Digital PR and Media Coverage

One of the biggest differences between traditional and digital PR is that the latter is always conducted with SEO in mind.

One of the goals of public relations outreach in the digital sphere is for companies to receive media coverage in digital news publications.

The best way to achieve that goal is to create PR content campaigns that are newsworthy and are able to build brand awareness for the company.

To reach that point, companies and PR agencies have to find new and different angles on everyday news topics, and sometimes research things that journalists wouldn’t think about researching themselves.

Through digital PR, companies can increase their search engine optimization (SEO) and visibility, drive engagement with the target audience, improve traffic for the company‘s website, improve business leads, sales, and general conversion rates, and build awareness for the company while boosting its credibility.

Backlinks

One of the strategies of digital PR in achieving media coverage is for the company to build links to its website from a number of different digital news publications.

That’s because when a company is able to get a large number of backlinks from big publications, the search engines, such as Google, will understand that the company‘s website is full of useful and authoritative content.

With a growing number of backlinks through these types of digital PR efforts, the company’s website ranking can start to rise gradually in the results pages of search engines.

However, it’s not just the number of links that are important for digital PR strategies, SEO, and media coverage. The links have come from relevant websites, according to the overall content of the website.

Brand Awareness

Another important digital PR strategy is brand awareness, where the goal is to improve a company’s visibility and authority with the target audience.

This is not easy to achieve, because campaigns or company quotes that seem to be too branded aren’t usually promoted by journalists.

To achieve that goal, a company should create a PR campaign that is of interest to the target audience, and send out pitches to relevant journalists that the news outlets will also find interesting.

If more people see the company’s name in news stories that are positive, the company will then have higher chances of attracting new potential clients.

Campaigns should be created with different layers and angles, to keep them interesting, and relevant to various news cycles and outlets.

Additionally, when executing campaigns, companies should include expert opinions from their high-ranking members.

Interactivity

While infographics have always been a popular digital PR strategy, these days they are not as popular as interactive campaigns that include data.

With interactive campaigns, the information can be shared both with the target audience and with digital news publications. 

This allows both types of audiences to interact and explore the data more than an infographic allows them to.

However, when creating interactive campaigns, one of the most important things that a company should do is to make sure that the information is multi-dimensional.

That means it shouldn’t focus on the single aspect too much, otherwise, it risks boring the reader.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
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