Unlocking the power of digital PR: a strategic guide

The public relations (PR) landscape has undergone significant changes, paralleling the evolution seen in marketing. Just as marketing strategies have adapted to the digital age—harnessing new platforms and technologies—PR has had to transform to maintain relevance and ‘be where audiences are’ in an ever-changing media landscape.

Unlike traditional PR, which has relied on broadcast TV, print, and outdoor ads, digital PR (DPR) demands a fresh approach tailored to the dynamics of the online world.

This article explores the transformation of PR, highlighting key parallels with similar marketing trends and challenges. We’ll also dive into effective DPR strategies and showcase brands excelling in this digital era.

Two crucial factors are driving rising DPR adoption:

1. Media fragmentation

Media spread across different channels is one of the most significant changes driving a shift to digital PR. In a relatively short period, audiences moved from consuming a narrow, concentrated range of analog media—think TV, radio, and newspapers—to consuming a hugely varied range of digital media dispersed across a multitude of platforms, ranging from mainstream news sites to blogs to social media and the like.

For PR professionals to effectively reach and engage with their audiences, it’s crucial to understand:

• Where relevant audiences are spending their time,

• How they are consuming content,

• What content resonates, and

• Which platform will best deliver your message.

2. Adapting PR to the diverse range of platforms

To effectively reach and engage audiences in this fragmented environment, it’s crucial to understand and adapt to each platform's strengths and tailor your content accordingly. 

Here are examples of key digital platforms and how your DPR approach can adapt to leverage each platform’s strengths and weaknesses:

• Social media 

PR messaging needs to be brief and visually striking. It should engage users with eye-catching visuals and concise, impactful messages. 

• Wendy’s Twitter / X feed is a good example. It uses witty, brief tweets that engage users and drive interaction.

[This image, tweeted initially by Wendy's on May 27, 2023, is used here to analyze digital PR strategies for educational purposes under fair use].

• Blogs 

The PR strategy here requires a brand to go in-depth, offering detailed, valuable insights that can establish the brand’s thought leadership.  

• HubSpot’s Marketing Blog, for example, offers detailed guides and insights on digital marketing strategies, positioning HubSpot as a leader in the field.

[This screenshot depicts Hubspot’s navigation bar, which is used here for educational purposes, under fair use, showcasing its strategic positioning as a contemporary thought leader in marketing.]

• Mainstream news

Here, the focus is on high-impact, newsworthy stories, generally delivered by notable writers who are experts in the field. PR professionals must craft pitches to publications that either highlight major developments in a field or relate to mainstream issues relevant to these publications and their audiences.

• Newspapers of record, such as The New York Times (U.S.), The Observer (U.K.), The Wall Street Journal (U.S.), The Times of India, China Daily, and The Sydney Morning Herald (Australia), provide comprehensive and influential coverage of global news and events from diverse regional perspectives.

[This article (John Naughton) originally appeared in The Observer, published August 24, 2024, and used here to analyze sponsored post strategies for educational purposes, under fair use]. 

• Niche blogs and forums

These provide specialized, expert content that resonates with dedicated audiences and allows the PR agency and the brand to discuss their product or service in detail. 

• The Wirecutter, for example, offers detailed reviews and buying guides on tech and gadgets, catering to enthusiasts seeking in-depth product insights.

[This illustration (Dana Davis) and photo (Jackie Reeve) originally appeared in a Wirecutter review article about compression socks, published August 7, 2024, and used here to analyze sponsored post strategies for educational purposes, under fair use]. 

Fragmentation is only part of the challenge. 

The velocity at which information changes has also upended the traditional PR landscape. Unlike traditional media's more predictable, slower news cycles, the digital realm operates at relative ‘lightning speed.’

Consider the evolution of news consumption. Traditionally, news was delivered through morning and evening papers and scheduled TV broadcasts. This routine dictated the pace of breaking news reports. Once a paper went to print or a broadcast aired, it was static, and you couldn’t update it until the next day. Then, cable television brought us the 24-hour news cycle, but even this model has become outdated.

This model is nearly obsolete and is increasingly being supplemented or replaced by streaming services offering more flexibility, on-demand content, and personalized viewing options. The constant flow of information through online news sites, social media platforms, and digital forums means news isn’t confined to a rigid schedule. Instead, information is continuously updated and circulated, creating a constant stream of news and information.

The rise of real-time monitoring and response

In light of this constant  ‘information river,’ digital PR relies on monitoring and responding in more or less real-time. 

It requires:

• Regular content updates and scheduling: Brands must consistently update content to stay current with industry developments. According to Sprout Social, consumers believe brands should post 1-2 times a day on social to maintain a significant presence.

