Press Pathway guide
What Is Digital PR? A Practical Guide for Businesses
Digital PR uses online media, creators, data, stories and digital assets to earn attention and coverage. Press releases can support it, but distribution alone is not the whole discipline.
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Common digital PR tactics
- Journalist outreach.
- Original research and data stories.
- Expert commentary.
- Newsjacking when genuinely relevant.
- Creative campaigns and digital assets.
- Press releases supporting material announcements.
How it differs from simple distribution
Distribution publishes an announcement through a network. Digital PR usually involves developing a story and persuading independent people or publications to care about it.
Where press releases fit
A clear release can act as the factual source document for a campaign, especially when there is a real launch, partnership, study or event.