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For years the best thing about PR in India was to see your name in the morning newspaper. People would circle their names with ink and think they had made it..
The change from traditional to Digital PR is not something that is happening it is something we need to do to survive. We are moving away from being mentioned one time towards being seen as an authority that people can find online. If your brand does not show up when someone searches for your industry on Google you basically do not exist, no matter how times you have been in print.
Traditional PR makes you famous for a day Digital PR keeps you relevant for a time.
1. We can measure the effect of Digital PR. Traditional PR is just a guess
Traditional PR talks about how many people might have read something, which is just an estimate. Digital PR gives us numbers: how many people visit our website, how many people click on links and how good our website is. We can finally see how being featured on a major tech website helps our site.
2. Digital stories are available forever
A print story is news by the next day. A digital story is on Google forever. When someone wants to learn about your company they can find articles that are still helping you.
3. Backlinks are very important for PR
This is where PR and SEO meet. Being mentioned in an Indian publication with a link to your website is worth more than putting up many billboards. It helps your website be seen as trustworthy by Google, which helps you rank high for keywords that're important for your business.
4. Digital PR helps you target the people
Why pay to reach everyone when you just need to reach the people who make decisions? Digital PR lets you target industry websites influencers on LinkedIn and newsletters that your customers actually read and trust.
5. You can respond to a crisis away
In the age of Twitter you cannot wait until the next day to respond to a rumor. Digital PR lets you correct the story away. You can share your side of the story on channels and reach millions of people in minutes.
6. Digital stories can go viral
You cannot easily share a newspaper clipping.. A good digital story can be shared on Twitter, LinkedIn and WhatsApp. The people who read it help spread the word, which increases the number of people who see it.
7. Digital PR is an use of money
The truth is that PR and Digital are no longer things. If your agency is still just sending you numbers about how many people read print newspapers without talking about how good your website's how many links you have you are paying for something that is no longer important.
The goal is still the same. We want to build trust and credibility.. The way we do it has changed. It is time to stop chasing newspaper stories and start being, in charge of what people see when they search for us online.