Digital Tactics and PR Examples: Enhancing Your Online Presence
Having a strong online presence is essential for businesses and organisations. PR and marketing teams are continually looking for effective ways to increase brand awareness, reach relevant audiences and build meaningful engagement. This article explores some digital tactics and PR examples that can help strengthen your online presence.
Use Social Media to Connect With Your Audience
One powerful digital tactic is leveraging social media platforms. Social media allows brands to connect directly with their audience, share key messages, and build relationships.
A well-known example is Wendy's use of Twitter (now X). The fast-food chain gained attention and engagement through witty and humorous responses to customers and other brands. This showcased its brand personality while helping increase awareness and engagement on social media.
Social media can also be used alongside creator partnerships to reach more specific audiences. Working with smaller, niche creators can provide businesses with a more targeted approach, as we explore in our guide to micro influencer marketing.
Use Digital Campaigns to Encourage Engagement
Another well-known digital PR example is the World Wildlife Fund's (WWF) #LastSelfie campaign. The organisation used Snapchat to share images of endangered animals that disappeared after being viewed, reflecting the platform's format at the time.
The campaign demonstrated how organisations can use the characteristics of a particular platform creatively to communicate a message and encourage audiences to engage with an important subject.
The platforms and formats available to businesses continue to change, but the underlying principle remains relevant: successful campaigns consider where their audience is and create content suited to that environment.
Combine PR and SEO to Improve Visibility
In addition to social media, search engine optimisation (SEO) can play an important role in improving online visibility. Digital PR can support this by earning relevant media coverage, authoritative backlinks, brand mentions and referral traffic.
One example is Airbnb's use of destination and city-focused content. By creating useful information around destinations and local experiences, the brand was able to provide content relevant to people researching places to visit and stay.
Today, the relationship between PR and search extends beyond backlinks alone. Relevant coverage and third-party mentions can also help strengthen brand authority and make a business more discoverable online. Read more about how Digital PR can support SEO and online visibility.
Create Content People Want to Engage With
Content marketing is also an important part of digital PR. Red Bull is a well-known example of a brand that has built a substantial content strategy around the interests of its audience.
Its videos, articles and events focus heavily on extreme sports, adventure and related subjects. Rather than concentrating solely on its products, the content supports a wider brand identity and gives audiences a reason to engage with and share it.
Bring Your Digital PR Tactics Together
By using social media, creating useful content, applying effective SEO principles and identifying relevant PR opportunities, businesses can strengthen their online presence and reach the audiences that matter to them.
Press releases can also form part of that strategy when a business has genuinely newsworthy information to share. Our guide to creating a well-written press release covers the key elements to consider when turning company news into a story suitable for journalists and publishers.
The most effective approach isn't to rely on one tactic in isolation, but to use the right combination of channels and content to build visibility, authority and engagement over time.
