How to Promote a Brand: Traditional vs. Digital Public Relations
If your goal is to build your reputation, the first step is to make sure people see you. But how you may ask? Through a series of well-defined steps, both personally and as a business positive recognition is possible for you and the company you represent.
Under the public relations umbrella, there are two distinct ways to promote and brand business: traditional and digital public relations. Differentiated through tactics, each form focuses on building relationships and the channels that reach their audience.
When many see the word traditional, they think “old school.” This form of PR, however, is still quite popular. Media tactics such as event coordination, crisis communication, reputation management, trade shows, sponsorship opportunities and new releases are still within the realm of traditional PR.
The most prominent description of traditional PR is media outreach through traditional media outlets, such as newspapers, televisions and radio. Professionals who work at traditional PR firms are likely to have a contact book filed with reliable contacts they engage with often. Though traditional PR can be successful in increasing brand awareness, it is often difficult to track the metrics of audiences reach. Nevertheless, do not count out traditional marketing yet. A key component of traditional PR is ensuring the brand positioning is accurate and deliberate.
With traditional PR, print publication will require a long lead time. This means you will need to complete research on topics covered in print magazines during the next few months well in advance. This can cause quite a few headaches, for both PR professionals and clients, but taking the extra time and commitment is well worth it.
When comparing digital PR to traditional PR, you will notice they have relatively similar pr strategies. Building relationships and securing placement are at the forefront for both tactics. Digital PR, however, allows you to have the extra benefit of influencing SEO and link building across the web. Each digital outreach can provide tangible results and insights.
As more and more users look to the internet for information, PR professionals are able to use this to their benefit. By connecting with bloggers and influencers, digital PR provides an opportunity to build a relationship with these key players. Digital influencers often have the same reach, if not more, than traditional figures and come with extremely loyal followers.
Just like traditional PR professionals, digital PR specialists often establish relationships with bloggers and influencers. An example of such relationships includes links on blogs that will influence the client’s website domain authority or social shares and, ultimately, creating more brand awareness. Having a variety of digital platforms readily available allows for a short-lead time and may result in same day placement.
One of the main benefits of digital PR when compared to traditional PR is the measurement tools available to track results on the variety of platforms. Such pr trackers, including Google Analytics, allow you to track how many users on a website are clicking a link on your client’s site. Throughout the entire user’s experience, you are able to track each step. The information you will receive is invaluable and will determine how your tactic will evolve moving forward.
Overall, digital public relations are measurable, immediate and produce easily shareable content through all platforms. Digital PR allows you to grow your brand online and make an impact in a constant evolving digital world.
Finding What Works Best
Though there is a great deal of overlap, determining whether traditional or digital PR is best for your business may prove difficult. To help determine the route to go, focus on your business goals in comparison to each tactic. Soon it will become clear which one will be more effective.