PR is a marketing channel used all over the world by businesses and organisations to generate awareness and drive results. However, over the last 10 years, it’s no secret that it’s seen some pretty sizable changes. In an ever-evolving digital world, what we once knew about PR has changed – but does it still have a place in our strategies? Let’s discuss.

Goodbye traditional

Over the last 10 years the industry has seen a major shift. PR as a channel, historically had been more tailored towards traditional tactics – focusing on building media relations, attending press events and working with journalists to fill column inches. To ultimately secure that editorial spot and get your brand in front of your audience, generating awareness.

The rise in digital

However, it’s no secret the impact the rise in the digital world has had on PR. Brands can now communicate with their audiences in real-time, via online media titles and social platforms. And with the world choosing to consume their content in these spaces, this is where brands have had to ensure that their content is seen.

The evolution of digital PR

This has meant over the last decade the industry has placed a greater focus on digital PR. Now incorporating digital tactics into their strategies such as link building, content marketing, social PR, and influencer marketing.

Ultimately, the goal is the same, to generate awareness. However, with the introduction of new KPIs and focuses that incorporate the likes of SEO and being able to effectively measure the success of digital PR (thankfully we can say goodbye to AVE).

So, where does the future of PR stand?

Well, arguably it’s more important than ever to incorporate into your marketing strategy. As greater focus is placed on digital PR tactics, the intrinsic link to SEO is undeniable. The work of digital PRs can lead to high quality bank links, which can help improve your SEO – by building your link profile and increasing authority to your website. Plus, by utilising the vast number of digital channels available, PR can promote your brand, along with key messages, far and wide (not to mention fast!).