What is Digital PR and How It Relates to SEO In 2024?

What is Digital PR and How It Relates to SEO In 2024?

Farzad Rashidi

Farzad Rashidi

Lead Innovator at Respona

What is Digital PR and How It Relates to SEO In 2024?

In today’s digital world, public relations have taken on a new form, where traditional PR strategies have evolved into digital PR. 

Digital PR involves using online channels to reach and engage with a broader audience, increase brand awareness, and improve search engine rankings. 

In this guide, we will take you through everything you need to know about digital PR, including:

  • The definition of digital PR
  • What is the difference between digital PR and traditional PR 
  • Digital PR’s importance in increasing brand awareness 
  • How to develop an effective digital PR strategy for your business. 

Whether you’re a business owner, marketer, or SEO specialist, this guide will provide you with the necessary knowledge to integrate digital PR into your overall marketing and SEO efforts

So, let’s dive in!

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What is Digital PR?

Digital PR is the strategic combination of traditional public relations tactics with the power of digital media to create a buzz and build brand awareness in the digital realm.

At its core, digital PR involves using various online channels such as social media, blogs, and online publications to promote a brand, product, or service. 

Think of it as a way to communicate with your audience on their preferred digital platforms, whether it’s through a captivating social media post, a viral blog article, or a compelling news release.

But digital PR is more than just promoting content online. 

It’s about building relationships with online influencers, journalists, and bloggers who have a large following and can help amplify your message to a wider audience. 

For example, take Tim Soulo and his strategy to appear as a guest on other people’s podcasts:

tim soulo article
Image source: Medium

It’s also about leveraging the power of SEO to ensure your content ranks high on search engine results pages, increasing your visibility and credibility.

Digital PR is also a way to manage a brand’s online reputation, responding to customer complaints or negative reviews in a timely and professional manner. 

It involves monitoring social media channels and online communities to stay on top of what people are saying about your brand and respond appropriately.

In summary, digital PR is the savvy use of digital tools to create a buzz and build relationships with your audience, influencers, and the media. 

It’s the perfect way to get your brand noticed in the crowded digital landscape and make a lasting impression.

Now, let’s take a look at some specific strategies that digital PR entails.

What Does Digital PR Entail?

Keep in mind that these are just the most popular digital PR activities – but not all of them. 

Content Marketing

Content marketing is the practice of creating and distributing valuable, informative, and entertaining content to attract and engage a specific target audience. 

The goal is to establish trust, build a relationship, and ultimately drive profitable customer action.

respona blog

Think of digital PR as the loudspeaker for your content marketing efforts. 

Digital PR involves leveraging online media channels to build relationships with journalists, bloggers, and influencers, and to secure placements and mentions for your content on earned media channels.

By combining content marketing and digital PR, you can create a powerful symbiotic relationship that amplifies the reach and impact of your content. 

You create amazing content that people love, and digital PR helps you get that content in front of the right people at the right time.

But here’s the kicker: content marketing and digital PR are not standalone tactics. 

They’re part of a larger digital marketing strategy that involves understanding your audience, defining your brand voice, and measuring your results. It’s a nuanced and ongoing process that requires constant iteration and optimization.

Influencer and Social Media Marketing

Let’s start with influencer marketing. Influencer marketing is the art of partnering with social media influencers who have a large and engaged following to promote your brand and products.

It’s like having a celebrity endorse your brand, but with more authenticity and relatability.

Influencers can be anyone from micro-influencers with a few thousand followers to mega-influencers with millions of followers. 

The key is to find an influencer whose values and interests align with your brand’s, and who can authentically promote your products or services to their audience.

influencer marketing example
Image source: Instagram

Now, let’s move on to social media marketing. 

Social media marketing is the practice of using a social media platform like Facebook, Twitter, Instagram, and LinkedIn to promote your brand and engage with your audience. 

It’s like having a virtual storefront that’s always open and always buzzing with activity.

Social media marketing involves creating and sharing content that’s informative, entertaining, and engaging, as well as leveraging paid advertising to target specific audiences and drive conversions. 

The goal is to build brand awareness, establish authority, and drive customer engagement and loyalty.

So, how do they relate to digital PR? 

