Relevance of Digital PR and its impact

Out of the total expected advertising spends of ₹93,119 crore, digital advertising will account for Rs. 35,809 crore by 2023, and growing at 14.75% CAGR as stated in a reputed publication report. This growth trend basically amplifies the famous idiom "Put your money where your mouth is" and clearly reflects the growth of digital adoption in India.

As per the Ministry of Information and Broadcasting, India has over 600 million smartphone users. Based on the low cost of data in India, this penetration of smartphones has resulted in users spending more than 5 hours a day on their mobiles, resulting in a high amount of information and entertainment consumption. 

With such propellers, it is imperative for PR agencies to incorporate digital platforms to embed client information for better reach.

Digital PR is the practice of using digital channels, such as online publications, blogs, and social media, as an effective outreach mechanism to engage the target audience, customers, and stakeholders. With the rise of the digital age, digital PR has become an essential tool for organizations to build a positive online presence and connect better with their audiences.

The relevance of digital PR lies in its ability to reach a wider audience, create engagement, and make the impact of PR efforts measurable. 

The impact of digital PR can be seen in the following ways:

1. Increased visibility: Digital PR can increase an organization's visibility online, making it easier for customers to find them. By creating engaging content and building relationships with online influencers, organizations can increase their reach and generate more website traffic, leading to increased sales and growth.
2. Improved reputation: Digital PR can help organizations manage their online reputation by deploying positive content on their social media platforms and enabling brands to have a faster response to any negative situations or comments. Such deployment and engagement can help to build trust and credibility with customers, leading to increased loyalty and advocacy.
3. Better customer engagement: digital PR can be used to create more personalized environment to interact with customers. Responding to comments on social media or providing tailored content based on user preferences brings personalization, a positive touch point. By creating a more engaging online experience, organizations can build stronger relationships with customers, leading to increased brand loyalty and advocacy.
4. Measurable impact: Digital PR allows organizations to measure the impact of their PR efforts more accurately, using metrics such as impressions from website traffic, social media engagement, and search engine rankings. This enables organizations to refine their PR strategies and focus on tactics that deliver the best results. 

To leverage the impact of digital PR, organizations need to create a comprehensive digital PR strategy that includes the following elements:

1. Identify target audiences: Organizations need to identify their target audiences and understand their preferences and behaviors. This will enable brand custodians to direct content to the platforms preferentially used by their target audience and tailor PR efforts to meet brand and business needs.
2. Create engaging content: Digital PR relies on creating engaging content that resonates with the target audience. This could include blog posts, social media updates, infographics, and videos of happenings and events. Content created should ideally be visually appealing, easy to read, and provide value to the reader.
3. Build relationships with online influencers: Online influencers can help amplify an organization's message to increase brand reach. By building relationships with online influencers in their industry, organizations can generate more visibility and increase their credibility.
4. Use social media effectively: social media is a powerful tool for digital PR, enabling organizations to connect with customers and stakeholders in real-time. Organizations need to use social media effectively by posting regular updates, responding to comments, and monitoring conversations.

In conclusion, digital PR is a critical component of any organization's PR strategy, enabling them to reach a wider audience, create engagement, and measure the impact of their efforts.

By creating engaging content, building relationships with online influencers, and using social media effectively, organizations can leverage the impact of digital PR and build a positive online presence.

As the world becomes increasingly digital, digital PR will become even more essential for organizations over traditional PR, to be able to effectively connect with their audiences and build a positive reputation.