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  • Writer's pictureJohnny

Beginners Guide to Digital PR

Updated: Apr 14, 2023

Digital PR involves using online platforms and channels to reach and engage with target audiences. It's a powerful way to build brand awareness, establish credibility, and generate leads for your small business.


Getting Started with Digital PR

The following guide will help you understand the basics of digital PR and how to get started.


Step #1: Define your target audience

Before you begin any PR efforts, it's important to know who your target audience is. Who are your ideal customers? What are their interests, behaviors, and demographics? By understanding your target audience, you can craft messages and content that will resonate with them.


Step #2: Identify your goals

What do you want to achieve with your digital PR efforts? Do you want to drive traffic to your website, increase your social media following, or establish your brand as a thought leader in your industry? By setting specific goals, you can measure the success of your PR efforts and adjust your strategy accordingly.


Step #3: Develop a content strategy

Your content strategy should align with your goals and target audience. What type of content will be most effective in reaching and engaging with your target audience? Consider blog posts, infographics, videos, webinars, and other types of content that will resonate with your audience.


Step #4: Build relationships with influencers and journalists

One of the most effective ways to get your brand in front of a large audience is through influencers and journalists. Identify influencers in your industry who have a large following on social media and reach out to them to see if they would be interested in featuring your brand. Similarly, reach out to journalists who cover your industry and pitch them on stories or topics that would be of interest to their audience.


Step #5: Leverage social media

Social media is a powerful tool for digital PR. Use platforms like Twitter, LinkedIn, and Facebook to share your content and engage with your audience. Follow relevant hashtags and participate in conversations related to your industry to increase your visibility and establish your brand as a thought leader.


Step #6: Monitor your results

Measure the success of your digital PR efforts by tracking metrics like website traffic, social media engagement, and media mentions. Use this data to evaluate the effectiveness of your strategy and make adjustments as needed.


Digital PR Case Studies

Two examples of successful digital PR campaigns are:


#1 Old Spice - Digital PR - Viral Marketing




Old Spice's "The Man Your Man Could Smell Like" campaign Old Spice created a viral video featuring a shirtless man promoting their body wash. The video was so popular that it garnered over 50 million views and became the most viewed branded video on YouTube at the time. The campaign was a huge success and helped Old Spice increase their sales by 107%.


#2 Airbnb - Digital PR - Storytelling




Airbnb's "Belong Anywhere" campaign Airbnb launched a digital PR campaign that focused on telling the stories of their hosts and the unique experiences they offer. The campaign included a microsite that featured videos, photos, and stories from Airbnb hosts around the world. The campaign was a huge success and helped Airbnb increase their brand awareness and bookings.


Conclusion: Is Digital PR right for my business?

Digital PR can be a powerful way for small businesses to build their brand and reach their target audience. By defining your target audience, setting specific goals, developing a content strategy, building relationships with influencers and journalists, leveraging social media, and measuring your results, you can create a successful digital PR campaign.


For more advanced PR strategies and best practice please visit our dedicated PR and Media Relations strategy section.

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