Public Relations in The Digital Age: A Guide

This article is based on Episode 72 of the Smarter Marketer Podcast, ‘PR in the Digital Age’, where host James Lawrence and guest Andy Scales discuss key strategies for marketers to help your Public Relations efforts stand out.  Listen to the full episode here.

PR in 2025 isn’t just about sending a press release. It’s about crafting stories that rise above the noise, captivate an audience, and make waves in the digital world. Standing out in the media has never been tougher. With shrinking newsrooms and a never-ending stream of pitches, only the most compelling stories break through. To make an impact today, PR must not just inform, but ignite conversation.

So, how do you get noticed in this crowded space? The key is creativity, strategic storytelling, and crafting pitches that demand attention. Here’s how to make your PR efforts more effective in today’s digital-first world.

Gone are the days when a press release alone could make your story sing. Today, PR is a multi-dimensional effort. To maximise reach, integrate social media, content marketing, and digital strategies. Successful campaigns aren’t confined to one channel—they’re about creating a buzz that resonates across multiple touchpoints.

Take your PR beyond the press release – it’s time to go digital, dynamic, and dare to disrupt by leveraging digital platforms. Use social media, influencer partnerships and owned content to amplify reach.

Journalists receive hundreds of pitches daily, so yours needs to stand out. That’s where creativity comes into play. A great example is Campaign Lab’s ‘Dirty Weekend Away’ campaign, where a luxury vacuum cleaner brand offered a stay in a $20M mansion – with a catch: guests had to clean up. The unique angle was impossible to ignore, securing widespread coverage.

Brainstorm unexpected angles and newsworthy hooks that make your story irresistible.

If your press release is just another block of text, it’s getting ignored. The more effort you put into packaging your story, the better your chances of coverage. Here’s what journalists love:

• Strong visuals (infographics, high-quality images or short videos)
• Exclusive data or insights
• Compelling quotes from industry experts
• Clear, concise and engaging writing

Make it as easy as possible for journalists to run your story. The less work they have to do, the better.

B2B brands often assume PR has to be serious and corporate. However, people engage with stories, not corporate jargon. PR for B2B brands should be just as creative as consumer campaigns.

Inject personality into B2B storytelling. Case studies, human-led stories and engaging visuals can make even the most technical topics more digestible.

Forget vanity metrics.  Sure, media coverage is important, but what truly matters is how PR aligns with your business goals.

Track:

• Brand sentiment: How is your audience responding?
• Website traffic: Is PR driving visitors to your site?
• Lead generation: Are you seeing an uptick in inbound interest?
• Sales impact: Are PR efforts translating into conversions?

Align PR metrics with business objectives to prove ROI.

Thinking of outsourcing PR? Here’s how to set yourself up for success:

1. Have a clear brief – Define your goals, target audience and key messages.
2. Be responsive – PR moves fast. When media opportunities arise, quick approvals and access to spokespeople can make or break coverage.
3. Commit to the long game – PR isn’t a one-off effort; it’s about building momentum over time.

PR is a partnership. The more you invest in the process, the better the results.

PR is evolving fast, but its fundamentals remain unchanged: great stories, creativity and strategic execution. The brands that stand out aren’t just chasing quick wins, they’re playing the long game, building credibility and delivering stories that truly matter. Whether you're managing PR in-house or partnering with an agency, success comes from consistency, strong media relationships and a commitment to storytelling that captivates and connects.