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Traditional PR & Digital PR: A complete guide

23rd November 2021 Print

While the actual conditions may differ only slightly, there are significant differences between traditional PR and digital PR. If you're wondering why traditional PR is still relevant in today's digital world where businesses are increasingly internet-based, this article will help you understand where the distinctions lie.

Traditional PR

Offline visibility is often gained through print media such as newspapers, and traditional PR takes into account this type of exposure.

Digital PR

Working with Google to rank well online is referred to as digital PR. This may be accomplished by creating digital content (such as infographics) and gaining links on influential websites.


Before comparing the differences, it's worth noting where these two fields overlap. Digital PR, in fact, has many parallels with traditional PR and, in the end, both industries aim to achieve the same thing: to get prominent news-worthy placements to offer high-level marketing opportunities. There isn't much difference between public relations and public relations in this regard, from pitching stories to journalists to producing compelling stories that elicit the appropriate response.

Yes, while the goals are the same, there are new performance indicators to consider if you're in digital public relations. It's no longer about obtaining a double spread in a newspaper; it's now all about ranks in the SERPs, click-through rates, and shares.

Digital PR isn't only about raising brand awareness; it's also about the technical SEO aspects of those placements. This is where digital PR comes in handy, as it's much more difficult to track figures with conventional PR methods since they rely on circulation statistics and readership rates.


The inclusion of a link is the first step, but content also matters; something that has always been crucial in traditional PR. In digital PR, as with standard, getting the material in front of the appropriate people is critical to success in generating interest and advertising correctly. Unlike traditional PR, there's another component to consider in this case: the domain's authority. Domain authority is a metric that measures how well a site ranks in search engines. The higher the domain authority, the more link equity it offers and the greater SEO benefit, according to Niche Inbound. Larger, more reputable publications generally have higher domains, such as national newspapers.

It takes more than just reputation to achieve a high domain authority. It might take years for you to achieve, and certain organisations are slower to convert to digital than others, so simply because a firm has been operating for many years doesn't ensure it will have a high domain authority. A media placement that places a brand in front of a relevant audience may not be optimal from an SEO standpoint, so PR professionals must weigh the benefits and drawbacks of a website before forming a relationship with it. Quality is far more significant than quantity in any walk of life, which means quality is much more essential than quantity here.

Which method is best?

To put it another way, digital PR allows you to access a wider range of outcomes; you may be sent a link that includes both direct exposure and referral traffic as well as aided conversions. Traditional PR, on the other hand, is focused on one single placement that may or may not result in sales. This method of marketing ensures that your product gets the most exposure possible in a cost-effective and environmentally friendly manner!