The land of the internet, defined by visuals and shares, has provided a solid ground for branding needs. It has become a promotional hub where brands invest billions of dollars to reap fruitful results. 
Among the myriad of branding tools are digital marketing and PR marketing. The lines between these two may seem blurred, but they are more distinct than they sound. Press releases have a unique domain that complements marketing efforts and vice versa. Let’s dive into a detailed guide on how to tell the two tools apart, their specifics, and how to blend them to create a winning branding strategy. 

What is Digital Marketing? 

Everyone has heard of the term “marketing” since it has gone digital. It is practically any activity that promotes a company’s products or services. Utilizing internet sources like websites, blogs, and social channels for its purpose categorizes it under digital marketing. The method is vast, with multiple branches and sub-branches tackling unique business objectives like sales, traffic, and engagement.
The ultimate goal of all marketing efforts is to bring about sales. Whether ranking the business’s website, persuading the audience through blogs, or posting catchy images on social media, each activity is focused on driving sales.   

What is PR Marketing? 

One division of online branding is Press Release Marketing. As the name suggests, this technique caters to publishing relevant business news releases on media channels. These could be updates about the company, its campaigns, or its response to current world situations. 
Utilizing press pieces for news coverage is ancient, but its digital implementation has revived the resulting fruit. The online PR industry is quickly growing and reaping many powerful benefits, involving inducing brand awareness, reputation, and a positive public image.  

Digital PR vs. Marketing – The Ultimate Differences 

Although the definitions differ a lot, many people still get confused between the two branding terms. It’s alright; every digital strategist has been there at least once. Let’s compare different metrics of PR and marketing services to see what sets them apart:  

Day-to-Day Tactics 

The PR marketing experts work on creating quality press releases that resonate with the brand voice. They look out for well-built platforms and contact media professionals for better coverage. Maintaining long-term healthy relationships with journalists is also under the job duties of these experts. Primarily, PR content strategy services involve creatively sharpening a company’s unique points in the form of newsworthy content. 
On the other hand, marketing pros focus on creating campaigns to promote business products or services. They research trends and formulate strategies accordingly. Following, the marketing team crafts unique content, either in the form of blogs, ads, social media posts, or videos. 

Channels

The digital marketing pros carry out their daily activities on various channels. These platforms involve blogs, websites, social media, Google, and search engines. The postings, advertisements, and visuals are free from media involvement. 
PR marketing, on the other side, is focused on online publications. It directly targets news channels, media profiles, and journalists, who then post stories on their channels. Some modern PR efforts combine digital and traditional channels like newspapers and magazines. 

Target Viewers 

Press releases are created for particular audiences, such as journalists, media professionals, or stakeholders. They can be customized based on the target viewers. For example, crisis communication PR is made for the general public, while a company rebranding news targets journalists and stakeholders.

In digital marketing, the primary target is people. Any person who could be a future buyer or a previous customer falls under the radar of marketing campaigns. 

Campaign Objectives 

PR efforts aim to build a solid business reputation that industry professionals and the public can rely on. They present companies as trustworthy to attract stakeholders. Establishing and sustaining media connections also falls under the goals of a PR strategy. 
In contrast, marketing goals are sales-focused. They work to increase revenue, engage customers, and sell products/services. 

Success Measures  

To see if the PR campaign has been successful, the professionals evaluate the coverage received in online press, magazines, publications, or podcasts. It also considers the connections generated with journalists and the awareness or “buzz.” Meanwhile, marketing, as a selling point, monitors whether the campaign has generated sales. The working team measures ROI, traffic, leads, and conversions to measure the strategy’s success. 

Merging PR and Digital Marketing 

Though the two techniques are clearly unique, some of their points overlap. Investing in a good PR campaign yields more marketing opportunities and vice versa. All-in-all, you cannot achieve the ideal digital presence without utilizing the two tools side by side. Some ways you can combine PR in marketing tactics are as follows: 

Content Marketing 

Content is undoubtedly a core strategy for branding (More than 80% of marketers agree!). The technique is so popular that 29% of businesses actively use it, while 50% plan to increase their investment. It helps rank websites, educate the public, and present brand ideologies in an attractive manner. 
PR writing could also benefit in terms of quality and optimization through content marketing efforts. These professionals are experts in crafting tailored pieces, checking them for authenticity, and enhancing your PRs for the target audience. Similarly, SaaS content marketing can efficiently convert announcements into blogs or guest posts. 

SEO 

Optimizing is essential, as its success and satisfaction rates are not hidden from anyone. SEO professionals can implement their industry knowledge to boost the organic ranking of press releases. Finding keywords and seamlessly inserting them throughout, linking, and alt tags are a few notable strategies. Merging the two techniques not only boosts your PR rankings but also makes your website authoritative.  

Influencer Marketing 

Social influencers are people who are popular among the audience. Their recommendations strongly influence people’s daily choices. With its market size tripled since 2019, businesses actively collaborate with these creators to promote their products. 
Getting in touch with influencers can enhance the reach of your business press releases. These activists have a massive following. They can convey your brand message directly to consumers and even journalists, who may further cover your story. Moreover, these social creators can modify your story to craft something that pleases people, for example, an interactive reel or podcast.  

Social Media Marketing

Sharing your news on social channels is as effective as it sounds. With over 4.5 billion people using social media globally, its importance for marketing purposes cannot be overlooked. 
There are various ways to promote your story through social media. Converting it into attractive graphics for paid ads, graphics, and story highlights may get quick attention. Other ways involve creating captions or writeups for platforms like LinkedIn, Twitter ( X), and threads.

Bridging the Best Branding Strategies Together 

PR and marketing are two strands of the same rope, intermingling to strengthen your business. Though they can exist in silos, the best way to utilize them is to merge them to create a solid branding strategy. 
Your marketing efforts may go in vain if you don’t have a brand reputation or, worse, a digital presence altogether. Press releases can help bridge this gap. It can promote your business first in the media, then in the industry, followed by the general public. In short, all you need to do is align the two tactics in line, and your business’s reach could shoot across the stars! 

Press Connect – Your Partner for Effective PR Marketing 

PR and digital marketing are vital tools for enhancing business growth in 2024. Both have unique perks, and none can complete the job of the other. The only right way to compete with them is to utilize both tactics in your branding strategy, and you may require the help of professionals to do so.  
Press Connect is a leading PR marketing firm that also bestows marketing benefits. Our team of professionals crafts industry-leading press releases, utilizing the trendy tactics of content marketing, SEO, influencer, and social media marketing. They have hands-on experience in 20+ industries, tailoring PRs for small to medium businesses and enterprises. Get in touch for a customized business PR that merges the digital marketing factors and aims for the highest reach point.