27 Oct 2020
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PR and Digital Marketing: A Hybrid Approach

PR is one of the strongest supporting functions to Digital Marketing. The shift from traditional advertising modes – like print media and TV – to digital platforms has changed the landscape to be more collaborative. So if you’re looking at (re)launching your brand, introducing a new product, or repositioning yourself in the market, you should consider a hybrid PR-Digital approach. Here’s why.

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PR and Digital Marketing’s Evolution

Historically, PR has involved the leveraging of traditional media, like print. Now, PR has shifted into the digital space, with press releases and media coverage largely taking shape on online platforms, websites, podcasts, and so on. That’s why your PR should be: firstly, digital and accessible; and secondly, fully integrated into your overall communications strategy.

A study by Nielsen notes that “92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising. [This is] an increase of 18% since 2007.” And that’s why your communication efforts should be unified. After all, your comms strategy is no good if it exists in a vacuum.

What 2020 has taught us is that people function digitally. Moreover, the power of traditional media is waning. This is because of the evolving ways people receive and consume information. We are always-on and hyper-connected, and it doesn’t look like this will change anytime soon…

Your Comms Strategy, Upgraded

With this in mind, the majority of your PR efforts will likely be published on an online platform, and should be used to amplify your communications strategy and increase organic traffic to your site. By making use of PR as a platform to support your existing Digital Strategy, you will boost your efforts with quality coverage and supreme ROI.

But what does this PR-digital collaboration look like? It involves working with a team that can offer you a diverse skillset across both fields. It’s sustained communication and a hybridised strategy that leverages the strengths of both disciplines to deliver the best results with a turnkey digital marketing solution.

If you’re looking for a team of cross-trained professionals, Fenix Marketing has you covered. As a forward-thinking digital agency, we maintain partnerships with the best PR pros around. This means that we can provide you with a holistic approach to marketing.

READ MORE: Advertising during COVID-19 and the importance of a Marketing budget.


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