibility.

The following are the key elements of digital PR services:

• Content creation: Producing high-quality content like blog posts, articles, videos, and infographics that engage and inform the target audience.

• Media outreach: Connecting with online journalists, bloggers, and influencers to secure coverage and mentions for the brand.

• Social media management: Actively engaging with audiences on social media platforms to build a community and encourage content sharing.

• SEO integration: Using SEO techniques to ensure that the content ranks well in search engine results, driving more organic traffic to the website.

Let’s now explore the varied benefits of digital PR.

• Increased visibility: Digital PR helps brands get noticed online by reaching wider audiences through various online channels.

• Improved SEO: By acquiring high-quality backlinks from reputable sites, Digital PR enhances a website’s search engine ranking.

• Enhanced reputation: Positive online mentions and reviews build credibility and trust with potential customers.

• Audience engagement: Social media interactions and engaging content foster a closer relationship with the audience, leading to higher customer loyalty.

• Measurable results: Digital PR campaigns can be tracked and measured using analytics tools, allowing for data-driven adjustments and improvements.

An insight into the PESO model

The PESO Model is a framework used in Digital PR to categorize the different types of media that can be used to communicate a brand’s message. PESO stands for Paid, Earned, Shared, and Owned media. This model helps brands create a comprehensive and balanced PR strategy by utilizing all available media types. Let’s dive into each:

1. Paid media

Paid media involves paying to promote your content and reach a larger audience. This includes advertisements, sponsored posts, and paid collaborations.

Examples:

• Social media ads: A skincare brand runs ads on Instagram and Facebook to promote a new product line.

• Sponsored content: A travel company pays a popular travel blog to write an article about their holiday packages.

• Pay-per-click (PPC) ads: An online retailer uses Google Ads to appear at the top of search results for keywords related to their products.

2. Earned media

Earned media is the publicity gained through unpaid efforts. It includes media coverage, mentions, shares, and reviews that are voluntarily given by others.

Examples:

• Press mentions: A tech startup is featured in an article by a popular technology magazine.

• Product reviews: A beauty influencer posts a video review of a makeup product on YouTube without being paid for it.

• Organic mentions: A customer tweets about their positive experience with a restaurant, and the tweet goes viral.

3. Shared media

Shared media involves content that is shared across social media platforms. It includes user-generated content, social shares, and comments.

Examples:

• Hashtag campaigns: A fashion brand creates a hashtag for a new clothing line, encouraging customers to share photos of themselves wearing the brand’s outfits.

• Social media engagement: A food company engages with followers on Twitter, responding to comments and sharing user-generated recipes.

• Community building: A fitness brand creates a Facebook group where users can share workout tips and support each other’s fitness journeys.

4. Owned media

Owned media refers to the content that a brand creates and controls. This includes a company’s website, blog, email newsletters, and social media channels.

Examples:

• Company blog: A software company regularly publishes blog posts about industry trends and product updates on its own website.

• Email newsletters: An e-commerce store sends out weekly newsletters with special offers and product recommendations.

• Website content: A real estate agency creates a detailed FAQ section on its website to provide valuable information to potential clients.

How the PESO model works together

Using the PESO Model effectively means integrating these different types of media to create a cohesive and powerful PR strategy. Here’s how they can work together:

• Launch a campaign (paid media): Use paid ads to promote a new product launch.

• Gain publicity (earned media): Reach out to journalists and bloggers to get media coverage for the product.

• Encourage sharing (shared media): Create a social media campaign encouraging users to share their experiences with the product using a specific hashtag.

• Provide information (owned media): Publish detailed information about the product on your website and blog.

Example scenario:

• Paid media: A new fitness app runs ads on Instagram to announce its launch.

• Earned media: Fitness bloggers and online magazines review the app and share their positive feedback.

• Shared media: Users post their workout results using the app on social media with a branded hashtag.

• Owned media: The app’s website features blog posts about fitness tips and detailed guides on how to use the app.

By using the PESO Model, brands can ensure they reach their audience through multiple channels, enhance visibility, and build a stronger, more integrated PR strategy.

Deconstructing the difference between digital PR & link building

If you are confused about which path to take to increase your brand’s online visibility, the following comparison table between digital PR, link building and their varied aspects, will help you make the right choice to suit your unique needs. 

Delving into the latest trends in digital PR

Digital PR is continually evolving, with new trends and technologies shaping how brands connect with their audiences. Here are some of the latest trends in digital PR:

1. Influencer partnerships

Influencer marketing remains a powerful tool in digital PR. Brands are increasingly partnering with micro and nano-influencers with highly engaged, niche audiences. These partnerships often lead to more authentic and relatable content.

Example: A skincare brand collaborates with a micro-influencer who shares detailed reviews and skincare routines with their followers.

2. AI and automation

Artificial intelligence and automation are streamlining many aspects of digital PR. AI tools can help with media monitoring, sentiment analysis, and even content creation, allowing PR professionals to focus on strategy and creativity.