Well, influencer marketing and social media marketing are both important components of a digital PR strategy. They involve leveraging online channels and platforms to build relationships with influencers, engage with your audience, and promote your brand.

Online Reputation Management

Online reputation management the practice of monitoring, analyzing, and influencing your brand’s online reputation. 

This involves keeping an eye on what people are saying about your brand on social media, review sites, forums, and other online channels, and responding appropriately to any negative feedback or criticism.

respona g2 reviews
Image source: G2

Online reputation management is all about taking proactive steps to protect and enhance your brand’s reputation online. 

This can involve building a positive online presence through content marketing and social media marketing, as well as actively addressing any negative reviews or comments that may come up.

Press Releases

A press release is essentially a written statement that a company or organization sends to the media to announce something newsworthy. 

It can be anything from a product launch to a major company milestone, or even a response to a current event.

The press release has been around for almost a century, and it’s still going strong in the digital age.

press release example
Image source: Outbrain

Back in the old days, a press release was typed up on a typewriter and mailed to media outlets. 

But now, with the magic of the internet, a press release can be sent out to thousands of journalists and news organizations with just a few clicks.

But it’s not just about sending out a document to the media. 

The real magic of the press release lies in its ability to generate buzz and attention for a company or organization. 

By crafting a compelling and newsworthy press release, a company can attract the attention of journalists and influencers, who will then spread the word to their audience.

And let’s not forget about the SEO benefits of press releases. 

By including relevant keywords and links in a press release, a company can improve its online visibility and drive traffic to its website.

Guest Blogging

We all know about guest blogging as a link building strategy. But how does it relate to digital PR?

First and foremost, guest blogging allows you to showcase your expertise and thought leadership in a particular industry or niche. 

By contributing high-quality content to other websites or blogs, you are not only building your own credibility and authority but also establishing your brand as a go-to resource for valuable insights and information.

guest blog example
Image source: SEOBUDDY

When you write for other sites, you can include backlinks to your own website, which can improve your search engine rankings and drive more traffic to your site. 

Plus, if the site you’re guest blogging on has a larger audience than yours, you have the opportunity to tap into a new pool of potential customers or clients.

However, all of these benefits can only be fully realized if you approach guest blogging as part of your overall digital PR strategy. 

That means doing your research to find high-quality sites to contribute to, crafting compelling and relevant content that resonates with your target audience, and promoting your guest posts through your own social media channels and email marketing campaigns.

In other words, guest blogging is not a one-off tactic that you can use to boost your SEO or generate some quick traffic. 

It’s a long-term investment in building relationships with other publishers and influencers in your industry, establishing your brand as a thought leader, and ultimately driving more leads and sales for your business.

Digital PR Stunts

In a nutshell, Digital PR stunts are creative and often over-the-top digital marketing campaigns designed to grab attention and generate buzz for a brand or product. 

Think of them as the outrageous cousin of traditional PR tactics like press releases and media pitches.

Now, when it comes to digital PR campaign stunts, the sky’s the limit in terms of creativity and originality. 

But here are a few examples to get your imaginative juices flowing:

The ALS Ice Bucket Challenge:

bill gates als ice bucket challenge
Image source: YouTube

You remember this one, right? It was the viral sensation that took the internet by storm in 2014, with everyone from celebrities to politicians dumping buckets of ice water over their heads to raise awareness and funds for ALS research.

KFC’s “Finger Lickin’ Good” Nail Polish: 

kfc finger lickin good nail polish
Image source: BBC

In a move that was equal parts bizarre and brilliant, KFC launched a line of edible nail polish that tasted like their signature fried chicken. Yes, you read that right. Apparently, it was a hit in Hong Kong.

Burger King’s “Whopper Detour”:

burger king whopper detour
Image source: YouTube

In a clever move to steal customers from McDonald’s, Burger King launched an app that offered customers a one-cent Whopper if they ordered it from within 600 feet of a McDonald’s location. The result? A surge in foot traffic and media attention.

Cards Against Humanity’s “Holiday Hole”: 

cards against humanity holiday hole
Image source: The Guardian

In what can only be described as a true “wtf” moment, Cards Against Humanity once dug a giant hole in the ground and invited people to donate money to keep it going. Yep, that’s it. Just a hole. It raised over $100,000.

