If you think that waiting for the phone to ring will bring in business, think again. You’ve got to be proactive in all of your marketing and PR efforts. Standing out isn’t just a goal—it’s a necessity to scale, build visibility, and gain attention. 

Whether you’re a scrappy startup trying to make a name for yourself or an established business determined to stay ahead of your pesky competitors, you need a smart, savvy approach to PR. A solid Digital PR strategy, in particular, is your ticket to getting noticed in all the right ways and by all the right people.

What is Digital PR? 

Digital PR involves leveraging online strategies to boost brand awareness and reputation through digital channels. The main goal is to earn high-quality backlinks, improve search engine rankings, and drive organic traffic to a company’s website. The best way to do that is with tactics like content marketing and SEO – plus other digital marketing strategies you’ll read about below. Organizations can benefit from digital PR by improving awareness and visibility, increasing SEO keyword rankings, and driving more traffic.

Ready to be PRoactive about building your business and stealing the spotlight? Let’s dive into Digital PR strategies that will give you the edge you need to not just stay in the race – but to win first place. 

5 Digital PR Strategies You Need Right Now

1. Write Press Releases That Actually Get Read
2. Team Up with Influencers Who ‘Get You’
3. Host Events That People Can’t Stop Talking About
4. Build a Media List That Works as Hard as You Do
5. Keep Pitching Your Expertise to the Media

You don’t have to break the bank to get attention. These digital public relations strategies are cost-effective marketing tactics that are  designed to help you maximize your online visibility, strengthen your brand reputation, and connect with your target audience in meaningful ways. 

Let’s dig into the specifics and find out how these digital PR strategies can help set you apart from the competition.

Strategy 1. Write Press Releases That Actually Get Read

Press releases—sure, they’ve been around forever. But that doesn’t mean they’re old news. In fact, when done right, they’re still one of the most powerful tools in your PR toolkit. The trick? Making them impossible to ignore. Here’s how to use a press release as an effective digital PR strategy:

• Keep It Newsworthy. Don’t waste anyone’s time with fluff. Your press release needs to deliver real news—something that’s going to matter to your audience. Have a groundbreaking product launch, a game-changing partnership, or a prestigious award? Make sure it’s worth shouting about.
• Target Your Distribution. Forget the mass email blasts. Tailor your press release to the right journalists, the ones who actually care about your industry. Do your homework, know what they’ve covered before, and be clear why your story is a perfect fit for them.
• Write Headlines That Hook. Your headline is your first—and maybe only—chance to grab a journalist’s attention. Give it your all. It should be punchy, intriguing, and provide a clear sense of what’s coming. A great headline is like a great elevator pitch: short, sweet, and impossible to resist. Plus, you remember it.
• Add Visuals That Pop. A picture is worth a thousand words, right? Well, in PR, it might be worth even more. Add high-quality images, videos, or infographics to your press release. Visuals make your story more engaging and help it stand out in a sea of text.
• Follow Up Without Being Annoying. A little nudge can go a long way. After you’ve sent your press release, follow up with a friendly email or call. Don’t be pushy, but do show that you’re available to answer any questions or provide more information.

A well-written press release is like a secret weapon—it gets your story out there, where it needs to be, and keeps people truly paying attention.

Strategy 2. Team Up with Influencers Who Get You

Influencers. Love ‘em or hate ‘em, they’re here to stay—and they’re more powerful than ever. But to really make influencer marketing work for you, it’s all about choosing the right people to partner with.

