What is Digital PR and How Does it Work?

Hey there! Do you need help to keep up with the constantly evolving world of digital PR? Do you find reaching your target audience and achieving your business goals through your online presence challenging? Well, you’re not alone. With ever-changing algorithms and increased competition, it can take time to navigate the world of digital PR. But don’t worry. In this article, we’ll explore the common challenges businesses face with digital PR and provide practical tips and unique insights to help you improve your online presence.

Digital PR is a broad term that encompasses various online marketing strategies and tactics. At its core, Digital PR is about building relationships with influencers, journalists, bloggers, and other relevant parties to generate coverage and publicity for your brand. The key benefits of Digital PR include increased brand awareness, improved search engine rankings, and enhanced reputation and credibility.

Here’s a video guide on digital PR and SEO:

The Benefits of Digital PR for Your Business

Digital PR is a new way to approach public relations that has become increasingly popular recently. It involves using online channels and platforms to promote your brand, products, and services. There are many benefits to using digital PR for your business, including:

  • Increased brand awareness: Digital PR can assist you in reaching a broader target audience, boosting your brand’s visibility online, and improving SEO results. Creating valuable content and sharing it across various channels can attract new customers and build a loyal following.
  •  Improved online reputation: Digital PR can help you manage your online reputation by monitoring what people say about your brand and responding to negative feedback. Being proactive and trustworthy can build trust with your customers and improve your reputation.
  •  Increased website traffic: Creating compelling content and sharing it across various channels can drive traffic to your website. This can help you generate leads and sales and ultimately grow your business.
  •  Cost-effective: Digital PR is generally more cost effective than traditional PR methods, such as print advertising or TV commercials. You can reach a broader audience in less time and at a lower price by using online channels.
  •  Increased brand recognition: By consistently promoting your brand across various channels, you can increase your brand’s recognition and become a household name. This can help you stand out from your competitors and attract new customers.

Overall, digital PR is a powerful tool for businesses of all sizes. Using online channels to promote your brand can increase your visibility, build customer trust, and ultimately grow your business.

Digital PR ROI Calculator

Whether you’re launching a new product, building brand awareness, or trying to boost online presence, this Digital PR ROI calculator is a tool for measuring success and guiding your future Digital PR strategies.

How It Works

  1. Enter the costs associated with your Digital PR efforts, including consulting fees, creative development, and outreach hours.
  2. Provide the hourly rate for outreach and the new revenue generated from the campaign.
  3. Click ‘Calculate ROI’ to see a detailed report of your total costs, revenue generated, and the ROI percentage.

Digital PR ROI Calculator

Enter the details of your Digital PR campaign, and the calculator will display the ROI.

How is Digital PR Different from Traditional PR?

Traditional PR is focused on securing coverage in traditional media outlets such as newspapers, magazines, and television. It involves building relationships with journalists and editors to get stories about a company or brand published. While traditional PR is still essential, it has become less effective in today’s digital age.

Digital PR, on the other hand, is focused on securing coverage in digital media outlets such as blogs, online publications, and social media. It involves building relationships with online influencers and bloggers who have a significant following on social media platforms. The goal is to get these influencers to share positive stories and reviews about a brand, which can increase its visibility and credibility.

Example of Digital PR

In its latest campaign, Uber has released the “Uber Lost & Found Index” for the year 2023, which details the most commonly forgotten items by riders in various cities around the world. The campaign seeks to highlight some of the most interesting, strange, and amusing items that have been left behind in Uber rides.

The index provides some fascinating insights into the habits of Uber riders. For example, it reveals that the most commonly forgotten item worldwide is mobile phones, followed by wallets, keys, and bags. Additionally, some of the most unusual items left behind in Uber rides include a live lobster, a set of false teeth, and a wedding dress.

This digital PR campaign has gotten Uber, 240 backlinks from referring domains, and a good range of big publications, resulting in ranking for around 1,000 keywords:

How to Do Digital PR

Are you looking to improve your brand’s digital PR? Look no further than creating high-quality content that resonates with your target audience. You can effectively reach and engage your audience by creating blog articles, videos, infographics, and social media posts.

But creating content is only half the battle. You must distribute it across the proper channels and platforms to reach as many people as possible. This means having a solid understanding of your target audience and where they spend their time online. Are they active on social media? Do they prefer reading blogs or watching videos?

Create Data-Driven Content

The first step to any successful digital PR campaign is to create high-quality content that resonates with your target audience using data. This could be blog posts, infographics, videos, or other content relevant to your brand and industry. Tailoring your content to your audience and ensuring that it provides value and engages them meaningfully is essential.

This campaign can involve having content and data ready to be shared with the world. Guest posting is an example of this campaign, which could entail reworking and freshening up an article for a new audience or creating original content for products and services you already have to build backlinks.

