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Digital PR speeds it way past traditional PR and Media Releases

Digital PR


In the age of Digital PR, Traditional media lacks luster in its monopoly for news. With new patterns of content consumption over hand-held devices TV and radio coverage is mostly available on demand.

Digital Media a.k.a.Newmedia has fast replaced traditional media to become the preferred source of news consumption. In fact, I can go to the extent to say that it is the mainstream media of today.
Surprising yet, the tables have turned- traditional media takes its cues from digital media analytics of consumption patterns. Digital media is driven by an in-depth analysis of preferences and priorities. Digital media echoes consumer opinion. Ubiquitous internet access has democratized media to unperceived levels; anybody with a computer set is a media owner, with the ability to have his voice heard and influence others’ opinion.India has 462,124,989 internetusersin 2016, indeed a whooping growth for fast emerging nation. Millions of internet users are consumption experts at leverage to comment and create their own news pieces- broadcasted on personal channels which obviously sprawls to their work contacts and hobby circles, who can view and share their views on the topic in real time.What is more critical in this argument is that unlike traditional media,online content doesn’t have an editorial control.

A recent poll conducted by PRCA suggested that the trust of the people on traditional PR has also seen a gradual downturn.
These technological and societal changes in perspectives have had evident impact on PR/Communication domain, visible also in the pattern of opportunities in the industry.

With all its Ludacris benefits, Digital PR is still inhibited by the following issues to be adoptedinto broader communications strategies:

  1. Loss of control over rules of engagement –
    External messages of a corporation are susceptible to free interpretations. Companies can no longer control engagements over digital PR, unlike the editorial control they had with traditional PR. The conundrum of a ‘lawless’ environment makes the path difficult to tread for corporations
  2. Governance and Protect Privacy –
    With employees increasingly turning to social media increasingly puts the corporations at risk with vulnerability of breach of security. Thus the corporate reputation risks
  3. Scarcity of good communications and digital PR experts –
    The digital citizens are predominantly under 30, and thus lack the gravitas, skills and credibility of experienced individuals
  4. Weak or lack of current online matrices to track ROI on social media activities –
    It is difficult to measure linear activity and most agencies measure on-off campaigns alone
  5. Speed of change in the space of Digital PR –
    Social media tools are evolving-changing-transforming at alarming rates. It is difficult to trace the developments and cause relevant impactAnd empirically important
  6. Fragmentation of media with Digital PR –
    We have numerous media outlets today, and reaching out to the target audience seems more of noise that a focused approach


A search over Wikipedia resulted in “No pages with this title exists”. Thus defining this ‘amorphous’ discipline —
‘It’s about a personalized communication. I think it’s all about listening to people and engaging with them online.’
‘Convergence of traditional PR and blogs, forums, podcasts, chat rooms, wikis and websites’
‘Any online or anything related to the brand online- basically it is about online brand reputation, brand bding and  good communications’uil