Archives for 2025

In 2024, there were about 280 million online shoppers in the United States alone. This impressive statistic is expected to continue to grow, and with the right strategies in place, your brand can thrive within this expanding ecommerce market. In the digital age, an impactful tool to elevate your brand’s online presence and drive business growth is ecommerce public relations. This practice involves managing your brand’s online reputation and relationships with the public. The goal of PR is to tell your brand’s story in a way that resonates with your audience and the media, whereas e-commerce PR involves strategically doing so online.

The Eberly & Collard Public Relations integrated marketing team has built this guide to help you uncover the intricacies of ecommerce public relations. It provides useful strategies to boost your brand’s online visibility, engage customers and increase sales. Whether you’re a small business owner searching for SEO guidance or a seasoned marketer looking to elevate your digital efforts, this blog can help you unveil the power of public relations for ecommerce.

Introduction: Understanding Public Relations in the Ecommerce Landscape

In our technology-driven world, online visibility is crucial for any ecommerce business. With consumers constantly connected to the internet, brands need to stand out in the crowded digital marketplace. This is where ecommerce public relations steps in as a fundamental component of your brand’s strategy, playing a crucial role in achieving both your short-term and long-term publicity goals.

Ecommerce marketing and public relations play vital roles in shaping consumer perceptions and behaviors. Through strategic messaging and storytelling, you can influence how potential customers perceive your brand. This, in turn, can lead to increased customer loyalty and purchasing behavior changes. With a strong PR presence, your brand can thrive in the ever-evolving digital landscape and generate more online purchases.

The ecommerce industry can greatly benefit from keeping up with online trends and developments. Just as the ecommerce market evolves, public relations has adapted to digital trends, ensuring brands remain relevant and competitive. When ecommerce brands implement trending PR strategies like influencer partnerships, SEO tracking and email marketing, they can stay relevant, boost their reputation and increase sales.

Section 1: Communications Channels in Public Relations

Expanding your ecommerce brand’s reach involves using diverse communication channels. These channels are the lifelines connecting you to both current customers and potential new customers. By employing a strategic set of channels, you can significantly enhance your visibility and engagement. Start by identifying where your audience spends their time online. It is crucial to choose messaging channels that align with your brand and audience preferences.

For ecommerce, a few effective communication channels of connection are social media, email marketing and content marketing. By integrating these channels into your public relations strategy, you can ensure a comprehensive approach. This integration maximizes brand exposure and enables consistent messaging across different platforms, facilitating lasting connections with your audience. Here are a few examples of how to utilize each respective communication platform:

• Social media: Social media platforms are a great way to connect directly with customers and foster a sense of community.
  • Instagram: Use Instagram to share static pictures, attention-grabbing videos and to engage with your audience through posts, stories, or interactive features like polls, contests and Q&As.
  • Facebook: Leverage Facebook by facilitating customer group pages, sharing product updates, and fostering lively discussions within comment sections.
  • LinkedIn: LinkedIn can be used to build professional connections, share insights, network with industry peers, and build business-to-business relationships when applicable.
  • X: Utilize X to post quick updates, engage in conversations by quote tweeting, and gather feedback from your audience.
• Email Marketing: Email marketing is beneficial as it can build loyalty while also keeping customers up to date with company events or promotions.
  • Brands can personalize emails with dynamic content, such as abandoned cart reminders or exclusive discount codes.
• Content Marketing: Similarly to email marketing, content marketing helps strengthen customer attachment through narrative and image resources for them and drives traffic to your site.
  • Blog posts: Share relevant written content that aligns with your brand’s image and encourages customers to visit your website for more information.
  • Customer reviews/Testimonies: Post customer reviews on your website, to highlight positive experiences and help potential buyers feel confident in the quality of your products.

Section 2: Effective Customer Engagement Strategies

Creating meaningful interactions is key to fostering customer loyalty in ecommerce. A loyal customer base not only boosts sales but also enhances your brand reputation. Sincere communication channels, like an active social media presence and the aforesaid content marketing practices allow for direct connections to be made with customers. Engaging content invites participation, showing that you value customer input.

Partnering with influencers is an effective way for a brand to connect with the applicable audiences. Utilizing relevant content creators to represent your brand can help your customers associate trusting personalities with your products. Influencers can interact with customers by responding to social media comments and simply be a voice of authenticity when posting about your products. When this strategy is well executed, influencer marketing can help your ecommerce business soar by boosting engagement and creating a sense of trust with your customers. Here are a few examples of types of influencers to use and when:

Email marketing helps promote customer engagement as well. Typically, brand emails provide recipients with a call to action, like clicking a link or redeeming a coupon. Content marketing can be effectively executed by publishing blogs about industry events or new products, providing your audience with an opportunity to hear your company’s insights and ultimately encouraging customer engagement. Additionally, useful resources like buyer’s guides and product reviews can give customers a brand voice to gain helpful advice from.

Section 3: SEO and Public Relations: A Symbiotic Relationship

SEO and public relations can work harmoniously to boost a brand’s online presence. When strategically aligned, they can heighten your ecommerce business to new levels. PR efforts such as earning media coverage and securing blogging partnerships can generate authoritative backlinks to your site, which are crucial signals for search engines like Google to rank your pages higher in search results.

Implementing a well-executed PR strategy can significantly improve your SEO efforts. Positive media coverage and partnerships can enhance your website’s domain authority when trusted sources provide backlinks. One example of an effective partnership is external blogging. For instance, a creator who works in your specific brand’s niche can publish a blog about your company and provide backlinks to your site. These backlinks can then help improve search rankings and drive organic traffic to your ecommerce website.