Spotify’s “2018 Goals” marketing campaign:

spotify goals campaign
Image source: Medium

Spotify used the end of the year as an opportunity to create personalized ads that playfully mocked users’ listening habits. For example, if you listened to “I Will Always Love You” by Whitney Houston too many times, you might get an ad that said “Dear person who played ‘I Will Always Love You’ 86 times on Valentine’s Day, what did you do?”.

Digital public relations stunts may be unconventional and a bit zany, but when done right, they can be a highly effective way to get your brand noticed and create a lasting impression in the minds of your audience.

Digital PR vs “Regular” PR

It’s like comparing a sleek, modern Tesla to a classic, dependable Volkswagen Beetle. 

Both have their strengths and weaknesses, and which one you choose depends on your specific needs and preferences.

Let’s start with traditional PR. 

This is the tried-and-true method of getting your message out there. 

It involves working with journalists and media outlets to secure coverage in print, broadcast, or online publications. Think press releases, media kits, and pitching stories to reporters.

One of the key advantages of traditional PR is its ability to reach a broad audience. 

By getting coverage in major publications or on popular TV and radio shows, you can get your message in front of millions of people. 

Traditional PR also tends to have a longer lifespan than digital PR. 

A feature in a magazine or newspaper can sit on a coffee table or be shared around an office for weeks or even months.

tesla on cnbc
Image source: CNBC

However, traditional PR can be a slow and uncertain process. 

It can take time to build relationships with journalists and secure coverage, and there’s no guarantee that your story will get picked up. 

Plus, traditional PR often requires a significant investment of time and resources, whether it’s hiring a PR firm or dedicating staff time to outreach efforts.

Now let’s talk about online PR. 

This is the flashy new kid on the block, with a focus on using online platforms and tools to get your message out there. 

Digital PR can include tactics like influencer marketing, social media campaigns, and content marketing.

One of the biggest advantages of digital PR is its speed and agility. 

With social media, for example, you can share your message with thousands of people instantly. 

Plus, digital PR can be more targeted and personalized than traditional PR. 

You can use data and analytics to identify your audience and tailor your messaging to their interests and needs.

tesla false allegations response
Image source: Twitter

However, digital PR also comes with its own set of challenges. 

With so much noise and competition online, it can be hard to stand out and get your message noticed. 

Plus, digital PR can be expensive, especially if you’re working with influencers, investing in paid advertising or using a digital PR agency.

Digital PR Benefits

Now, let’s get into the benefits that a solid digital PR strategy can bring to your table.

Increased visibility and reach

First things first, let’s talk about what a digital PR strategy is. 

In simple terms, it’s a plan of action that helps you leverage digital channels to create buzz around your brand, increase your online visibility and ultimately, expand your reach.

For example, let’s say you’re launching a new product. 

A digital PR strategy can help you get the word out by creating buzz on social media, securing product reviews from popular bloggers and influencers, and getting your product featured in relevant online publications. 

apple airpods pro announcement
Image source: Apple

This can generate a lot of buzz and drive traffic to your website, increasing your brand’s visibility and reach.

But it’s not just about product launches. 

A solid digital PR strategy can also help you build brand awareness, establish thought leadership, and strengthen your online reputation. 

By consistently creating and sharing valuable content, engaging with your audience on social media, and cultivating relationships with online influencers, you can position your brand as an authority in your industry and gain the trust and loyalty of your target audience.

Better targeting

Let’s start with the basics. What is targeting? 

It’s the process of identifying your ideal audience and tailoring your message and content to appeal to them. 

Now, what if I told you that a solid digital PR strategy can take your targeting to the next level?

For example, let’s say you sell fitness products. 

By partnering with fitness influencers and getting your product featured in online publications that cater to fitness enthusiasts, you can reach a highly targeted audience that is already interested in fitness and health.

leveraging micro-influencers example
Image source: Agenic

But it doesn’t stop there. 

Digital PR also allows you to track and analyze your audience’s behavior and engagement with your content, which can help you fine-tune your targeting strategy. 

By understanding your audience’s interests, behaviors, and preferences, you can create more personalized and effective content that resonates with them.

And let’s not forget about the power of social media targeting. 

