The practice of public relations has changed dramatically over the past decade. Once defined by press cuttings and broadcast mentions, PR now lives in a digital-first world where the most important touchpoints for a brand are often online. This shift has given rise to what is now widely known as digital PR, an approach that combines the principles of traditional public relations with the tactics of search engine optimisation and digital marketing.

Defining Digital PR

At its core, digital PR is about using online channels to build authority, visibility, and reputation. Where traditional PR may have focused on print features or television appearances, digital PR targets websites, online newspapers, blogs, podcasts, and influencers that shape consumer behaviour today.

Digital PR campaigns are measured not only in terms of awareness but also in clicks, backlinks, and search engine rankings. It blends storytelling with measurable outcomes to ensure content works both for audiences and for SEO.

How Digital PR Works

A digital PR campaign usually begins with an idea that has genuine editorial value. This might be a survey, research report, or creative insight into a trending topic. Once the story is ready, it is pitched to online journalists and publishers who are looking for content their readers will find engaging. Coverage often includes links back to the brand’s website, which are critical for improving search engine authority. Examples of campaigns that combine data-driven stories with entertainment trends, such as betting and showbiz topics, demonstrate how this approach can capture attention across multiple online platforms.

Backlinks earned through digital PR create long-term SEO value. Unlike print features, which are read once and discarded, online coverage can continue to drive traffic and improve search visibility for months or even years. Linking to high-authority sites also boosts a website’s credibility in Google’s eyes, making it more likely to appear prominently when relevant terms are searched for. Campaigns that integrate interactive or visual elements can further encourage engagement and sharing, extending reach even further.

Find out about digital showbiz PR

Creativity and Campaign Design

Creativity is central to successful digital PR. This can include reactive news commentary, content-led campaigns like surveys or reports, and interactive digital tools. Coverage is amplified when journalists and audiences share it across social media platforms, creating conversations that extend beyond the original publication.

Insights into how social media complements digital PR can be seen in analyses like horse racing social media campaigns, which show the compounding effect of coverage combined with audience engagement.

The best of Horse Racing Social Media

Measuring Impact and Success

One of the biggest advantages of digital PR is its measurability. Modern campaigns can be tracked using tools such as Google Analytics, Ahrefs, or SEMrush to monitor referral traffic, domain authority, and changes in keyword rankings. Metrics like these provide a clear picture of how coverage
translates into website performance. Creative campaigns that resonate online can also enhance brand visibility in unexpected ways, as demonstrated in case studies exploring innovative approaches to linking editorial coverage with SEO.

Activities in digital PR include thought leadership, data-led storytelling, creative assets like infographics and interactive tools, and proactive or reactive media outreach. These strategies help brands secure high-quality coverage while building lasting online authority. The combination of creativity, media relationships, and strategic planning makes digital PR a unique and measurable marketing channel.

Digital PR vs Traditional PR

Digital PR complements rather than replaces traditional PR. While a front-page newspaper story can still build credibility and awareness, digital PR ensures that brands are visible in the online spaces where customers search, read, and engage. Over time, campaigns contribute to lasting SEO benefits, as each piece of online coverage can continue to drive traffic and reinforce a brand’s reputation.

Summary

In a digital-first world, brands cannot leave their online presence to chance. Digital PR allows businesses to shape their narrative, earn authority, and remain discoverable where it matters most. By combining creativity with measurable performance, digital PR bridges storytelling and search optimisation, ensuring that a brand’s voice is not only heard but also easily found by the right audience.

For those interested in the day-to-day workings of a B2C PR team, insights from a day in the life of a team member illustrate how strategy and creativity intersect.

A day in the life of a B2C team member