In today’s fast-paced, digitally-driven world, businesses, authors, and entrepreneurs always seek new ways to cut through the noise and stand out. One crucial factor remains exposure, whether launching a book, selling a product, or promoting a service. And not just any exposure—the right kind, at the right time, in front of the right audience. This is where earned media (public relations or PR), and a solid digital marketing strategy work hand-in-hand to elevate your brand’s brand’s presence.
What is Earned Media, and Why Does It Matter?
Earned media refers to the visibility your brand receives through unpaid channels—essentially, the “buzz” created around your product or service that is picked up by media outlets, influencers, bloggers, and customers. This can include feature articles, mentions in podcasts, radio interviews, guest appearances, blog posts, or social media shares.
Unlike paid media (advertisements) or owned media (your company’s blog or social channels), earned media is organic. It comes with credibility because someone else is validating your brand’s worth. The trust consumers place in recommendations from others—whether through a media outlet or an influencer—is significantly higher than any advertisement. That credibility is golden.
But PR is not sales. It’s not a quick-win, fast-track strategy to convert leads. Instead, PR is about building exposure for your brand over a sustained period, typically recommended to last at least a year. It creates brand awareness, establishes authority, and fosters trust—three essential components in building a solid foundation for long-term sales success.
PR and Digital Marketing: A Synergistic Approach
While PR can provide the needed exposure, it works most effectively when paired with a comprehensive digital marketing strategy. PR and digital marketing are two sides of the same coin—they complement each other to produce even more robust results.
Here’s how:
PR Drives Traffic to Your Digital Assets
When your brand is featured in a well-regarded publication or discussed on a podcast, it generates interest. People will likely search for your product, book, or service to learn more. This is where having your digital ducks in a row becomes critical. With a solid digital foundation, that traffic can be well-spent.
An Updated Website is a Must
First impressions matter. Once someone lands on your website after hearing about you through earned media, the user experience must be seamless and professional. Your website is your digital storefront and must accurately reflect your brand’s values and offerings. Ensure it’s aesthetically pleasing and functional—users should be able to easily navigate, understand what you offer, and have a clear call to action, whether purchasing a product, signing up for your newsletter, or exploring your blog.
Your website should also be regularly updated with fresh content and media features showcasing those earned placements. This will increase the likelihood of keeping potential customers engaged and more willing to convert.
Social Media: More Than Just a Presence
In addition to a well-maintained website, an active and engaged social media presence is equally important. PR placements often lead to social media shares, and when done right, your audience will amplify your message even further. But if your social channels need to be updated or active, you can take advantage of significant opportunities.
Invest in growing your social following across relevant platforms like Instagram, LinkedIn, Facebook, TikTok, or X (formerly Twitter). A large, engaged following is social proof for potential customers or readers. When they see that others are interacting with your content and brand, it builds trust. Social media is also a prime channel for sharing the earned media coverage you’ve received—whether it’s reposting a feature article or sharing a podcast episode in which you were interviewed.
A Digital Marketing Strategist: The Glue that Holds it All Together
Having a digital marketing strategist on board ensures all your digital assets—your website, email marketing, SEO strategy, and social media presence—align and work toward the same goal. A well-thought-out strategy amplifies PR efforts, helping transform that exposure into concrete results.
For instance, if you’re an author, a digital marketing strategist can help you create sales funnels that take people from hearing about your book in a media feature to signing up for an email list or purchasing the book directly through an optimized e-commerce platform. If you’re selling a product, they’ll know how to create targeted campaigns that align with your PR efforts to reach the right audience at the right time.
Moreover, a digital marketing strategist can ensure your SEO is on point. When PR placements generate buzz, your brand’s name and product must be easy to find via search engines. SEO-friendly content, landing pages, and blog posts on your website will help you rank higher when people search for your offer.
The Long-Term Benefits of PR and Digital Marketing
While sales might not come overnight from PR, the long-term value is undeniable. Think of PR as planting seeds that grow over time. Earning media placements and expanding your digital presence builds a lasting reputation and authority within your industry.
Consumers will recognize your brand as a trusted source, whether you’re an expert in your field, a bestselling author, or a company offering high-quality products.
Consistency is key here. One press feature or social media post won’t deliver lasting results. But a sustained effort, over months or even a year, will position you as a leader in your space. This long-term brand awareness is invaluable for customer retention and business growth.
A Harmonized Strategy is Key
In today’s digital landscape, PR and digital marketing cannot function in silos. A comprehensive approach that combines the credibility and exposure earned through PR with the precision and targeting capabilities of digital marketing is essential for long-term success.
So, whether you’re selling a book, launching a product, or growing your brand, remember this: PR is NOT sales but a powerful tool for brand exposure. With the right digital marketing strategy in place, you can ensure that every ounce of earned media counts and, over time, transforms into tangible results—whether that’s book sales, product purchases, or increased customer engagement.
In short, ensure your digital ducks are in a row, and your PR strategy will soar.