Visibility through online articles, blogs, and social media mentions also help with higher site ranking. This not only drives traffic but also strengthens your brand’s online credibility. As your brand gains recognition, it naturally benefits from higher search rankings due to increased site visits and social proof.

Section 4: Collaborating with an Ecommerce Public Relations Agency

An ecommerce public relations agency offers specialized services to help brands succeed in the competitive digital space. They bring expertise in crafting compelling brand stories that resonate with your target audience and the media.

Tying in an experienced agency can elevate your brand’s profile, boost customer trust, and as a result drive sales growth. These agencies can also help your online reputation management and coordinate media outreach. By leveraging their connections and resources, you can achieve more extensive press coverage and build influential partnerships, causing more website views and visits for your URL.

The success of your company’s online efforts can be measured by a PR agency’s analytic tools. Utilizing tools like Google Analytics and social media metrics, you can track traffic, engagement, and conversion rates. These insights not only highlight the success of your PR initiatives but also reveal areas for improvement. Regularly measuring PR outcomes ensures your efforts are strategic, data-driven and aligned with your business objectives.

Conclusion: Leveraging Public Relations Services

For business owners, managers and directors in ecommerce, public relations practices are indispensable. Integrating effective PR with digital marketing efforts can amplify your brand presence and reach. This synergy boosts visibility and fosters customer loyalty.

Want to take your ecommerce brand’s visibility to the next level? A strategic PR approach can help you boost brand awareness, engage sales prospects and drive more conversions. If you’re ready to enhance your public relations strategy and e-commerce marketing ideas, reach out to Eberly & Collard Public Relations for expert guidance on creating an impactful PR plan for your ecommerce business.

For the most successful and effective publicists and PR practitioners, the client onboarding process is the first – and arguably most crucial – step towards securing meaningful earned media coverage for clients.  A robust onboarding approach serves as the cornerstone of successful media relations, setting the stage for long-term, results-driven communication strategies that capture the attention of editors and consistently position clients in the headlines, driving visibility, influence and thought leadership in their respective industries.

To cultivate impactful media engagements, public relations and integrated marketing firms such as Eberly & Collard Public Relations have mastered the art of integrating strategic planning with a profound understanding of media dynamics right from the outset.

This guide explores the essential steps public relations firms employ to build and nurture media relationships from the ground up, helping optimize every campaign so it gains traction with its intended audience while achieving key business objectives.

Strategic Alignment

The foundation of any successful public relations strategy lies in a deep understanding of the client’s goals and overarching business objectives—whether it’s market expansion, brand positioning or revenue growth. Clear alignment from the beginning sets up media relations efforts to secure high-value editorial coverage, strengthen brand credibility, increase customer engagement, and drive measurable business growth.

A well-aligned public and media relations strategy amplifies brand awareness, attracts new business opportunities, opens untapped markets, and reinforces thought leadership—maximizing the impact of every media placement to advance the client’s broader objectives.

This strategic consistency builds a cohesive brand narrative that carries influence across multiple media channels, including earned media platforms. When public relations efforts are directly linked to organizational goals, the impact of media relations is significantly amplified.

For example, if a client aims to break into a new market, the public relations strategy should focus on media outlets and narratives that effectively reach and engage the desired target market, positioning the client as a leading voice in the industry.

Moreover, aligning public relations initiatives with strategic priorities enables clearer measurement of success through specific metrics, such as increased brand awareness, improved public perception, or shifts in market share. Each of these metrics can be tied back to the client’s initial goals, providing a tangible way to assess the effectiveness of media relations efforts.

Effective Approaches During Onboarding

A comprehensive onboarding process is key to understanding any and all prior or existing publicity challenges and assumptions, laying the groundwork for a strong and effective media relations strategy from day one. During onboarding meetings, it is essential to explore long-term vision, growth objectives, and competitive positioning, as well as their target markets and key messages. Asking the right questions during these sessions helps uncover what an organization hopes to achieve through media relations—whether it’s raising brand awareness, driving sales, establishing industry authority, or enhancing their reputation and public perception.

Clear communication about expectations helps in setting realistic goals and timelines. Discussing the level of earned media anticipated versus what is realistic, the preferred tone and messaging, and any specific challenges or opportunities allows for a well-defined roadmap. Additionally, identifying the client’s target market—including demographics, psychographics, and behaviors—is vital for tailoring media pitches to the most relevant and impactful outlets.

Researching Publications and Media Outlets

Identifying the right publications and media outlets is one of the most critical steps in developing a successful media relations strategy. Proper research helps guarantee that the company’s or organization’s message reaches the most relevant and impactful audience. By targeting outlets that align with the client’s market, values, and key messaging, public relations professionals can cultivate meaningful media relationships that drive engagement, credibility, and sustained media achievements.

However, long-term success in media relations goes beyond securing one-off placements—it relies on continual visibility, trust and industry authority. A well-executed strategy incorporates earned media alongside thought leadership content marketing to ensure ongoing relevance, credibility, and audience engagement.

Consistently appearing in the right publications not only reinforces the client’s expertise but also positions them as a reliable source for journalists seeking insights and expert commentary. As strategic media relationships grow, they create more opportunities for organic media coverage, expert contributions and a stronger industry reputation.

Achieving such high-level media exposure, however, requires a well-executed media outreach plan—one that carefully researches, identifies and selects the most relevant outlets and is fully attuned to their respective audiences, editorial focuses and content preferences.

Identifying the Right Publications

Targeting publications deeply embedded in the company’s industry is essential for maximizing impact. For instance, a technology company might benefit from editorial placements in TechCrunch or Wired, both highly regarded in the tech sector, while an architecture or design build firm will better benefit from being featured in leading industry-specific publications like Architectural Record, Development Magazine or Building Design + Construction.

