All about DigitalPR in 500 words

EXSUM: All About Digital PR

Are you looking for a quick introduction to Digital PR?

Here’s your Executive Summary (EXSUM) in just under 500 words/2 minutes.

What is Digital PR?

Digital PR is about implementing traditional PR and SEO techniques in a digital world.

This means that you need to have an understanding of how the internet works and can successfully integrate traditional PR and SEO practices to achieve a positive digital impact for your organization.

Digital PR utilizes traditional Public Relations techniques and practices but with a more limited goal, compared to traditional PR, of impacting only the digital space.

It focuses on managing the organization’s reputation but does so primarily through Search Engine Optimization (SEO) techniques like backlinks, link building, and domain authority to name just a few.

In Digital PR, you engage with journalists, bloggers, and other influencers with the intent to increase high-quality backlinks, social media mentions and improve your SEO.

There is not a definitive definition of DigitalPR and while there is overlap with traditional PR and modern SEO practices, it is still an evolving term.

What do I need to know about to get started?

To get started in Digital PR, it’s good to understand traditional PR.

Public Relations, as defined by the PRSA, is:


A strategic communication process that builds mutually beneficial relationships between organizations and their publics.


It involves a wide range of areas including media relations, crisis communications, internal communications, content creation, brand journalism, integrated marketing, and much more.

It’s also important to understand traditional SEO techniques. Some of these techniques include keyword research, site structure, and content development.

Ultimately, the goal of Digital PR is to:

• Promote and protect the brand

• Increase website traffic

• Improve your SEO

• Generate leads and sales

Where can I get more information?

For traditional Public Relations, go to the Public Relations Society of America page for more information.

A good starter online PR software to look at is Prowly.

For more SEO information, try looking at SEMRush and Moz.

Mike Nicholson

I've spent my career working in a variety of Strategic Communications, Public Relations, Public Affairs, Information Operations, and Executive Outreach positions. With a history of planning, preparing, executing, and assessing communication strategies in the U.S. and abroad, I use this site to write, think and share lessons learned on organizational communications.

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