Hi ... Digital Public Relations or Digital PR is just that the digitized evolution of public relations practices. Digital is simply a modifier that identifies the unique nature of this particular area of work. Search engine optimization, link building, keyword discovery and implementation, optimized press releases (optimized content in general, webpages etc.) and online newsrooms are included in the digital pr bag of tricks.

The Social Media Press Release (http://www.pr-squared.com/index.php/2006/05/the_so...) was one of the earlier indicators that pr was going digital IMHO. There are great illustrations for SMPRs (or SMRs) as well as online newsrooms and visual charts of SEO (http://chrisdrinkut.amplify.com/2010/10/03/visual-...) available ... but I figure you know all of this by now. One form your blog roll, another considering you're at Ragan? And since you posted this question in March. Albeit, I would like to have this conversation .. to know more of what - you - and others think of 'digital pr' and how you're defining it?

By the way how did the lecture go?

I'm going to try and use the circle theory on this one. I look at PR as an element of a larger circle titled communications. I've never felt like creating a PR campaign to push out "at" an audience works well. Instead it should be a piece of an overall communications strategy that provides information relevant to an audience that is, or will be, genuinely interested in the topic.

I view "digital" the same way. It's a piece of a PR strategy...which is part of a larger communications strategy. (I'm kind of feeling like I'm explaining those cool Russian babushka dolls right now)

Digital is a channel that has evolved dramatically in the past few years and will continue to do so. It includes a variety of tools(can be social media, video, interactive surveying tools, games, and much more) that all depend on digital channels to connect with an audience. So, it's a broad definition but that's also what keeps it very interesting to me. Everyday, someone is trying a new creative approach to use technology to more efficiently and effectively reach their audience.

Interesting question Arik- hope the class goes very well. Will be interested to hear what the students come up with as well.

Digital PR is Social media in today's world. Plain. simple.

I agree that digital PR should be integrated in with traditional PR, but there are definitely some differences.

I think digital PR is more than creating a website or a facebook page. It's the sum of all the parts. It's using all the right outlets simultaneously to build relationships w/ different targets and a farther reach and then finding a way to measure the impact. It's funny because I think some imagine that just because most or some of the outlets are free, digital can be cheaper, when it actually demands the same amount of strategy and time as traditional PR. I think the biggest difference is the necessity to continuously adapt and innovate on a daily basis. There are so many more opportunities to hit a niche community and reach key leaders. This also makes it more important to get it right. You can bury negative things by inundating Google, but a lot of what we put out there lives forever.

Good luck on your lecture!

That Kellye is always being all smart and stuff. She said what I was going to say, only with more eloquence.

PR is PR. The "digital" part is mainly a change in tools. We can speak to people we couldn't in the past. It wasn't possible.

Digital PR = PR ("digital" is implied). I think you'll find a very small group of people out there conducting any PR activities that don't have a digital component.

Colby: Please drink another cup of coffee, and provide additional insights ;) Thanks for your thoughts.

Scott: I think it's important to note that SEO is fast becoming (or has already become in some people's worlds) a key part of today's PR world. Lee obviously highlights that regularly (also a big fan), but I think that's a key part of this discussion.

Aaron: Thanks for the Census idea/link. In fact, I may be following up with you and the WS Census team soon on a follow-up post...

Jay: Thanks for stopping by. I agree on the Fiesta Movement campaign. Great idea. I will definitely share that one.

Kellye: There you go again being all smart and stuff. You make a great point about "digital PR." Is it really separate? Probably not. But, I think the reality is people do refer to that term and concept a lot. I also love the idea of talking to the design students about how PR and interactive/design aren't really as siloed as they may have been in the past. There needs to be more front-end collaboration on Web/interactive initiatives with PR and marketing. While I don't think that's happening on a broad scale right now, I agree it definitely is trending that while and is a great discussion point with students.

Soyini: Thanks for the comment. I love your line: It’s about online relationships that you hope leads to offline action. To me, that's a key component.

@arikhanson

Digital PR is more than using the internet and related technologies to get information out. It's about using these technologies to initiate interaction than leads to engagement. It's about online relationships that you hope leads to offline action.

Core public relations skills remain, but the communication tools are new. Not surprisingly these new tools require a new way of thinking with regards to interaction. In other words now we really have to engage people rather than just send a press release organise an event, smooze and leave. Digital might bring the relationship back into PR. :)

I'm not really a fan of the term "digital PR," since to me it connotes something that is separate and distinct. As you know, PR today is an integration of traditional and online activities.

That said, I think it would be valuable to point out to design students that within organizations, the PR department is increasingly playing a central role in the digital or interactive creative process. The days of an interactive team creating some fancy Web site and then telling PR to go promote it are waning - PR now is often in the role of helping identify the needs.

So, it seems important for designers to understand what PR is (which needs no explanation to you, Arik!), so they can help execute on PR-driven strategies -- achieve more career prospects as a result.

Interesting question Arik: For me, it's pretty simple: Using social tools of all kinds to spread your company (or client's) message effectively to its target audience. That could mean something as simple as a newsletter to as complicated as a hosted Facebook page. But it also means using digital tools to form relationships with others who can effectively spread your message, and this can include everyone from die hard fans to high level reporters. Really digital PR, for me, is just what PR has always been, but using different tools to accomplish similar goals.

As for great examples, one of the first ones that pops off the top of my head is the Ford Fiesta Movement Campaign. It was unique, integrated, deeply involved the customers, and ultimately was a big success for Ford. They're a company that is leading the way in SM, and their example should be followed by other big name brands looking to make an impact and raise awareness using social media.

Digital PR: Using electronic channels to engage publics in two-way communications to advance an organization's key objectives.

Lots of use of digital in the 2010 Census effort. We want to encourage people to fill out those forms in the mail so we don't have to send someone to knock on your door.
http://2010.census.gov/2010census/

I like this, great prompt Arik. Not to dumb it down but for me, digital pr is maximizing the use of social technologies to connect your message with your target audience as effectively as possible.

As you know, that "social technologies" phrase opens up quite a box but that arsenal of options is what makes it so great for enhancing the traditional methods we've used to discover and get our messages out there to the right people.

I'm a huge @leeodden fan and love this post he pulled together about 5 solid tools for your digital PR toolbox - http://www.toprankblog.com/2009/08/5-tools-for-you...

Lee also cites some great examples in this presentation - http://www.slideshare.net/toprank/using-online-new...

Digital PR = PR, Google style.

Obviously, I have a major lack of experience, being a student and whatnot, but doesn't everyone always preach that PR is essentially same, just the format is different?

Sure, I could (should, if my school got their act together) be learning through digital measurement tools, but the fundamentals of good research design are more important, regardless the medium (ran into this issue in a sociology research course). Whether this is taught through traditional or digital, it's more of a preference, IMO.

There's more to digital PR, and PR, than research. I just like research, so that's what I'm talking about.

Concerning digital PR, I believe it's much easier to plan, design, inform and execute research. In a well-structured organization, digital information can be a huge asset to forming PR, and all IMC, campaigns.

Sorry for the rambling comment. Wait, no I'm not. I blame the Caribou.