• Find the Perfect Match. Not all influencers are created equal. You need to find the ones who truly align with your brand values and speak to your target audience. Look beyond follower counts. Pay attention to engagement, authenticity, and whether their audience would actually care about what you’re offering.
• Build Real Relationships. Don’t just reach out when you need something. Start by genuinely engaging with their content—like, comment, share. When you do approach them for a partnership, they’ll know you’re not just another brand looking for a quick hit or a favor. 
• Create Content That Doesn’t Feel Like an Ad. The best influencer content feels natural. Work with influencers to create something that fits naturally into their usual posts – it could be a review, a how-to, or a behind-the-scenes look. Give them creative freedom, and you’ll get better results.
• Track What Matters. Don’t just look at likes and shares. Use analytics to dig into how your influencer partnerships are really performing. Are they driving traffic? Conversions? What’s the ROI? Use this data to fine-tune your strategy.
• Think Long-Term. One-off posts are fine, but long-term partnerships? That’s where the magic happens. When an influencer constantly talks about your brand, it builds trust and authenticity with their audience (which is hopefully soon to be your audience). It’s like moving from a casual fling to a committed relationship—and way more rewarding.

Influencers can be your brand’s best advocates if you treat them right. Find the right partners, and you’ll see your reach and credibility skyrocket. And don’t ignore local influencers – it can be an excellent local PR strategy to use. They can effectively promote your business, making it a powerful digital PR strategy!

Strategy 3. Host Events That People Can’t Stop Talking About

Events aren’t just about throwing a party—they’re about creating an experience that gets people buzzing. Whether it’s virtual, in-person, or a hybrid, your event should be something that sticks in people’s minds long after it’s over. 

• Pick the Perfect Format. What kind of event makes sense for your brand and audience? A slick product launch? A hands-on workshop? A no-nonsense webinar? Choose a format that fits your goals and will actually engage your audience.
• Plan Like a Pro. Every detail matters. From the speakers to the schedule to the swag, plan your event with care. Promote it across all channels—social media, email, your website. Build the buzz about what’s to come.
• Deliver Value. People should walk away from your event feeling like they gained something valuable—knowledge, connections, or just a great time. Focus on delivering content that’s engaging and relevant to your audience. Something that benefits them. 
• Maximize Engagement. Don’t just talk to your audience—get them involved. Use live Q&As, polls, and interactive sessions to keep people engaged and make them feel like they’re part of something special. Reading from slides doesn’t cut it. 
• Leverage the Afterglow. The event doesn’t end when everyone leaves or logs off. Share highlights, key takeaways, and photos on your social channels. Keep the conversation going and the momentum flowing.
• Gain Backlinks Through Content. When you host a webinar or event, make sure you create content that others want to link to. This could be a summary, a slide deck, or a recording of the session. This adds value and boosts your SEO through valuable backlinks. (Oh, how we love backlinks). 

An event that gets people talking is worth its weight in digital gold. It’s a chance to connect with your audience, show off your brand’s personality, what you do, and how you can help them. It leaves a lasting impression, too. 

Strategy 4. Build a Media List That Works as Hard as You Do

Your media list isn’t just a boring spreadsheet of names—it’s a valuable asset to protect and grow. A finely tuned media list helps you get your news into the right hands, so it gets the attention it deserves.

• Keep It Fresh. Journalists move around a lot, and their beats change all the time. Regularly update your media list to make sure it’s accurate. Outdated contacts are as useful as a dial up internet connection – though there’s always a workaround.  
• Segment Like a Pro. Not every story is relevant to every journalist. Segment your list based on industry, publication type, location—whatever makes sense. This lets you tailor your pitches and increases the odds of getting picked up.
• Make It Personal. When you’re pitching, don’t go for the generic “Dear Editor.” Do a little digging. Reference the journalist’s past work, and explain why your news is a perfect fit for them. Personalization shows you respect their time and expertise.
• Build Real Connections. Don’t wait until you need coverage to reach out. Share useful information, comment on their articles, and engage with them on social media. Building a relationship over time can make all the difference when it comes time to pitch.
• Repurpose Content to Keep the Buzz Going. Every time your story gets picked up, don’t let it stop there. Repurpose your press mention by turning it into social media posts, blogs, quotes, or even talking points in your next webinar. This keeps your content working 24/7, even while you sleep. 
• Analyze and Improve. Keep track of which pitches land and which don’t. What worked? What didn’t? Use this data to continuously refine your list and your approach, making your outreach even more effective over time. There’s no quick and easy way to get to the top. It’s the right move after the next right move that gets you there.