Example: Using AI-driven platforms like Meltwater or Cision to track media mentions and analyze public sentiment in real-time.

3. Data-driven PR

Data and analytics are becoming crucial in shaping PR strategies. Brands are using data insights to tailor their PR campaigns, understand audience behavior, and measure the impact of their efforts more accurately.

Example: Analyzing website traffic and engagement metrics to determine the success of a PR campaign and make data-driven adjustments.

4. Visual and interactive content

Visual content such as videos, infographics, and interactive media are gaining popularity. These types of content are more engaging and shareable, making them effective for digital PR.

Example: A company creates an interactive infographic that explains the benefits of its product, which gets widely shared on social media.

5. Purpose-driven PR

Consumers are increasingly looking for brands that stand for something. Purpose-driven PR focuses on promoting a brand’s values and social responsibility initiatives, aligning with consumer expectations, and building deeper connections.

Example: A fashion brand launches a campaign highlighting its sustainable practices and commitment to environmental conservation.

6. Personalization

Personalized PR campaigns are more effective in capturing audience interest. By tailoring messages and content to specific audience segments, brands can create more meaningful interactions.

Example: Sending personalized press releases to journalists based on their interests and previous coverage topics.

7. Podcasting

Podcasts are becoming a popular medium for brands to share their stories and expertise. Participating in or creating branded podcasts helps reach a dedicated and engaged audience.

Example: A tech company starts a podcast discussing industry trends and innovations, featuring interviews with experts and thought leaders.

8. Ephemeral content

Ephemeral content, such as Instagram Stories and Snapchat, is short-lived but highly engaging. Brands are using these platforms to share behind-the-scenes content, limited-time offers, and real-time updates.

Example: A restaurant uses Instagram Stories to showcase daily specials and behind-the-scenes kitchen action.

9. Interactive PR campaigns

Interactive campaigns that engage the audience directly are becoming more common. These can include online contests, polls, and interactive social media posts.

Example: A fitness brand runs an online challenge encouraging followers to share their workout videos, with winners receiving branded merchandise.

10. Integration with SEO

Digital PR and SEO are becoming more intertwined. PR professionals are increasingly aware of the SEO impact of their efforts and are working closely with SEO teams to optimize content and improve search engine rankings.

Example: Crafting press releases and guest articles with targeted keywords to improve the brand’s search visibility.

Digital PR’s impact on SEO

Digital PR can significantly impact SEO in several ways:

1. High-quality backlinks: Earned from reputable media sites, these links are more valuable than those from traditional link-building methods.
2. Brand visibility and authority: Coverage in well-known publications can enhance brand authority and trust, indirectly boosting search engine rankings.
3. Referral traffic: Content featured in prominent media can drive significant referral traffic to your website.
4. Social signals: Increased social media engagement can lead to more organic shares and mentions, which are positive signals to search engines.
5. Long-term relationships: Building relationships with journalists, bloggers, and influencers can result in ongoing coverage and links, providing sustained SEO benefits compared to one-off link-building efforts.
6.  Local SEO benefits: Securing local media coverage and mentions can improve local search visibility and relevance, especially for businesses targeting specific geographic areas.
7. Diversified anchor text: Natural anchor text diversity from earned backlinks can improve SEO by signaling relevance to search engines without over-optimization.
8. SEO-friendly content collaboration: Collaborating with SEO experts and content strategists within Digital PR efforts ensures content aligns with current SEO best practices, maximizing impact.

Key digital PR strategies

To effectively enhance a brand’s online presence and reputation, employing a combination of these digital PR strategies is essential:

1. Content creation and distribution

Creating high-quality, engaging content that resonates with the target audience is fundamental. This includes blog posts, articles, infographics, videos, and press releases. Distributing this content through the right channels ensures it reaches a wide audience.

Example: A tech company publishes a series of blog posts about the latest industry trends and shares them on social media and industry forums.

2. Influencer collaborations

Partnering with influencers who have a strong following in your industry can significantly boost brand visibility and credibility. Influencers can create authentic content that promotes your brand to their engaged audience.

Example: A beauty brand collaborates with a popular beauty influencer to review their new product line on Instagram and YouTube.

3. Media outreach

Building relationships with journalists and bloggers to secure media coverage is a traditional yet effective PR strategy. This involves pitching newsworthy stories, press releases, and exclusive interviews to relevant media outlets.

Example: A startup sends out a press release about its innovative product to technology journalists and secures features in several prominent tech blogs and magazines.

4. Social media engagement

Active participation on social media platforms helps build a community around your brand. Regularly posting valuable content, engaging with followers, and responding to comments can enhance brand loyalty and visibility.

Example: A restaurant actively engages with its followers on Twitter and Instagram, sharing behind-the-scenes content, responding to reviews, and running interactive polls.

5. Guest blogging

Writing guest posts for reputable blogs and websites in your industry can help establish your brand as an authority and drive traffic back to your site. Ensure the content is valuable and relevant to the host site’s audience.

