Feb 19, 2019 / in digital PR / by Sarah Parker

Proving the value of digital PR

We recently discussed What You Should be Measuring and How Digital PR can Help where we briefly touched on one of the best things digital PR can do for you: Help you prove your value as a PR/communications professional. The digital PR process gives you the ability to do this in language non-PR pros understand. 

Let’s break it down. 

A digital PR refresher 

What is digital PR? The quick version is that it's a framework for everything you're already doing in your job as a communications professional. 

More specifically, it's a communication process built for today's often fragmented digital media ecosystem. Digital PR combines targeted storytelling and scalable influencer relations with the aim of improving your overall marketing strategy through the unique credibility of earned media. 

The TrendKite Digital PR Cycle

It cycles through: 

  • Understanding the digital activity of your customers so you know where to reach them and can identify their influencers 
  • Engaging those influencers in their preferred space with purposeful, valuable content informed by audience and media intelligence
  • Quantifying and optimizing how your message is impacting the key business metrics that matter to your brand (and your boss) 
  • Integrating earned media credibility into your paid and owned marketing for the best possible outcomes in things like improved advertising efficiency and brand lift 

Traditional PR did not fully integrate with digital marketing tactics and strategies; digital PR does.

The importance of earned media   

Communications professionals are no stranger to the fact that trust in most types of media has declined over the past few years; earned media is the only media type to see an increase in trust. 

“Trust in Journalism rebounded 5% in 2018 to 59% - the highest trust score amongst paid, owned and shared.” -Edelman Trust Barometer 

That makes building and maintaining relationships with the right journalists and influencers more important than ever to professionals working to elevate public trust in their brands. You’ve seen how the digital PR process can help you measure your PR efforts; now we want to break down more of how you can use it to prove your value as a PR/communications professional. 

Like the PESO model or Communicator’s Funnel, digital PR is another communication frameworks to help us better organize our jobs and explain them to non-communications professionals.

Here it is in action: 

TrendKite Digital PR Cycle  

How TrendKite can help 

We have everything you need to measure your PR efforts and prove your professional value. (Not to mention make it much easier to pitch the right journalists and influencers, which in turn makes it much easier to build real relationships with the right people.) 

Contact us to see a demo and learn how we can streamline and highlight all of the amazing work you do. 

Most Recent Posts

Cision Blogs Topics

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.

About Sarah Parker

Sarah A. Parker is the Content Marketing Manager for Cision, planning, producing and curating content across channels. She previously managed content and social media for several different brands, in addition to working as a freelance writer. Find her on Twitter @SparkerWorks where she is happy to talk all things social media strategy, the dynamic world of PR, and mastiffs.