The Effective Use of Digital Media in PR

Digital media and modern communications have opened new channels for PR. People have started to realize the power of online media and thus are spending more time on Internet. It won’t be wrong if we say that online media has changed the PR industry.

The digital PR has rapidly taken control over shaping, packing, and sharing information. This leaves traditional PR behind by miles, which is more time-consuming and less effective. Sharing information is the most important thing in PR practice. Internet is a free distribution source, which helps online PR people to deliver their message without spending a lot of money. However, PR practitioners need to be very careful using online communication tools for distributing press releases, media kits, brochures, speeches, podcasts, and videos. Remember, if we commit a mistake in sending out our message then it is out there forever.

The Public Relations Writer’s Handbook emphasizes on the writing. The books suggest that PR writing should be clear, accurate, vivid, detailed, cohesive, and grammatically viable. He also emphasizes that as the search engines in internet are to find information about any topic or key words assigned to it, therefore, the topic should also be very clear and to the point so that more and more people can use the source through these search engines.

This was for the web surfers who want to see some information of their interest. Furthermore, he gives us some reasons for the importance of the first page material to be very attractive and lively so that the readers want to read more and do not get bored with the material inside the articles provided in a digital PR page.

The writers of mentioned book also emphasizes on the accuracy of the content in terms of grammar used in it. The grammar used in any material that is going to go through the eyes of a reader must be accurate and checked for any possible errors. This makes a huge difference in terms of the judgment of personalities of people because this might give an impression of being too lazy to recheck the text that someone wrote or of being too uneducated to understand the mistakes that someone made, for example. He suggests that if needed, the material should be rechecked by the help of a colleague because sometimes we never see our own mistakes and we might underestimate them again and again. This is because of the representation of yourself and your organization is judged through what is being written to others by you.


  1. Bashir, thank you for this post...However I already knew