How Can Startups Build An Actionable Digital PR Plan?

PR has always been considered to be a long-term and costly marketing channel. In the days of traditional marketing, PR was a game for the big players, while smaller businesses were hesitant over investing in such an “untrustworthy” activity, thus, they almost completely dropped any efforts to create an effective PR strategy. However, the beginning of the digital age has also paved the way for the renewed opportunities for PR, for it has become more accessible. Yet, many startups are still betting on other channels and leaving PR behind. However, with the right tools and a smart strategy, startups can vastly benefit from digital PR.

What are the most important outcomes that a startup expects from digital marketing? Visibility, brand awareness, buzz, traffic, conversions, and the list goes on. Everything has to happen quickly and require as few resources as possible. Channels, like Paid Advertising or Content Marketing, seem really straightforward, measurable, and “proven”. With PPC you can get your instant visibility as long as you keep the budget going, while content marketing provides you with a more solid foundation for your marketing efforts – it is a more steady and reliable process. However, if only there was a way to combine PPC’s instantness and content marketing’s well-founded nature, digital PR could be the solution. The latter is often criticized for lacking an appropriate measurement system, but with the right instruments, you can forego this obstacle and make sure you are leveraging the digital PR channel to your business’s advantage.