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Public relations or PR is the art and science of increasing brand awareness while generating more demand for your products or services. As the name suggests, PR achieves this by reaching out to the public — potential leads, existing customers, and other parties such as possible partners or investors.
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Top 1% Global Leader Digital Agency
Ranked by Clutch 2023
Top 1% Digital Agency in United States
Ranked by UpCity 2022
Fastest-Growing Companies in the USA
4 Years in a Row
Top 1% Best Digital Marketing Award
Ranked by Expertise 2023
#2 Global Award Winner
Ranked by MASHABLE
Top 1% Award of Excellence Winner
Years 2020, 2021, 2022
500+ 5-Star Reviews in Google
Ranked by Our Customers
Top 1000 Global Digital Agency
Ranked by Clutch 2022
#1 Global Digital Agency
Ranked by Business Journal
Top Rated SEO Agency
Ranked by SEO Blog 2023
Top Ecommerce Development Company
Ranked by Selected Firms
Top Web Development Agency
Ranked by Design Rush
Is your digital PR strategy working hard for you?
If not, what can you do about it?
Public relations or PR is the art and science of increasing brand awareness while generating more demand for your products or services. As the name suggests, PR achieves this by reaching out to the public — potential leads, existing customers, and other parties such as possible partners or investors. This handy graphic from the School of Communications and Reputation (SCoRe) shows some of the responsibilities associated with PR.
A digital PR service utilizes online methods to achieve these goals, creating multiple streams of positive stories, images, videos, and other brand-related content. Creating a digital PR campaign means having a good understanding of all these channels and how to bring those into your digital marketing strategy.
Businesses often need expert help building a sustainable digital PR strategy – that’s why many turn to NEWMEDIA. We’re one of the most highly trusted digital PR agencies offering a full-service experience for clients.
What Does a Digital Public Relations Agency Do?
Digital PR agencies take on the task of handling all your digital public relations. But what is digital PR? Digital PR means any aspect of engaging with your leads, clients, and other stakeholders using internet-based means.
Online public relations involves quite complex data collation and analysis to assess the effectiveness of your campaigns. A digital PR agency will handle this for you. Online PR may also include continuous improvements to campaigns. In some cases, a full strategic pivot might be necessary. A digital PR company specializes in recognizing when these changes need to occur and implementing them efficiently.
Digital PR strategies involve researching a target audience and producing content and campaign materials that resonate with that group of people. These materials or digital assets are then used to prompt engagement.
This could be by encouraging comments on social media or driving website traffic to a product page.
Your digital PR agency will support you with asset creation, deployment, and business intelligence (BI) to understand the impact each campaign has.
Is Digital PR the Same as Marketing?
Digital public relations is a facet of your overall digital marketing strategy but can also be classed as a separate function in its own right. Marketing strategies can be purely advertising or social media-based.
Digital PR tends to look at multiple channels at once, creating omnichannel campaigns that have the best chance to reach larger segments of your audience.
Advantages of Digital PR Over Traditional PR
Traditional PR used to involve getting on the phone, sending mailers, and even meeting people face-to-face. PR can also include the use of TV and radio advertising. Prior to the advent of online digital channels, these were the only ways to reach potential leads and engage with them.
Today, you have more channels than ever available at your fingertips. While you shouldn’t discount traditional PR methods entirely, they should become one small facet of an omnichannel digital PR strategy.
With the right digital PR agency, you can reach more people than ever. Channels and media formats you can utilize include:
- E-zines and online journals
- Blogs, whitepapers, and other trusted online resources
- Partners’ websites
- Video hosting platforms such as YouTube
- Social media
- Digital press releases
- Online reviews and testimonials
- Influencer and affiliate marketing
- SEO marketing
The Digital School of Marketing (DSM) states that all effective digital PRP campaigns should include content and SEO marketing, PR and journalism (e.g., press releases,) and media production such as videos.
It’s clear that traditional PR simply can’t include all these platforms. While a carefully crafted mailer might still be a tool to reach a small segment of your target audience, you need digital PR services to approach the rest. With the right agency, PR can become a key component of your digital marketing strategy.
Why You Should Invest in Digital Public Relations Services
Why is digital PR important? Digital PR is essential for standing out in increasingly crowded markets. It’s also the only way to reach segments of your audience that engage solely via social media or other online platforms.
Increased Brand Awareness
One of the primary benefits of digital PR services is to get your brand in front of customers who will gain value from your services. With continuous effort, your brand becomes associated with the products or services you provide — just like we associate Hoover with vacuum cleaners, for example.
The ability to share campaigns, stories, and press releases via social media, websites, and blogs gets your brand seen by many more people. The best digital PR agencies will also include marketing techniques such as link-building strategies and other SEO techniques.
Google quite openly shares that links and backlinks are one of the search engine’s top ways to rate a website. Combining a range of online marketing techniques gets you higher up the search engine results pages (SERPs) and enhances the effectiveness of digital PR campaigns.
Boosted Demand Generation
The upshot of increased brand awareness is that people want to find out more about you. In digital PR, this is known as demand generation. It’s not necessarily the same as lead generation, as not all these interested parties will buy. However, they may share your content, comment, or simply stick a thumbs up on a social media post. Every interaction generates more demand for your brand.
Increased conversations surrounding your brand also gain you earned media. Earned media assets include testimonials, reviews, and positive comments that you can freely reuse. Many PR professionals use earned media within campaigns as it’s the organic voice of the client or customer and therefore encourages trust.