These outlets cater directly to professionals and enthusiasts in the architecture, commercial real estate, and construction sectors, offering authoritative content that aligns with the firm’s expertise and project showcases.

Earned media in such publications not only elevates the architecture or design firm’s visibility among key stakeholders—such as potential clients, partners, and industry influencers—but also serves as a key thought leadership strategy for reinforcing its authority in the field. By consistently sharing insights, trends, and innovative approaches through these channels, the firm can establish itself as a trusted industry voice with strengthened reputation and credibility.

Matching the media outlet’s audience with one’s target market secures messaging that lands effectively and leads to higher engagement. For example, if a client’s products are geared toward young adults, outlets like BuzzFeed or Vice might be more appropriate. In contrast, a luxury brand targeting affluent consumers would benefit from features in Robb Report or Architectural Digest.

Moreover, regional or local publications can be just as valuable as national ones, depending on the client’s objectives. For instance, an interior designer focusing on the Atlanta residential home market would prioritize media placements in Atlanta Homes & Lifestyles or Atlanta Magazine’s HOMES. Likewise, a designer or architect working in New York’s high-end residential market might target publications such as Modern Luxury Interiors New York or Luxe Interiors + Design (Greater New York or Hamptons editions) to connect with opulent homeowners, developers and industry professionals in the region.

Understanding the client’s specific market focus, audience demographics, and regional nuances allows publicists to strategically build a targeted media list and select outlets capable of providing the most relevant and influential news reviews.

What is a media list? A media list is a curated database of journalists, editors, beat writers and publications that align with a brand’s industry and messaging, serving as a vital tool for securing earned media opportunities. Assembling, maintaining and strategically using a tailored media list sets the stage for bolstering a company’s visibility and influence, delivering stories that forge meaningful connections with key audiences—those most likely to become customers, clients, collaborators or brand advocates.

Tools and Resources for Effective Media Research

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences.

One of the most critical elements of effective media relations is conducting thorough and strategic media research. This process goes beyond simply identifying media outlets; it involves leveraging specialized tools and industry resources to map out the most effective pathways for reaching target audiences. A thought leadership agency with strong, cemented media relations can enhance this process by curating high-value media opportunities that align with a brand’s expertise, ensuring consistent industry visibility and credibility.

Tools like Cision, Muck Rack and Meltwater are invaluable for building tailored media lists and identifying key journalists and publications aligned with the client’s industry.

Meltwater, for instance, is a widely used media database that allows public relations practitioners to identify journalists, track media coverage and assemble specialized media databases based on industry, location, audience demographics and other relevant search filters. The insights gleaned from these searches help refine the media strategy, increasing the likelihood that outreach efforts reach the right outlets and journalists most interested in the client’s story. This precision-driven approach is fundamental for crafting messaging that drives editorial interest, making the most of every media opportunity.

Another essential tool is Qwoted, which helps publicity teams monitor journalist requests in real time and connect clients with relevant media opportunities. By providing a database of journalists actively seeking expert sources, Qwoted enables earned media agencies to pitch their clients for timely, high-impact editorial in focused publications.

In addition to these tools, industry reports, such as Cision’s State of the Media or Muck Rack’s State of Journalism, provide meaningful takeaways on evolving journalist preferences, emerging media trends, and best practices for securing earned, third-party coverage.

By integrating these tools and resources into their research and execution processes, communications professionals can refine and supplement their media research strategies and actions, build stronger journalist relationships, and position their clients for maximum exposure in the most relevant and impactful outlets.

Monitoring Media Trends and Influencer Activity

Media relations is not just about reaching out to journalists; it is also about staying ahead of trends and understanding the shifting dynamics of media coverage. Tools like Brandwatch and TrendKite enable publicists to monitor media trends, track industry conversations, and identify influential voices shaping the discourse in the client’s field.

These platforms provide real-time data analytics and sentiment analysis, offering a comprehensive view of which topics are gaining traction, and which journalists or outlets are leading these discussions. Armed with this knowledge, media relations teams can create timely, relevant outreach that aligns with current media interests, and in turn, increase the likelihood of securing valuable earned media.

Competitor Analysis for Strategic Positioning

Understanding where competitors are gaining media exposure offers valuable insights into untapped opportunities and potential gaps in the market.  Platforms like BuzzSumo and SEMrush can analyze competitor content and media placements, revealing which outlets and journalists are receptive to similar stories. This analysis allows brand communicators to identify trends, pinpoint what content is most compelling, and determine which narratives have already been covered extensively.

Public relations teams leveraging these insights can position their clients to stand out in saturated markets. This might involve capitalizing on underrepresented angles that competitors have overlooked or offering a fresh perspective on popular topics that can differentiate the client’s voice. Aligning this competitive intelligence with an understanding of editorial criteria helps shape media pitches that are both unique and highly relevant.

Editorial Calendars for Timely and Relevant Pitching

Building on competitor analysis, utilizing editorial calendars is the next strategic step to increase the effectiveness of press outreach by making them more timely and well-targeted. Many publications release editorial calendars outlining the themes and topics they plan to cover throughout the year. These calendars are valuable resources for planning proactive media outreach, allowing publicity experts to align their pitches with upcoming content opportunities that leverage the client’s strengths while addressing gaps identified through competitor analysis.

By timing pitches to coincide with a publication’s editorial focus, public relations professionals can enhance the relevance and newsworthiness of their stories, significantly increasing the chances of securing press coverage. This strategic approach is a hallmark of good PR campaigns, as it reinforces that the content is timely and harmonized with what journalists are seeking. Staying updated with these editorial opportunities not only maximizes engagement but also strengthens long-term relationships with key journalists and editors. This level of alignment and foresight is what sets the best PR campaigns apart, positioning a brand or organization as a preferred source for future stories.

