Case Study:
My Digital PR transformation story

Case Study

My Digital PR transformation story begins just a few short years ago while I was working in Corporate Communications.

At the time, you could say I had it all – I was well paid, worked for a great brand and had good flexibility to run my work and family life the way I wanted. I loved what I did.

Yet at the same time I saw a massive shift occurring with digital – but was too stuck in my day job to find the time to really figure out what it meant for me and my career.

Like everyone else, I bolted on a bit of social media as it evolved as a channel, and tried to figure out how to leverage it as I went along.

Despite still getting good outcomes from my work, I had this constant niggling feeling I wasn’t going far enough, but didn’t quite know what else to do.

It bugged me – a lot. 

So I decided to get curious – really curious and do something about it. 

Fast-forward a few years and thousand of hours of research, development and implementation and I am proud to say I don’t have that feeling anymore. 

This is my Digital PR transformation story.

 

Discovering Digital PR 

I still remember the exact moment I felt it – that niggling feeling I referred to earlier that I was falling behind in my craft and didn’t know quite what to do.

At the same time, I saw how digital was changing Marketing. New Digital and Content Marketing Specialists began appearing in the Marketing team and designing ‘content’ campaigns as part of their work.

What followed was an intense two-year journey of discovery to understand what I was missing, needed to learn and what digital meant for me as a PR practitioner.

As a result, I’ve studied and worked with some of the smartest, most successful Communication’s pro’s in the business.

I’ve also worked with some incredibly smart SEO pro’s and Marketers who have helped me truly understand the current landscape and where the future is headed.

I then took the best of those learnings and developed a Digital PR blueprint that helped make it easier for me to get results for my clients in this digitally charged, ‘always on’ world.

It changed how I see and do Communications forever.

I started talking to people about it.

What I found was that the more I talked about Digital PR to Comms pro’s, the more people (quietly) admitted to me they had the same feeling and didn’t quite know how to evolve.

Many of those were highly experienced practitioners.

If you are feeling like this too – know that you are not alone and there is a solution to help move you forward.

I love seeing the light go on when I explain my journey and the Digital PR process I have developed.

But let me warn you – it is different to anything you have ever done before and requires and new, open mind-set. 

In saying that, we also have no choice given other disciplines have already discovered the value of our craft and are doing it for themselves. 

We now need to stand up and incorporate true Digital PR practices in to our work to ensure the longevity of our industry.

 

Digital PR changes the way we plan, work and think

Digital PR involves so many exciting new elements that make us better as practitioners. 

From understanding new tools, processes, techniques and channels, to developing the right content through to measuring its success.

In effect, it takes the guesswork out of our work, taps deeper into your audience and also opens up our minds to a massive new channel that we have never really worked with before – SEARCH!

Digital PR can elevate your work and also provide you with more measurable reasons why our craft is still highly relevant and impactful in today’s digital world.

From where I sit, the future of PR is bright.

But we have to pivot and expand our skills and thinking in order to remain relevant in this digitally-driven, highly competitive world.

I founded DigiPR and started teaching my Digital PR process to others as I believe in our industry and how powerful our craft is.

There’s no better time to showcase our skills than now with the channels we have available. We just need to go wider and realise the benefits and impact Digital PR can have on our work!

Are you with me?

Want to read more about how Digital PR can elevate your work?

Learn Digital PR online

Our Digital PR online course, which is endorsed by the Public Relations Institute of New Zealand (PRINZ) and the Public Relations Institute of Australia (PRIA), provides you with the complete blueprint on how to research, design and activate an effective Digital PR strategy.

Learn Digital PR in your own time, at your own pace. It will change the way you see and do PR/Communications forever!