Page 62 - PR COMMUNICATION AGE July - December 2020

Digital PR: It's About More Than

SEO

D igital PR: It's About More their traditional techniques a step converge under a broader PR strategy,

developed to meet the client's
further. Called Digital PR or SEO PR,
Than SEO The modern idea
this approach raises a client's position
of public relations (PR)
overarching goals.
developed in response to the
opportunities beyond conventional
rapid growth of mass media in the online by targeting outlets and Link Building
early 20th century. Pioneering media. Some assume that Digital PR is
Every PR professional builds a media
practitioners like Ivy Lee, Edward L. just another term for link building. list to prioritize and track their
Bernays and Betsy Plank were among While this technique is certainly one outreach efforts. With a traditional
the first to recognize the benefits of tactic in the arsenal, that narrow view campaign, media opportunities might
using the media to deliver precise and often ignores the holistic strategy be ranked by the type of audience or
truthful corporate messages. As the directing a PR professional's outreach the size of an outlet's reach. Digital PR
media evolved over the years from efforts. When done well, Digital PR not campaigns use the same techniques
print to radio to television and beyond, only improves a company's SEO but also include other online metrics -
PR professionals have adjusted their presence but also increases brand
like a link opportunity and the
tactics to stay effective. Regardless of mentions and exposure.
authority of a website - to help judge
the medium, however, the goal
an outlet's value.
remains the same: to elevate the Digital PR Tactics
client's public position.
Traditional PR focuses on media Under this strategy, domain authority,
relations and outreach efforts to follow vs. no-follow links and even body
On the other side of the coin, search secure coverage for their clients (or vs. bio links become critical
engine optimization (SEO) as an organization for in-house efforts). considerations. Depending on the
industry is relatively new. It started Historically, these outlets included campaign goals, the right link could be
around the early 2000s and has evolved mostly print publications along with the main priority and will, in turn,
rather quickly. My start in the world of television and radio broadcasters. shape the outlets you pursue. Often,
search engine marketing was in 2007
Digital PR still focuses on traditional this leads PR professionals to uncover
and the only "PR" activities SEOs did
media, using the tried and true PR valuable opportunities that lie beyond
was maybe using a press release techniques developed over traditional media outlets.
distribution service to get lots of
generations.
spammy links. However, the SEO's goal Content Marketing
remains the same as well: to elevate But, the work doesn't stop there. Content marketing is another tactic
the client's search engine [Google] Instead, Digital PR practitioners also that PR practitioners use to target
position.
look for other opportunities that didn't media opportunities. By creating
exist ten, twenty or thirty years ago, articles, videos, infographics and other
What is Digital PR? and broaden their focus outside of assets around a strategic topic, PR
As our activities continue moving traditional media to include targets professionals offer the media pre-
online, PR practitioners have like bloggers, podcasters and other packaged content in the hopes of
responded with new tactics that take influencers. These outreach tactics all receiving something of value for their

62 PR COMMUNICATION AGE July - December 2020