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PR in the digital age: Top 6 things you need to know

Modern marketing is inevitably rooted in online visibility and organic search rankings. Marketing managers seek better positions in Googles results pages and more website traffic and in line with this, disciplines such as search engine optimisation (SEO) and paid search advertising (PPC) that were just a few years ago reserved for only the most tech-savvy businesses are pretty much commonplace across all marketing plans today.

Digital PR is the latest evolution in how we market our brands on the internet.

Combining the techniques of traditional PR with the online focus of SEO, digital PR is all about gaining coverage and features that benefit the authority of your website and boost your search rankings as well as developing your brand.

In a nutshell, digital PR is traditional PR, done online. But it goes much deeper than that. Here are the top 6 things you need to know about digital PR:

1. Relationships are key

As in traditional PR, relationships are the key to digital PR success, too. But while traditional PR is rooted in relationships with journalists, digital PRs must cast their net much further. Bloggers, online publications, vloggers and even audio publishers are potential targets for your digital PR campaign.

2. Press releases are still important

PR strategies should include press releases – and digital PR is no different. Its still important to be able to distil your key messages into press releases so that the recipient can easily digest the story and reformat it in a way that they see as appropriate to their site and audience. Ensure you have a strong press release when what you’re pitching is a news story.

3. Links are the currency of digital PR success

Traditional PR often referred to AEV, or advertising equivalent value. This was a method employed to give a monetary value to the coverage achieved based on how much it would have cost to advertise in the same space.

Digital PR uses links as its AEV, whereby achieving coverage which includes a hyperlink to the source business website can have a highly advantageous effect for that websites authority and rankings. Try to include hyperlinks in your press releases and focus on opportunities where your author bio or the content itself can include links.

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