Since the turn of the century, a lot has changed in PR, but modern digital techniques have completely transformed the field. There was no such thing as digital or conventional PR a few years ago.

It was only PR firms boosting brand awareness primarily through offline visibility. The landscape has changed in recent years. Some agencies have welcomed the potentials that digital PR has to bring as time has passed.

However, there is nothing inherently wrong with either digital or conventional PR; they serve very different purposes. 

Digital PR is a technique used by brands to evolve their company and create an online presence. SEOs' technological expertise was heavily relied upon in the early days of online marketing, with just a limited amount of feedback from creative minds.

Since SEO and PR have been able to work together, that has changed with the evolution of PR and Google's ability to understand online content.

Since both disciplines need high-quality, relevant content, innovation must play a much more significant role.  

How PR Has Evolved 

With the decline of printed publications like flyer printing, a brand's online presence has become increasingly relevant. There will be no more phone calls to journalists unless it is an emergency.

Surveys, indexes, images, and other multimedia formats are just as vital for securing the story as of press releases.  

Traditional PR results are much more difficult to quantify than digital PR results. Digital PR is data-driven, making it more quantifiable and allowing for more comprehensive ROI analysis.

It's not something that can be tacked on to a standard public relations strategy.

It needs to be incorporated with social media, SEO, web design, media insights, and it is now central to every marketing campaign's success.