General

digitalPR – What’s in a Name?

Kenneth Nygaard Knudsen
CEO & Client Service Director

The rise of social media and the ease with which everyone can get online has profoundly changed the world of PR and media relations over the last ten years. Some call this change ‘PR 3.0’ or ‘Media 3.0’, but we prefer the term, ‘Digital PR’. In fact, we like it so much that we chose it for the name of our company! But, no matter what term you use to describe it, the fact is that brands that lack an effective digital PR strategy will struggle to rise above the noise. So, the question is, what is digital PR and how can it help to drive the success of your business?

Traditional PR vs Digital PR

In the days before smartphones and an always-connected society, traditional PR relied on networking with journalists and submitting news releases in order to achieve coverage in print, radio and TV media outlets. In those days, before the explosive growth of the internet and social media, there was really no other option than to consume content via these outlets. As such, there was less time-pressure and a focus on quality content from professional journalists. Success was typically measured in terms of the quantity of coverage obtained or the AVE (Advertising Value Equivalent) of the coverage, meaning what it would have cost to achieve the same result through paid media spend. 

While traditional outlets such as these still matter today, how people consume content has changed radically since the ‘good old days’ of traditional media. Social media and online news websites have vastly overtaken traditional media and not only for the younger generations; internet and social media usage is increasing with older generations too, including pensioners. What this means is that anyone can simply remove their smartphone from their pocket or bag, load up Facebook or Twitter and be deluged with a 24/7 stream of content that’s free and constantly evolving and updating in real-time. Attention spans are short and being first to share the news matters more than a carefully-crafted story. Or does it?

Digital PR = Smart PR

This is where digital PR comes in. Put simply, digital PR blends the skills of traditional PR, such as creativity and media relations, with a deep understanding of how content is consumed online. So instead of focusing on clippings and AVE, digital PR takes a more measurable approach of securing articles on relevant, high-ranking websites, blogs and social media channels, plus backlinks to owned media channels, which in turn drive traffic and leads. This approach requires expert content creation and data analysis skills, to understand customer needs and interests, so that captivating stories can be crafted and seeded to relevant publications that are hungry for content. And it also necessitates a deep understanding of SEO, in addition to expert knowledge of how to successfully engage with influencers and audiences on social media in order to amplify the content.

The measure of success

Importantly, the benefits of digital PR are more measurable, and more closely aligned with the business goals of the brand. A successful digital PR campaign can result in a huge uplift in search traffic and leads, bringing more customers to your virtual doorstep. When you consider that there are 3.5 billion searches per day on Google, the importance of the combined disciplines of digital PR becomes clear. 

So, what’s in a name? As you can see from this article, quite a lot! As an agency we combine journalistic expertise and a formidable understanding of product with SEO/SEM and social media proficiency to ensure our clients receive coverage that leads to success. That’s why we’re digitalPR.

How our services work

  • Nordic PR and thought leadership
  • Media training
  • Social media
  • Content marketing
  • Influencer marketing
  • Localization

Nordic PR and thought leadership

digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.

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Media training

As soon as the camera is running or the Q&A session has begun, everything your spokesperson says is on the record. Our expert team of experienced journalists and media professionals will teach your brand’s media-facing employees to anticipate reporter behavior and confidently focus on their messaging. With our expert training and easy-to-follow checklist, digitalPR will ensure that your company is able to convey your brand’s vision, even during the most challenging interviews.

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Social media

Social media remains one of the most important channels for communicating your brand’s message and engaging with customers and fans. With proven success in organic and paid digital campaigns across everything from Facebook to LinkedIn, our marketing team can help your business grow and reach new audiences. With data-driven strategies, developed through years of experience, plus an intricate understanding of the nuances and best-practices for each social platform, we leave nothing to chance, so that you receive a measurable and impactful ROI.

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Content marketing

An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.

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Influencer marketing

In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.

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Localization

As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.

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