Digital PR

Organic Digital PR 

When doing organic digital PR, you need to understand who you are writing for and who you are writing to. Usually, you have something you want to communicate to your existing or potential customers, so digital PR is the discipline of writing appealing content that publishers can use to easily create an article on their website while still catering to your business’ target audience. 

In this sense, you are writing for the publisher (e.g., a news site or relevant industry stakeholder). This means that your content cannot be too “salesy” but should focus more on the wider issues your products or services happen to solve. A key element is to try and put yourself in the shoes of the journalist/author of the website you want to share your articles. Ask questions like “how can I make it easier for the journalist to publish this article without having to edit too much?”, and “How can I frame this issue, so it is easily understandable to the publisher’s audience?”. It is easier to convince a publisher to share your article if you’re an established brand within your industry and can get away with more just because the publisher’s readers know your brand. That doesn’t mean that small brands shouldn’t focus on digital PR, as this can be a cheap and very effective way of building authority – it usually just takes a little more convincing to succeed. 

When you choose who you are writing for, it’s important to remember who you are writing to, as this is the whole point of doing it in the first place. Usually, you want to find one or more publishers who has the same (or similar) audience as you, as this makes it more relevant to everyone as well as makes it easier to write the article, because you don’t have to familiarise yourself with a new audience. Think about the message you want to convey to your audience.