Digital marketing can be used for public relations, because it is all about increasing the online presence of a brand, by connecting with content writers and journalists. Digital marketing is used for public relations, as it helps a company get press hits or even citations; they are able to generate quality back links from the coverage that they get. If digital PR is done properly, then a companys visibility increases, they are able to reach more people, and their ranking in search engines get better as well.
Ways Of Digital PR
Prior to digital PR, a optimization company had to get in touch with news agencies to get featured in newspapers, on television news shows or magazines. Digital PR is different; it allows companies to directly get in touch with the customer and this can very beneficial in case of a PR crisis. For example, if a consumer claims that a product they bought of a brand is not up to the mark, or doesnt perform as marketed, digital channels can be used by a company to clarify such rumors.
By using digital marketing channels, companies can prepare press releases and issue them online, like on their website or social media accounts. They can use digital marketing platforms to build relations with journalists, who publish their pieces online or the bloggers, who cover news pieces on their blogs. Digital marketing gives them a chance to arrange their business profile, conduct online interviews and reviews.
Benefits Of Digital PR
There are many benefits of a digital PR, if it is executed keeping in mind a companys goals and objectives:
Increase In Website Traffic: When a brand adopts a digital PR strategy, then it is mentioned more than once online, on different platforms, and people feel curious enough to visit the brands website
Search Engine Optimization: When high authority links or websites mention a brands website, or create back links, then it would improve the ranking of the brand in SERPs; it gives the brand more visibility
Authority: When a brand publishes high quality and rich articles, it becomes a credible source of information that is shared by social media websites and other credible websites; people start to trust such brands more
Leads & Sales: If digital PR is used effectively, then it will interest the target audience, generating leads from the people who visit the website; it increases sales if the content on the website is good
Brand Image & Trust: Through Digital PR, a brand gets the chance to turn customers into loyal customers and increase trust amongst them
Purpose Of The Content
When a brand publishes content for PR, then the only purpose of such content should be to help the consumer. When a website contains helpful and informative content, that is released to help consumers with their products, like how to use them or their benefits, then that positively impacts the reputation of a brand. Information can be spread through a video, an info graphic, a blog post or through an article.