Digital PR: the further development of classic public relations work
Digitalisation has changed classic PR. PR professionals face the challenge of combining the elements of storytelling and content creation with new digital requirements, such as search engine optimisation (SEO) and content marketing. To integrate digital PR into your work in a meaningful way, you should ask yourself the following questions:
- How can I tap into the great potential of digital channels for businesses?
- How can you reach the target groups of the digital space?
- What opportunities do companies have to discover new markets through digital PR and thus enhance their reputation?
This blog post describes the most important strategies, tools, building blocks and goals of digital PR.
What is digital PR? – An attempt at a definition
There is no universally valid definition to this question. The consensus is that digital PR takes up the elements of public relations and less of press relations. In contrast to classic PR, online PR relies less on publications in classic media such as newspapers or print magazines. Rather, it is about using a wide variety of digital channels, such as online magazines, social media channels, forums, blogs or specialist portals.
Digital PR opens up great potentials in this context: In addition to the multiplication effects of online communication, companies can communicate with the public without the diversions via traditional media. On the one hand, this offers the opportunity to independently develop new markets and target groups. On the other hand, direct communication should ensure the highest level of editorial competence. In the next section, we will introduce you to some tools that make working with digital PR easier.