Digital public relations (PR) have evolved drastically over the past few years. Press releases are now considered old school, and you need to adopt new strategies to maintain credibility in a competitive landscape. You’ll need to use a blend of methods like influencer partnerships, SEO, and content marketing to make your mark. Let's dive deeper into modern digital PR and how you can evolve with the times. 
Press Releases — The Once-Traditional Approach
Press releases have existed since the 1900s, serving as companies' official statements to the media. Since magazines and newspapers were the only mainstream media back then, press releases were the only method for companies to control their messaging, reach their audience, and build credibility.
When the internet became more accessible, newspapers and other traditional media suddenly became too slow. People changed their consumption habits, preferring instant access to content. This seismic change made it clear that modern companies needed to adjust their PR strategies and adopt digital PR best practices if they were to survive. Press releases were no longer as effective as they once were before.
The Evolution of Digital PR: New Tactics and Channels
Three main strategies have emerged in the past few years: content marketing, SEO, and social media.
Content Marketing Integration
Content differs from press releases in how it’s designed to be shared and consumed by your target audience. It aims to create and strategically publish material that attracts and engages your potential customers instead of merely creating one-way communication. Examples of content are blogs, guest posts, and thought leadership articles that help build online authority.
SEO and Digital PR Synergy
Search engine optimization (SEO) makes your content more visible in search results. This includes link building, keyword research, and media mentions. SEO plays a big part in digital PR strategies, ensuring visibility that leads to more engagement and conversions.
Leveraging Social Media for PR
Social media has become a critical channel for a digital marketing strategy. Through popular websites like Facebook and X (formerly Twitter), your company can directly engage with journalists, influencers, and consumers. Your pages also allow you to post real-time PR responses and announcements.
Influencers as the New Powerhouses in Digital PR
As you polish your social media marketing strategy, you’ll inevitably stumble upon influencer marketing as a concept. This is using micro and macro influencers as ambassadors for your brand. Given their reach, influencers can connect with a large audience and engage with your company.
Through these collaborations, other companies have proven that influencers are reshaping digital PR. One example is Gymshark, which collaborated with fitness influencers to increase engagement and conversions. The fast food giant McDonalds also used influencers like Travis Scott to gain 426 million impressions in just a few weeks.
There are two primary choices regarding influencers: macro and micro influences. The former has a broader reach that leads to more impressions. Micro-influencers, on the other hand, have a dedicated and passionate following that’s ready to engage with your offerings.
Why Combine Press Releases With Influencer Marketing?
There are many benefits to using a dynamic and hybrid approach in digital PR. Press releases don’t have to go completely — instead, they can stay as one of your strategies along with influencer promotion. This practice helps you cover all channels and even leverage cross-channel promotion. For example, you can use influencers to discuss a press release on their social platforms.
It goes without saying that you need to maintain good relationships with the influencers you work with. Competitive commission rates, clear communication, and timely payments are a few things you can try to ensure a more successful partnership.
Tips and Best Practices for Transitioning to a Modern Digital PR Strategy
As you move away from relying purely on traditional marketing approaches, here are tips we recommend.
- Adopt a Hybrid PR Approach
Don’t completely abandon traditional strategies. Instead, cover all your channels by blending press releases with digital tactics like influencer outreach and social engagement.
- Measure the Success of Your Digital PR Campaigns
As you deploy your hybrid PR strategies, ensure you have ways to measure the campaign. This way, you can identify weaknesses and leverage your strengths. Here are some key metrics to track.
- Media Mentions
- Backlinks
- Social Media Shares and Impressions
- Website and Social Media Page Traffic
- Tools and Programs That Support Your Digital PR Efforts
There are plenty of free and paid tools to leverage in influencer research, media monitoring, and PR performance tracking. Some popular examples are BuzzSumo, HARO, and SEMrush.
Future Trends in Digital PR
Keep an eye out for the future trends in digital PR and learn how to leverage them for your marketing efforts. Here are a few examples.
- Video and Interactive Content
- Predictive Analytics
Revolutionize Your Digital PR Strategy
Adopting modern digital marketing approaches like SEO, influencer partnerships, and content creation helps you adapt to the competitive modern landscape. If you need help balancing your traditional and digital marketing strategies, contact us at Connection Model today, and let’s discuss your goals!
Written By: David Carpenter
