Everyone has a platform. Not everyone has an audience
Digital PR turns your stories, expertise and ideas into opportunities to reach new audiences, build influence and extend impact beyond your own channels.
Getting noticed online is harder than ever.
Businesses are competing for attention across search engines, news websites, social media platforms and industry publications. To stand out, you need more than just great products or services. You need credibility, relevance and a compelling story.
The challenge for many is knowing how to make the most of those opportunities. In an increasingly noisy digital world, Digital PR combines public relations strategy and insight with digital tools and techniques to create compelling stories, spark conversations and build meaningful connections with your audiences.
Cannon PR’s Digital PR expertise combines creative thinking with a strong understanding of the digital landscape to develop ideas that capture attention, gain traction and deliver measurable results.
Digital presence doesn’t happen by accident
In today’s busy online landscape, there have never been more opportunities to build your digital presence. The challenge is cutting through the noise and giving people a reason to take notice.
Digital PR is the discipline of earning attention and authority online, using compelling stories, content and third-party coverage to strengthen your organisation’s profile. The result is greater awareness amongst audiences you may never reach through your own website and social media channels alone.
A well-executed Digital PR strategy can boost your organisation’s profile and raise awareness of its work, while delivering tangible benefits including valuable backlinks, stronger search performance and independent credibility that your own content alone cannot achieve.
Cannon PR’s Digital PR services draw upon our extensive media relations expertise, with an emphasis on earning organic coverage and creating opportunities that deliver value beyond the initial story, whether as a standalone campaign or as part of a broader communications strategy.
Your next opportunity is closer than you think
Some of the best Digital PR opportunities are hiding in plain sight. The knowledge, data and experiences organisations accumulate every day can provide the foundations for compelling content — if you know what to look for.
What feels routine inside your organisation can be fascinating to journalists, influencers and your target online audiences. An unexpected trend in your data, specialist knowledge within your team, changing customer behaviour or a different perspective on an industry issue can all provide the starting point for a story capable of capturing wider attention.
Cannon PR combines journalistic instinct with an understanding of what makes a strong digital story, identifying the angles within your organisation that others might miss and turning them into content designed to engage audiences and earn coverage.
Make a lasting impact
Successful Digital PR strategies deliver more than coverage. Every opportunity should contribute to realising your organisation’s business goals.
Unlike a social media post or video that can have a short lifespan, online media coverage can continue delivering value long after it is first published. A well-placed story can continue to be discovered through search, drive traffic to your website, generate valuable backlinks and even see your organisation referenced by other authoritative sources.
The right approach depends on what you want to achieve, who you need to reach and where the greatest opportunities lie. Cannon PR draws upon a range of Digital PR tools and techniques, selecting the right combination to turn your strategy into action:
- Digital media relations — securing targeted editorial coverage across online news, trade and specialist media.
- Research and data-led PR — using surveys, research and organisational data to uncover insights and create new stories.
- Thought leadership — turning your knowledge, opinions and expertise into authoritative content that builds your profile and influence.
- Influencer engagement — connecting with relevant and credible voices capable of introducing your organisation to new audiences.
- Digital content — creating engaging reports, articles, features and other assets that bring your ideas to life.
- Monitoring and evaluation — measuring coverage, traffic, engagement, backlinks and other outcomes against your objectives.
Make the news agenda work for you
In today’s 24/7 news cycle, stories can develop at lightning speed. This doesn’t just mean journalists are constantly looking for fresh perspectives, it also creates opportunities for organisations to become part of the story.
Newsjacking is about recognising those opportunities and acting while they still matter. Responding quickly to a developing story with expert commentary, insight or a fresh perspective can put your organisation at the heart of the conversation and position your people as authoritative voices on the issues that matter.
Turning your Digital PR strategy into commercial success
Digital PR works most effectively when it connects with the wider communications and marketing activity taking place across your organisation. Cannon PR can deliver a standalone Digital PR campaign, provide ongoing support or work alongside your existing communications, marketing and SEO teams to complement the expertise you already have.
From developing the strategy and identifying opportunities to creating content, managing outreach and evaluating results, our support can be tailored around the areas where you need it most.