Digital PR in 2020

Digital PR in 2020


PR has long been associated with the traditional press of newspapers, TV and the radio. But with the advent of the Internet it has had to change its methods as a way to keep up with the speed at which news and information is disseminated.

It is no longer just enough to send a story by email to a news outlet and expect to get coverage. Audiences have also become smaller and more concentrated – with niches appearing across all sectors and business groups. An influencer on Instagram with 40,000 followers might have more impact on your brand than the local daily newspaper with a circulation of 300,000 because their followers are dialled into the specific vertical or industry you speak to.

Using PR in 2020 requires a new digital approach.

In a world that’s becoming increasingly ruled by algorithms and robots, PR strategy must be driven by emotion and have that human element in order to be more meaningful.
Gary Chandler, Crossbow Communications

Where it can be used

Digital PR is a marketing strategy that is used by many businesses to increase their online authority and footprint. Working with journalists, event managers, industry specialists, bloggers and influencers to gain features and social media mentions is an ideal way to:-

Increase Brand trust — become the expert and build your authority with your customers. Over time customers will follow what you have to say and share the content with their social networks.

Improve SEO and rankings — your content published on high-authority websites will improve your organic listings if approached in the right way.

Boost website traffic — developing newsworthy and quality content will ensure your readers will want to share and comment on your content.

Generate new business — a good digital PR strategy should put your products in front of a relevant and interested audience. The more people reading about your products and clicking through to your website, the more leads you will generate.

Increase sales — a Digital PR campaign should generate leads; accompany this with quality content on your website and you will channel those leads through a conversion journey and turn them into paying customers.

A well-written press release is great — but a quality picture (or video) is worth a thousand words.

digital pr video interview

A new type of PR pitch

It’s no longer enough to simply send an email to the media in order to secure coverage. In 2020, you need to consider all aspects of your social and digital footprint. In a digital world that is overwhelmed with content it is important to make your offer more than just the “traditional press pitch”.

Think short-format videos for social media, organise an Instagram takeover and ensure you provide high-quality imagery. A well-written press release is great — but a quality picture (or video) is worth a thousand words.

Much of the Internet in 2020 is ruled by algorithms and robots, your PR strategy must be driven by emotion and have that human element in order to be more meaningful and lead to a growing focus on developing your expertise and targeting your closest (enthusiastic) influencers instead of an all-out shot-gun approach.


Storytelling remains one of those content strategies that ensures you add in that human element – everyone loves a good story – don’t they!

Journalists and bloggers are inundated with press release requests every day and spend less time reading them, so crafting an approach that grabs their attention with an inspiring, captivating story goes a long way to ensuring your content gets noticed.

Storytelling is one of the most effective ways to ensure your audience has an ongoing interest in your brand. And if your story is relevant and newsworthy you will get the engagement through social and the mainstream media.

analysing data from digital pr


The huge difference in creating a Digital PR campaign to a more traditional campaign is the access that you have to data and information. Using that information to support your online activity, PR can become more integrated in your general business strategy rather than knee-jerk reaction to a product launch or news story. Data will play a more important role in PR in 2020, building campaigns around that knowledge as well measuring their impact and determining the overall value of PR.

Depending on your type of business and sector traditional PR methods still have a role to play. But often it is a perfect blend of traditional and new digital methods of PR that will get your company noticed. In 2020 it is the story that is relevant to that media’s or influencer’s audience and more importantly one that will make them sit up and take notice, rather than switch off.