Public relations has always been about grabbing attention, engaging in public conversations, and shaping the narrative around your brand, industry, or business. In today’s digital landscape, we refer to this practice as “digital PR.” From the days of P.T. Barnum to modern strategists like Ryan Holiday, PR professionals have harnessed the media and tools available to spark interest and draw attention to their ventures.
Public Relations expert at the renowned digital PR agency Edelman might have evaluated a campaign using these metrics:
 – Impact of Brands
– Media Attention
– Media Outreach
 – Voice Sharing
– Analysis of Sentiment
– Communications During a Crisis
These metrics are quite similar to what you’d find in standard brand marketing.
I see three main areas to focus on: - Backlinks - Referral Traffic - Visibility in SERPs
Backlinks
SEOs have been keeping an eye on backlinks for ages, but when it comes to digital PR, the rules for where to place them are a bit different. For instance, you might have a list of magazines that you know your target audience loves, and you could focus solely on getting placements in those publications. On the other hand, you might set a specific page authority score or a website authority threshold. You could even establish a minimum expected traffic level for a page and only consider links that meet or exceed that benchmark. In the realm of digital PR, the quality of backlinks takes center stage, no matter what criteria you set. Not every backlink is created equal, and some will definitely pack more punch than others. While traditional back linking often emphasizes quantity, in digital PR, it’s all about the quality of those links.
Referral Traffic
Another key indicator of how well your digital PR program is performing is the boost in referral traffic. When you look at this metric, you’re inherently targeting links and valuing those from websites and pages that attract more visitors. After all, a link on a page that hardly anyone visits won’t bring you any referral traffic.
Visibility in SERPs
This metric takes a deep dive into the search results page for a specific term and figures out how much visibility and traffic your domain could snag if it shows up on every page that ranks for that keyword. Take the keyword "best email marketing software. Five Examples of Digital PR Campaigns Now, let’s take a look at some real-life examples of digital PR campaigns while keeping those three key parameters in mind. Here are four of the most popular and successful digital PR initiatives, though there are plenty more out there: - Moving up the chain - Original studies - News jacking - Using newsrooms to boost your SEO signal -SEO for Surround Sound
Examples of Digital PR Campaigns
Let’s dive into some real-world examples of digital PR campaigns, keeping a few key factors in mind. Here are four of the most popular and effective digital PR initiatives, though there are plenty more out there:
– Climbing the ladder
– Original research
– Newsjacking
– Boosting your SEO with Newsrooms And don’t forget about SEO for Surround Sound!