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The Digital PR movement

Digital PR is a method used by brands and marketers to increase their online presence and brand awareness (working hand-in-hand to better SEO value creating referrals and backlinks to better rankings on google) through creating relationships with online writers, bloggers and journalists to gain ‘press hits’ and high quality backlinks. When done well, digital PR can increase a brand’s reach and visibility, driving increased referral traffic.

Digital PR increases trust and credibility, conversion rates, ROI and brand equity.

But have you been left behind in the digital revolution, where marketers now eat, sleep and breathe working smart, rather than hard?

Initially many PR professionals saw a struggle in winning corporates over to the idea of utilising PR; this war seems to be winning itself going forward especially with the use of online digital tools and the value for money, lower budgets that PR requires when compared to print media advertising. This goes to show that even with the slow changeover to PR, the digital evolution hasn’t waited for those slow-pokes but has moved on to create pathways for digital PR avenues as well.

Now with many corporates dropping big budgets for PR strategies that value earned media and owned media over paid for forms - we see the increased pressure on PR professionals to deliver never before award winning campaigns.

Can it be done? Yes! Without a doubt.

But PR is just one facet (much like a beauty pageant) that each corporate (contestant) needs to utilise, along with digital, advertising and trade facilities.

This is where the parity between and within these mediums must undergo extreme change in order to create the perfect “campaign”.

The sooner we catch up with this idea, the faster we will look to the future for great ideas and go down in the marketing history books.

Here are a few starter tips for running digital PR

1. Online media coverage - and in different languages that bode well with your target audience

2. Create articles through owned channels that can lead to citations (blog posts)

3. Timely and newsworthy

4. Inclusive articles through partnerships

5. Backlink through content you own

6. Social Media Influencer marketing

7. Sharing and syndicating infographics

8. Sharing of industry statistics and info

Also take a look at how to run a risk-benefit analysis of influencers.

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