Example: A financial advisor writes guest articles for well-known finance blogs, providing expert insights and linking back to their own website for further information.

6. Podcast appearances

Participating in or creating podcasts allows you to share your brand’s story and expertise with a dedicated and engaged audience. Podcasts are a growing medium and can significantly boost your reach.

Example: A health expert regularly appears on health and wellness podcasts to discuss various topics, promoting their brand and services to the listeners.

Companies deploying digital PR

As we can see, various companies have taken direct advantage of Digital PR in terms of SEO, thereby increasing traffic and visibility.

Challenges in digital PR, along with requisite solutions

Digital PR, while highly effective, comes with its own set of challenges. Understanding these challenges is crucial for developing strategies to overcome them and ensuring successful campaigns.

1. Measuring ROI

One of the biggest challenges in digital PR is accurately measuring the return on investment (ROI). Unlike traditional advertising, the impact of digital PR activities can be more difficult to quantify directly.

Solution: Use a combination of metrics such as website traffic, social media engagement, media mentions, and backlink quality to get a comprehensive view of your campaign’s effectiveness.

2. Rapidly changing digital landscape

The digital landscape is constantly evolving, with new platforms, algorithms, and trends emerging regularly. Keeping up with these changes can be challenging for PR professionals.

Solution: Stay informed through continuous learning, attending industry conferences, and following thought leaders in the field. Regularly update your strategies to align with current trends and platform updates.

3. Content saturation

The internet is flooded with content, making it difficult for brands to stand out and capture the audience’s attention.

Solution: Focus on creating high-quality, unique content that provides real value to your audience. Differentiate your content by using storytelling, data-driven insights, and engaging formats like videos and infographics.

4. Building and maintaining relationships

Building and maintaining relationships with journalists, influencers, and bloggers can be time-consuming and challenging. It requires consistent effort and genuine engagement.

Solution: Personalize your outreach, show appreciation for their work, and provide them with valuable content and insights. Use PR tools to manage and track your relationships effectively.

5. Managing online reputation

Negative reviews, comments, and misinformation can spread quickly online, potentially damaging a brand’s reputation. Managing and mitigating these risks is a continuous challenge.

Solution: Implement a robust online reputation management strategy, monitor online mentions, and respond promptly and professionally to negative feedback. Address issues transparently and provide solutions.

6. Ensuring consistent messaging

Maintaining consistent messaging across multiple digital platforms can be difficult, especially when working with various teams and stakeholders.

Solution: Develop clear brand guidelines and ensure that all team members and partners are aligned with these guidelines. Use a content calendar and collaboration tools to keep track of messaging across channels.

Is PR worth the effort?

We’ll admit PR may be a slow burn, but we know that it pays dividends when your campaigns start sticking. Take these stats, for example: 

1. 92 percent of consumers say they trust earned media over purely promotional content.
2. A stronger corporate image can raise your stock prices between 5 to 7 percent.
3. 88% of PR professionals are confident that digital storytelling is the future of communications.

Future of digital PR

Digital Public Relations (PR) is continuously evolving, driven by technological advancements and changes in how audiences consume information. Here are some key trends and predictions for the future of digital PR:

1. Integration of artificial intelligence and machine learning

• AI-powered insights: AI will be crucial in analyzing large datasets to uncover insights about audience behavior, sentiment, and preferences, enabling PR professionals to create more targeted and effective campaigns.

• Chatbots and virtual assistants: These tools will become more sophisticated, handling customer queries, disseminating information, and even assisting in media outreach.

2. Rise of data-driven PR

• Analytics and metrics: There will be an increased focus on quantifying PR efforts. Advanced analytics tools will help measure the impact of PR activities on brand perception, engagement, and ROI.

• Personalization: Data-driven approaches will allow PR campaigns to be highly personalized, enhancing their relevance and impact on target audiences.

3. Content and storytelling evolution

• Interactive and immersive content: The use of augmented reality (AR), virtual reality (VR), and other immersive technologies will grow, offering new ways to engage audiences.

• Video dominance: Video content will continue to be a powerful tool in digital PR, with live streaming and short-form videos gaining popularity.

4. Influencer and micro-influencer collaboration

• Micro-influencers: Collaborations with micro-influencers, who have smaller but highly engaged audiences, will become more common as brands seek authentic connections with consumers.

• Long-term partnerships: There will be a shift towards long-term relationships with influencers, creating more consistent and credible brand endorsements.

5. Enhanced SEO and digital presence

• SEO integration: Digital PR will become more intertwined with SEO strategies. Earning high-quality backlinks through PR efforts will remain crucial for improving search engine rankings.

• Voice search optimization: As voice search becomes more prevalent, optimizing PR content for voice queries will be essential.

So, what’s next?

If you’d like to outsource your PR or SEO tasks, you might want to look into the factors to consider when choosing an offshore digital marketing company.