Before the advent of Internet, PR was all about writing press releases, amazing cocktail launches, and contacts with journalists. A newly launched company would usually take about six months to gain grip in a market since the PR procedure was a lot slower. But with changing times, a new company can become an immediate success or failure depending upon how many followers or fans it has.
Thus, it has radically amended the role of PR, though any well-formed PR firm will be aware of the fact as to which conventional companies or media to approach. Besides, they are also aware of the process of integrating conventional PR' with digital pr but, media contacts are still extremely useful in this case, and a balance between technology and trust is required as well. Apart from that, a good relation between media and PR company is vital as a PR company has to have a trustworthy track record and a quick respond time keeping in mind the closing dates or deadline. Though usually in the case of deadline, a reporter will generally slot in a well-angled PR article, or a powerful tweet.
However, traditional media contacts are still necessary for digital PR since a variety of coverage or media releases can now be infused with SEO keywords. Moreover, content of the news can be optimized with popular phrases or suitable keywords. If we talk about the added benefits, digital PR facilitates in development of influence and audience reach as well and also helps in increasing visibility and the client's online reputation. Besides, the use of social media can slot in the audience, and build liaisons with them as it can be utilized to develop customer service, or employ followers, fans and focus groups.
However, thorough research about both the client's online presence and audience is important and needs to be assumed for successful technology pr. Thus, before diving headlong into the rocky waters of social media, PR firms need to gather definite information: how the public identifies the brand or client, who the key rivals are, and what the client's goals are.