Digital PR: A Better Way to Build Credibility

A Better Way to Build Credibility

DIGITAL PR

The internet forever altered how public relations works. No longer do brands become household names by penning press releases or cold-pitching reporters.

These days, PR is done digitally. Consumers judge brands by what they see online. If yours isn’t part of the conversation, they’re going to think you’re irrelevant.

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How We Do Digital PR

Because we spend so much time online, we know what sort of content today’s audiences are looking for. And more importantly, we know where they go to look for it.

We have relationships with editors and contributors at dozens of household-name sites, including Forbes, Entrepreneur, ReadWrite, and Inc. They know that we have access to thought leaders whose insights get clicks.

Our job? To align the topics our publication partners want to cover with our clients’ expertise. We check for fit not just in terms of ideas, but also in areas like mission, values, and style.

When we find it, everyone wins: our clients, the sites we work with, and, of course, readers themselves.

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What Our PR Placements Look Like

Our digital PR work is not one size fits all. Just as we align our clients’ ideas with conversations happening online, we find the right types of opportunities for their content and business goals.

Some clients come to us to get the word out about studies they’ve conducted. We share their research with contributors who create data-driven content.

Other clients are looking to spotlight members of their executive team. For them, we sniff out strategic quote opportunities.

Still others’ digital PR strategies involve SEO work. We help those clients own their space by ensuring meaningful brand mentions show up in search. True authorities bring influential ideas to every industry-relevant conversation.

Every client’s needs are different, but in our approach to “new-school PR,” the "rules" below all apply.

A PR strategy requires consistency

It’s difficult, if not impossible, to tie digital PR content to outcomes in a one-to-one way. That’s why consistency is so important.

Good things happen to companies that readers see again and again in sites they trust. We’ve had clients score six-figure investments because of their thought leadership. We’ve seen them strike up relationships with readers who later become team members.

Although those events aren’t predictable, they can make a night-and-day difference to a brand’s future. Metrics like clicks and referral traffic don’t matter nearly as much as the outcomes consistent PR produces.

PR is a team effort

What can you do to make PR content’s best outcomes more likely? Leverage it in ways that align with the outcomes you want to achieve.

Maybe reach is what matters most to you. If so, share it out on social media.
Say your 500 connections on LinkedIn each have 500 connections of their own. If even 10% of them reshare your article, you’ve increased your article’s reach by 25,000 readers — on a single platform.

Perhaps you’re focused on conversions. Think about how else you can leverage your PR content: Are you integrating it into your email campaigns? Sending it to referral partners? Develop content internally that capitalizes on the momentum your PR placements create.

Or maybe it’s a big-dollar investment you’re after. Before you reach out to that next investor, make sure your latest PR placement is in your email signature. Ask if they’ve read it the next time you see them.

Traditional PR tactics have limited value today

Only in rare circumstances does Relevance engage in traditional PR work. The truth is, cold-pitching reporters isn’t a good use of resources. Almost nobody reads press releases for fun.

That isn’t to say we’ll never cold-pitch content. Sometimes, we do it to expand our publication network in areas that align with our clients’ work. When one of our clients closes a multimillion-dollar funding round, we may develop and shop around a press release.

In general, however, we’re not going to waste your time or ours on traditional PR. Digital PR meets readers where they are and provides site editors the insights they want.

PR is a team effort

What can you do to make PR content’s best outcomes more likely? Leverage it in ways that align with the outcomes you want to achieve.

Traditional PR tactics have limited value today

Only in rare circumstances does Relevance engage in traditional PR work. The truth is, cold-pitching reporters isn’t a good use of resources. Almost nobody reads press releases for fun.

In general, however, we’re not going to waste your time or ours on traditional PR. Digital PR meets readers where they are and provides site editors the insights they want.

PR content must be more than an ego play

Have you always wanted to be featured in Forbes? We can help, but we want you to think bigger. By itself, even a top-tier PR placement is not a business strategy.

Go ahead and put that Forbes badge on your site. Then, move on. Badges can build credibility, but you’ll need more than one to convince skeptics.

Why Relevance Is a Smart Pick for PR

Digital PR agencies are a dime a dozen. What makes Relevance unique? The breadth of its relationships and the expertise of its team.

No longer does everyone read the same sites. Relevance reaches readers not just at the publications you know, but also at niche ones with highly engaged audiences.

In that way, digital PR is a lot like influencer marketing: Smaller sites have committed readers. What they lack in audience size they often make up for in engagement and trust.

Many members of the Relevance team have experience in content marketing. That enables them to weigh audience breadth vs. depth when creating content and choosing publication targets.

PR content must be more than an ego play

Have you always wanted to be featured in Forbes? We can help, but we want you to think bigger. By itself, even a top-tier PR placement is not a business strategy.

Go ahead and put that Forbes badge on your site. Then, move on. Badges can build credibility, but you’ll need more than one to convince skeptics.

Why Relevance Is a Smart Pick for PR

Digital PR agencies are a dime a dozen. What makes Relevance unique? The breadth of its relationships and the expertise of its team.

No longer does everyone read the same sites. Relevance reaches readers not just at the publications you know, but also at niche ones with highly engaged audiences.

In that way, digital PR is a lot like influencer marketing: Smaller sites have committed readers. What they lack in audience size they often make up for in engagement and trust.

Many members of the Relevance team have experience in content marketing. That enables them to weigh audience breadth vs. depth when creating content and choosing publication targets.

Learn More About Digital PR

Want to know more about modern PR? You’ve come to the right place:

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