Optimise Your Digital PR Strategy in 6 Ways

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There is power in creating a truly effective digital public relations strategy. Refining and launching the best version will boost your brand’s reputation, expand your audience, and have long-term benefits even after your digital PR campaigns finish.

Digital PR works similarly to traditional PR in that both aim to increase brand awareness and visibility. The biggest difference is the tactics and platforms they use. Highly effective digital PR maximises every online platform and channel to connect with target audiences and cultivate a deeper relationship with them.

What are Digital PR Strategies?

Digital public relations strategies are comprehensive plans that can differ in their goals. However, they come down to three intentions: boosting a brand’s online presence, building awareness, and engaging target audiences. This means digital PR leverages online platforms to share key messages promoting a brand’s products and services to relevant audiences.

What Makes a PR Strategy Successful?

Many key elements contribute to the success of your PR strategy. They can go beyond just building a positive brand image and reputation. Some factors you’ll want to consider include:

Setting clear and measurable objectives

Objectives can steer your PR strategy in the direction it needs to go. This can range from driving engagements to managing your brand reputation.

Crafting compelling messaging

The core of PR is sending the right message for audiences to take action. Consider if your digital PR strategy captures your brand’s values and selling points in a way that resonates well with your target audience.

Cultivating lasting relationships

Building good relationships with publishers like journalists, influencers, and partners leaves room for future opportunities like collaborations and further support with media coverage and press releases.

Integrating your digital PR campaign into your marketing strategy

Digital PR strategies should complement and reinforce your broader communication and marketing efforts. This will help ensure you have a unified brand experience for your audience.

6 Ways to Optimise Your Digital PR Strategy

Optimising your digital public relations strategy is essential to enhancing your brand’s online presence. The best approach is to weave search engine optimisation best practices into your PR efforts, as this can enhance visibility, reach, and impact.

1. Work with buyer personas

Knowing your audience can propel your digital PR strategy further. This means building your buyer personas, which can establish how you shape and position your content.

To create your buyer personas, you must collect data on your target audience, conduct market research, and analyse what they will most likely respond to. To create a detailed persona, you’ll want to include several pieces of information:

  • Demographics that look at their age and gender
  • Interests, values, and behavioural traits
  • Pain points they want to solve
  • Goals they want to achieve
  • The ideal buyer journey that will lead them to choose your brand

Given this information, you can make informed decisions about your digital PR campaign strategy. You can strategize how to create your press release, determine what social media platforms and websites to distribute your content, and even assist in the way you approach influencer marketing and digital marketing.

2. Research your content

Researching the type of content you need to create is one of the best things you can do for digital PR. This means conducting keyword research in conjunction with competitor research.

Your buyer personas can inform what keywords you want to include in your PR. This can be reflected in your press release and trickle down to blog posts, guest posts, and social media posts. Working on associating the right keywords will keep your brand memorable and easy to find.

3. Craft informative press releases

A press release is a journalistic endeavour at its core. Keeping it informative and factual ensures you deliver essential information to your audiences. Brand mentions, and further details about your product and service in a press release are useful for building high-quality backlinks for your website.

Within your introduction, it’s important to answer the 5 Ws: Who? What? When? Where? Why? While they don’t have to be written formally, keeping this portion simple and easy to understand will go a long way in encouraging audiences to keep reading.

You can also add visuals like images and videos to build credibility and quality in your press releases.

4. Develop relevant, shareable content

Content in your digital PR strategy includes various media distributed across media outlets and social media platforms. Creating content that resonates with your target audience can increase its shareability and your website traffic.

Some of the different ways to create shareable content you can try are:

  • Creating standout headlines that use relevant terms from your keyword research
  • Images and videos that meet your audience’s interests
  • Working with natural links within articles for link-building

You can integrate digital PR tools to effectively track your audience’s interactions with published content. These can include UTM trackers, age verification, and social mention tools.

5. Always include a Call to Action

Including a call to action (CTA) in published content can guide your audience to the ideal next step in their buyer journey. If your CTAs are clear and understandable, this can also allow interested individuals to engage further with your brand.

6. Stay adaptable to trends

Many measurements of success can inform the performance of your PR campaign. Keeping an eye out for trends and responses to your current content can help you reposition your messaging to increase engagement and relevance against other competitors.


Optimising digital PR enables brands to connect even better with their target audiences. You can maximise your reach, impact, and overall success by working with well-researched data and real-time information. Remember, the ultimate goal is to build a lasting, positive brand image that engages and grows with your audience, turning them into consumers and advocates for your brand.

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