• Adaptive messaging: By analyzing how content performs, brands can refine messaging based on what works (and doesn’t). If a particular topic or tone generates significant engagement, a brand can emphasize that angle in future communications, ensuring PR strategies align with trends relevant to their audiences' preferences.

• Continuous monitoring: Tools like Google Alerts, social media listening platforms, and media monitoring services like SignalAI allow brands to track mentions, emerging trends, and shifts in public sentiment. This monitoring lets brands identify what resonates with their audiences, adapt their messaging, and address issues before they escalate.

[Screenshot of a SignalAI dashboard, used under fair use for educational purposes. All rights to the original content belong to Signal AI.]

DPR and proactive crisis management

Nowhere is the speed of digital information flow more challenging than when managing inevitable PR crises. 

In a digital age, negative feedback or a crisis can escalate across global social media in real time, damaging a brand’s reputation. Increasingly, brands rely on proactive crisis management to address these issues when they arise. These can include:

• Dedicated crisis response teams: A group of crisis professionals ready to tackle reputational issues, including PR experts, legal advisors, and key brand decision-makers who can act cohesively to address issues as they arise.

• Pre-approved messaging and talking points: While not all issues are predictable, many businesses are aware of the scenarios that may occur for their brand. For example, airlines have crisis response plans ready in case of accidents or safety breaches. Other industries that are heavily regulated or under public scrutiny, such as car manufacturers, pharmaceutical companies, or financial services, have pre-approved messages and responses prepared to ensure that they can communicate consistently and effectively without delays when a situation arises.

• Protocols for rapid response: Tied to the previous point, brands are increasingly monitoring potential issues across digital platforms (especially on social media) so they can quickly assess the severity of a crisis and execute their plans and talking points in response.

Crisis PR in the real world

For example, in 2023, the beer brand Bud Light faced backlash over its promotional partnership with transgender influencer Dylan Mulvaney, leading to customer boycotts and negative press in the media. 

Bud Light’s response involved mobilizing an internal PR team and external advisors to handle the situation. Initially, their messaging aimed to defend the campaign but, again, received significant criticism. 

In the end, Bud Light revised its communication strategy to address concerns more directly and engaged with customers over social media to understand better and address the controversy.

The following case studies demonstrate how top brands have strategically harnessed digital PR to amplify their reach and influence:

Glossier’s social media mastery 

• Glossier, a beauty brand, is an excellent example of how digital PR can leverage social media for engagement and brand building—its strategy centers around user-generated content and authentic social media interactions. 

• By encouraging customers to share their beauty routines using Glossier products, the brand taps into real, relatable experiences.

• Their use of IG Stories and posts showcases customer testimonials, influencer collaborations, and behind-the-scenes content, fostering a strong community and driving organic growth.

Patagonia’s purpose-driven content

• Patagonia, known for its commitment to environmental sustainability, effectively uses digital PR to reinforce its brand values. 

• The company’s “The New Localism” campaign highlights community-driven environmental initiatives, leveraging in-depth blog posts, interactive web features, and documentary-style videos.

• By aligning content with its core mission, Patagonia engaged with an audience that values corporate responsibility, generating significant positive buzz and reinforcing its position as a leader in eco-conscious business practices.

Peloton’s real-time engagement and influencer collaborations

• Peloton, the fitness company, has successfully employed a combination of real-time engagement and influencer partnerships to boost its digital PR. 

• Their strategy includes real-time responses to user feedback on social media, interactive challenges, and collaborations with fitness influencers who provide authentic reviews and motivational content. 

• Peloton maintains a dynamic presence and strong connection with its audience by integrating user feedback into its content strategy and showcasing real-life success stories.

Traditional PR metrics, e.g., circulation numbers and broadcast reach, provide a generalized but partial impression of the true impact of a campaign. With print, circulation might tell you how many copies are distributed, but it doesn’t reveal how many readers engaged with the content (or the quality of their engagement). 

Similarly, Nielsen has TV viewership using people meters in around 40,000 US households. For example, you can see what viewers watch in any given week across various platforms. Most recently, the Olympics has been capturing viewership within the US.

While it is helpful for a general picture of media consumption, it struggles to integrate data across many platforms (TV, mobile, tablets). It can offer only incomplete insights into overall media consumption patterns.

In contrast, digital PR metrics offer more granular insights, down to an individual level, about how people engage with content (but this granularity can also introduce complexity). 