Establishing Connections with Media

Building strong connections with media contacts—such as journalists, writers and editors—is a cornerstone of successful media relations. Cultivating these relationships is essential not only for securing valuable press mentions but also for fostering ongoing collaborations that can significantly elevate the client’s visibility and credibility through published or aired content.

Knowing how to pitch your story to the media effectively becomes much easier when these connections are well-established, as publicity specialists can better understand the standards and preferences of their media contacts.

Why Establishing Media Connections is Crucial

Relationships with media contacts are built on trust and reliability, which if properly nurtured, can translate into more meaningful and sustained media opportunities. Afterall, journalists and editors are more inclined to cover stories from sources they know and trust, underscoring the importance of relationship-building in media relations.

According to Cision’s 2023 State of the Media Report, 74% of journalists say that having a trusted relationship with a media representative influences whether they pursue a story. Consistent, reliable communication positions company leaders, spokespeople and other organizational representatives as credible sources, streamlining media exposure and effectively managing potential crises.

Understanding a journalist’s beat, interests and content challenges allows communications experts to tailor pitches that are highly relevant, significantly increasing the chances of press coverage. Muck Rack’s 2024 State of Journalism report highlights that 73% of journalists reject pitches due to a lack of relevance. By committing to proper research and by building and nurturing meaningful relationships, public relations teams gain worthwhile intel into the types of stories that align with specific media outlets. This enables them to craft more compelling and well-thought-out pitch messages that stand out in email inboxes already flooded with competing press releases, story ideas, and promotional content.

Strong media connections open doors to ongoing content collaborations and other editorial opportunities, such as regular columns, expert commentary, or recurring features. A solid relationship with a journalist or editor can transform an initial feature story into a long-term editorial partnership that compounds into hundreds of media placements.

Strong media connections pave the way for ongoing content collaborations and valuable earned media opportunities, including regular columns, expert commentary, and recurring features. A well-established relationship with a journalist or editor can turn a single feature story into a lasting editorial partnership, leading to continual media exposure and hundreds of placements over time.

To cultivate these valuable relationships and understand how to get earned media, there are several proven techniques that media specialists can employ to initiate and maintain effective contact with journalists and editors:

Techniques for Initiating Contact with Journalists and Editors

• Thorough Research: Before reaching out, it’s crucial to research the journalist or editor’s body of work. Understanding their beat, recent articles, and preferred story types shows respect for their expertise and increases the likelihood of your pitch being well-received.
• Personalized Outreach: Craft personalized messages that reference specific articles or topics the journalist has covered. This approach demonstrates genuine interest in their work and indicates how your client’s story fits into their editorial focus, distinguishing your pitch from generic submissions.
• Engage on Social Platforms: Follow journalists on platforms like Twitter or LinkedIn and actively engage with their content by liking, commenting, or sharing their articles. This approach helps build familiarity and rapport before making a direct pitch, laying the groundwork for a more receptive engagement.
• Direct Messaging: Use social media direct messaging as a method for introducing yourself or following up on a pitch. Ensure that messages are concise, respectful of the journalist’s time, and focused on offering value rather than making a simple request.
• Warm Introductions: Leveraging mutual connections for introductions can significantly increase the likelihood of your pitch being considered. A referral from a trusted source carries weight and can pave the way for more meaningful interactions.
• Networking Events: Attending industry events or virtual webinars where journalists and editors are present provides an opportunity to meet face-to-face or in a live setting. These encounters can leave a lasting impression and open doors for future communication and collaboration.

Once contact is initiated, it is essential to make a strong first impression and continually foster the relationship. Effective communication and consistent engagement are key to solidifying these connections. Here are some practical tips for maintaining a productive dialogue and building a solid foundation for future interactions:

Tips for Making a Good First Impression and Fostering Ongoing Communication

• Concise and Clear Communication: Journalists are often on tight deadlines, so prioritize clear, concise, and to-the-point communication. Get to the heart of your pitch quickly and provide all necessary information upfront.
• Timely Follow-Ups: If a journalist expresses interest in a story, follow up promptly with any additional information they need. This responsiveness can set the tone for a positive ongoing relationship.
• Exclusive Content: Offering exclusive stories or early access to news can make your pitches more appealing. Journalists appreciate when PR professionals provide them with unique content that they can’t find elsewhere.
• Expert Access: Facilitate easy access to your client’s executives or experts. Journalists value reliable sources who can provide insightful commentary or expert opinions, making your client a go-to contact for future stories.
• Periodic Check-Ins: Even when you’re not pitching a specific story, keep in touch with journalists. Send them occasional updates, share relevant industry news, or simply check in to maintain the relationship.
• Feedback Loop: Ask for feedback on pitches, whether they’re accepted or not. Understanding what worked or didn’t work can help you refine your approach and improve future interactions.

Continual Learning and Adapting Strategies

In an industry as dynamic as public relations, the media landscape is in a perpetual state of evolution, driven by changes in technology, audience behavior, and editorial priorities. For communication and marketing professionals, continual learning and strategic adaptation are not just beneficial—they are essential for sustained success.

Adapting to these shifts means staying ahead of the curve and finessing approaches to maintain relevance and effectiveness. Continuous improvement is key to maintaining strong client relationships and achieving long-term PR goals.

Monitor and Adapt to Trends

To remain effective in this ever-changing environment, publicity teams must be vigilant in monitoring industry trends, emerging media platforms, and evolving journalist preferences.

As the adage goes, “Content is king,” but in today’s media landscape, “multimedia is the heir apparent.” The increasing emphasis on visual and multimedia content is reshaping how journalists engage with stories.

