Digital is the new way of doing PR

PR industry has witnessed growth and has matured enough in the last few years with some of the most dramatic changes taking place. The changes are both good and bad but one can’t just deny them as it is because of the changes only, that an industry opens up its horizon for creativity and experimentation. Fortunately, the changes in PR industry were less disruptive than its counterparts and even the ones that were reaped in a positive result for the industry.

In accordance with the changes, the rules and tools along with the ethics of the PR scene changed too. It was the shift from the offline means to the digital paradigm that completely changed the PR scenario all over the nation. There are still media stories and branded content from the PR agencies popping up in the offline mediums, mainly newspapers and magazines but the focus is targeted more on digital media outlets with high domain authority like Business Insider and Refinery 29.

Here are the few impacts the digital PR had on the professionals involved in the PR scenario and how they are utilizing the same.

      Mastering the digital tools

Instead of going on through the tiring process of scripting press releases and organizing press conferences with numerous media professionals, it’s better to do smart work and share news through several digital arrangements like video, live broadcasting, images, etc. There was a time when blunt instruments were being used to do the job but now PR experts have more refined ways to get it done.

      Developing a varied skill set

Digital PR professionals need a much varied and broader skill set to take advantage of opportunities and maximize the benefits range of the outcomes. Earlier, content used to have in good journalistic writing and well- researched topic. But, today it’s more of playing well with the content and visuals to have a much greater impact on the audience. Any PR professional who is still not familiar with the analytics and basics of SEO and SMO will find themselves in great trouble.

      Embracing the new content style

Digital PR has provided the PR companies with an all-new way of thinking about content. For years the focus remained primarily earned media, which still is the center point of a good result of PR. Then social media came into picture blurring off the lines between paid and earned media, and “owned” or branded content from companies and their respective agencies. It ramped up blogging and thought leadership content that has now become the soul of branded websites. Most PR agencies in Delhi work side-by-side for Paid, Earned, Shared, and Owned content that as a whole drive search visibility, brand awareness, and all the other important types of customer engagement.