Traditional vs digital PR: the evolving role. Traditional PR v digital PR? That’s the question on many marketers’ lips. Public relations has gone through a dramatic change over the last decade due to the ongoing evolution of digital marketing.

Today’s most successful PRs have embraced savvy and key digital PR strategies to attain a much broader audience that can’t be reached with traditional offline tactics.

When considering the value of traditional PR versus digital PR it’s important to note that digital PR professionals are a powerful force in a brand’s marketing team, able to effectively improve online presence and visibility by connecting with a qualified audience to spread news and information much more rapidly than traditional offline strategies.

Traditional PR versus digital PR

To truly understand what digital PR is, let’s examine the difference between online PR and traditional PR.

Traditional PR is typically used to describe strategies that gain brand coverage in print, including newspapers and industry-specific magazines, as well as on traditional broadcasting channels such as TV and radio. Digital PR, by contrast, encompasses online marketing strategies to boost a brand’s presence and visibility.

Both traditional and digital PRs cover crisis, brand awareness, reputation management and advocacy, but the way in which traditional PR versus digital PRs approach these aspects will likely differ. Digital PR in its truest sense, is an evolved form of PR, using tried-and-true PR strategies tailored to a digital world.

Digital PRs not only bring an excellent grounding in traditional PR disciplines, but they bring a wealth of digital expertise too. They need to not only understand how a client’s targeted audience is using online platforms, but they need to have an excellent understanding as to the nuances of each of them and how to utilise each to the benefit of their client. Indeed, digital PRs need to understand Google’s guidelines, and be able to efficiently work alongside SEO specialists, content marketers, and social media experts.

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Source: https://www.thedrum.com/opinion/2019/11/06/traditional-vs-digital-pr-the-evolving-role