What is Digital PR? (2019 update)

โดย Jakrapong | 22 Dec 2018

I wrote about this topic in 20162017 and 2018. Now, it’s time for a 2019 update. My objective for this blog post is simple – I just want to share with those of you who are trying to enhance your PR effort. You might have heard about Digital PR, but you are still not sure what it is. Should I implement it? How do I implement it? What is the first step? I hope this article will be useful for you.

Definition:  According to PRSA, PR is a strategic communication process that builds mutually beneficial relationships between organisations and their publics.

Digital PR is all about how we manage our digital publics (or stakeholders who communicate with each other on digital platforms) For example, clients, employees, investors, partners, reporters, bloggers, key opinion leaders and digital communities.
To make it easier to understand, I want to separate Digital PR into 4 sections.
  • Conventional PR = This is PR work that you already know.
  • Content Marketing = Marketing with valuable content for your own audience (who may eventually become your clients)
  • Social Media Marketing
  • Search Engine Marketing = Marketing through Search Engines (especially SEO)
However, the Digital PR process involves making direct connections with people. It is necessary for you to plan it strategically and build up relationships with digital stakeholders in order to:
  • Build trust
  • Create brand preference
  • Increase customer satisfaction
  • Make sure your brands still have positive sentiment
  • Increase conversion rates

Still confused? Let’s compare Traditional PR and Digital PR.

Traditional PR
  • Write Press Release about product & service launching
  • Pitching a positive story to the press
  • Searching for speaking opportunity for organisation’s leaders. It would be any event that is important to your industry.
  • Create relationship with media, key opinion leaders (KOL) in your industry.
  • Managing and updating your company information.
  • Creating talking points and communicating with media to manage negativity.
  • etc.
What about Digital PR?

Digital PR (Digital PR is in underline)

  • Write Press Release and creating valuable content about product & service launching. Meanwhile, you also recall that Press Release is not suit to every occasion. For example, you are working for a television manufacturing company. Your boss asks you to write a press release about the TV features. If you have a digital PR mindset, you should think about how to create valuable content e.g. 5 reasons why a consumer should change from their TV to your TV.
  • Pitching a positive story to the press (both online & offline) and also communicating with digital stakeholders in real-time manner.
  • Searching for speaking opportunities for your organisation’s leaders. It would be any event that is important to your industry. It also includes Personal Branding for your leaders.
  • Creating relationships with media and key opinion leaders (KOL) in your industry. It might also include an Online community of people who are interested in your brands. For example, you are working for Toyota. It makes sense for you to join conversations with Toyota lovers on their social platforms e.g. Facebook Group, LINE Group and so on.
  • Managing and updating your company information on Social Media and Online Newsrooms. This is because reporters can search for it when they need it.
  • Creating talking points and communicating with media to manage negativity. This also includes co-operation with other departments which relate to your customers’ experience. For example, Customer Service department and Marketing department.
  • Paying attention to your online audiences. Building up your own fan base on social media.
  • Knowing how to manage your reputation with Social Crisis Management, Influencer Marketing, Content Marketing, SEO (Search Engine Optimisation), and SEM (Search Engine Marketing)
As you can see, Digital PR professionals not only understand human psychology like traditional PR professionals but also deeply understand how technology impacts people who communicate digitally. In Traditional PR, there is indirect communication with the target market, but in Digital PR communication is much more direct. Once you understand this, you will see the big picture.
Technology is a broad term. It can be Social technologies, Search technologies, Content Creation. Actually, it also includes how Mobile Operating Systems, Data Analysis, Platform Algorithms, Web User Experiences and Smart Devices work.This is because Digital PR is about doing PR in the digital age – not what we did 20 years ago.

Some PR professionals might say that their Digital PR counterparts are too focused on technology. In fact, our focus is not on the technology itself but on consumers with digital lifestyles and the business insights of brand owners.

Just my 2 cents. It’s totally my opinion. If you want to discuss. Email me info at moonshot.co.th , or message me at Facebook Page

AUTHOR

Jakrapong

Managing Director of Moonshot Digital Co.,Ltd. We are a Digital PR & Content Agency based in Bangkok, Thailand. Our ambition is to reinvent the way PR works.

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