Digital PR: The Changes That Technology Introduces in The Forms of Communication
Digital PR is a communication process that creates a relationship between a company or organization and its public. Any organization, be it companies, governments, NGOs or any type of group, needs to work on its communication process in order to reach all the target groups in an adequate way.
In marketing and advertising, digital PR is the part that tries to create a connection that benefits both parties. They can enhance a company’s reputation and create a positive brand image among potential consumers.
Digital PR refers to strategic planning activities that use Internet-based methods, tools, and channels to achieve greater online presence and visibility.
What Do Digital PR Professionals Do?
Digital PR specialists analyze an organization and its ability to deliver the message that the company wants to communicate, and formulate their relationship activities taking into account the company’s strategic plan.
These are some of the tasks that fall under the scope of PR:
- Develop a communication plan: A digital PR specialist must develop a plan that takes into account the company’s internal and external communication. To do this, they must thoroughly understand the company to consider its values, services, and goals.
- Writing a press release: It is an informative release written for the media. They are used in a positive way to announce a new service, or position a brand, but they can also be used to address a specific type of crisis or problem in which the company is involved.
- Organization of events: public relations professionals should consider the creation of events to achieve communication objectives inside and outside the company.
A digital PR campaign requires knowing and understanding the behavior of consumers, potential customers and all those who interact with the brand.
- Build relationships: Companies and organizations have different target groups, and the role of public relations is to build relationships with these target groups.
- Content creation: The digital PR department is the one that best understands the audience and determines the language and positioning that the brand must provide. While this number does not include responsibility for all content creation, their work spans a large amount of content distributed across multiple channels.
- Resolve crisis: In the event of a crisis, the PR is to deal directly with the audience to resolve the problem before it escalates.
Public Relations Operations Department
Currently, communication in various fields is becoming more and more convenient, since there are many channels for the public to communicate with companies and express their opinions or complaints. This has made many companies realize the importance of securing this position among employees.
As we have commented, public relations has many facets and, therefore, many opportunities. Here are some of the positions trained public relations professionals can fill:
- Communication consultant.
- Media consultant.
- Event planner.
- Relationships with customers.
- Institutional communication.
- Brand journalist.
Digital PR as a Strategy
Consumers receive information from various sources, they can participate, express their opinion, and even advise, and inform other potential consumers, so it is necessary to think about communication strategies and the type of digital PR that the company will adopt. In order for the brand to stand out and differentiate itself from the competition, and achieve the commercial objectives set, it is necessary to be active in digital communication.
Many brands are already using social media management as a channel to build awareness and intimacy, reach audiences, and drive engagement. However, there are still some companies that have not considered it or have not given it the attention that this new industry needs. For a brand to stand out, it should not be outside of this zone. Through this channel, they need to interact with their audience, not just because other brands are already doing it. But because the audience is there and aware of all the valuable content that their favorite brands can offer them.
Today, content marketing is one of the tools that brands seek the most to reach their audience; therefore, no public relations strategy would be complete without including this element. For content to be more relevant and have the desired effect, it must be more personal and match the interests and passions of fans and followers. Generating interactive content, such as animated demos and live polls, is another very important option that drives more engagement.
As the Internet has grown and expanded, the way we communicate has changed, even evolved. This affects the way relationships are built. Interaction on social networks has given rise to the so-called digital influencers, with whom all brands now connect to reach their audience faster.
Socialization Extends to All Marketing Moves
The press releases made by companies and brands are increasingly «socialized». Press releases can no longer simply be written in Word format; they need to be part of a more ‘social’ experience that not only captures the attention of journalists, but also generates the excitement the brand is looking for.
Ever since storytelling began to be used as a means to capture audiences’ attention and create engagement by tapping into their emotional world, there have been many success stories for brands across all industries. For this reason, brands must try to tell their stories not only in a more creative way. But also in a more personal way, making each consumer a protagonist who can see themselves reflected, and identify more as a protagonist.
With the digitization of communication, both the media and journalists have become multiplatform, traditionally in the form of a newspaper; today they also have an online presence, as well as TV or radio shows, YouTube channels, etc. This should be seen as a great opportunity to increase brand awareness.
Real-time marketing, which is a strategy based on important dates and celebrations, has proven to be very effective. Brands around the world are learning to use this tactic.
The Challenge for Public Relations Agencies
Implementing a digital PR strategy for brand positioning is not that difficult; it is about being careful, opportune, and following the right moment.
It is more than a task; it can be seen as a challenge since it has to be communicated to clients who are unaware of the new digital communication, and to influencers.
Too often, business leaders assume that what once worked for their brand would work just as well today, but that’s not the case.
There are new communication channels, different ways of speaking, and fresher faces to transform and expand the range of messages and information sent.
Therefore, it is necessary to create a strategic alliance with the main players in social networks that are in line with the philosophy and ethics of the brand.
Otherwise, instead of attracting new users or consumers, they risk losing those who already identify with the brand, and may come into conflict with the person to whom they have assigned the task of advertising for them.
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