Digital PR aims to attract the attention of decision-makers online, but how does this work in practice? Digital reputation work, as we understand it today, goes much further than traditional PR and systematically utilises the possibilities of search engines, social media, influencers and online media to create visibility and trust[1][3]. Decision-makers and interested professionals today expect innovative approaches, measures with real impact and tangible results - and digital PR provides the framework for this.
Digital PR: More than traditional press relations
Digital PR involves much more than just publishing press releases. It's about making your brand or company visible where target groups are looking for information. These are Google, LinkedIn, specialised forums, blogs and leading online media. Today's decision-makers mainly inform themselves digitally, so placing relevant content in the right places is crucial[1].
Clients often report that traditional advertising measures alone have little effect today. Decision-makers want content that helps them to solve their tasks better - such as white papers, webinars, interviews with industry experts or data collections that offer real added value. Digital PR therefore combines strategic communication with high-quality content, search engine optimisation (SEO) and targeted distribution[2].
Technologies such as artificial intelligence and automated tools help to identify the right channels, measure the response and react quickly to new developments. Authenticity remains important - only those who communicate credibly will be taken seriously by decision-makers.
Examples from practice
Many companies start without a clear target group or criteria for media relevance. One technology company, for example, launched a digital PR campaign aimed specifically at CTOs. The content was placed on LinkedIn, in trade journals and on the company's own website, always with a clear call to action.
BEST PRACTICE with one customer (name hidden due to NDA contract) A large industrial company wanted to strengthen its position as a pioneer in the field of digitalisation. Together with iROI-Coaching, a multi-stage digital PR strategy was developed: First, an analysis of the most important decision-makers was carried out, followed by the creation of customised white papers and interviews with the management. This content was distributed via relevant online media, LinkedIn and a dedicated blog. The campaign not only ensured greater visibility among specialist audiences, but also valuable backlinks and increased organic traffic - measurable success through integrative digital PR.
Another example: a start-up from the SaaS sector used influencer marketing to publicise its solutions. By collaborating with industry experts on LinkedIn and in podcasts, it was able to address the target group directly and build trust.
B2B companies are also increasingly recognising the importance of digital mentions, backlinks and social signals. A campaign for a software provider relied on data-driven studies that were published in trade media and on LinkedIn. The result: more leads, more authority and better rankings on Google[4].
Digital PR and SEO: a strong duo
Digital PR and search engine optimisation complement each other perfectly. While SEO ensures that content is found for relevant search queries, digital PR provides valuable mentions and high-quality backlinks[4][6]. Decision-makers are looking for experts, studies and clear answers - those who are visible here gain credibility.
The common goal is to increase online visibility and position the brand as an authority. This requires close collaboration between PR and SEO teams. Clear KPIs such as the number of high-quality backlinks, increased organic traffic or better domain authority help to measure success[4][5].
Good content alone is not enough. Decision-makers and trade media expect stories with news value that demonstrate clear benefits. A guide to digitalisation in production, a practical report on the use of AI in sales or a survey on current challenges - such formats not only generate media interest, but also valuable links[2][4].
Recommendations for successful digital PR
Digital PR requires planning, perseverance and a clear objective. Companies that take a targeted approach and analyse their target group benefit the most. Here are some practical steps that have proven their worth in practice:
- Define and analyse your target group: Who are the decision-makers? What topics are they most interested in and which channels do they use?
- Choose topics with news value: Not every company update is relevant to the media. Decision-makers are looking for innovations, best practices and figures that help them to improve their work.
- Maintain a press list and contacts: Good media relations are the be-all and end-all. An up-to-date list of contacts at specialised media and online portals saves time and increases the chances of publication.
- Develop high-quality content: White papers, webinars, studies or interviews with executives - content that inspires decision-makers is shared and cited.
- Measuring and adapting success: Which content works best? How many backlinks, social shares and new contacts are generated by the campaign? The analysis helps to continuously optimise the strategy[5][6].
BEST PRACTICE with one customer (name hidden due to NDA contract) A manufacturing company focussing on sustainability worked with iROI-Coaching to develop a digital PR strategy based on its own research data on CO2 reduction. The results were prepared as an exclusive study and published on specialist portals, LinkedIn and the company's own blog. The reach increased significantly and the study was cited by several media outlets. In addition, valuable backlinks were created that improved the search engine ranking - an example of how digital PR and SEO can work together.
Another example is a software manufacturer that accompanied its product launch with a targeted influencer campaign. By working with industry experts on LinkedIn and in leading podcasts, it was able to address the target group directly and thus increase visibility in the long term.
Innovative start-ups also benefit from targeted digital PR. A provider of AI solutions regularly published interviews with users, case studies and technical white papers. This content was distributed via social media, specialist forums and online press portals, which led to more interactions and qualified enquiries.
Support through iROI coaching for digital PR projects
Digital PR is not a one-off event, but an ongoing process. Many clients report that getting started with digital PR can be overwhelming. Decision-makers want to know how they can become sustainably visible online without falling into keyword stuffing or losing authenticity.
iROI-Coaching helps companies and managers to develop, implement and optimise digital PR strategies. This begins with an inventory of existing activities, continues with the definition of clear KPIs and the identification of the most important target groups through to the ongoing measurement of success and adjustment of campaigns.
Together, we develop practical content that really interests decision-makers - from data-driven insights to practical experience reports. We also focus on selecting the right channels, maintaining media contacts and integrating social media.
BEST PRACTICE with one customer (name hidden due to NDA contract) An international medical technology provider was specifically looking for ways to increase its digital visibility among hospital decision-makers. iROI-Coaching worked with the company to develop a digital PR strategy that relied on regular expert contributions, webinars and studies. Over the course of a year, the content was specifically placed on LinkedIn, in trade journals and on the company's own website. The campaign led to more qualified calls, better rankings on Google and a significant increase in brand awareness - measurable through increased website visits and increased social media interaction.
Digital PR: challenges and opportunities
The digital landscape is changing rapidly. If you want to stay in the conversation today, you have to react flexibly, set precise topics and continuously optimise your own content. Social media, search engines and specialised media are key channels, but crisis communication and reputation management are also part of contemporary digital PR.
Clients often ask how they can attract the attention of decision-makers without having to be present online with expensive advertising. The answer: High-quality, relevant content that offers real benefits is shared, cited and recommended - this is how visibility is created sustainably and credibly[2][4].
Digital PR can help companies to position themselves as experts, attract new business partners and improve their search engine rankings. The integration of SEO, content marketing and influencer collaborations makes digital PR a key success factor for companies that want to assert themselves online[1][3].
My analysis
Today, digital PR is an indispensable element of modern corporate communication. Decision-makers expect clear, practical and innovative content that helps them to drive their business forward. Those who use digital PR strategically benefit from greater visibility, better search engine rankings and increased trust in their own brand. iROI coaching helps companies to follow this path in a targeted manner and to organise digital public relations in a sustainable way.
Further links from the text above:
Digital PR Explained: Best Strategies and Tools - Determ
Digital PR for companies - Wise Relations
Digital PR 101: The Basics, Tools, and Strategies | Toptal®
Online PR 2025: The guide to digital public relations
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