How Digital PR is changing the face of Public Relations

By Nana Akua Frimpomaa AMOFA

It is heartwarming to reminisce on how communicating with friends and family was while growing up in Ghana in the late 90s and early 2000s and how communications is today, fuelled by rapid technological advancement and digital innovation.

Before mobile phones became the norm, I would walk about 5 to 10 minutes from my house to the nearest Ghana Telecom booth to make a phone call. On some days, I was lucky not to meet any queue and on other days, I wasn’t so lucky. While in secondary school, letters were my main source of communication with my family and friends – and the occasional unathorised use of mobile phones.

Today, communication has evolved tremendously. It is no longer how it used to be back then. The Internet, mobile phones, social media, video conferencing, instant messaging, Internet of Things, VR and AR technologies, AI, chatbots, among others, continue to redefine how we communicate, connect and share information. Organisations and individuals are finding new and innovative ways to communicate and engage with their audiences. And as technology and innovation advances, we will continue to see more of this wherever we find ourselves – in our social interactions, in work, business and across various sectors.

Top of FormOne of such sectors which has seen significant transformation in its practice over the years is Public Relations. We continue to see a growing shift in the incorporation of online platforms and tools without solely relying on traditional media (print, TV and radio). Public Relations practitioners are leveraging digital channels and technologies to manage organisations’ communication and relationships with their target audience and stakeholders. They are also leveraging online platforms to create, maintain and enhance a positive brand image and reputation while maximising the impact and efficiency of PR efforts.

Here is how Digital PR is changing the face of Public Relations:

1. Increased reach and visibility: Today, Digital PR provides the opportunity to gain wider reach and connect with a vast and global audience. Through online platforms like blogs, online news outlets, etc., PR professionals are able to share information and connect with a much wider audience.
2. Real-time engagement: Digital PR offers instant and real-time engagement with target audience, stakeholders and the general public. It gives professionals the opportunity to provide feedback instantly, respond to queries and comments and ultimately build and nurture a more dynamic and interactive relationship with their audience.
3. Content creation and distribution: Digital PR allows for the creation and distribution of a wide variety of content more efficiently and effectively through digital channels. This includes articles, blog posts, videos, infographics, podcasts and other materials that can be easily shared with the public.
4. Community engagement: Online and social media platforms create an avenue for increased community engagement and fostering stronger relationships. Through this, PR professionals have an avenue to connect, engage and interact with customers, answer questions, and address concerns.
5. Multimedia storytelling: Digital PR has expanded the ways individuals, brands and businesses can own their narratives and tell their stories. Videos, documentaries, podcasts, webinars, infographics, etc., are some of the ways we can leverage to engage and inform the public.
6. Influencer partnerships: Influencer partnerships and collaborations have become very vital in Public Relations. More brands and businesses are beginning to see the value of influencer collaborations – if done right. Through strategic partnerships and collaborations with influencers and bloggers, an organisation can make significant strides in their Digital PR efforts and extend the reach and credibility of PR campaigns, initiatives, events, product launches, etc.
7. Online reputation management: Digital PR plays a vital role in monitoring and managing an organisation’s online reputation. In today’s digital age, crises can escalate quickly. That is why it is vital for brands to be vested in their online presence and everything that affects them. Digital PR can provide PR professionals to identify and monitor issues, respond to crises in real time, manage their online reputation, and counter negative information swiftly. It can also support addressing negative comments, reviews or news effectively to safeguard the brand’s image.
8. Social media monitoring: Social media is a vital platform for digital PR. PR professionals can use tools to monitor and analyse social media conversations, allowing them to stay on top of trends, identify emerging issues, and adapt their strategies accordingly.
9. Cost-effectiveness: Digital PR provides a cost-effective alternative as compared to traditional PR methods, and reaches a much wider audience.
10. Provides measurable results: As compared to traditional PR, Digital PR efforts are highly measurable as it provides relevant data, insights and analytics that can help track, monitor, evaluate and measure key performance indicators and objectives. Data and insights, such as website traffic, click-through rates and social media engagement, can help to gauge the success of PR campaigns and make informed decisions on subsequent strategies, among others. It helps to track, monitor, evaluate and measure the performance of their campaigns, monitor audience sentiment, and make data-driven decisions to refine and optimise their strategies.

In summary, digital PR has revolutionised the field of public relations by offering new tools, strategies, and opportunities to engage with audiences in the digital age. It allows for broader reach, real-time interaction, data-driven decision-making, and a more cost-effective approach to building and managing an organisation’s reputation. As technology continues to evolve, digital PR will likely continue to shape the future of public relations. Organisations that embrace these changes and adapt their strategies to the digital landscape are better positioned to connect with their audiences and achieve their communication goals.

>>> Nana Akua Frimpomaa Amofa works at Touchpoint Magna Carta, an Integrated Marketing Communications firm that specialises in Public Relations, Events & Media. She is also a writer & publisher. Connect with Nana Akua via Instagram: @missamofa_ Twitter: @missamofa, LinkedIn: Nana Akua Frimpomaa Amofa, Email: [email protected]

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