Confused by Digital PR?

By Emma Holden

Essentially, Digital PR is PR for the modern world. We develop specific content with a unique angle that journalists are interested in and combine it with SEO (search engine optimisation) and social media strategy to gain highquality backlinks and social media mentions. This helps people find you and provides engaging content e.g. blogs, infographics, working with influencers, surveys, videos, podcasts, anything interactive.

Still confused? Here are our top 5 tips for helping build a Digital PR strategy.

1. Build Relationships – you need to be in a position where the journalist comes to you, which is something we pride ourselves on at Oracle. To do this, you need to spend time
researching and understanding what the journalist / media outlet is looking for in terms of content and then pitching relevant stories. The quicker you can get back to journalists, the better.

2. Relevance – When you gain new links to a website, consider the website you want the link from. The more relevant the website is to your industry or customers, the more
valuable the link will be. Consider more local news websites, or even industry specific ones and look to achieve more online coverage. Your content will then not only be more valuable for search engines but users as well.

3. Share & Amplify Content – Creating content can be a lot of work, so it is important that any news and relevant information you create is made to work well.
This can be achieved in many ways but integrating your marketing campaigns can be very useful here. From a press release, a piece of research, an event or news post, you can create blog posts, infographics and videos that can then be shared across social channels, on news websites and other media placements. SEO is no longer a ‘stand-alone’ service. Whilst there will always be a technical aspect to search engine optimisation, the roles of social media, content, and PR are becoming more significant when it comes to search engine optimisation.

4. Opinion Matters – Third party opinion or endorsement instantly makes press releases more authoritative. Together with your opinion, try to contact an agent, case study, charity, Council for comment so there are multiple contributors backing up your story.

5. Measurement – Digital PR is a much more data-driven marketing strategy.
Thanks to Google Analytics and other measurement tools, we can track data to show how successful a campaign has been.