Improved Brand Reputation
Is your reputation as a company really that important? Research suggests so. Financier Worldwide recently reported that 25% of a business’s market value can be directly attributed to the reputation it holds.
What does this mean for digital PR strategies? It means ensuring your corporate values are woven throughout your content. If your business is dedicated to sustainability, make sure that’s evident in your branding. Likewise, if you champion diversity in the workplace, do the same in your blogs and articles. Customers appreciate transparency and honesty.
Firms can also ensure they’re sharing more than just sales content. For example, sharing positive employee stories or work done in the community can help bolster a business’s reputation.
As this graph from MarketingCharts shows, consumers are far more likely to buy from brands that reflect their own personal values.
Better Conversion Rates
When you successfully get your content in front of people who want to interact with you, conversion rates rise organically. Digital PR specialists understand the best ways to encourage conversions based on the ways leads interact with your business.
These may include follow-up emails, directing certain queries or interactions to sales personnel, or honing PR campaigns to move into wider audiences. Businesses rely on PR professionals to guide them to make the right decisions for closing deals and avoiding client churn.
Increased Profits
More conversions mean increased cash flow and more profits for your business. Here at NEWMEDIA, we’ve helped our clients generate over $3.5 billion in combined revenue. Can you afford to let your digital PR efforts slide?
More Opportunities for Beneficial Partnerships
Some businesses succeed entirely on their own. However, those are few and far between. The most successful enterprises are the ones that collaborate with others or seek investment from trusted partners.
Digital PR professionals consider influencers, affiliates, and other companies in adjacent industries. For example, if you provide logo design services, perhaps you could partner with a website-building company to promote each other’s services. PR looks outside the box for more opportunities for growth and engagement.
NEWMEDIA’s Digital PR Services
NEWMEDIA implements all the components of a successful digital PR campaign. We bring digital marketing and PR techniques together for a holistic outreach strategy that generates interest and demand.
Here are just a few of the services we offer:
SEO Strategy Planning
Digital PR means interacting with people so they get to know your brand. What better way to do that than with inbound marketing? Drawing people to your online platforms is so much simpler and more cost-effective than outbound sales.
SEO (search engine optimization) marketing involves utilizing keywords and phrases, but it’s so much more than that. Your SEO content should answer key questions asked by potential clients or customers. It should make your content appear on a range of search queries and consistently drive website traffic organically.
As many as 93% of all web experiences begin with a search engine query. Utilize NEWMEDIA’s digital PR SEO services to make sure you’re taking advantage of that statistic.
Content Marketing
Once your SEO strategy pulls interested leads in, you need to have something compelling to show them.
You could create a digital PR campaign that was a series of blogs. Each could dive deep into a facet of a particular pain point you know that your target audience experiences.
With the right wording and CTAs, you can use blogs and their associated social media snippets to drive website traffic.
Social Media Marketing
Social media is for more than just memes and competitions. When you build a following on social media, you’re creating a potentially ever-expanding brand fan base. It’s like a PR machine that just keeps growing — when you get social media marketing right.
Expert PR agencies understand exactly where different segments of an audience go online. For example, this chart from Statista shows that B2B decision-makers are largely active on LinkedIn. But not so much on Twitter.
Email Marketing
Another way digital PR services help reach more customers or clients is through effective email marketing. You can use email for a digital PR campaign by sending press releases to a carefully curated list of online media outlets. Another example is using emails to encourage a segment of your customers to attend webinars or other events.
Digital PR tools can help automate emails where appropriate and analyze the effectiveness of campaigns. NEWMEDIA helps companies set these campaigns up and utilize them for optimal effectiveness.
Performance Marketing
Understanding the return on investment (ROI) from your PR and marketing efforts can be really tricky. Take a look at this chart from the analytics resource WordStream.
You can see that there are so many factors that feed into marketing and PR ROI. Without the skills, experience, and digital tools available to analyze and draw insights from masses of marketing data, you can get lost in the weeds.
Trust NEWMEDIA to assess the effectiveness of your digital PR efforts and hone your strategies for ongoing success.
Responsive Web Design
It used to be that all businesses needed to have a physical office or shop — somewhere for potential customers to come and view their wares.
Today, that shopfront has been largely replaced by the business website. However, your website is only effective if it’s designed with a great user experience (UX) in mind. For a website to be truly useful, though, it must respond to any type of device someone is accessing it from. That means investing in experts who know how to make a responsive website that works on phones, tablets, and other smart devices.
Why Businesses Chose NEWMEDIA’s Digital PR Services
Why should you choose NEWMEDIA as your digital PR partner? Let’s start by giving you a few reasons our existing clients trust us:
NEWMEDIA has 25+ years of experience
We’ve delivered excellence for over a quarter of a century with clients including CBS, Delta, and Stanford University.
We’ve generated $3.5 billion+ in revenue
Trusted by Fortune 100 firms and non-profits alike, NEWMEDIA takes a client-first approach to every project. We work closely with our clients to identify their needs, find their targets, and figure out the ideal path to achieve their objectives.
We’re a top-rated & full-service agency
According to Clutch, SEOBlog, Expertise.com, and others, we’re a top-rated company. As well as digital PR, we offer multiple marketing, web design, and business strategy consultation services.
Interested?
Get in touch with us today and see how our team can revamp and take your marketing and SEO to the next level.