Digital PR | Types of Digital PR | Ideas, & Strategies

Digital public relations (PR) is like the steering wheel for your business, guiding how people view your brand online. It's all about creating a story that grabs attention and makes your audience interested in what you offer.

But digital PR is more than just getting people to notice you. It builds real connections, turning casual onlookers into curious potential customers who are more likely to engage and eventually buy.

So, what exactly is digital PR, and how does it fit into your overall marketing strategy and brand? Let's break it down in this blog:

• What Is Digital PR?
• The Benefits of Having a Digital PR Strategy
• Should You Hire a Third-Party Digital PR Agency?
• 3 Key Metrics to Measure the Success of Digital PR

What Is Digital PR?

Digital PR is all about using online channels to shape how people see your brand. It’s about managing communication and reputation on different platforms to keep your brand’s image positive, especially when things go wrong. This approach helps you build trust and credibility.

In the old days, PR mainly focused on newspapers, TV, and live events. But now, since everyone is online, businesses are using digital PR to take advantage of places like social media, search engines, and online publications. While traditional PR is still great for reaching large audiences, digital PR is more targeted and gives you better ways to measure your success.

The best approach is often a mix of both traditional and digital PR, depending on your goals and audience.

Up next: Why you need a digital PR plan for your marketing strategy

The Benefits of Having a Digital PR Strategy

“I love what digital PR can do. It’s a shame it sometimes gets grouped in with spammy link-building, but it’s just as important as SEO, if not more in some cases.”
— John Mueller, Senior Search Analyst at Google

John Mueller from Google nailed it. His comment not only shows how important digital PR is but also gives two key takeaways:

Don’t use spammy link-building techniques. Stick with ethical, "white-hat" strategies.
Treat digital PR with the same importance as SEO, because it can play an even bigger role in your online success.

Here’s what a solid digital PR strategy can do for your brand:

Increase brand awareness and trust. When your business is mentioned in respected online publications, it doesn’t just make more people aware of you—it also shows you’re a credible, trustworthy brand.
Improve search rankings. Digital PR is a great way to build quality backlinks. When high-authority websites link to your site, it signals to search engines that your website is trustworthy. This improves your rankings and helps more people find you online.
Engage and build relationships with your audience. Sharing interesting and valuable content through digital PR doesn’t just attract new people to your brand—it also helps you nurture existing relationships with your current customers.
Drive traffic to your website. A well-planned digital PR strategy places backlinks on other websites that lead back to yours, helping drive more traffic and increasing the chances of turning visitors into customers.

Since most purchases start with a spark of curiosity—and digital PR is all about getting people curious about your brand—it’s a key part of driving more sales.

Many small and medium-sized businesses choose to work with content marketing experts or digital marketing agencies to help create and manage their digital PR strategies.

Up next: Should you work with a digital PR agency?

Should You Hire a Third-Party Digital PR Agency?

If your budget allows, hiring a digital PR agency can be a game-changer. These agencies have the know-how to get real results, and they often have connections with journalists and influencers. This makes it easier to get your brand noticed faster.

If working with an agency isn’t an option, your in-house marketing team can learn digital PR strategies. Just know that this approach might take longer and cost more due to the learning curve.

3 Key Metrics to Measure the Success of Digital PR

Executing a successful digital PR strategy takes time and commitment, especially when it comes to creating high-quality content. But how do you know if it’s working? Here are three key metrics to track:

Backlinks. Not all backlinks are created equal. Focus on getting links from websites your target audience actually reads. High-quality backlinks from authoritative websites are more valuable and can improve your site’s credibility and search rankings.
Share of Search (visibility in search engines). While your website can only rank in one spot for a keyword, digital PR helps your brand show up in multiple places that rank for related terms. This increases your overall online visibility. For example, if your brand appears in 4 out of the top 20 search results for a keyword, you have a 20% "share of search." The higher your share, the more likely potential customers will notice you.
Conversions. Conversions measure actions like purchases, sign-ups, or completed forms. With digital PR, focus on tracking conversions from referral traffic (visitors who come to your site from links on other websites). This data will help you see what’s working and improve future strategies.

Thrive: Your Digital Marketing Partner With Proven Results

A well-crafted digital PR strategy doesn’t just build awareness—it drives traffic and sales, ultimately boosting your profits. If you’re ready to see how digital PR can grow your business, Thrive can help. We use ethical strategies to get our clients featured on trusted, high-authority websites.

Talk to one of our digital PR strategists today and start increasing your brand’s visibility and conversions!

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