Advanced analytics and metrics to better understand engagement

The metrics generated via digital PR offer a deeper level of analysis to understand the effectiveness of your PR approach—this includes engagement rates, click-through rates (CTR), and social shares, which can offer valuable insights into how your content performs and resonates with your audience.

At a basic level, the more engagements you receive for a piece of content (likes, shares, comments), it shows several things: 

• Any engagement shows that people are paying attention to your content and messaging. 

• Shares are particularly valuable because you can leverage the reach of your audience to get in front of new audiences and spread your message further.

• Finally, monitor click-through rates for links embedded in your content, especially if the goal is to drive action, such as directing traffic to your brand website or affiliate partners. Tracking performance here is essential. 

Tools like Google Analytics, social media analytics platforms like Sprout Social, and sentiment analysis software can provide detailed data on content performance, audience behavior, and overall impact.

What does an effective digital public relations strategy look like? Consider the following when designing a digital-first PR approach. 

Develop digital-first content.

• Developing engaging and shareable content on digital platforms is fundamental to success in digital PR. Unlike traditional PR content, which may be designed for print or broadcast (typically longer form, one-way conversations). Craft digital content with online consumption in mind (bite-sized, conversational content). 

Prioritize sharing and interaction.

• Engaging content (unsurprisingly!) is more likely to be shared, amplifying your message across digital channels.

• At a minimum, make it easy to share content by including social sharing links and buttons within content, crafting compelling headlines, and using call-to-action phrases.

• Interactive elements like polls and quizzes can also drive engagement and turn content into conversations rather than lectures.

Seek influencers who align with your audience’s mindset.

• Collaborating with digital influencers can significantly enhance your PR efforts. Influencers have established credibility and trust with their audiences, making them valuable allies in amplifying your messages.

• Engaging an audience in the social sphere may look simple, but developing and maintaining reach with an audience is more challenging than it may seem. It’s often better to outsource to a professional influencer.

• To maximize the impact of influencer partnerships, identify influencers who align with your brand values and target audience. Look for individuals with genuine engagement and a record of delivering high-quality content.

• Tools like influencer databases and social media analytics can help you find the right influencers for your campaign.

Build authentic relationships.

• Successful influencer partnerships feature trust and authenticity. Rather than treating influencers as mere channels for promotion, focus on building genuine relationships. The content you co-create will more effectively resonate with your audiences in the longer term.

• Collaborate with influencers to co-create content, provide exclusive insights, and involve them in meaningful ways to grow their trust and brand relationships. This authenticity will enhance the quality of your message and strengthen your connection with your shared audience.

Optimize for SEO.

• Search engine optimization (SEO) is a critical component of digital PR. By integrating SEO best practices into your PR content, you improve its visibility on search engines and make it easier for customers to find relevant information.

• SEO optimization involves several practices, including keyword research, on-page optimization, and link building. Conduct keyword research to identify relevant terms and phrases your audience is searching for. Incorporate these keywords naturally into your content, headlines, and meta descriptions. 

Design for social media.

• Social media platforms offer opportunities for both dissemination and engagement. Effective digital PR involves using social media not just to share content but to engage with your audience actively. Social media is fundamentally a two-way channel that allows you to interact directly with your audience. Note that you might not always like what you hear!

• Regardless, you must respond to comments, participate in discussions, accept and act on fair criticism, and share content to build relationships and foster a positive brand image. Engaging with your audience in real time is increasingly expected and can help you manage your brand’s reputation and address any issues promptly.

• Leverage built-in social media analytics to track your content’s performance and refine your strategy.

• Tools like Google Search Console and Ahrefs can also provide insights into how your content performs across search engines, helping you align your social media efforts with broader SEO goals.

Tools like Hootsuite Insights and Brandwatch use AI to track and analyze public sentiment, helping brands respond quickly to customer feedback. For example, Nike used Sprout Social’s AI features to spot and address customer complaints on social media. This can support its positive image and improve customer satisfaction by speeding up the resolution of issues customers may experience. But there are challenges, too. 

It's vital to have some oversight of AI tools to ensure they deliver based on customer needs and expectations. If AI trains on biased data or is not properly calibrated, it can produce inaccurate responses or misinterpret customer needs. For best results, it's essential to use AI carefully and monitor how well the algorithms perform to ensure accuracy.

Digital PR presents opportunities and challenges that differ significantly from traditional PR methods. You can navigate the digital landscape by understanding the nuances of media fragmentation, adapting to the rapid pace of digital information, and implementing effective strategies such as digital-first content development, influencer partnerships, SEO optimization, and social media engagement. 

Embracing these strategies can help you create impactful DPR campaigns that resonate with your audience and achieve your PR objectives in the ever-evolving digital landscape.