Key findings from Cision’s 2024 State of the Media Report that Instagram is now the top social media platform where journalists plan to increase their presence in the coming year, closely followed by YouTube and TikTok. This trend aligns with the growing demand for multimedia from PR professionals, as the right mix of videos, images, and interactive content can be pivotal in securing coveted earned media coverage.

Embracing Professional Development

To effectively adapt to these evolving trends, it is crucial for media specialists to embrace a culture of continuous learning through professional development. Investing in ongoing training, such as attending industry webinars, participating in media and PR workshops, and staying updated with the latest industry reports—like Cision’s annual State of the Media or Muck Rack’s State of Journalism reports—can provide valuable knowledge of the current media landscape. These resources offer actionable guidance on refining outreach strategies, and studying successful examples of press releases further helps teams understand what captures journalists’ interest and augments their ability to generate compelling, publish-worthy content.

Furthermore, regular internal reviews and debriefs on PR campaigns can help identify what worked well and what could be improved. Creating a feedback loop with both clients and media contacts allows publicists to gain insight into the effectiveness of their efforts. This ongoing evaluation not only strengthens future communication strategies but also fosters stronger relationships with journalists, enhances storytelling approaches, and keeps media relations efforts dynamic and impactful in an ever-evolving media landscape.

The Mindset of Agility and Innovation

Ultimately, successful public relations today requires agility, adaptability and a commitment to continuous learning. In this way, continual learning and adaptation are not just strategies for survival—they are gateways to growth, innovation and long-term success in the dynamic field of media relations.

For brands and businesses looking to maximize their public relations efforts, partnering with an integrated marketing agency that continuously evaluates strategies, stays ahead of industry trends, and embraces innovation positions them for the best possible outcomes.

Eberly & Collard Public Relations’ full-service media relations and integrated marketing teams in Atlanta and New York provide tailored services to build and support specific strategic initiatives, whether in press outreach, brand positioning, thought leadership, or other key areas, helping organizations across a wide range of industries and sects achieve their communication goals.

Contact Eberly & Collard Public Relations for a detailed consultation today.

Digital PR is reshaping the way businesses engage with their audiences online by blending traditional public relations and digital marketing strategies. This integrated approach boosts brand visibility across key digital platforms while creating meaningful connections through content marketing, press release distribution, search engine optimization (SEO) and other beneficial digital PR strategies.

What is Digital Public Relations?

Digital PR helps businesses expand their reach and magnify brand exposure. Unlike traditional PR, which primarily relies on print media, select online news outlets and broadcasts, digital PR maximizes online platforms, such as online media, blogs, podcasts and social media, to connect with wider audiences more efficiently. By combining targeted outreach, content marketing and media relations, businesses can increase visibility, strengthen their reputation and generate data-backed success.

The Importance of Digital PR for Business Growth

At its core, digital PR is about strengthening a brand’s digital presence through strategic content that informs and engages its target audience. Whether through blog posts, media coverage or social media posts, the goal is to amplify conversations and increase awareness.

One of the defining strengths of Digital PR is its data-driven approach. By utilizing analytics to assess online interactions and audience sentiment, businesses can refine their strategies to align with consumer preferences, maximizing impact and relevance. This measurable approach improves the effectiveness of Digital PR initiatives and delivers actionable metrics that support long-term brand growth and market positioning.

Building a Strong Online Reputation

In today’s digital landscape, a strong online reputation and appearance are essential for business prosperity. Digital PR serves as a tactical tool for growing and maintaining this reputation, guaranteeing that your brand is positioned positively in your business sector. Businesses can strengthen credibility and brand trust by actively staying in the media and engaging with audiences.

Implementing strategies, such as social media monitoring and online reputation management, allows businesses to take control of their narratives. A well-established online reputation strengthens brand perception, creates engagement and contributes to long-term business growth.

By engaging with reputable online publications and influencers, businesses can expand their awareness within their industry sectors. Increased exposure leads to higher website traffic, ultimately driving more lead conversations and sales. Simply put, the more visible a brand is online, the greater the opportunity to attract new customers and retain existing ones.

Search Engine Optimization

Another core element of Digital PR is SEO, which plays a critical role in improving a brand’s online exposure. By optimizing content for search engines, businesses can improve their organic rankings, drive increased website traffic and expand their reach and impressions. This synergy between Digital PR and SEO is especially valuable for any business looking to compete in a crowded online realm. An effective SEO strategy ensures that content reaches the right audience and ranks well in search results, positioning the brand for long-term gain.

Beyond visibility, SEO enhances the quality of website traffic by attracting users actively searching for relevant products or services. By targeting industry-specific keywords and phrases while also focusing on the search intent of the specified keywords, businesses can connect with target audiences; doing so will increase the likelihood of conversions and building a more engaged and loyal customer base.

Enhancing Digital Storytelling and Content Marketing

Brand storytelling creates narratives that connect with your target audience, playing a significant role in content creation to expand your business’s reach. By focusing on creating valuable content, businesses position themselves as industry leaders. Whether through blog posts, press releases or social media posts, the goal is to increase awareness for your brand. Digital PR strategies promote this content by giving it an online viral element, maximizing publicity and engagement.

Creating multimedia content, such as Reels, videos and infographics, can further improve your storytelling efforts. According to Buffer, “Instagram Reels see 36% more reach than other post types. Instagram Carousels see 12% more engagement than other post types.”

Partnering with a digital PR agency that offers content marketing services can strengthen client relationships and improve brand awareness. These services may include managing your social channels, which can lead to increased engagement. Maintaining an active social media engagement with your audience is an important factor when trying to create deeper connections with your audience.

