Digital PR Tools

Posted on May 18, 2012 by Nikhil P Naik

Anyone in public relations knows that the PR landscape has changed dramatically over the past few years. The Internet and, more specifically, social media have revolutionised the business of PR. Although traditional media connections are still important, it’s no longer necessary to beg journalists to take your calls. The advent of the “Twitter Age” has allowed the PR industry to take matters into their own hands. Not only can the desired audience be easily reigned in, but publicity and brand awareness can also be continuously monitored, so there are no nasty surprises. Here are three Internet tools that no PR person should be without.

1. Social Media

According to, social media allows the PR sector to both reach a target audience and connect with them on a personal level. This personal connection is what makes social media such a valuable tool. Twitter and Facebook allow for interaction and engagement through commenting and sharing of ideas or opinions. These platforms can also serve a multitude of functions, including getting important feedback (via online surveys or instant polls), keeping updated (subscribing to relevant industry feeds or groups), monitoring brand reputation (Google Alerts), responding to crises in real-time, and even to keep a beady eye on competitors!

2. SEO

If you don’t know what it is, start learning about it now. Search Engine Optimisation is what makes you visible on the net; and a number one Google page ranking is worth more weight in … rhino horn. In order to get SEO right, you need the most effective keywords, which will drive traffic to your website. A whole range mediums can be maximized for optimum exposure, including press releases, videos, photos, podcasts, or news articles. The secret lies in bringing influential people, such as journalists, to you instead of the other way round.

3. Blogging

Your third important tool is to blog – and blog well. According to, when used effectively, blogging can build brand awareness and improve SEO. Target keywords, along with killer content, will drive the desired people to your website. suggests that in order for your blog to be effective, you should highlight your company’s achievements and updates with media content. You should also engage with people on the blog by encouraging commenting and providing links to interesting and relevant articles or posts.

By utilising the tools of social media, targeted SEO and a top-notch blog, your PR skills can be taken to new heights. You will also be able to connect with those in the PR industry, create visibility, and enable your company to be seen as a PR authority. Most importantly, these digital PR tools will drive clients and people of influence straight to you.

Ang Llyod writes on behalf of Livewired, a specialist publicity and public relations company in South Africa that offers media relations and digital PR services.

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About Nikhil P Naik

Nikhil Naik has a Master's Degree in Information Systems, and is currently working as a Software Engineer at Microsoft. He also loves playing cricket, listening to music, and traveling. Twitter Handle - @buzz_nikhil.

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