By using tools such as Facebook Ads Manager, you can target specific demographics, interests, and behaviors to reach the most relevant audience for your brand. 

This can help you save money on advertising and increase the effectiveness of your campaigns.

Improved credibility and authority

First things first, a solid digital PR strategy can do wonders for your brand’s reputation. By developing and implementing a well-crafted plan, you can build a positive image for your brand through various digital channels.

By regularly publishing high-quality content, sharing expert opinions and insights, and engaging with your audience, you’re demonstrating your expertise and knowledge in your field. 

This, in turn, builds trust with your audience and positions you as a credible and reliable source of information.


With digital PR, you can reach a vast audience through various digital channels without breaking the bank. 

In contrast, traditional PR methods such as print ads, radio spots, and TV commercials can be incredibly expensive, often requiring a significant budget to achieve any real impact.

Furthermore, digital PR allows you to track your results and adjust your strategy in real-time. 

With tools like Google Analytics and social media analytics, you can see exactly how your digital PR efforts are performing and make adjustments as needed. 

respona linkedin social media analytics
Image source: LinkedIn 

This means you can optimize your strategy for maximum impact without wasting money on ineffective tactics.

Another cost-saving benefit of digital PR is that it allows you to target specific audiences with precision. 

By leveraging social media targeting and other digital marketing tactics, you can reach the right people at the right time, rather than casting a wide net and hoping for the best.

Increased website traffic

Digital PR can also help you improve your search engine rankings, which is a major factor in driving website traffic

By creating high-quality content and securing backlinks from reputable sources, you can boost your website’s visibility in search engine results pages, making it more likely that people will click through to your site.

And don’t forget about the power of online reviews and testimonials. 

By leveraging customer feedback and reviews on your website and other online platforms, you can build trust and credibility with potential customers, encouraging them to visit your website and make a purchase.

But perhaps one of the most effective ways digital PR can drive website traffic is through strategic partnerships and collaborations.

farzad rashidi profitled podcast
Image source: eWebinar

By teaming up with other brands or influencers in your industry, you can tap into their existing audience and drive more traffic to your website. This can include guest blogging, a co-branded digital marketing campaign, co-hosted webinars, and even affiliate partnerships.

Improved crisis management

When it comes to crisis management, speed is key. 

With digital PR, you can quickly and effectively respond to any crisis that may arise, minimizing damage and protecting your brand’s reputation. 

Here’s how:

First and foremost, digital PR allows you to monitor what’s being said about your brand online in real-time. 

By using social media monitoring tools and other digital marketing analytics, you can quickly identify any potential crises before they escalate, allowing you to address them proactively.

But that’s just the beginning! 

Through digital PR, you can respond to crises quickly and effectively. 

crisis response example
Image source: TechCrunch

By leveraging social media, email, and other digital channels, you can communicate with your audience in real time, providing updates and addressing concerns as they arise. 

This can help to build trust with your audience and minimize any negative impact on your brand’s reputation.

But perhaps one of the most powerful ways digital PR can help with crisis management is by providing a platform for transparency and accountability. 

By being open and honest with your audience about any issues that arise, you can demonstrate your commitment to resolving the problem and rebuilding trust. 

This can include everything from public apologies to behind-the-scenes updates on how you’re addressing the issue.

Digital PR & SEO

Digital PR and SEO may seem like they operate independently, but in reality, they work together to achieve the ultimate goal: driving more traffic to your website and increasing your online visibility.

Let’s start with the basics. 

SEO (search engine optimization) is all about optimizing your website to rank higher in search engine results pages (SERPs). 

respona ranking high on serp

This involves a variety of tactics, from keyword research and on-page optimization to link building and technical SEO.

The goal is to make your website more visible to search engines like Google, which can lead to increased organic traffic.

As we already mentioned, at its core, digital PR is all about building relationships with journalists, influencers, and other key players in your industry. 

This is done by creating high-quality content, securing backlinks from reputable sources, and leveraging social media, digital PR can help you increase your online authority and credibility.

Can you see the correlation?

By creating high-quality content that’s optimized for both search engines and human readers, you can improve your website’s visibility in SERPs and drive more traffic to your site.

And by leveraging social media and other digital channels to promote your content, you can reach a wider audience and increase your online exposure even further.

