By Bolaji Abimbola
The PR landscape is fast-changing with the adoption of digital-first approach in campaign execution. Similar to what exists in almost every profession, the way we do things, the methodology and approach keep evolving. Take the example of the concept of reverse engineering, which is the process of deconstructing an existing physical product, software program or system to understand how it works. Instead of creating something new from a concept, you start with the finished product and work backward to figure out its design, internal components and functionality.
Digital-first PR involves reversing the traditional execution of PR campaigns by shifting focus from conventional methods to a digital-first approach. This strategic transition changes how brands and organisations build and measure their reputation. The digital-first playbook changes the approach from traditional (print and broadcast media) to digital/online channels by integrating earned media, SEO, content marketing, and social platforms. This integration aims to boost brand visibility, drive organic traffic and build high-quality backlinks from the company’s official website.
Simply put, the digital-first approach involves planning and executing PR with digital channels as the first port of call rather than as secondary channels or an afterthought. While old-school PR prioritises pitching stories to journalists and hoping for pick-ups and publication in print or broadcast channels and share the article online much later, the digital-first approach focuses on creating content for the feed first through earned online coverage and social amplification, with traditional media as a secondary consideration.
Key elements of digital-first PR include search-first storytelling, where campaigns are built around topics that people are actively searching for. Additionally, digital-first PR utilizes asset-driven pitching, leading with data reports, infographics, videos and original research/ study. This approach transforms stories into assets rather than relying solely on press releases. It delivers a strategic fusion by integrating owned-earned media, publishing first on your website, blogs and social platforms, building momentum and then seeding content to journalists or attracting them to your platforms for news coverage. In terms of gatekeeping, it enables a creator/community focus by identifying both the digital gatekeepers and the newsrooms. Finally, with digital-first PR, the news cycle operates 24/7, offering speed, enabling trend monitoring, allowing rapid responses, facilitating newsjacking and enabling brands to jump on moments.
The key differences in the digital-first approach include the lead channels, which consist of websites, social media, search engines and podcasts, while the traditional approach focuses on newspapers, TV and radio. The goals also differ; traditional media aims for media clips and Advertising Value Equivalent (AVE), whereas digital-first goals include search visibility, shares, likes, impressions, backlinks and conversation generation.
Another major difference between the conventional approach and the digital-first strategy is the type of content used. The conventional approach is largely dependent on press releases, while the digital-first approach employs data, infographics, visuals, videos, interactive tools and stories, making it more engaging and easier to comprehend, thus encouraging sharing.
The speed of delivery is also a significant differentiator; while the digital-first approach delivers real-time, newsroom and content engine, the traditional approach waits for next-day publication in print or news broadcasts on TV and radio.
Lastly, while the traditional approach measures success through the number of placements, clippings and off-air dubs, the digital-first approach leverages links, website traffic, reach and impressions, sentiment analysis and lead generation.
The big question is: why shift to digital-first PR? The answer is not far-fetched. First, audience attention has shifted online; people literally live there. For instance, Nigeria has one of the youngest populations globally, with over 60% of its more than 230 million people under the age of 30, who tend to get news from platforms like X, TikTok, and blogs before turning to newspapers.
Additionally, journalists today utilise search engines, so any brand that is not visible on the first page of search results is often perceived as non-existent. Digital-first PR offers measurable Return on Investment (ROI), as you can track backlinks, referral traffic and leads from each placement.
While the shift to a digital-first approach is the right way to go, it must be noted that this does not diminish the value of traditional media or connote its imminent demise. Interestingly, traditional media is also evolving by integrating digital strategies to remain relevant.
Bolaji Abimbola is the MD/CEO of Integrated Indigo Limited
