What Is Contextual Digital PR? Here's The Answer

"Even for PR experts, it can seem confusing. But contextual digital PR is really quite simple in practice: It means using online content to enhance your branding and boost your thought leadership, aligning your key messages with relevant online conversations-that is, what people find interesting. This form of PR is about matching online content with people's interests. For example, if millions of people are curious about mortgages and car loans, you would target that audience by pitching publications with a specialty in personal finance."

"In PR, we call this kind of news story "earned media." And earned media is targeted. We don't just pitch stories for pitching's sake; we target publications that matter to our target audience-the end user. If they don't consume content there, we don't pitch it there. PR isn't all about pitching the media, but that is an important part of the day job."

"The more valuable the information we provide, the more likely they are to click "publish." It's a win-win relationship: We secure a story for a client, and the journalist reports information that gets people reading and responding. Clicks, clicks and more clicks. Earned media is a game changer for search engines; it's often what populates first-page search results when people try to look up an individual or a business."

Contextual digital PR uses online content to enhance branding and boost thought leadership by aligning key messages with relevant online conversations and audience interests. It targets publications consumed by the intended end users rather than pitching indiscriminately. Earned media results from pitching valuable information to journalists and cultivating relationships, increasing the likelihood of published coverage. Published earned media drives clicks and often appears prominently in search engine results, improving public visibility for individuals and businesses. Larger publications produce more searchable stories, so targeting reputable outlets can magnify discoverability and influence among the desired audience.

Read at Forbes