Digital PR Strategies for Success

There are numerous digital PR strategies, each offering valuable benefits depending on your business objectives. A well-executed digital PR strategy can increase earned media coverage, improve customer loyalty and evoke new business opportunities, such as advancing brand credibility through positive online reviews and media mentions or strengthening relationships with key influencers in your industry.

Building Relationships with Media Outlets

A common misconception about digital PR is that media coverage happens instantly after deploying a press release. In reality, securing published content requires strong relationships with journalists and editors, well-crafted press materials and strategic negotiations with publications. Having these relationships with different publications in your industry helps increase awareness and position your company as an influential voice in your industry.

Partnering with an experienced PR firm that understands the nuances of media outreach and press release distribution is essential. At Eberly & Collard Public Relations, we have cultivated and sustained strong relationships with editors across a wide range of industry publications in architecture, design, construction, engineering, horticulture, hospitality, travel and more. These connections have been instrumental in securing prominent earned media coverage for our clients.

Influencer Outreach and Collaborations

Influencer marketing is one of the many powerful digital PR tools that can further amplify your brand’s influence. By collaborating with influencers whose audience aligns with your target market, your company can expand its brand awareness and tap into new markets. An authentic endorsement from an influencer can also increase your brand’s credibility.

When selecting an influencer, it is necessary to align your brand values with those of the influencer. It also depends on their relevance to your industry as well as their audience demographics and engagement rate. Influencer collaborations can be complex, which is why hiring a digital PR agency that specializes in influencer marketing is important for securing the right influencers for your brand and third-party endorsement objectives.

Positioning Your Brand as a Thought Leader in Your Industry

Thought leadership is about sharing expert insights, innovative ideas and forward-thinking perspectives to establish your brand as a trusted authority in your industry. By addressing challenges, emerging trends and future developments, your company can become a go-to resource of valuable industry knowledge. Digital PR helps businesses establish and augment their thought leadership presence across multiple platforms, assuring their message reaches a broad and engaged audience.

In the ever-evolving digital marketplace, sustained credibility is crucial. Digital PR amplifies thought leadership and strengthens industry recognition through consistent publicity in reputable media channels. By securing placements in industry publications, podcasts and expert panels, businesses reinforce their authority in the field, creating trust and long-term influence.

Measuring the Impact of Digital PR

Measuring the effectiveness of your Digital PR campaigns is essential for maximizing brand awareness, clicks and customer engagement. Working with a digital PR agency safeguards that your business has the expertise to track and analyze the right key performance indicators (KPIs) to provide valuable analytics into the effectiveness of your campaigns. These KPIs help identify areas of strength as well as opportunities for improvement, affirming that your campaigns are consistently aligned with your business goals.

A digital PR agency will select and monitor KPIs that best measure the success of each campaign type, making it easier for you to judge the impact of your efforts. By continuously evaluating these metrics, with agency-managed platforms like SEMRush, Hootsuite and Google Analytics, businesses can make data-driven adjustments to their strategies, optimizing performance. With a PR agency’s expertise in tracking and refining campaigns, you can verify your digital PR efforts are contributing effectively to your broader business goals and objectives.

Tracking Online Brand Presence

Monitoring your brand’s reputation and footprint online can provide insight into how well your digital PR strategies are working. Gauging online brand recognition can be tracked with various tools and metrics. Consistently evaluating these elements can reveal how the brand is perceived.

Regularly assessing your online standing aids in identifying trends and potential reputation risks. It also helps businesses make informed decisions to strengthen their digital PR strategies, facilitating a resilient and positive brand image.

Partnering with a Digital PR Agency

Digital PR is a powerful tool that can heighten your brand’s online connections. When executed strategically, it enhances online awareness, improves website traffic and can generate more sales. However, achieving meaningful results requires more than just implementing tactics; it demands ongoing refinement, industry insight and maintaining a multi-faceted digital marketing strategy.

According to BuzzStream, “Nearly three-quarters (72%) believe digital PR is forecasted to be more challenging in 2025 than in 2024.” Partnering with an experienced PR firm with digital PR services can seamlessly integrate digital PR into your broader marketing strategy, ensuring a cohesive approach that is forecasted to maximize exposure and impact. With expert guidance, you can navigate the evolving digital landscape, secure high-value media placements and position your brand for lasting results.

Collaborating with a digital PR agency means access to a wider network of contacts, including influencers and media outlets. Agencies bring specialized skills in areas like content creation, media outreach and reputation management. They also continuously update their strategies based on current trends and technologies. Partnering with Eberly & Collard Public Relations ensures your business remains ahead of the curve and can quickly adapt to changes in your industry, market and the digital world.

If your business is interested in engaging with customers/clients or raising awareness about the products or services offered by your business, demand generation is one of the most efficient marketing strategies a business can implement. But a demand generation campaign should be executed and measured correctly in order for it to be effective.

The Eberly & Collard Public Relations integrated marketing team shared a blog outlining four strategies to increase b2b demand generation results in 2020. The blog article was one of our all-time most popular, having been clicked on and read many thousands of times. While the basic principles of demand generation have stayed the same since then, there have been several updates and advancements within the marketing world that have trickled down to enhance demand generation best practices and strategies. This blog will serve as a valuable second resource to execute a successful demand generation campaign.

What is Demand Generation?

Before you begin to plan your demand generation campaign, you must know exactly what demand generation is and involves. Demand generation is the inventive and strategic practice of creating interest in and demand for a business’ products and/or services; it is an education-focused marketing strategy to prioritize reaching “out of market” or non-existent buyers.

The ultimate goal of demand generation is to increase awareness of and demand for that which you and your colleagues sell. As a demand generation agency, we assist our clients in expanding their audiences, building brand authority for them, generating interest in their offers, and evoking market trust in their businesses.

