The Rise of Digital PR: Why It’s More Relevant Than Ever
In a world where a single comment on social media can make or break a brand and where consumers are more connected than ever, traditional public relations (PR) alone is no longer enough. Enter digital PR—a dynamic, data-driven evolution of PR that elevates an analog approach to brand visibility by integrating SEO, influencer outreach, content marketing, and social media into a powerful brand-building machine.
At Bubblegum Canada, we call this out-of-the-wrapper communications—a 360-degree approach to PR that incorporates strategically leveraging all the ways in which we communicate and helps drive businesses forward with long-lasting results.
As the digital landscape evolves, so too does the way companies manage their reputation online, gain visibility, and engage their target audiences. Here's why digital PR is a necessity and should be part of your 360-degree communications strategy.
Digital PR includes:
Online press releases (via website for example)
Influencer collaborations
Thought leadership articles
SEO backlinks
Podcast and new media interviews
Engaging campaigns on social media
It’s not about replacing traditional PR—it’s about amplifying your efforts where people spend most of their time: online.
Why Digital PR Matters Now More Than Ever
Google Is the New Front Page: Today’s consumers don’t always flip through newspapers to learn about brands—they Google them. Digital PR not only builds easily shareable media coverage but also earns high-quality backlinks that improve search engine rankings. And in an era when visibility = credibility, showing up on the first page of Google is everything.
Content Reigns Supreme: Digital PR leans heavily on content strategy—pitching stories that are timely, relevant, and valuable within online media’s 24-hour news cycle. It’s no longer about just pushing a product; it’s about telling a story, contributing insight, and becoming part of the conversation.
Social Proof Drives Decisions: Consumers trust earned media—like articles in respected publications or social mentions from credible figures—far more than paid ads. Digital PR helps brands generate this trust by getting featured in the right places and leveraging that coverage across all channels.
Influencer Impressions Matter: From Instagram to TikTok, influencers have taken on a powerful role in shaping public opinion. A well-crafted digital PR campaign doesn’t just chase traditional media—it actively targets trusted content creators and niche influencers whose audiences are already engaged and loyal.
Real-Time Response and Reputation Management: Crises don’t wait for press conferences. With digital PR, brands can respond instantly via social platforms, blog posts, or media outreach. Reputation management is no longer reactive—it’s proactive, strategic, and digital by design.
Digital PR isn’t a buzzword—it’s the new baseline. Whether you're a startup trying to break into the market or a legacy brand maintaining long-term attracting new audiences, your online presence is your reputation. In a digital-first world, managing that reputation requires smart, agile, and creative PR efforts that meet your audience where they already are—on screens, in search results, and in their social feeds.
Digital PR is no longer the future. It’s the now.
Ready to start thinking about a 360-degree approach to your communications? Let’s chat HERE.