Digital PR has evolved significantly and now relies on both technical expertise and creative, relevant content. While digital PR can reach wider audiences and allow more interaction, traditional PR still has benefits like familiarity. The primary differences between digital and traditional PR are their channels of communication and level of interaction, with digital PR enabling two-way engagement. However, digital PR can learn from traditional PR's focus on publications, in-person social engagement, and avoiding direct sales pitches in favor of relationship building. As technology advances, digital PR will likely continue integrating more interactive elements while traditional PR adapts to new channels.

1. Did Digital Kill the Traditional PR?
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2. Digital PR
• PR is evolving at a fast rate, which is why it has become essential for businesses to
be up-to-date with the many changes of the digital marketing strategy. While
digital PR once relied on having technical knowledge of search engine
optimization, nowadays, PR companies also depend on good quality and relevant
information that are presented in a creative manner. Having a combination of
creative and technical expertise has emerged and is encouraging more and more
businesses to make them a part of their digital SEO strategy. But, that doesn’t
mean that there is no need for traditional PR in a company’s marketing campaign.
• One of the biggest benefits of using digital PR is that it is possible to tailor a digital
marketing campaign to reach out to the local audience along with the larger
audience as well through the web. Digital marketing also happens to be a very
interactive way of reaching an audience since it makes use of social outlets as well,
encouraging plenty of direct contact with the audience, where a business is able to
get valuable feedback from their consumers. In 2011, 44% of all cell phone users
were on a smartphone. In 2015, that number has reached 56% and the trend
doesn’t look like it’s going to stop any time soon. So, it’s safe to say that almost
everyone in the world will have access to the Internet while on the go in the
coming year.

3. Traditional PR
• Because of its longevity, most people are accustomed to the traditional
forms of marketing. Reading ads in a newspaper or reading billboards are
still familiar to people. But, one of the primary disadvantages of using only
traditional PR is not only that it reaches to a local audience, but also its
results cannot be easily measured, as compared to using digital PRs.
• Another downside of using traditional forms of marketing is that they are
more costly than digital marketing, and perhaps the biggest disadvantage
of using traditional marketing nowadays is that they are considered as
somewhat static as compared to digital PRs and how it allows a business
to interact with their audience. The press release was the weapon of
choice when it came to traditional PR, making its distribution channels, a
phone call, a meeting or an email. This model is all but dead in the water
now, and has made way for digital PRs that provide the perfect recipe for
those companies who wish to engage their audience through multi-
faceted channels.

4. Key Differences Between Digital and
Traditional PR
• Objectives
It’s important to point out here that both the digital PR agency and the
traditional PR agency share the same end goals, which is to enhance the
client’s exposure and build their reputation. What this means is that the
primary differences between the two aren’t their goals but the way they
set out to accomplish those goals.
• Channels
It’s safe to say that a digital PR agency has a lot more channels available at
its disposal when it comes to sharing content. The best part about digital
PR is that they are able to leverage blogs and business websites and
deliver content across an array of web based channels.

5. • Level of Interaction
While traditional PR is usually a one-way
interaction, where a brand offers their
message to an audience, digital PR agencies
are able to create two-way conversations with
their audiences by encouraging consumer
engagement and brand interaction.

6. What Digital PR can Learn
from Traditional PR
• While it has been established that digital PR can reach a wider audience
and has much more to offer than the traditional PR, here are some of the
important lessons that can be learnt from the practices of traditional PR.
• The Mindset
There is no doubt that traditional PRs are great at what they do. So, when
digital marketers want to create excellent digital PRs they would need to
inhabit the mindset of a PR guru to find out the best way to execute their
digital PR.

7. • Publications are Important
Rather than just throwing your PR into the wild digital wilderness, take
some time and look at the kind of audience those publications cater to. It
is important to note that an online audience will probably be younger and
will respond to low priced products. Since, making the product appealing
is of utmost importance, a digital marketing campaign can segment that
brand from its services and push through different PR stories. By using this
tactic, you are actually making provisions instead of just targeting one
industry.
Knowing your publications also means that you should know the features
that are used. Traditional PR always knows what journalists respond to
and only sends them the PR that they are most likely to feature. So, if you
make your digital PR sell in relevant and efficient you will most definitely
be on the journalist’s go-to list.

8. • The Digital Socialite
One of the biggest differences between digital PRs and traditional PRs is
that the latter has always been a social butterfly. They are able to speak at
press events, and even approach journalists when they want to push their
product. This helps them create an impression much quicker than the
digital PR strategy. So, if you’re looking for success with digital PR,
becoming a self-professed hermit and logging in long hours behind the PC
just won’t do. Sadly, there is not a tool, app or software in the world which
can transform you into a digital socialite. This will all depend on you and
the efforts you take to make an impression. As a rule, journalists know
that there are easier ways of contacting companies and that is via social
media such as Twitter. By simply following certain key phrases, even you
can get noticed by the right kind of people.

9. • Ditch the Sales Pitch
It is important to note that a digital PR is not exactly sales. People aren’t
going to be interested in hearing how awesome your brand is or how your
brand is going to change the world. The whole mechanism of a PR revolves
around building a relationship and then selling your story. In other words,
you need to be a conversation starter before you can tell people about
your product or service.
• Ending Note
Research done by Facebook already suggests that over 60% of people
already use more than one handheld device, and this will only rise as
tablets become cheaper and wearable technology becomes more widely
adopted. From online media placements to social media engagement, a
digital PR agency delivers outcomes that extend far beyond the limitations
of a traditional PR firm.

10. Thank You
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