Digital Marketing or Public Relations. What’s Best for your Business?

When it comes to modern methods of marketing, Digital Marketing and Public Relations become the topic of debate due to the confusion between the roles each of these plays for a business. Without a doubt, they have some similarities that are more or less due to the trend of marketing being followed in the industry. But, several differences set them apart. So, what are they?

Public Relations focus more on generating brand awareness, changing public opinion and dealing with crisis. It is much of a traditional activity with the main focus on brand image optimization. Digital Marketing, on the other hand, focuses on identifying target audiences and converting them through promotional, direct marketing and advertising. So, it is very safe to say that the outcomes of digital marketing and PR end up being different.

But, that’s not it.

The difference between Digital Marketing and Public Relations makes them the best companion when integrated into a full marketing campaign. So, what are the basic differences that make PR and Digital Marketing two different parts of a single piece?

Initiating activities

Digital Marketing is a mixture of promotional, marketing and advertising activities that drives direct sales and leads. PR is more focused on reputation management through positive media coverage and communication.

Type of Audience

Digital Marketing aims at driving current or potential customers. PR is about pursuing the right audience and maintaining a healthy relationship with anyone who shows interest in the organization.


Being directed towards sales generation through website management, Digital marketing is focused more on taking actions in the interest of the audience. Public relations is about selling the company as an idea through positive communication and driving a positive reputation through an effective PR strategy.

Motive of Messages

Digital marketing activities are initiated by a company with the desire to increase sales and leads. The messages sent out for this motive are clearly understood by the audience and reacted to in the same way. Messages driven for PR activities include articles, press conferences, blogs, etc. They are subconsciously regarded as more legitimate by the consumers. Public Relations also involves authored articles by renowned professionals that receive higher credibility.

Difference in ROI

Digital Marketing is more of a business investment with the motive of attracting new customers while increasing retention as well. It is related more to paid branding and promotional activities. PR is more about the exposure of the company’s name resulting in increased credibility of the brand. It is much harder to calculate ROI for PR consulting as the change in perception and belief is difficult to measure.

Duration of Activities

Digital Marketing activities are considerably short-term activities but involve different types of activities that are planned and executed until a measured period. In comparison, PR activities take time before it benefits an organization. PR can be viewed as a long-term investment with recognizable achievements in the future.

From all the points stated above, it can be clearly understood that Digital Marketing and Public Relations are completely two different services that a company would use for increasing popularity and sales.

So, how well do they combine to form Digital PR?

The concept of Digital PR can be summed up as a relationship management function that focuses on media channels and other mediums available on the internet. In times where IoT is considered as the supreme channel to function and establish a brand, digital PR is a much preferable medium of increasing the reach of a brand.

Having said that, if we take a look at the points, Digital Marketing & PR activities might be different from each other but they are an essential part of any organization. With an effective combination of both the activities, a brand can drive attention, sales, audience, and business at the same time. So, it doesn’t change the reality that PR and Digital Marketing are dependent on each other and with the right concentration of both the activities success for any organization or brand is possible.

So, what do you think? Is your firm ready to accept the modern functionality of Digital Marketing and PR?


Five Must-Do Tips for Start-Ups To Generate Good PR

Most start-ups face challenges when it comes to managing public relations. PR initiatives are essential because it is one of the effective ways small businesses can tell their story to the world and acquire customers. These small companies need to create a buzz through PR channels but often fail to have connections or manpower to stir up a good press. With the right PR initiative, even small companies can build a user base and attract interest from venture capitalists. It can build the image of the company and shout out to the world about its good deeds and new ventures. Never let a non-existent marketing budget or the lack of a dedicated marketing team discourage you. Use these tips to help your start-up to reach out to the world.


1. First Identify The Target Media Outlets And Relevant Journalists 

The first important thing that you must take care of is choosing the right media outlets that will publish your relevant story. Instead of reaching out to every media house, choose your time wisely and identify the right journalists that write for these outlets, read their work and follow them on social media. Once you do good research of the journalists, you can then identify the person that is most likely to be interested in your pitch. Simultaneously you can recognize particular journalists and create your pitch specifically tailored for them, even if you aren’t sending it directly to them. Such ways are very welcoming even for the journalists who are given stories that they find compelling as well as interesting. 


2. Use Strong Content As PR Bait 

There are thousands of start-ups who are approaching to the media for coverage. What is that one exact quality that will help you to stand out from the rest? Of course, engaging content. You must produce a clever and well-thought-out piece of content to present as part of your pitch. One great example is the Infographic. You can tell your story visually and get much more attention than you would if you just wrote it out. This can grab the attention of the journalists who can then introduce your start-up to a much larger audience simply because visual content is more engaging. You need to be creative and stand out from the other hundreds of pitches. 


3. Stop Copy/Pasting Pitches: Instead, Use Data And Statistics 

Journalists and editors can easily spot a copy/paste job. This will only garner a negative impression on your company and they will never respond to your emails and calls. They get pitched around the clock every single day with generic requests. Make your pitch completely personalized and tailored specifically around them and the publication they work for. Make it mandatory to include data and statistics on your pitch. Remember journalism is not about flowery language and creative writing rather presenting stories with facts that will inform the mass as a whole. The use of data and statistics makes your pitch authentic and real which every journalist needs to produce in their news article. 


4. Make Use of Twitter For Soft-Introductions

More or less every journalist has their profile on Twitter and many use it as their main communication source. Following them allows you to comment on their work and put your name in front of them. Instead of harassing them, take a way forward and start complimenting them on recent stories. However, compliments must be genuine. Twitter is also a great platform to use for identifying windows of opportunity. You can publish your business success stories, the product launch on Twitter itself and create a strong follower base. 


5. Develop Your Company’s Online Presence Actively 

It is important for your start-up to have a strong digital presence. There are many PR agencies in Delhi and only one way that can make you stand tall is by making a compelling website and increasing the digital presence. This prompts editors to view you or your company as the leader or expert in the field. Having a reputable online presence shows journalists that you are a source of valuable information and influence in your industry. This makes everything your company does more newsworthy because you are already aware of what direction your field is heading. To do this successfully, make sure to optimize all of your content so that all of it is visible online, specifically in searches. Embrace SEO tools so that you can get a higher rank in Google search. One more effective means is to provide exclusive and embargoed access to stories that can big headlines. Famous editors and publications generally like stories that nobody else has access to. This will be a boon for you if you make them realise that it will be the first-ever story covered by the particular journalist. 


We hope we could give you some effective tips to amp up your PR game. Next time, you pitch a story, don’t forget to remember these five effective points and shine like a star.