A well-maintained media list is like a well-tuned engine—it powers your PR machine and drives results. What could be better? 

Strategy 5. Keep Sharing Your Expertise and Pitching to the Media

Staying relevant is like exercising. You can never rest on your laurels! Keep your content fresh, keep sharing your expertise, and keep pitching the media—relentlessly. Here’s how to use this digital PR strategy effectively:

• Share Your Expertise. Don’t just wait for opportunities to come to you—create them. Regularly share your insights and expertise through blog posts, guest articles, podcasts, webinars, and speaking engagements. The more you put yourself out there as a thought leader, the more likely people will seek you out and invite you to share your expertise on larger platforms.
• Pitch the Media Consistently. When it comes to media relations, persistence is key. You can’t just pitch once and call it a day. You need to be constantly looking for new angles, new stories, and new ways to present your brand to the media. Whether it’s pitching seasonal stories, reacting to industry news, or providing expert commentary, staying in front of journalists keeps you as their go-to when they need experts.
• Keep Content Fresh. The digital world moves fast, and so should you. Update your content regularly to reflect the latest trends, data, and insights. Repurpose old content in new ways—turn a popular blog post into a webinar, break down a white paper into a series of social media posts, or compile your best tips into a downloadable guide. Fresh content not only keeps your audience engaged but also helps with SEO, making it easier for new customers (and the media) to find you.
• Leverage Speaking Engagements. Speaking at industry conferences or even local events is a powerful way to build credibility and expand your reach. It positions you as an authority in your field and provides valuable content that you can share across your own media and social channels. Plus, being featured at speaking gigs can often lead to media coverage, which gives you yet another way to boost your brand’s visibility.
• Keep the Momentum Going. Every piece of media coverage, every article you write, and every speaking engagement you land should be leveraged to its fullest. Share the news any way you can. Include it in your email newsletters, to vendors and prospects, on social media. Feature the press mention on your website or pin it to the top of your LinkedIn profile. The more you amplify your success, the more traction you’ll gain—and the more likely better media opportunities will start coming your way.
• Never Stop Pitching. Even when you’re getting good coverage, don’t take your foot off the gas. What worked yesterday might not work tomorrow. Keep refining your pitches, exploring new outlets, and finding creative ways to tell your brand’s story. Persistence pays off, but remember, to not be a pain in the you-know-where. You’re driving the bus on the Road to Publicity, so follow your PR roadmap. 
• Measure and Adjust.  Throwing darts aimlessly has never worked, besides it’s difficult to monitor. To be successful you need to measure the success of your PR efforts. Track the coverage you’re getting, analyze the impact, and adjust your strategies as needed. Are certain types of pitches more successful? Are there journalists or outlets that consistently respond to your ideas? Use this information to fine-tune your approach and keep your PR strategy rolling – without any bumps. 

Staying in the spotlight requires relentless effort, creativity, and a commitment to continually share your expertise. When you pitch the media on a consistent basis, keep your content fresh, and seize every (almost every) opportunity to share your insights. It won’t be long before you build a lasting, powerful presence that sets you apart from the competition.

Bottom Line: Gain a Competitive Edge with Digital PR

Of course, gaining a competitive edge using smart savvy digital PR strategies helps you get noticed—but it also helps you be remembered for all the right reasons. When you write compelling press releases, leverage influencer partnerships, host engaging events, build a robust media list, and consistently share your expertise when pitching the media, you can supercharge your brand’s image and take center stage.

My advice? Start implementing these digital PR strategies to take advantage of what’s possible to enhance your brand’s image and reputation. I’m all about creating smart, consistent small business marketing and PR moves that build trust, engagement, and loyalty over time. I’ve been doing it for the last 25 years.

Oh, and revenue? I love the sound of ka-ching. You? 

Ready to take your Digital PR strategy to the next level? 

Robin Samora is a small business marketing and PR expert and award-winning blogger offers personalized Digital PR training for small businesses through the Express Grants program. Build a brand that stands out, turns heads, and wins business. 

And if you need some help creating a public relations plan for your business, here’s my PR planning template to follow.