So, digital PR and SEO go hand-in-hand.

Digital PR and link building are not the same, but they are often confused with one another because both involve securing backlinks to a website. 

Digital PR covers a much broader spectrum of activities, which can generate backlinks for you as a by-product. 

On the other hand, link building is focused specifically on acquiring backlinks through tactics such as guest blogging, broken link building, and creating link-worthy content. 

While there is some overlap between the two concepts, they involve different tactics and strategies, and should be approached separately to achieve the best results.

How to Build a Digital PR Strategy 

Now, let’s take a look at the steps required to build a successful digital PR strategy of your very own.

Define your goals

Firstly, let’s tackle the elephant in the room: What is a digital PR strategy? 

Essentially, it’s a plan for how to use online channels to build and maintain a positive reputation for your brand. 

But before you start planning, you need to define your goals. And no, “going viral” is not a goal.

The first step in defining your goals is to ask yourself some tough questions. 

What do you want to achieve with your digital PR efforts? 

Do you want to increase brand awareness? Drive website traffic? Generate leads? Improve customer loyalty? Sell more? 

All of the above?

Once you’ve figured out what you want to achieve, it’s time to get specific. 

Your goals should be SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. 

smart goals
Image source: Breeze

For example, “increase website traffic by 25% within the next six months” is a SMART goal. 

“Become an overnight sensation” is not.

But wait, there’s more! Your goals should also be aligned with your overall business objectives. 

If your company’s goal is to be the industry leader in sustainable products, then your digital PR goals should support that.

Now, here’s the tricky part: balancing your goals with your resources. 

It’s great to have lofty aspirations, but if you don’t have the budget, team, or expertise to achieve them, you’re setting yourself up for disappointment. 

So, be realistic about what you can accomplish with the resources you have available.

Identify your target audience

First things first: Who is your brand trying to reach? 

Are you targeting hipster millennials who spend their weekends doing yoga and sipping artisanal coffee? 

Are you trying to connect with baby boomers who love gardening and spending their weekends at the lake house? 

Whoever your target audience may be, you need to know who they are, what they like, and where they spend their time online.

To get started, think about your current customer base. Who are they? What are their interests? What motivates them? What pain points are they experiencing? 

Understanding your current customers can help you identify similar audiences who may be interested in your brand.

Next, use social listening tools to monitor conversations online. 

What are people saying about your brand, your competitors, and your industry? What topics are they interested in? This can help you identify Google trends and hot topics that you can leverage in your digital PR strategy.

SparkToro is an example of such a tool – it can provide you with extremely detailed overviews of different target audiences, making the whole process much easier.

sparktoro homepage
Image source: SparkToro

Another helpful tool is audience segmentation. Divide your audience into different groups based on demographics, interests, and behavior. 

This can help you tailor your messaging and content to each group, rather than trying to create one-size-fits-all content.

Conduct a PR audit

A PR audit is a comprehensive analysis of your brand’s current PR efforts. 

It involves evaluating your past PR initiatives, identifying what worked and what didn’t, and developing a plan for moving forward.

It helps you identify areas where you can improve, capitalize on your strengths, and stay ahead of the competition. 

Plus, it’s a great opportunity to show off your amazing detective skills and uncover hidden gems in your PR efforts.

So, how do you do a PR audit? Well, the first step is to gather all of your PR materials – press releases, media coverage, social media posts, etc. – and organize them in a way that makes sense to you. 

Then, start evaluating your efforts against your goals. Did your press releases generate media coverage? Did your social media posts drive engagement? Did your PR initiatives support your overall business objectives?

report card example
Image source: Course Hero

Next, analyze your competitors’ PR efforts. What are they doing that you’re not? What are they doing better than you? 

This can help you identify areas where you can improve and stay ahead of the competition.

And finally, don’t be afraid to get creative with your PR audit. Use data visualization tools to make your findings more engaging, or create a “PR report card” that highlights your strengths and areas for improvement.

Develop a messaging framework

A messaging framework is a set of core messages and themes that you want your brand to communicate to your target audience. 

It helps ensure that your messaging is consistent, clear, and aligned with your overall business objectives.

So, how do you develop a messaging framework for your digital PR strategy? 

