By Holly Rollins
It’s a no-brainer that professionals in America spend an incredible amount of time online, an average of 22.5 hours per week, according to the USC Annenberg School Center for the Digital Future. The majority of our consumer base is online. The result? Digital marketing and PR has never been more important.
Digital vs. traditional PR
Traditional PR is all about working with journalists to have your business featured in newspapers and magazines. Before the dotcom boom, PR specialists and publicists’ goals focused on the number of times their clients were included in newspapers, magazines, radio and television.
And then came the internet. Many newspapers and magazines moved their stories to websites, and the role of traditional PR shifted. Just as publicists used to compete to get their clients in the most widely read newspapers, now they’re competing to get their clients in front of vast online audiences. That’s not to say that PR people aren’t still working to get their clients in the newspapers–far from it–but the focus has changed, and now PR companies and their clients are able to get more bang for their buck with publications that have both print and online versions.
In a way, digital PR allows businesses to access two audiences at once.
What is digital PR?
Digital PR is not dissimilar to traditional PR, but its focus is online visibility.