Digital PR taking advantage of the viral web

With the advent of digital we see a fundamental shift in media and news consumption. We are moving from information push to information pull. Information consumers can now use search engines and RSS readers to filter, manage and control the content they see. Thus, to succeed in today’s world PR leaders must engage both traditonal media influencers and the new influencers like bloggers, forums and communities across social networks.

Therefore, an effective PR strategy must incorporate Digital PR. Digital PR takes advantage of the viral nature of the web to expand visibility and message syndication across traditional media, new and the end customer audience.

With this, the benefits are encouraging. It is possible to optimise press releases and distributionstrategies for organic visibility and inbound links. It also makes it possible to support campaigns for new influencer outreach through a blog, community, wikisphere and broader mediasphere.

Not to mention, produce creative content including innovative video – documentary branding, explainer videos, impact creative – whilst also using a more native social media style and content to engage new audience and increase transparency.

Further, the highly accurate real-time measurability is a must, enabling rapid evolution of Web marketing campaigns.