Well, the first step is to identify your target audience and their needs, which we have already covered above. 

Next, identify your brand’s unique value proposition. What makes you different from your competitors? What are your strengths? 

This will help you develop messages that highlight your brand’s strengths and differentiators.

Once you have identified your target audience and your brand’s unique value proposition, it’s time to craft your core messages. 

amazon mission statement
Image source: Amazon

These should be concise, clear, and memorable. Think of them as the elevator pitch for your brand.

And finally, don’t forget to test your messages with your target audience. 

This can help you identify areas where your messaging is unclear or ineffective, and refine your messages accordingly.

Determine your key performance indicators (KPIs)

Once you’ve identified your business goals, you can start to choose KPIs that are relevant and measurable. Here are some examples of KPIs you might consider for your digital PR strategy:

  • Brand mention number: how many times has your brand been mentioned in the media? This is a great way to measure your PR reach and impact.
  • Website traffic: how many people are visiting your website as a result of your digital PR efforts? This is a good indicator of how effective your strategy is at driving traffic.
website traffic in google analytics
Image source: Google Analytics
  • Social media engagement: how many likes, comments, and shares are your social media posts generating? This is a great way to measure engagement with your target audience.
  • Conversion rates: how many people are taking action as a result of your digital PR efforts? Are they filling out a form, signing up for a newsletter, or making a purchase? Tracking conversion rates can help you understand the impact of your efforts on your bottom line.
  • Influencer reach: how many people are your influencers reaching with their posts? This is a great way to measure the impact of your influencer marketing efforts.

Identify relevant media channels

Once you have a good understanding of your target audience, it’s time to start researching media outlets that align with your brand and messaging. 

Here are some tips to help you identify the right media channels:

  • Identify relevant publications: start by researching publications that cover topics related to your brand or industry. Look for publications that are well-respected and have a large readership.
  • Analyze the audience: look for media outlets that have a similar target audience to your brand. Consider the age, gender, location, and interests of the publication’s readership.
  • Check for social media presence: does the media outlet have an active social media presence? If so, what kind of engagement do they receive from their followers?
techcrunch on linkedin
Image source: LinkedIn
  • Consider the tone: evaluate the tone of the media outlet. Does it align with your brand and messaging? Does the tone match the tone of your target audience?
  • Look for opportunities to collaborate: some media outlets may offer opportunities to collaborate on content, such as guest blog posts or interviews. Look for these opportunities to expand your reach and gain exposure for your brand.

Remember, identifying the right media channels is crucial for a successful digital PR strategy. By targeting the right media outlets, you can reach a wider audience and gain valuable exposure for your brand.

Build relationships with journalists and influencers

Building relationships with journalists and influencers is essential for any successful PR strategy. 

Start by researching journalists and influencers who cover your industry or niche. Look for individuals who have a large following and are well-respected in your industry.

Once you’ve identified your target journalists and influencers, follow them on social media. Engage with their content by liking, commenting, and sharing their posts.

moira forbes linkedin
Image source: LinkedIn

If you have a specific story or pitch that you think would be a good fit for a journalist or influencer, reach out via email. Keep your pitch short and to the point, and personalize it as much as possible.

Make sure to offer them something of value. This could be exclusive access to content or information, or the opportunity to collaborate on a project.

Create compelling content

One of the most effective ways to create compelling content is to use storytelling

People love stories, and they are more likely to engage with content that tells a story. When creating content, think about how you can tell a story that will resonate with your audience and communicate your message.

For example, a fashion brand could create a blog post that tells the story of how a particular dress was designed and made, highlighting the craftsmanship and attention to detail that went into it.

Visuals can make your content more engaging and shareable. Use images, videos, and infographics to bring your content to life and make it more interesting.

Another two things to keep in mind when creating your content are value and authenticity. 

Value could be in the form of information, entertainment, or inspiration.

As an example, a financial services company could create a blog post that provides tips on how to save money, with actionable advice and real-world examples.

how to save money by bankrate
Image source: Bankrate

Being authentic in your digital PR content means being genuine, transparent, and honest with your audience.

In short, none of the sales-y speak. 

Distribute content

There are many ways to distribute your digital PR content, such as social media, press releases, influencer marketing, and email marketing.

