By Somi Kwon
As we enter a new era of advanced technology, much of media has made its way from
paper to digital. For those in the public relations field, it is vital to know what the current
trends are and what are the new ways to engage with the public. Before we dive into
what many brands and organizations are doing in order to increase brand awareness, it
is important to know what digital public relations is.
What is Digital PR?
Digital PR is a measurable outreach and publicity effort to improve online presence by
working with authority creators and publishers. Through digital PR, people such as
journalists, bloggers, and content writers can build networks with one another to gain
more publicity. What is the other better way to gain more publicity through social media?
Influencer marketing and social media shoutouts serve as other ways to gain more
followers and engagements to the brand. If something blows up on social media, it can
result in a large volume of press hits and earn media attention.
What are the current trends?
Personality: If you want to stand out in 2021, it is crucial to have a unique
personality that shines through in your digital marketing and PR– and that means
personalized content, products, emails and more. Showing interaction with the
customers or audiences serves as a helpful tool in increasing brand awareness
and authenticity. It shows a human aspect of the brand or a business and allows
for differentiation in a constantly growing digital landscape.
Influencer Marketing: Influencer marketing is a type of word-of-mouth marketing that
focuses on using key leaders to amplify your brand message to a larger market. It
provides a greater sense of authenticity when it comes to product reviews. Influencers
can be well-known celebrities, but more often they are Instagram or YouTube
personalities with huge niche followings who can help spread the word about your
business or product through their social channels. When it comes to digital marketing
and PR, receiving a well-known influencer’s feedback or mention on social media can
help with gaining more earned media attention and press hits.
Creative Content: Especially this year, many brands have begun to create their own
digital contents such as brand marked stickers or GIFs for social media users to use
when they mention the brand on their accounts. This way, the brand can share
customer’s reviews and mentions to show more authenticity and transparency. Creative
video contents also drive more attention through its customers to engage more.
It is important as a professional PR practitioner to keep updated on the current trends of
media. Knowing the trends can be a key factor in a brand’s creation of strategy, helping
it gain more media coverage and know how to stand out.