Traditional and digital public relations have significant distinctions. If you work in traditional PR and are thinking about making the switch to a digital environment, or if you’re unsure what value traditional PR has today when businesses are increasingly digital, keep reading.
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Traditional PR: Reporters are in high demand, as many individuals want to know what is going on in the world and news travels fast via traditional media such as newspapers.
Digital PR: By assisting Google in improving its index, you will be able to observe an increase in website traffic. Using digital content (such as infographics) and obtaining links to high-quality websites may be used to achieve this.
What are the similarities?
Before we get into the specifics, it’s worth noting where these two areas overlap. Traditional and digital PR have several characteristics in common, including the goal of appealing to press attention in order to provide high-level marketing opportunities.
There isn’t much of a difference between the old definition of public relations and pitching stories to journalists in order to create interesting tales that will elicit the desired response.
Digital PR needs links
According to nicheinbound.com, the importance of links should be self-evident to anybody familiar with SEO. However, for those in non-digital PR, one of the first places where digital and conventional PR differ is Search engines give a significant amount of importance to the quality of connections leading to a website, therefore if you want to increase your search engine position rankings, link development will be important.
The key to enhancing your SEO advantages from your inbound connections is to make sure they’re high-quality, reputable sources. Because too many low-quality connections would have a detrimental impact, this is the only option.
Authority is paramount
The first step is to include a link, but the publication’s significance cannot be overstated; it has always been crucial in conventional public relations. Getting the information in front of the appropriate people is just as important in digital PR as it is in traditional PR.
However, there’s another element to consider: The domain’s authority is a number that approximates the website’s trustworthiness. A site’s domain authority indicates how much link equity and SEO benefit it has. Larger, more well-known publications have higher-level domains, such as national newspapers, which are the most valuable to digital PR firms and the most difficult to obtain.
Which approach is right for your company?
Although the two sectors have a lot of parallels and distinctions, some believe that link building is the only element of digital PR that makes a difference. This isn’t always the case, since relevance is more significant than anything else when it comes to effectiveness.
The old-fashioned approach to public relations does not have to be viewed as outdated, and there’s still a lot of worth in building a brand through media. If your aim is to quantify and achieve success, online strategies should be your primary area of research. It’s difficult to implement a strategy that incorporates both digital and traditional PR, but if your staff takes a more holistic approach to marketing, it will be well worth the effort.