However, in this section, we will be talking about a very specific strategy: content syndication.

Content syndication is the process of publishing your content on third-party websites.

This allows you to massively expand your reach and put your content in front of previously untapped audiences.

You can do this with Respona.

In fact, we even have a pre-made campaign template specifically for this purpose.

To use it, simply start a new campaign and select the “Content Syndication” template.

respona content syndication template

There are only three fields to fill out.

The first one is Content URL – which is the article that you’d like to get published elsewhere.

The second is the target keyword(s) – these will be used to find relevant websites that accept syndicated content, and pulled into the actual email template.

The last field is your content description – briefly describe what your article is about, and why do you think it’d make a great addition to your prospect’s website.

After you click “Use this template”, all of the search parameters will already be set up for you.

campaign editor

Respona will look for websites that mention your target keywords as well as phrases like “republished with permission”, “originally appeared on”, etc., indicating that the website is open to content syndication.

Not much manual input required here, besides hitting “Continue” and setting additional SEO filters to make sure Respona only pulls opportunities that meet your criteria.

adding seo filters

Once you hit “Run automation”, the tool will scrape the web and automatically add all fitting opportunities directly into your outreach campaign.

After the search automation is finished, you can review its results before moving on to the next step.

reviewing content search results

The second step is to review the email sequence that will be sent out to your prospects.

reviewing email sequence

Since we used a campaign template, our sequence is already set up.

However, there are still a few touch-ups that we can do here.

First, let’s change the delay for our follow-up email to 5 days instead of 7:

changing delay between messages

Insert an unsubscribe link to give our recipients an easy way to opt out of future emails if they’re not up for collaboration:

adding an unsubscribe link

And finally, check our email for spam words:

checking for spam words

Looks like we have a pretty solid chance of getting a response with this pitch, so let’s move on to the next step, which is to find contact emails

setting up contact search automation

Respona’s built-in email finder makes this process almost completely automatic. 

Just fill out the desired positions and seniorities within your prospects’ companies, and let the tool do all of the heavy lifting. 

When the search is complete, again, you can review its results, re-assign contacts or even run additional manual searches by domain, job title, or name. 

contact search results

The final step before launching your campaign is to personalize each pitch.

The content syndication pitch doesn’t require much personalization besides your content description, but if you want to go the extra mile and make a positive impression on your prospect, you can make use of Respona’s AI article summarizer to mention something the prospect talked about in their blog post, giving off the impression that you have actually spent the time to read their content.

personalizing emails

Once all emails are personalized, let’s run the pre-launch verifications to make sure none of our emails contain empty placeholders, and that we’re not trying to reach out to any recent contacts or people in our unsubscribe list.

pre-launch verifications

Monitor results and adjust

As you can imagine, simply getting your content out there isn’t the end. 

Monitoring the results of your digital PR efforts is essential to understand how effective your campaigns are and making adjustments to improve their impact.

There are various analytics tools available that can help you track your KPIs, such as Google Analytics, SEMrush, Ahrefs, BuzzSumo, and Hootsuite. 

These tools can provide valuable insights into the performance of your campaigns, including where your traffic is coming from, which content is resonating with your audience, and how many social media shares and backlinks you’re generating.

Look at your KPIs over time and compare them with your goals to determine whether you’re on track or need to adjust your strategy. 

For example, if you’re not generating enough backlinks, you may need to focus on creating more shareable content or reaching out to influencers in your industry.

Based on your analysis, you may need to adjust your digital PR strategy to improve your results. 

This could involve changing your messaging, targeting a different audience, experimenting with different digital marketing channels, or creating different types of content. 

For example, if you’re not seeing enough engagement on social media, you may need to change the format of your posts or try posting at different times of the day.

Test different variations of your campaigns to see which ones perform best, and use A/B testing to experiment with different headlines, images, or calls to action.

Over time, you can use your analytics data to continually refine your strategy and optimize your results.

Digital PR Tools

Now, let’s look at some useful tools that can help you achieve your digital PR goals.

HARO (Help a Reporter Out)

haro homepage
Image source: HARO

HARO (Help A Reporter Out) is a platform that connects journalists and bloggers with expert sources for their stories. 

