The debate over Digital PR vs Traditional PR feels outdated. The reality? It’s all just PR. The tactics, the storytelling, the media relationships are the same. The only real difference is how campaigns might be executed.
Rather than getting caught up in labels, brands should focus on what really matters: creativity, agility, and impact. Whether you call it digital, traditional, or integrated PR, the goal remains the same – getting your brand talked about in the right places, by the right people, at the right time.
The Myth of Digital vs Traditional PR
The idea that Digital PR is a distinct discipline from Traditional PR is misleading. Most PR today happens in digital spaces. Even agencies that don’t brand themselves as “Digital PR” are securing valuable (linked) coverage online.
So why the hang up on distinction?
At its core, Digital PR is simply PR that maximises online opportunities, inherently guided by SEO. While Digital PR might lean more into content campaigns and link-building, PR in the broader sense covers the full spectrum of media relations. This includes print, trade, broadcast, and digital, alongside a host of other strategies and responsibilities that get your brand out there, in the right places.
Most of the coverage my team secures is online, but we don’t call ourselves a “Digital PR agency.” We call it PR – because that’s what it is.
Is Digital PR Faster? Sometimes.
The one area where Digital PR agencies may have an edge is speed. They’re often allowed to be more agile, able to launch campaigns quickly, test concepts, and adapt in real time, often moving on to the next opportunity much faster than a traditional PR team might. But that’s rarely for lack of trying. Traditional PR can often get bogged down in slower approval processes, rigid KPIs, and long-term relationship-building.
That doesn’t mean broader, or integrated PR agencies aren’t executing digital-first strategies – it just means they might be working at a different pace, with digital PR execution as just one string to their strategic bow.
Regardless of whether a campaign is digital-first or not, the fundamentals remain PR, and look like:
- A compelling story: It should be authentic, relevant, and emotionally engaging, something that captures attention and communicates your brand’s values or mission in a way that resonates with your audience.
- Targeting the right media: Even the best story won’t land if it’s told to the wrong audience. Effective PR involves identifying and pitching to outlets, journalists, and influencers whose audiences pair up with your goals. This means understanding media landscapes, tailoring pitches, and ensuring your message reaches the people most likely to amplify it.
- Building strong relationships: PR thrives on trust and connection. Establishing genuine, long-term relationships with media professionals, creators, and stakeholders helps ensure your brand is seen as credible and reliable.
Is PR ROI A Shared Problem?
One reason Digital PR is often treated as separate is the emphasis on measurable ROI.
Clients expect metrics like backlinks, referral traffic, and social engagement. In contrast, PR more broadly focuses on reputation, awareness, and positioning with consistent media coverage a nice bonus!
But don’t be fooled, PR isn’t a marketing channel. It’s about building long-term credibility, not just short-term wins.
Obsessing over quick-hit ROI risks missies the bigger picture as PR’s value compounds over time.
Forget the labels, great PR is all about:
Crafting Stories That Resonate
Great PR starts with compelling storytelling. It’s not enough to simply push out information; the story needs to connect emotionally, intellectually, or culturally with the audience. Whether it’s a news announcement, thought leadership piece, or a brand campaign, the narrative should reflect the brand’s values, purpose, and voice while addressing what truly matters to your audience.
Building Relationships with Journalists and Influencers
PR is as much about people as it is about your messaging. Strong relationships with journalists, editors, and influencers are invaluable because they help your brand gain credibility and reach. These connections are built on trust, consistency, and understanding each person’s goals. By nurturing relationships over time, PRs ensure that pitches are welcomed, stories are covered thoughtfully, and your brand becomes a go-to source for relevant insights.
Understanding What the Media Wants and When They Want It
Timing and relevance are critical. Knowing what stories resonate with specific media outlets, and understanding their content priorities and audience expectations can make all the difference between coverage and being ignored. Effective PR professionals anticipate what is needed and deliver stories at the right moment, increasing the likelihood of coverage while maintaining alignment with your broader brand objectives.
Knowing How to Position a Brand for Long-Term Success
PR isn’t not just about immediate wins; it’s about laying the foundation for sustained brand growth. This means positioning your brand strategically across all channels and campaigns to build credibility, trust, and authority over time.
Whether your coverage lands in a top-tier print magazine, a leading online publication, or gets great engagement form a collaboration on social media – it’s still PR.
In my experience, the power of PR isn’t just in securing coverage; or coverage with links, it’s in amplifying brand awareness and elevating the brand experience.
PR builds a strong narrative and generates buzz. Whether these relationships are nurtured through digital outreach, print media, or even direct partnerships, each plays a vital role to your brand’s story.
This is why I believe digital PR should be seen as an evolution of traditional PR rather than a separate entity altogether.
That’s why I see digital PR not as a replacement, but as an evolution of traditional PR. As BuzzStream’s Vince Nero aptly put it, “The most successful ‘digital PRs’ follow the same tried-and-true PR practices that have been around for years.” These practices—reaching the right people, building relationships, and crafting compelling narratives, form the backbone of both digital and traditional PR.
Why Labels Are Holding All PRs Back
The best PR campaigns don’t fit neatly into “digital” or “traditional” boxes. They blend the best of both worlds, leveraging every channel available.
When choosing a PR agency, don’t get hung up on whether they call themselves Digital PRs or Traditional PRs. Most of us hate that. The only question that matters is: Do they know how to land a great story in today’s media landscape?
If the answer is yes, then the label doesn’t matter. Because at the end of the day, it’s all PR.
The ongoing debate surrounding Digital PR vs. Traditional PR often feels like a bit of a misfire. When you get down to it, the fundamentals of PR haven’t changed. So why all the fuss about these distinctions?
