WHY DIGITAL

Brand Awareness

Reach a large target audience and gain brand awareness.

Reputation

Gaining traction with influential bloggers helps build a strong reputation.

Local or Global:

Digital PR can help you reach audiences locally or globally & enter new markets.

Search Engine Optimization

Backlinks and content on high authority sites improves search results.

Measurable Results

Unlike traditional PR, it’s possible to measure and track effectiveness (traffic and conversions)

AMPLIFY Your Message

  • Promote across 1,000s of targeted blogs
  • Increase social shares organically
  • Gain backlinks on high authority website
  • Generate traffic from multiple sources

Expand Your Digital Footprint

Many PR agencies today are in a bit of a panic. What was defined as “the media” has gone through more changes in the past two years, than the past 50. A “PR Hit” used to be defined as coverage on Television, Print or Radio. Nowadays, “the news” has moved online & given rise to monetization strategies such as native content/advertorials. The influencer has eclipsed the News Anchor as the source of fresh content. Our team has a vast network of influencers and bloggers whose traffic and influence trumps some of the nation’s biggest radio and televisions stations. We know how to package your business in a manner which gains mainstream coverage on newspaper sites, social shares and backlinks on the web’s biggest blogs.

“An effective digital PR campaign can cost 50-80% less than traditional PR while providing greater reach.”

How Public Relations Has Changed in the Digital Age

While the basic role of public relations hasn’t changed, the audience has become larger, the scale on which PR operates is much larger, and there is more at stake. Today, the job of public relations includes traditional responsibilities, traditional tasks that have been altered for the digital sphere, and entirely new duties that didn’t exist before the advent of the internet.

These include:

  1. Helping to create relevant content
  2. Managing social media and networking sites
  3. Finding new channels of distribution for information
  4. Switching to a more visual-based information approach

Creating relevant and interesting content

While content creation—in terms of blogging, web pages, and other online content—isn’t necessarily within the purview of public relations, an element of it has fallen into the lap of PR. Today, content must be relevant, interesting, engaging, and shareable, and public relations has always been an expert at knowing exactly what the public will find valuable. As such, PR now works closely with search engine optimization departments and content producers to ensure that what’s being created will be worthwhile to consumers.

Harnessing the power of social media

Whereas public relations once only concerned itself with customers and the public sphere in the immediate vicinity of a company, today it must negotiate a global network of consumers that can purchase from businesses all over the world. Social media sites like Facebook, Pinterest, and Twitter are becoming increasingly important networking tools between businesses and clients, and public relations must build and manage these networks. Fortunately, these sites are valuable tools that can be used to distribute news and information, perform customer service duties, respond to problems and suggestions, and for outreach purposes.

Getting the word out on all channels

Another new job for the PR department is staying on top of new and popular digital channels that can be used to reach consumers. A good public relations department will use a full range of communications tools (such as text, videos, whitepapers, interviews, podcasts, and other digital media) to reach as many consumers as possible. They will distribute your message widely using new and popular platforms, such as news sites, forums, blogs, and social media.

Bolstering your message with visuals

Today’s consumers have increasingly short attention spans, and a large block of unbroken text simply won’t grab their eye. Media and public communications today don’t get noticed unless there’s a visual component, so public relations has had to switch the focus from print and text to visually rich and stimulating content. This means taking traditional content and reorganizing it into a more visually pleasing form or incorporating visual elements like infographics, videos, images, and gifs.

The Role of Traditional Public Relations

The function of public relations has always taken place within the realm of the media, and for a long time, that exclusively meant print, radio, and television. On a day-to-day basis, this meant a job description that included tasks such as:

  1. Creating press releases to be distributed to the media
  2. Organizing or overseeing events
  3. Drafting corporate communications to connect with the public, with the media, with other organizations, and internally
  4. Taking care of media relations
  5. Controlling information when a company’s reputation was at stake

Arguably, the most important function of public relations has always been protecting a company’s image and reputation, and this role has only been amplified with the rise of digital PR since the internet can now connect citizens and consumers on a global level.

Vol & Tier created a PR message that grew & spread online. Within a week we had over $5.5 million impressions. Find me a PR company in Canada that comes close to that.
Nationally recognized Venture Capitalist

Building a Brand, Relationships, and Authority

Another element of public relations that hasn’t changed is the idea of building brand awareness and loyalty. Today, digital public relations can use online activity and social participation in connecting with customers and creating strong relationships, to provide content and news to a trusted network of media personalities, and to respond to customer service issues in a timely manner, before a minor problem grows into a full-blown internet scandal.

In the age of digital PR, building authority has also become important, and to rank well with the major search engines, a website has to build authority. Public relations can help with this task by using connections to get high-quality links and backlinks, by building relationships with other high-quality sites, and by helping to create relevant content.

Whether public relations in the digital age is easier or more difficult than traditional PR is certainly debatable. While the internet has made it easier for PR to reach out to customers, this global connectivity has also made the job that much larger and more critical.

A single bad online review is enough to ruin a company today, only because it can be seen by so many more people. However, this also means that positive content can also be found by more people, and this is where public relations excels. So while the daily responsibilities of PR have grown, the main goals of public relations—brand creation and reputation management—are still the same, they’re just happening faster and on a much larger platform than before.

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