7 Ways to Maximize Digital PR
Public Relations has changed dramatically over the past decade. It has grown and matured as an industry, yes. But the most striking moves have come in how we work. The changes have been less disruptive than those in advertising, but the rise of digital and social media has given way to a new world of digital PR. And the rules and tools have changed accordingly. So, what’s different, and how can we take advantage of the changes? The goals of a typical digital PR program are similar to those of traditional PR with distinct tools and targets. We still prize earned media stories and we work to create branded content. But the most frequent targets are digital media outlets with high domain authority―top outlets like Refinery 29 or Business Insider . We push for links to a company or product website as a matter of routine. Content has changed, too. In fact, the unofficial birth of digital PR was probably in late 2011 or early 2012, when Google changed its algorithms . The original Pand