Traditional PR generally focuses on initiatives such as traditional media outlets like newspapers, television and radio. Although these methods are used to increase brand awareness, the tracking of data and information from audiences is limited. For example, broadcast and print numbers are merely estimations; it is almost impossible to monitor how many people have read an article or consumed information. On the contrary, the ease and speed at which digital PR can track and therefore project audience interaction and numbers, is revolutionary. PR has therefore been forced to adapt in its attitude, opinions and actions to attain the demands of the online market and subsequently create and grow an online audience.
It is superfluous for a PR agency just to have creatives focusing on producing content online, without having technical representatives to analyse the market and recommend areas of target. Digital PR is a massive industry and so is the internet itself. It is key that agencies and organisations don’t blindly produce content to simply get lost and caught up in the noise of the world wide web. Choosing the right platform for an agency to purvey content is the formula for success and progression in expanding online presence. However having said all this, there is a lot that digital PR can take from traditional PR. Having a good strategy and understanding the market is paralleled in both digital and traditional PR; identifying target audiences and potential platforms for content creation is pivotal in brand expansion. Once market identification has taken place, then an organisation can form a strategy. Jessie Rasmussen suggests that techniques used in traditional PR must be carried forward in digital PR, simple methods such as, ‘staying calm, not rushing into answering questions and not giving up after the first rejection,’ are all basic yet essential things to remember in digital PR.
Referencing Jess Camp again, she speaks about the similarity in tactics involved in digital PR and traditional PR, ‘Building relationships and securing placements are at the forefront of this digital arm,’ she goes onto say, ‘digital PR has the added benefit of impacting SEO and link building across the web.’ The basis of PR is mirrored in both digital and traditional forms, however, the adaption to the digital media landscape has allowed for developments in digital PR which orthodox PR was always crying out for. In a nutshell, digital PR is, ‘all about combining rational PR with content marketing, social media and search.’ Adding to this, the digital transformation of PR is essentially converting static news into two way exchanges of information through media platforms to talk directly to a target audience. Furthermore online news can be shared throughout the internet, giving potential for exponential growth online.
Camp, J. (2016) Traditional PR vs Digital PR. Digital PR Specialist, Blue Fountain Media [online]. [Accessed 15 April 2017].
Morgan, C. (2013) What is Digital PR?. Social Media Today [online]. [Accessed 16 April 2017].