Traditional PR is about using trusted third parties to raise awareness of a brand and speak to its audience. Digital PR takes this static speech and turns it into a two-way conversation using online tools, channels and techniques. Fundamentally, they both work to the same aim; it’s how and where they spread this message that sets them apart.
While digital PR also involves targeting the news outlets popular with traditional PR, it allows you to communicate this news further and faster to a highly relevant audience. Similarly, the kind of articles that would previously have existed only in print, can now be published online and amplified further through the use of social media and content marketing.
It’s about so much more than simply broadcasting a message though – digital PR allows you the freedom to build a closer relationship with your audience. Opinionated editorials, industry comments, interviews and infographics all add personality and create a more human brand, while interactive content like surveys invites your audience to play a role in who you are – all subtle ways of influencing how they see you.