Additionally, creating demand generation involves businesses aiming to keep buyers’ interest even when they are not in a “buying cycle” or mentality. Then, when leads and prospects are ready, your business, products and/or services are top of mind.

Demand Generation vs Lead Generation Explained

Demand generation is often confused with lead generation. While they are both highly effective – we’d even say, they are equally crucial – marketing practices, it is important to note that they are different and should be handled as individual strategies.

The key difference between demand generation and lead generation is the focus of interaction and the overall goal. Think of them this way…

Lead generation is a short-term, sales-focused marketing strategy that prioritizes identifying potential new customers and collecting their contact information. The goal of lead generation is to convert these newly identified prospects into leads, with the possibility of having them become clients or customers.

Conversely, demand generation concentrates upon building a deeper layer of brand authority while attracting and educating new audience members. Simply put, the primary goal of lead generation is to nurture targeted audience members throughout their entire pre-customer journeys, so they naturally are drawn to you and your business. The end result is the realization on their part that they cannot move forward without your products or services.

With that said, demand generation and lead generation can and often should work hand-in-hand. Lead generation supports demand generation by attracting new potential customers to learn more about your business and therefore be willing to become a client or purchase your products or services. When possible, one should prioritize demand generation over lead generation in order to reduce overall customer acquisition costs and maximize the quality of new leads. Work with your in-house sales and marketing team and a growth marketing agency (that would be us, here at Eberly & Collard Public Relations) to create a marketing plan that effectively combines demand generation and lead generation for short- and long-term returns.

Top Strategies for Demand Generation Success

When concepting and implementing a demand generation campaign, there are many different strategies from which to choose. The public relations and marketing experts at ECPR have compiled our top three strategies for demand generation success you can incorporate into your next demand generation campaign.

• Utilizing social media and influencers in demand generation is one of the most powerful methods to generate awareness for your business. Working with relevant influencers in your niche who can create content to promote your business and its products or services is an ideal way to build trust and authority. If an influencer is promoting your products or services to their followers and fans, the followers are much more likely to be interested in learning more about them. Additionally, incorporating social media into your campaign can open the opportunity for two-way communication with your target audience. Work with our digital marketing agency for assistance with utilizing each platform for its different purposes. For example, LinkedIn is the ideal platform for sharing thought-leadership, while Instagram is better suited for video and imagery content with short captions.
• Account-based marketing (ABM) is a strategy used to focus on narrowly defined audiences. You and your business can increase demand for your products or services with individuals, which results in more qualified leads or customers. ABM can be implemented through campaigns, advertisements, direct mail or email marketing. One best practice when utilizing ABM is to build an email list with the new contacts and segment it into precisely targeted groups. You can then use these groups to execute email marketing campaigns that provide targets with resources, ideas, tools, techniques, all of which will delight and engage them.
• With the precise groups you’ve defined with ABM, you and your business can collaborate with our inbound marketing agency to create and execute email marketing content. Email marketing content for a B2B demand generation campaign can include deliverables such as e-newsletters, content promotions, white papers, helpful guides and event invitations. Email marketing campaigns are an effective way to reach and educate your target audience; these campaigns should always offer insightful information and end with a call-to-action (CTA) to encourage the recipient to learn more about your business and the products or services you offer.

Key Metrics for Measuring Demand Generation

One of the most critical steps of a successful demand generation campaign is measuring the reach and success of the campaign. Here are some key metrics our demand generation agency recommends for measuring the triumph of your demand generation campaign.

• Conversion rate of leads interested in a business’s service or products becoming clients or customers is one of the most telling metrics and indicators of how your campaign is performing. This metric tracks the percentage of people who take action based on your campaign’s efforts and can show areas for improvement. Set timeframes with objectives to gauge your rate of client acquisition.
• Activations and signups are just what they sound like: demand marketing metrics that track the number of users who have activated their free trial, created an account or taken other action to connect with your business. Activations and signups indicate an initial or basic level of interest and show that these users (and, hopefully, future clients or customers) are interested in learning more. They may not all convert to customers, but they are one of the leading indicators of potential new sales. When you see they are showing interest, act quickly. Nurture them by sending follow-up responses with additional benefits, special resources or invitations to engage further or even speak.
• For a campaign with a goal of generating awareness, brand search volume is one of the best ways to track the performance of a campaign. Use tools like SEMRush or work with Eberly & Collard Public Relations’ digital marketing agency team to track your brand search volume and compare your volume results pre-campaign and post-campaign to see how the results have improved or declined. Make adjustments based on these important analytics and be flexible with A-B testing to trial what works and what might not.

How to Choose a Demand Generation Agency

You may be reading this blog and thinking that conceptualizing and executing a demand generation campaign is not possible or feasible for you. If this is the case, we would recommend exploring demand generation with us, as the opportunities and possibilities can be near-limitless with the right demand generation agency partner.

When searching for a demand generation agency, you should look for a respected and qualified agency that has years of experience in B-to-B demand generation. Additionally, the agency should have experience in your industry and understand your challenges and ways in which to resolve them for you.

Eberly & Collard Public Relations has many years of experience with demand generation for clients across a wide range of industries. Contact us today to learn more about our services and get started.

When it comes to SEO, backlinks from authoritative websites can work wonders for your domain authority and search rankings. But, here’s the thing: Not all backlinks are created equal. High-quality backlinks from respected, relevant sources hold much more weight than a dozen links from low-quality sites. So, how do you get these golden backlinks? Media relations.

Media relations is about building genuine, mutually beneficial relationships with journalists, editors and influencers who can amplify your brand’s message to a wider audience. Done right, it is also an incredible way to secure high-authority backlinks that directly impact your SEO performance. Let’s break down how to properly use media relations to earn the most valuable links.

