How brands can leverage digital PR for maximum impact

The 2023 edition of IMAGEXX Summit, held on June 9, 2023, focused on the inflection points in the Public Relations and Corporate Communications industry. The session on ‘Leveraging Digital PR for Maximum Impact’, chaired by Jyotsna Dash, AVP - Corporate Communications, DS Group, delved into the world of digital PR. The panellists included:

Anju Williams, Marketing Director, STT GDC India

Gulrez Alam, Co-Founder, Teamology

Mitali Prakash, Business Director and Partner, Mavericks

Prasun Kumar, award-winning marketer and business leader

Rahul Kashyap, COO, PRProfessionals

Digital PR as an integral part of integrated marketing

Anju Williams emphasised that PR should not be considered a standalone strategy, but an integral part of the integrated marketing plan. She discussed how PR has evolved to utilise the Internet as a media tool, incorporating search engine optimisation (SEO) and content marketing. By aligning content creation with SEO keywords and addressing the interests and business problems of target audiences, STT GDC India saw a significant increase in brand visibility, up to 60%, during their campaigns. Williams highlighted the shift from print-focused PR to a more comprehensive digital approach, leveraging platforms like LinkedIn to reach specific locations and targeted audiences.

Building online presence and thought leadership

Gulrez Alam stressed on the importance of building online presence for businesses and how digital PR combines elements of digital marketing and traditional PR. He discussed the role of content marketing techniques in establishing organisations’ online presence and enhancing thought leadership. By integrating these strategies and positioning brands as industry leaders, businesses can tap into the limitless customer base offered by the digital landscape.

Democratisation of the PR system through digital tools

Rahul Kashyap highlighted the empowering nature of digital PR. He quoted a peer, stating, “People don’t remember what you did for them, but people remember how you made them feel.” Kashyap emphasised that digital PR is a powerful tool that influences individuals, shapes their decisions, and even enables them to bring about significant changes, such as changing governments. With digital PR, every citizen is reachable, allowing direct engagement and the ability to occupy their mind space.

Empowering D2C brands and budget constraints

Mitali Prakash discussed her experience working with Internet and direct-to-consumer (D2C) brands. She observed that the boundaries between Chief Marketing Officers (CMOs) and communication officers are diminishing in these organisations. Limited budgets, combined with the power of digital, have empowered them to drive wide-reaching campaigns successfully.

The session shed light on the evolving landscape of PR and corporate communications. The panellists emphasised on the integration of digital PR into comprehensive marketing strategies, leveraging SEO, content marketing, and online platforms. They also highlighted the democratising effect of digital tools in engaging audiences and influencing decisions. The session underscored the importance of embracing digital PR for organisations looking to enhance their brand visibility, expand their reach, and establish thought leadership in the digital age.

These are edited excerpts of the panel discussion. For the entire discussion, please watch below:

https://www.youtube.com/watch?v=ZooHP2qDDNM