AuthorAmy Van Schalkwyk
LinkedIn
The PR landscape is constantly changing, and anyone who has worked in public relations knows just how quickly things can shift. Global events, new technologies, and evolving consumer behaviours mean that PR professionals need to adapt their strategies regularly to stay relevant.
It’s arguably this constant evolution that led to the rise of digital PR. However, this doesn't mean digital PR is better than traditional brand PR. Each approach has its unique strengths and plays a vital role in a comprehensive PR strategy.
While digital PR is designed to meet the demands of our online world, brand PR remains essential for building long-lasting relationships and a strong reputation. Some of the best examples of PR today are often a blend of both of these strategies to amplify a brand, product or service’s presence and reputation.
But what are the key differences between the two?
Digital PR
Digital PR is relatively new in the world of PR. It takes on a more data-led approach to boosting a brand's online presence and is the secret weapon when it comes to dominating search engine results pages (SERPs).
So, how does it differ from brand PR?
An SEO-centric approach
Digital PR is about building those all-important backlinks. It begins by identifying the biggest areas of opportunity from an SEO perspective. Digital PR teams will then look to understand which target categories would benefit most from high-quality backlinks. Once these keywords and key target categories are identified, the goal is to create engaging, newsworthy content that gets featured on high-authority and relevant websites linking back to a specific page on your site. Over time, these backlinks improve your organic search rankings and drive more traffic, ultimately increasing revenue.
Metrics that matter
Unlike its traditional counterpart, digital PR is all about tangible results. Metrics that Digital PR teams would typically track go well beyond the number of links built, with keyword rankings, referral traffic and overall organic visibility examples of how much further reporting can go for Digital PR. It's not just about building your brand - it's about showing you the cause and effect of the work that is being delivered and how that’s supporting your organic growth online. More recently, to align with what Google is looking for in terms of the relevancy of backlinks, Digital PR teams have been looking to measure how relevant links that are being built actually are. To find out more about how we at NOVOS are doing this, please read more about our Link Relevancy Score.
Newsworthy and shareable content
Instead of diving deep into one specific sector, digital PR pros often take on a more versatile approach. While they might not be experts in every niche, they know how to boost online visibility for just about any business by cooking up shareable content that journalists and online publications can't resist. From data-driven studies to content that is created within an hour to meet a journalist's deadline, they aim to craft content that grabs attention and naturally earns backlinks. Expert commentary, user-generated content, breathing new life into existing blog content, and quickly reacting to trending news are all key outputs of digital PR. Digital PR focuses less on a strict brand tone of voice and more on creating content related to a brand's industry or niche, with the goal being to produce content that feels organic and natural, increasing its chances of being picked up and shared widely.
Brand PR
Brand PR is the OG of public relations, focusing on crafting and maintaining a company's reputation across various media channels. It's the strategy businesses tend to understand best as it focuses on upholding a strong brand identity and building long-lasting relationships with audiences.
But how does it differ from Digital PR?
Compelling storytelling and building a reputation
Brand PR experts are masters at crafting compelling narratives that resonate with a brand's target audience and align with its company's values. They start by identifying what makes a brand special and using this to create stories that really click with audiences. Contrary to popular belief, it’s not just product features - it’s crafting stories that show how your brand fits into people's lives and solves their problems. These stories are refined over time to continue to resonate with audiences as they grow and evolve. Brand PR practitioners also tend to develop a deep, specialised knowledge of their client's industry or niche, regularly consuming trade publications and business news to stay on the pulse with industry trends and changes.
Relevancy and measurable impact
Unlike digital PR, which is all about numbers and data, brand PR looks at things like how people engage with your brand, how many people you're reaching, and the overall sentiment of your customers. However, it’s important to mention that modern brand PR has evolved to become more data-driven with an emphasis on relevancy. Today’s brand PR strategies incorporate data to inform decision-making and measure the impact of results. This approach allows PR professionals to identify the most relevant publications for their client's target audiences.
By putting relevancy at the forefront of their strategies, PR professionals can align stories and campaigns with current events, cultural trends and target audience interests while still reflecting a brand's values. While platforms like Instagram are crucial for brand growth, particularly for e-commerce businesses, many brands are overly reliant on these channels and tend to overlook the value of brand PR strategies. Brand PR still tracks secondary metrics like email sign-ups, sales, and how much people talk about your brand compared to competitors. But it’s not just about selling products or services - it's about building real connections with your audience over time, showing who you are and why you matter, and creating a solid foundation for your brand's public image.
Black Book contacts
One of the key differences between traditional and digital PR lies in the power of personal relationships and industry connections. Brand PR pros are often armed with a coveted "Black Book" of industry contacts. This is a carefully curated network of journalists, editors, and influencers built through years of relationship-building. Seasoned brand PRs will know which journalists cover specific beats, their preferred communication styles, and even their personal interests. They understand the nuances of different publications and tailor their pitches accordingly. This insider knowledge allows them to bypass generic inboxes and be blacklisted and ensures your stories reach the right contacts. As a result, brand PR specialists can secure high-quality media placements that align perfectly with a brand's goals and target audience, ensuring messages reach the right eyes and ears.
Long-term vision
It's important to remember that brand PR isn’t about quick wins and overnight results. Instead, it’s all about building and nurturing relationships over time to create a strong public image and brand presence. For new brands, this process can take anywhere from 3 to 6 months before they start seeing real PR traction. The focus of brand PR is developing a sustainable strategy that connects the right audiences and builds trust. By prioritising this long-term engagement, brands can create loyal customer bases and followers and enhance their position against competitors.
Choosing the right approach
Whilst the best PR approach depends on specific goals, industry, and target audience, the real magic happens when you combine the two.
Both Digital PR and Brand PR have their place in the modern PR landscape. By understanding the strengths of each approach and how they can work together, you can craft a PR strategy that boosts your online presence AND builds a strong, lasting reputation for your brand.
The real key to success is making sure you’re working with experts who can navigate the ever-changing landscape and deliver results that truly make an impact on your business.
Read more about our Digital PR service and Brand PR services.
