Why is digital PR important?

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When it comes to traditional public relations efforts, companies rely on press releases and media placements to inform the audience about a business and its solutions and manage its reputation.

However, digital public relations is just as important when it comes to reaching audiences and managing a company’s reputation, and more.

There are many benefits that companies can get from investing in digital public relations, as well as search engine optimization efforts, at the same time. 

Managing a reputation

One of the core goals of all public relations efforts is to help companies manage their public perception and reputation.

With the way that digital spaces have made it easier for companies to promote themselves, it’s also become easier for them to end up damaging their reputation, even unintentionally.

Consumers that have had a negative experience with the company or its solutions can easily share that negative experience on review platforms or their own social media accounts.

However, through digital PR, companies can find a solution to that type of negative situation that can damage the company’s reputation by directly engaging with that customer and providing them with a solution to the problem they faced.

Given the size of the internet itself, it’s not always easy for companies to track all the mentions they receive from consumers – both positive and negative.

Still, by relying on digital PR, companies can utilize social listening tools to monitor all of those mentions easily and join in the conversation when necessary. 

Search engine optimization (SEO)

One of the biggest advantages that companies can get from investing in digital public relations is improving the ranking of their business website on search engine results pages.

Therefore, this can only be achieved through search engine optimization efforts, which are a part of digital PR.

Strategies such as high-quality and relevant content, targeting the right short and long tail keywords, keeping on top of user search intent, and generating backlinks from reputable websites, are all things companies can do to improve their ranking on search engines.

These are all ways that can generate more website traffic, leads, and sales. 

Relationships

Finally, it’s essential for companies to invest in digital PR.

Social media platforms tend to be very different from search engines, and how companies implement search engine optimization strategies will not necessarily apply to their strategies on social media platforms.

However, when companies can use both, they’ll generate better results.

That means companies must implement specific strategies for their social media channels, how they use them to share content, and how they interact with the audience to engage with them.

Ronn Torossian founded 5WPR, a leading PR firm. 

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