The Differences Between Digital PR and Conventional PR

Public relations (PR) has become a field closely tied to technological advancements. Today, public relations can serve as a marketing tool for companies through the use of Digital PR. So, what is the difference between Digital PR and conventional PR?

Definition of Digital PR vs. Conventional PR

According to Frank Jefkins, public relations is the discipline that encompasses all planned communication—both internal and external to an organization—with the aim of achieving specific objectives. In conventional PR, this approach can be implemented through press conferences, distributing press releases to the media, and so on.

Conventional PR relies heavily on traditional media such as television, newspapers, and radio. As a result, the impact of media coverage is quite difficult to measure. In Digital PR, this approach seeks to combine conventional PR with digital marketing tools to create a stronger and more easily measurable digital presence. However, the goal of both remains the same: to increase awareness of the brand or company.

How Digital PR Works vs. Conventional PR

The operational concepts of Digital PR and conventional PR are quite different. The media used are also very different. Back when newspaper circulation was as high as it used to be, when conducting media monitoring regarding issues related to a brand or company, we had to read each newspaper published that day one by one.

Each news article was compiled into a clipping, and then the PR Value and Ads Value were calculated based on the size of the news column. Naturally, this method made it quite difficult for a PR professional to measure the value and number of news coverage instances.

Next, these days, if you want to find reviews for a product, you probably turn to Google first, right? Well, one way Digital PR works is by leveraging search engines—most commonly Google—through backlinks and specific keywords so that the brand or company appears on the first page of Google.

Here, Digital PR relies heavily on the synergy between websites, backlinks, and specific keywords. For example, let’s say we write a press release to share with the media. Within that press release, we can include a backlink leading to the company’s website to build credibility for the brand or company.

In addition, these specific keywords are also essential for generating unlinked mentions of the brand or company.

The Benefits of Understanding Digital Public Relations

Now that we’ve discussed the differences and how Digital PR works compared to conventional PR, you’re probably wondering what the benefits are. Media Buffet is one PR agency that has already reaped the benefits of implementing Digital PR.

1. Increasing Website Traffic

As mentioned earlier, backlinks and unlinked mentions pointing to a brand or company can increase traffic to that website. The higher the traffic to the website, the greater the potential for the brand’s website to appear on the first page of search engine results.

2. Improving SEO Optimization

News coverage and blog articles about a brand published on high-authority websites can improve SEO rankings, allowing for the expansion of target keywords.

3. Strengthening the Brand in the Industry Segment

A strong digital presence can create a more positive brand image. Additionally, this digital presence can solidify the brand’s position as a market leader within its industry segment. 

4. Increasing Sales

A well-executed digital PR strategy increases the frequency with which the brand or company is mentioned, which has the potential to boost sales of the brand’s products.

5. Enhancing brand image and public trust

The massive amount of digital coverage generated through the implementation of digital PR can boost public trust in the brand or company. As a result, the brand’s or company’s reputation will continue to resonate with the target audience.