Digital PR introduces new forms of communication that you can leverage to converse with your audience. Learn how to use this strategy to strengthen your marketing actions.
Tatiana Forero
Sep 30, 20 | 11 min read
digital public relations guide
Reading time: 8 minutes
If you’re in the business world, you’ve probably heard of public relations (PR). However, the rules of the game have changed for strategies that were typically carried out offline.
Considering the speed with which digital transformation took hold in many processes after the COVID-19 pandemic , we will understand why digital public relations have made giant strides to renew their traditional version and get closer to users who are constantly connected.
Do you want to know more about this evolution and the possibilities it brings for companies? Join us and understand why digital public relations are essential to explore different communication opportunities in an increasingly digital market.
What is digital public relations?
Digital public relations (or Digital PR ) is a strategy
that seeks to create a positive impression of a brand in digital media, build its reputation and consolidate its online presence .
Like traditional PR, digital PR aims to increase a brand’s exposure, only this happens across a growing range of media.
Digital PR therefore pursues the same list of mali consumer email objective, with the advantage of having new tactics, platforms and tools to grow a brand’s digital footprint, through interaction with other key players in the sector such as:Now, write this down: a well-executed digital PR strategy allows you to deliver a highly targeted message to increase your brand exposure . And even more interestingly, you can influence your audience’s perception.
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The transformation of traditional public relations in a digitalized world
According to Karina Ortiz , public relations remained static in countries such as Mexico, Colombia and Argentina until the arrival of digital transformation. This was the turning point that forced the sector to reinvent itself.
And although traditional PR is still relevant, it faces certain difficulties in the digital age, since it was designed, literally, in a different era. For example:
In the traditional model, communication is unilateral , that is, a message is generated and the audience consumes it without being able to choose or express their opinion. In Digital PR, you launch a message and it can be manipulated or co-created with consumers or, better said, prosumers ;
Traditional PR focuses on product updates and announcements. However, SMBs or small startups typically have one or two announcements to make each year. Therefore, it can be difficult to get media coverage using the traditional model;
The digital transformation has made online
public relations go from being an alternative to a necessity for companies. With the new model, it is easier to find other ways to gain media coverage at a much lower cost.
As you can see, although both models how to improve the user experience in a mobile app contribute to improving reputation and increasing brand awareness to maximize sales, the difference lies in their approaches to content and interaction with those audiences.
What are the benefits of digital PR for brands?
Now that we have studied the basis of digital public relations, we will now show you the most notable benefits that brands perceive with this strategy.
1. Increase your online exposure and reputation without large investments
With different digital public relations actions such as Influencer Marketing, Guest Posting or Content Marketing, a brand can increase its digital visibility in a variety of online media .
In fact, partnering with a different medium brings you closer to a new audience by increasing online mentions of your company. Of course, the greater and adb directory better quality your online exposure is, the more positive references your target audience will hear about your brand.