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Branding and marketing are everything for a company when it comes to bringing in business. One of the core aspects of branding and marketing is PR or public relations. PR helps a brand or individual to build a stronger public image and relationships with their audience. And in this regard, the role of a digital PR agency can be pivotal.

PR has long been a part of the marketing efforts of brands and businesses. The technique originated in the early 20th century when pioneers like Edward Bernays and Ivy Lee started using it with print media and radio stations. But in today’s digital world, traditional mediums for PR are no longer the most reliable options. You need to take the digital route and embrace digital PRtostand out.

WHAT IS DIGITAL PR AND WHY IS IT IMPORTANT?

Digital PR is all about building your brand image in the public eye. It is a way of developing mutually beneficial relationships with the public using digital mediums.

It might seem like digital PR and marketing are the same, as they both help a brand in building its image. However, that’s not the case. While marketing mainly focuses on increasing sales and revenues, PR focuses on building authority and reputation.

This is vital in building credibility and trust and ultimately results in how the public views your brand. The public here is not just your customers. It constitutes investors, partners, employees (both existing and potential), and anyone else associated with your brand in any way.

DO YOU REALLY NEED A DIGITAL PR AGENCY?

Digital PR is very easy. All you need is to put good things about you or your company in front of the public. Right? Well, the answer is both yes and no.

While your PR efforts need positive press articles about you or your brand, publishing them in any random publication is of no use. You need to get them published in high-authority publications that are relevant to your industry and audience. But such publications receive thousands of requests daily from countless other brands and individuals. How do you make yourself stand out? That’s where a media relations agency becomes vital.

A digital PR agency of repute would have direct connections with leading journalists and publications across various industries. They’d be able to help you publish your articles on platforms receiving millions of daily visitors to ensure maximum returns.

Some people have the misconception that a digital PR agency only comes in handy in averting a crisis. Well, that’s a thing of the past. Today, digital PR agencies help businesses and public figures build overall brand awareness as well as promote a particular event or product launch. Data shows that PR agencies helped generate $14.5 billion in revenue in 2020.

HOW TO FIND THE PERFECT DIGITAL PR AGENCY?

There are thousands of digital PR firms worldwide. In the United States alone, there are over 50,000 PR firms! But while thousands may offer the same digital PR services, not all are made the same.

Consider the example of LEGO’s “Rebuild the World” PR campaign, which garnered huge success on a global scale. On the other hand, OVO Energy’s PR campaign made it the villain in the eyes of the public because of the wrong timing.

Similarly, a single bad decision can make or break your or your brand’s image. How, then, do you know which digital PR agency is worth your time and money?

Here are some tips on finding the best digital PR agency for your business:

SEARCH ONLINE

The first and most basic thing you can do is to search online. An online search will help you evaluate how well a digital PR agency has established itself on the internet. It will give you an idea of what people think of that agency. After all, for a PR agency to build your brand’s image, it needs to build its own public image first.

You will also find out about the agency’s experience in the industry, the types of clients it serves, and its areas of expertise. This will help you determine the quality of work it has done for past clients.

READ PAST REVIEWS AND TESTIMONIALS

Talking about past clients, reviews and testimonials speak a lot about any company. They showcase previous customers’ experiences and satisfaction levels. Hence, reading past reviews and testimonials will help ascertain whether the digital PR agency can deliver what it promises.

You can find reviews and testimonials on the agency’s website. You can also read them on popular review websites like Google My Business, Yelp, Trustpilot, Angie’s List, etc.

ASK FOR REFERRALS WITHIN YOUR NETWORK

You can ask within your network or friends and family who have previously availed of digital PR services for referrals. People from your network are more likely to give you honest opinions. Hence, it would be easier to trust the PR agency they recommend and build a lasting relationship.

CHECK THE EXPERIENCE

In the end, there is no one-size-fits-all solution in PR. That’s why you must select a digital PR agency with experience within your niche. A media relations agency having proven results in your niche will easily understand your business model and goals. This will ensure that the agency spends more time honing its PR strategy than learning the basics about your business.

ASK THE AGENCY WHAT IT BRINGS TO THE TABLE

Asking the right questions is vital to ensure you and your chosen digital PR agency stand on the same page. For example, you might have certain expectations and requirements from the agency. But how would you know how well they can address those requirements if you don’t ask questions?

You should ask questions about the agency’s capabilities and ensure these align with your goals. Also inquire if the agency has done similar projects in the past and ask them to share case studies. Most importantly, ask them in what ways they can add value to your business and the kind of results you can expect. This will help in making a better and well-informed decision.

BONUS: HOW TO WORK WITH A DIGITAL PR AGENCY?

Working with a digital PR agency is not a one-time process. You need to work with them for a long-time for palpable results. Here are some tips to help you work with a digital PR agency:

• You need to set clear expectations from the beginning to prevent any misunderstanding down the line. Besides the expectations, you should also clearly communicate the campaign’s deadlines and other finer details.
• Many businesses avoid asking too many questions to their digital PR agencies, thinking it might ruin their relationship. However, you don’t have to be afraid to ask questions, as it will help clear any doubts between you two.
• You expect your PR agency to meet certain deadlines. Hence, it’s vital that you cooperate to your optimum to ensure they’re on track. Make sure to respond quickly and address any doubts your digital PR agency may have. This will save you both time and effort and eliminate the chances of missing deadlines.
• When you have set an agreement, stick to it. Asking things out of your agreement is unprofessional and may backfire as you try to get your more done in less amount.
• If you like your digital PR agency’s services, leave a testimonial for them. This will help build trust and bonding as your testimonial can help the company get more business.

FINAL WORDS

There are many digital PR firms out there. While they all offer similar services, it’s not uncommon for them to vary based on size, specialization, and the particular niche they cater to. Take the time to research various agencies and pick the one that best suits your needs.

With years of experience across multiple niches, Ascend Agency can offer the best digital PR services to help build a stellar online image for you and your brand. If you are on the hunt to hire a digital PR agency, contact us today!