What is Digital Public Relations? A Beginner’s Guide to Digital PR

An introduction to Digital PR

Digital Public Relations (PR) is a modern evolution of traditional PR that leverages online channels to build brand awareness, generate website traffic, and improve search engine rankings. The term "Digital PR" started gaining traction in the early 2010s as brands and marketers began recognising the potential of online platforms in shaping public perception and, importantly, driving sales. Unlike traditional PR, which focuses on print media, television, and radio, Digital PR extends its reach to websites, social media, influencers, and online publications.

In a digitally connected world, having an effective Digital PR strategy can significantly enhance a brand’s visibility and credibility. It involves techniques such as online media outreach, link building, social media engagement, influencer collaborations, and thought leadership content.

Digital PR vs Traditional PR

While both Digital PR and Traditional PR aim to enhance a brand’s reputation and reach, they use different methods and channels. The table below outlines key differences:

Aspect	Digital PR	Traditional PR
Methods Used	Content marketing, SEO, influencer marketing, social media, online press releases	Press releases, print media, TV, radio
Primary Channels	Online news sites, blogs, social media, podcasts	Newspapers, magazines, TV, radio
Cost	Generally lower, with flexible budgets for SEO, PPC advertising, and influencer collaborations	Often higher, especially for print ads and broadcast media placements
Key Metrics	Website traffic, backlinks, social engagement, domain authority	Media circulation, audience reach, brand sentiment
Outcomes	Improved search rankings, brand visibility, social proof	Brand credibility, audience trust, reputation management

Why Digital PR is Essential in 2025

As digital consumption continues to rise, brands that fail to invest in Digital PR risk losing relevance and visibility.

Here are key reasons why Digital PR is crucial in 2025:

1. SEO Benefits: Google prioritises authoritative and high-quality backlinks in its ranking algorithm. Digital PR helps brands acquire links from reputable sources, boosting organic search visibility.

2. Social Media Influence: Social platforms are primary sources of news and brand discovery. Digital PR integrates social media campaigns to enhance engagement and reach.

3. Data-Driven Strategies: Unlike traditional PR, Digital PR provides measurable insights, allowing brands to analyse the effectiveness of their campaigns in real-time.

4. Cost-Effectiveness: Digital PR campaigns are often more affordable and flexible compared to traditional PR, making them accessible for brands of all sizes.

5. Consumer Behaviour Shift: Modern consumers trust online reviews, influencer recommendations, and digital media more than traditional advertising (source).

   
   

Successful Digital PR Campaigns of 2024

Several brands executed outstanding Digital PR campaigns in 2024, demonstrating the power of online engagement. Here are a few examples:

1. Spotify Wrapped 2024

   

   Beginning in 2016, Spotify Wrapped pulls in millions of engagements across a variety of channels every single year

   • Spotify’s annual Wrapped campaign took social media by storm, encouraging users to share their personalised music stats.

   • The campaign generated millions of user-generated content pieces, driving significant brand engagement across multiple platforms. The campaign has also taken on a life of its own in the media with online articles flooding in both pre-and-post-campaign.

     
     

2. Aldi’s ‘Kevin the Carrot’ Digital Activation

   

   Kevin the Carrot has captured hearts and imaginations across the nation

   • Aldi capitalised on its beloved Christmas character, Kevin the Carrot, with an interactive online campaign.

   • The campaign featured digital games, limited-edition NFTs, and influencer collaborations.

   • The campaign boosted online sales and contributed to the supermarket chain attracting more shoppers in 2024 than both ASDA and Sainsbury’s for the first time.

     
     

3. Dove’s ‘Self-Esteem Project’

   
   

   

   Dove's Self Esteem Project has garnered millions of engagements online and reached over 100 million young people with its education programmes

   
   

   • Whilst not having its origins in 2024, Dove’s Self Esteem Project continues to showcase the power of Digital PR and its ability to reach mass audiences.

   • In 2023, Dove Self-Esteem Project hit the milestone of reaching over 100 million young lives with body confidence education.

   • Dove continued its mission of promoting body positivity through an online campaign featuring real stories and educational content.

   • The initiative has gained many pieces of coverage on high-authority platforms and consumer titles, securing powerful backlinks in the process and strong social engagement to boot.

     
     

Conclusion - why you Digital PR is key in 2025

By leveraging online media, influencers, and data-driven insights, Digital PR offers unparalleled opportunities to boost brand credibility, drive engagement, and enhance SEO. Whether you’re a startup or an established brand, investing in Digital PR will ensure you stay ahead in an increasingly digital landscape.

Digital PR is not just a buzzword; it’s an essential strategy for brands looking to thrive in 2025 and beyond. So, how are you leveraging it in 2025? If this blog has taught you anything I hope that it is this: if you aren't, you're missing out!