1. Understand What Makes a Backlink High-Authority

Before diving into media outreach, you need to know what qualifies as a high-authority backlink. Look for these characteristics:

• Domain Authority (DA): Tools like Moz or Ahrefs score websites based on their overall authority. Websites with a DA of 50+ are typically considered high authority.
• Relevance: Links from websites in your industry or niche carry more weight than those from unrelated sites.
• Trustworthiness: Government sites (.gov), educational institutions (.edu), and major news outlets are usually highly trusted sources.
• Traffic and Engagement: A site with high traffic and engaged readers adds more value to your backlink.

When targeting media outlets, aim for platforms that meet these criteria. Think national newspapers, respected trade publications and well-established blogs in your field.

2. Develop Newsworthy Content

Media outlets won’t link to just anything—you need to give them a reason to care about your content. Start by creating content that aligns with that which journalists are seeking:

• Data-Driven Insights: Conduct original research or surveys in your industry. Journalists love citing statistics and data to back up their stories.
• Expert Commentary: Offer unique insights or opinions on trending topics. Being a subject matter expert can position your brand as a go-to resource.
• Compelling Stories: Human-interest stories or case studies often resonate with media outlets. Showcase real-world impact or innovation.
• Newsworthy Announcements: Launching a new product, hosting an event, or hitting a major milestone? These types of updates are prime media opportunities.

High-quality, newsworthy content is the foundation of any successful media relations campaign. Without it, your outreach efforts are likely to fall flat.

3. Build a Targeted Media List

Media relations isn’t about blasting the same pitch to hundreds of journalists and hoping for the best. You need a carefully curated media list tailored to your niche and goals.

Here’s how to build one:

• Research Relevant Publications: Identify outlets that align with your industry and audience. Tools like Cision, Meltwater, Muck Rack and Google News can help.
• Find Specific Journalists: Look for writers who cover topics related to your content. Personalize your outreach by referencing their previous work.
• Check Contact Details: Make sure you’re using the right email address or social media handle for each journalist. Avoid sending pitches to generic “info@” addresses whenever possible.

A well-targeted media list ensures your pitches land in front of the right people, increasing the likelihood of coverage—and backlinks.

4. Craft a Pitch that Stands Out

Journalists are bombarded with pitches daily, so yours need to cut through the noise. Follow these best practices for crafting a compelling pitch:

• Start Strong: Your subject line and opening sentence should immediately grab attention. For example, “New Study Reveals [X Insight] That Could Change [Industry].”
• Be Brief and Clear: Get straight to the point. Explain why your content is relevant and valuable in just a few sentences.
• Include Supporting Materials: Attach press releases, infographics or links to your full report to make their job easier.
• Personalize It: Mention something specific about the journalist’s previous work and upcoming editorial calendar needs to show you’ve done your homework.
• Add a Clear CTA: Let them know exactly what you’re asking for, whether it’s an interview, coverage or a simple link to your content.

A well-crafted pitch increases the chances of not only earning coverage but also securing a high-authority backlink to your website.

5. Leverage Press Releases for Link Opportunities

Press releases remain a valuable tool in media relations, but they need to be optimized for SEO to deliver maximum backlink value. Here’s how:

• Embed Links Strategically: Include a link to your website or landing page within the release, but keep it relevant and natural.
• Distribute Widely: Use press release distribution services like PR Newswire, Business Wire, or local platforms to maximize visibility.
• Pitch Directly: Don’t rely solely on distribution services—reach out to specific journalists with your press release to increase the likelihood of a backlink. One of the best distribution means is utilizing the services of an experienced public relations firm for customizing your press releases, media pitches and backlink requests to the media.

When written and distributed effectively, press releases can generate widespread coverage and high-quality links to your site.

6. Nurture Relationships for Long-Term Success

Media relations isn’t a one-and-done effort. Building long-term relationships with journalists and editors will pay dividends over time. Here’s how to nurture these connections:

• Follow Up Thoughtfully: If a journalist covers your story, send a thank-you note. Avoid being overly pushy about additional coverage.
• Stay Active on Social Media: Engage with journalists’ posts and share their work to stay on their radar.
• Offer Value Continuously: Keep providing them with high-quality content, expert opinions or access to exclusive news.

Strong relationships increase the likelihood of repeat coverage and backlinks from trusted sources.

7. Monitor and Measure Results

You’ve put in the work—now it is time to track your success. Use tools like Google Analytics, Ahrefs, or SEMrush to monitor:

• Backlink Quality: Check the DA of sites linking to your website and ensure links are “dofollow.”
• Referral Traffic: Measure how much traffic is coming from media links.
• SEO Impact: Look for improvements in your keyword rankings and overall domain authority.

Analyzing these metrics will help you refine your media relations strategy and maximize your ROI.

Final Thoughts

When executed properly, media relations can be a game-changer for any solid SEO strategy. Creating newsworthy content, targeting the right journalists, and building lasting relationships, can earn high-authority backlinks that boost a brand or company’s rankings and visibility.

Remember, the key to success is authenticity. Journalists can spot a self-serving pitch from a mile away, so our strategy focuses on providing a trusted resource and value for the readers of the targeted media outlets. Over time, these efforts will translate into meaningful media coverage and a stronger digital presence for your brand.

Need Help Amplifying Your Brand?

At Eberly & Collard Public Relations, we specialize in leveraging media relations to secure high-quality backlinks and improve your SEO keyword strategy for your business or brand. Whether you’re looking to craft compelling stories, build a targeted media list, or launch a press release or thought-leadership campaign, we’ve got you covered.

We are a full-service agency and work with businesses of all shapes and sizes. Let’s work together to get your brand noticed by the right audience. Contact us today to learn how we can help you drive results through strategic media relations and digital marketing!