How digitisation has leveraged the PR Industry

Today most Public Relations professionals have embraced effective and smart strategies to cater to a wide range of audiences who are not accessible through traditional ways. When the PR term evolved in the industry, traditional PR was a way to get a brand’s name in print, such as in newspapers and magazines, as well as on traditional broadcasting channels like TV and radio. PR began to adapt with the emergence of the internet, interacting with specific consumers in new-earned areas such as online media sites and social media sites.

The digital revolution made it possible to share a wealth of information with people all over the world through a variety of internet channels. Including online media titles, social media websites, influencers, bloggers, and podcasts. As a result, there was a dramatic shift in public relations from the previous decade which led to the emergence of Digital PR. Also, A McKinsey report says that consumers embraced five years’ worth of digital adoption just eight weeks into the pandemic. The pandemic-led digital transformation has forced brands to rethink and reevaluate their marketing and PR strategies. As a result, in India, the digital advertising industry reached a market size of ₹ 21,353 in 2021 from ₹15,782 in 2020, at a CAGR of 35.3%.

One-stop solution

Looking at the growing industry, a thin line has been drawn between Marketing and Digital PR. Digitization has led to working on PR and Marketing alongside to boost the brand presence among the competitors. Today, Digital PR works hand-in-hand with SEO and SEM to generate a robust online presence and achieve the marketing goals of the companies. The PR professionals not only identify the optimal channel for a brand but also collaborate with editors, journalists, and influencers to publish newsworthy content on authoritative sites with a large audience base.

PR today is not just confined to writing press releases or creating a media presence for a brand. It has come a very long way, today PR Professionals make sure that the brand gets a complete solution. Digital PR has emerged as a 360-degree solution that helps brands and businesses beyond media relations. Moreover, Digital PR empowers brands to become highly targeted in reaching audiences and customers. As a matter of fact, an ING survey reports that 81% of PR professionals feel they can no longer do their job without social media while 78% of them felt it was important to their daily work.

Affordability with TAT

The best thing about Digital PR is that it sets out to replace traditional PR in a cost-effective way. It ensures a greater result-oriented investment (ROI) than traditional PR as all Digital PR tactics can be measured, tracked, and optimized, promising better results. Unlike traditional PR the turnaround time of delivery of a campaign has been reduced from months to hours, which helps the brand to fast the process of PR. Not just the delivery time has shortened, but even the brands can access PR services at affordable rates. Due to the emergence of Digital PR and its bespoke features, startups and small businesses can use the best of PR and emerge in their respective domains.

Media publication leveraging digitalisation

Digitization has not only helped brands grow but even media publication has leveraged through this. To capitalize on this evolution, news and media companies are harnessing the power of their digital platforms to generate insights into readers’ behavior in ways that were never before possible. By applying these insights with increasing sophistication, companies are improving both reader engagement and online revenue performance.

Bridging gap between PR professionals & journalists

Digital PR teams are paying more attention to the creation of more personalized, data-backed, and impactful pitches on behalf of the companies to cut through the noise easily and quickly. Leveraging the power of digital tools, they are producing straightforward and actionable ways to optimize the media outreach of the brands. Moreover, PR professionals are making sure that your story gets picked up again and again.

As digital is overtaking traditional media rapidly, the PR industry is also making way for new communication channels and digital tools to ensure a brand’s message is heard in the crowded digital landscape.