What makes an existing data campaign advantageous is that the most challenging part is already taken care of. You already have the data and content to share, and now all you need to do is launch a digital PR campaign to spread awareness about it.

And example of this is a presentation design agency ran a survey about Zoom Anxiety that landed on big publications like Yahoo.

Reactive digital PR involves monitoring the news and social media for breaking stories, trends, and relevant conversations with your brand. By spotting reactive opportunities, you can create relevant and timely content that resonates with your audience, increases engagement, and earns valuable media coverage.

Step 1: Monitor News and Social Media

To spot reactive opportunities, you must stay on top of your industry’s latest news and trends and beyond. This means monitoring relevant publications, social media channels, and industry influencers for breaking stories, viral trends, and relevant conversations with your brand.

Tools like Google Alerts, Feedly, and Hootsuite can help you track keywords, hashtags, and topics related to your brand and industry. Setting up alerts and feeds lets you get notified of relevant news and trends in real-time and act quickly to create reactive content.

Step 2: Identify Opportunities for Engagement

Once you have identified relevant news and trends, the next step is finding engagement opportunities. This means looking for ways to add value to the conversation and create content that resonates with your audience.

Some ways to identify opportunities for engagement include:

  • Analyzing the sentiment and tone of the conversation
  • Looking for knowledge gaps and questions that your brand can answer
  • Identifying opportunities for storytelling and thought leadership

By identifying opportunities for engagement, you can create content that adds value to the conversation and positions your brand as a thought leader and authority in your industry.

Step 3: Create Timely and Relevant Content

Once you have identified opportunities for engagement, the next step is to create timely and relevant content. This can take many forms, including blog posts, infographics, videos, and social media posts.

When creating reactive content, it’s essential to act quickly and be timely. This means making content relevant to the conversation and timely enough to capitalize on the momentum of the trend or story.

Some tips for creating timely and relevant content include:

  • Using eye-catching headlines and visuals to grab the attention
  • Creating content that is shareable and easy to consume
  • Adding your brand’s unique perspective to the conversation

Creating timely and relevant content can increase engagement, drive traffic to your website, and earn valuable media coverage.

Step 4: Amplify Your Content

Finally, you need to amplify your content to maximize the impact of your reactive digital PR efforts. This means promoting your content through social media, email marketing, and other channels to increase reach and engagement.

Some tips for amplifying your content include:

  • Using targeted social media ads to reach your audience
  • Partnering with influencers and other brands to increase your reach
  • Engaging with your audience and responding to comments and feedback

By amplifying your content, you can increase its visibility and impact and build a strong brand presence that resonates with your audience.

In conclusion, reactive digital PR is a powerful strategy that can help you boost your brand awareness and drive valuable media coverage. By monitoring news and social media, identifying opportunities for engagement

Survey campaign

A survey campaign aims to gauge the pulse of your target market. If you have a product or service that addresses a problem, you would like to know if your target audience would use it if they faced such an issue.

The information gleaned from a survey campaign can help you modify your solution and provide you with reliable data and subscribers for your mailing list.

Usually, such PR campaigns provide free samples or gifts to encourage people to try your product or service and take the survey afterward.

Example: Conduct a survey of your customers or a larger audience to learn more about their outdoor relaxation habits. Ask questions like “How often do you use a hammock?”, “Where do you use your hammock most?”, and “What is your favorite hammock activity?”. Use the results to create a data-driven infographic or report to share on your website and social media channels. This can help establish your brand as a thought leader in the hammock space and generate buzz around your store.

Map campaign

Map campaigns entail generating data and using that data together with a map. Overlapping your data and results with a map is an excellent technique for Local SEO and demonstrating how effective your marketing and brand are at a local level. Depending on your target audience, this efficacy can be expanded to a city, state, or country level.

This is an excellent digital PR strategy because journalists love a compelling story backed by facts. They can also tell localized stories and attract a loyal readership.

How often have you encountered stories where a specific suburb has the highest fish and chip consumption rate? Or the highest housing prices? How about the best plumbers by the state? You can safely assume that the journalist did not research the story themselves but used a digital PR campaign.

Another great thing about localized digital PR and map campaigns is the backlinks you receive from journalists and other articles that cite your work. You can earn excellent brand exposure and high-quality backlinks by providing compelling data and a great story.

What is Newsjacking?

Newsjacking involves piggybacking on breaking news stories to create timely, relevant content that’s designed to generate attention and drive traffic to your website. It’s a strategy that can be used by companies of all sizes and across all industries, and it can be a highly effective way to raise brand awareness and engage with your target audience.

How Does Newsjacking Work?

The key to successful newsjacking is to be quick and nimble. When a major news story breaks, you need to be able to respond quickly with relevant content that adds value to the conversation. This could take the form of a blog post, a social media update, a video, or any other type of content that’s relevant to the story in question.

