Digital Public Relationsis where you practice traditional PR but do so in the digital arena. The line gets blurred a lot here between traditional PR and digital PR. Essentially, in both you are identifying members of the “influencer class,” and giving them valuable information that they can then pass on to their followers or audience. It doesn’t matter if the “influencer” in question is a New York Times columnist, a local blogger, or an elected public official. The relationships here are based on trust and value. If people don’t trust you, or if you don’t provide them with value, you might as well avoid digital PR, because it will be a waste of time.
But if you do engage in Digital PR, it can be a powerful way to accomplish modern search engine optimization, where you need influencers to “validate” you in the eyes of Google, Yahoo, and Bing.