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Blurred Lines: Digital PR vs Traditional PR

Part 2: The Evolution

In the last blog I talked about how in today’s fast changing world it is important that brands learn to combine the traditional PR practices with the digital tools for better impact.

In this blog, I will take this conversation forward. So, the combination of both PR services – traditional and digital – works  so well because it allows you to reach a much larger audience.

With the methods you employ, you can target various types of audiences. For example, social media and email campaigns are excellent ways to reach an online audience.

As public relations professionals are known for their verbal and written communication skills, humane approach, creative thinking, and a positive yet critical approach to communications, all of these characteristics are critical in retaining and acquiring brand loyalty and networking with audiences from various demographics.

It also helps a brand connect better with customers at psychographic levels, across several digital assets such as Facebook, LinkedIn, Twitter, and Instagram. The PR professionals benefit from audience engagement, influencer management, brand awareness, brand collaborations, client and customer relationship building, and much more.

Quality backlinks are one of the most reliable and tested digital strategies for increasing your Search Engine Ranking. The digital PR teams can boost SERP (Search Engine Results Page) ranking, generate quality traffic, and increase brand awareness and prospective leads by publishing relevant and engaging content with backlinks to the brand’s website.

Authoritative and influential back-linking can also be increased by cultivating relationships with influencers, bloggers, editors, authors, and industry experts. And, all of this contributes to improved digital marketing strategy.

It is therefore high time that brands start thinking in the direction of a collaborative PR approach that integrates the best of both world – traditional and digital!

Adnan Wahidi is Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. |