HARO works by sending out three daily emails to its subscribers that contain queries from journalists and bloggers looking for expert sources on specific topics. 

These queries cover a wide range of topics, from business and finance to lifestyle and health. 

Experts who have signed up for HARO can respond to these queries by providing their insights and expertise on the topics at hand.

To use HARO as an expert source, you’ll need to sign up for an account on the platform and select the categories that best match your expertise. 

Once you’ve signed up, you’ll receive daily emails containing journalist queries. 

If you see a query that you’re qualified to respond to, you can submit your pitch by following the instructions provided in the email.

Journalists and bloggers who use HARO benefit from the platform by gaining access to a pool of expert sources who can provide unique insights and perspectives on their stories. 

Experts who use HARO benefit by gaining exposure to a wider audience and building relationships with journalists and bloggers in their industry.


sparktoro homepage
Image source: SparkToro

SparkToro is a software tool that helps businesses and marketers identify and analyze their target audience’s behavior and preferences on social media and other online platforms.

SparkToro works by using public data sources to identify the online behavior of specific groups of people, such as their social media habits, website visits, and other online interactions. 

This data is then aggregated and presented in an easy-to-use interface that allows businesses and marketers to gain insights into their target audience’s behavior and preferences.

SparkToro has several features that make it a useful tool for any digital marketer. 

These include:

  • Audience Insights: allows users to discover what their target audience is reading, watching, listening to, and following online.
  • Social Media Insights: allows users to analyze social media accounts to see which accounts are followed by their target audience and what kind of content they are engaging with.
  • Trending Content: allows users to track popular content related to their target audience and industry, which can be used to inform content creation and social media strategies.

Google Analytics

google analytics logo
Image source: Google

Google Analytics is a free web analytics service provided by Google along with Google Search Console that helps website owners and digital marketers track and analyze their website traffic and user behavior. 

It provides insights into how users find and interact with a website, which can be useful for optimizing digital PR activity.

Some of its most useful features include: 

  • Audience Insights
  • Traffic Sources
  • Content Performance
  • Campaign Tracking
  • Goal Tracking


respona homepage

While mainly created with link builders in mind, Respona is perfectly suited for all types of digital PR outreach.

It comes with a built-in search engine for finding prospects, an email address finder, email sequence automation, and even AI personalization features.
Feel free to start your 7-day free trial to take it for a spin.

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Now Over to You

In conclusion, Digital PR is a vital aspect of any successful online marketing strategy in 2024.

As the digital landscape continues to evolve, businesses need to ensure they are utilizing effective PR tactics to build brand awareness, attract new customers, and improve their search engine rankings. 

The integration of Digital PR and SEO is becoming increasingly important, as the two fields are more interconnected than ever before.

Frequently Asked Questions (FAQ)

What is Digital PR, and why is it important?

Digital PR is a modern form of public relations that uses digital channels to build relationships, improve brand awareness, and engage with a target audience. 

It is important because it helps businesses to connect with their customers on various digital platforms, improve their online reputation, and enhance their brand’s credibility.

How does Digital PR differ from traditional PR?

Digital PR differs from traditional PR in that it leverages digital platforms and channels to engage with audiences. 

Traditional PR may use traditional media like print or broadcast media to engage with audiences.

What are the different Digital PR tactics?

Some of the Digital PR tactics used to build relationships with the target audience include social media management, content marketing, influencer marketing, online reputation management, and crisis management.

How do Digital PR and SEO work together?

Digital PR and SEO work together by utilizing content marketing to generate high-quality backlinks to a website, which improves the website’s search engine rankings. 

By working together, businesses can enhance their online visibility, improve brand reputation, and attract more website traffic.

How do you measure the success of Digital PR campaigns?

The success of Digital PR campaigns can be measured using various metrics, such as website traffic, social media engagement, backlinks, mentions, and reach. By tracking these metrics, businesses can evaluate the effectiveness of their campaigns and make informed decisions for future Digital PR efforts.

Farzad Rashidi

Article by

Farzad Rashidi

Farzad Rashidi is the lead innovator at Respona, the all-in-one digital PR and link-building software that combines personalization with productivity. He also runs the marketing efforts at Visme, where he helped the company gain over 12 million active users and pass 2M monthly organic traffic.

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