In the previous tip, Eva Cheng shares the value of combining social and content with digital PR. Charlotte Crowther adds to that by also incorporating traditional PR.
Charlotte says: “Don't ignore digital and brand PR. They are becoming really entwined with SEO, GEO, and LLMs.
Ignoring branded digital PR is going to have a large impact on your visibility, particularly as we're seeing a move towards a zero-click world.”
What are the differences between traditional, digital, and brand PR? Where are they blurring, and where do they remain separate?
“Back when marketing first started, we thought of marketing as an entire piece, and traditional PR fed into that.
With the rise of SEO, particularly in the early 2000s, there came a brand-new side of things, which was link building. That has since morphed into what many of us now know as digital PR. However, we've been seeing a blurring of the lines.
We can no longer look at traditional PR (newspapers, radio, TV) and digital PR (online content) as two separate things because a brand is living and breathing. It should be the same message everywhere a consumer sees it.
It's making sure that we're working together, making content work as hard as possible for that brand – but also, really importantly, staying true to that brand, true to the brand voice, and true to the brand values so that, no matter where a consumer sees you, everything aligns.”
Ireland