The goal is to position your brand as a thought leader in your industry and to provide your target audience with valuable insights and information that they won’t find anywhere else. By doing so, you can attract new followers, generate leads, and ultimately drive sales.

Real-Life Examples of Newsjacking

Newsjacking has been used by a wide range of brands and organizations to great effect. One of the most famous examples is Oreo’s famous “dunk in the dark” tweet, which was sent out during a power outage at the Super Bowl in 2013. The tweet quickly went viral, generating over 15,000 retweets and 6,000 likes in just a few hours.

Another example comes from the fashion brand ASOS, which created a blog post titled “What to Wear to a Royal Wedding” ahead of Prince Harry and Meghan Markle’s wedding in 2018. The post generated significant buzz on social media and was shared widely by fashion influencers and royal watchers alike.

How to Measure the Success of Digital PR

As businesses expand online, digital PR has become essential to any marketing strategy. Digital PR involves building relationships with online influencers, journalists, and bloggers to increase brand awareness and drive traffic to your website. So how do you measure the results of your digital PR efforts?

One key metric to monitor is website traffic. By analyzing your website’s traffic, you can determine how many people visit it and where they are coming from. This information can help you identify which digital PR tactics drive the most traffic to your site.

Another essential metric to track is engagement rates. This includes click-through rates, bounce rates, and time spent on your website. By analyzing these metrics, you can determine how engaged your audience is with your content and whether your digital PR efforts resonate with your target audience.

Social media followers are also a valuable metric to monitor. By tracking your social media followers, you can determine how many people are interested in your brand and how engaged they are with your content. You can also use social media analytics platforms to identify which channels drive the most traffic to your website.

In addition to these metrics, you can also track your brand’s mentions and reputation online. Tools like Mention and Brandwatch allow you to monitor your brand’s comments across social media, blogs, and news sites. By monitoring your brand’s reputation online, you can identify any negative sentiment and take steps to address it.

By regularly analyzing your metrics, you can adjust your digital PR strategy to improve your results. This may involve tweaking your messaging, targeting influencers or journalists, or focusing on different social media channels. With the right approach, digital PR can be a powerful tool for building your brand’s online presence and driving traffic to your website.

What Are the Challenges of Digital PR?

There are several challenges involved in digital PR, and staying ahead of the curve is critical to succeeding in this ever-changing landscape. With so much online content, cutting through the noise and getting your brand noticed can be challenging. This is where the importance of creating high-quality, engaging content comes into play. To stand out from the crowd, you need to produce content that is not only visually appealing but also informative and valuable to your target audience.

Another challenge of digital PR is constantly adapting to new technologies and platforms. With the rise of social media platforms like TikTok and other digital channels, keeping up with the recent trends and best practices can take time. This is where having a solid digital strategy in place becomes essential. Stay up-to-date with the latest tools and technologies to ensure your brand is always ahead of the curve.

One of the biggest challenges of digital PR is producing content that resonates with your audience and successfully reaches them. With so many different channels and platforms available, knowing where to focus your efforts can be challenging. This is where understanding your target audience becomes crucial. By understanding who your audience is and what interests them, you can create content that speaks directly to them and is more likely to be shared and engaged with.

Additionally, it can be challenging to maintain a consistent brand voice and identity across multiple channels and platforms. With so many different touchpoints, losing sight of your brand’s core values and messaging can take time and effort. This is where having a solid brand strategy in place becomes essential. By defining your brand’s voice and visual identity, you can ensure that your brand messaging is consistent across all channels and platforms, helping to build trust and credibility with your audience.

In conclusion, digital PR constantly evolves, and staying ahead of the curve is essential to succeed. By creating high-quality, engaging content, staying up-to-date with the latest tools and technologies, understanding your target audience, and maintaining a consistent brand voice and identity, you can overcome the challenges of digital PR and build a solid and successful brand online.

Digital PR & Crisis Management

Digital PR plays a critical role in crisis management. In the event of a crisis, information travels quickly and widely, and it’s essential to have a strong digital presence to manage the narrative effectively. Digital PR involves managing an organization’s online reputation through various channels, including social media, blogs, and online news sites.

During a crisis, digital PR can help an organization respond quickly to negative feedback, provide regular updates to stakeholders, and manage the dissemination of accurate information. Digital PR strategies can include monitoring online conversations, responding to customer inquiries, and crafting a clear and concise message that addresses the issue at hand.

The Future of Digital PR

Digital PR is expected to grow in importance in the coming years. As more and more people go online to research products and services, and as social media becomes a more central part of our lives, brands will need an effective digital PR strategy to stay competitive. AI and big data analytics will likely play an increasingly important role in digital PR, allowing businesses to create more targeted and personalized content that resonates with their audience.


Digital PR offers many benefits for businesses looking to build their online reputation and connect with their target audience. However, success requires a clear and consistent strategy, high-quality content, and ongoing monitoring and measurement.