PR has always had a dark side to it, especially for businesses. What value did it really add? Did it lead to any sales? How could we measure it? These questions are just the tip of the iceberg. It is not only those questions that gave PR a distinct difference over other marketing channels. PR has sometimes been seen as something to use against your competitors. The triumph of good versus evil has never been played out in such a way before.
This was all before the birth of the internet.
New marketing channels and activities are now born for organisations to use how they want. Pay Per Click (PPC), Banner advertisements and social media where all ways in which brands could get in front of customers.
PR took a little bit of time to make the transition from offline media to online media. It took a while to get going, but now brands are looking to take advantage of the extra exposure it can give to you.
One of the biggest hurdles that you should overcome before you consider using Digital PR is trust. The trust element comes as part of the question ‘how does using PR benefit my business?’
Using Digital PR, allows you to effectively measure its performance. As a successful organisation, you should be able to determine what your Return On Investment (ROI) is for each campaign. This certainly applies to online marketing methods.
Of course, PR is handled very differently now. Each brand uses PR to its best advantage. However, there has been a shift in how organisations use it. Rather than brands focusing their attention on each other, they focus on themselves.
Digital PR allows you to spread your business news and marketing methods through a number of websites. These websites are specialist PR websites. The right content can get shared through various online marketing channels.
There are a number of ways in which you can get involved in Digital PR. You could hire a specialised PR agency to look after your affairs, where the costs vary from agency to agency. Alternatively, you could do Digital PR yourself, and manage the process internally.
There is no secret to Digital PR success. It is all about getting your messages to the right people in the right manner. If you are choosing to do your own Digital PR, then you may want to consider using other channels. Social media and email marketing are two channels you can use to get in front of your target audience.
Digital PR is just one string in online communications bow. The best advice is to look at how you communicate messages to your audience in a holistic manner. Hiring an agency to manage your digital requirements should be considered.
You could employ an agency that focuses on web design in Manchester, which will also cater for Digital PR. These agencies will also focus on other areas like; social media and PPC. Their holistic approach to your digital marketing may bring you better results.