Breaking into Digital PR: Key Skills and Insights
Many people often ask me how to start a career in digital PR. Currently, there’s no specialized degree for digital PR, similar to SEO, and most experienced professionals in the field are self-taught. The role is multifaceted—part PR, part SEO, part content marketer, and part journalist. A background in any of these areas can provide a good foundation for a career in digital PR.
However, many digital PR professionals I’ve encountered or trained had no formal experience in any of these roles. The successful ones, though, quickly acquired the following five essential attributes.
1. Resilience
One hard truth about digital PR is that sometimes your efforts will not yield results. You’ll work tirelessly on a campaign, send it out, and wait for backlinks, only to receive nothing—sometimes just unsubscribe requests or negative replies.
On certain days, especially during link droughts, it can be highly discouraging. You might see your peers celebrating their successes on social media, making you feel inadequate. Without resilience, it’s easy to succumb to imposter syndrome.
To thrive, you must learn to handle rejection, especially when a campaign isn’t performing well. Instead of taking it personally, have the difficult conversation and decide whether to pivot or move on. This can be bruising to the ego, but it’s essential.
Remember, it’s rarely personal. It could be due to the news cycle or sheer bad luck. Major events like COVID-19 or the death of a prominent figure can derail campaigns, and understanding this helps build the resilience needed to bounce back and tackle the next project.
The media cycle is capricious with both wins and losses. Celebrating small victories helps maintain morale. Got a reply from a journalist? Celebrate. Landed a link? Commemorate it. These little acknowledgments go a long way in keeping spirits high.
2. Drive
Handling setbacks with resilience requires drive, another crucial attribute. While teaching the technical aspects of digital PR is possible, drive is harder to instill.
If you’re lacking experience, that’s okay. The procedures can be learned, but cultivating and demonstrating drive is essential. Setting personal KPIs and having a list of dream clients and publications can keep you motivated.
This profession suits driven individuals who relish the chase. The best in the field are always pursuing that next piece of coverage or dream link. Even with years of experience, the excitement of landing a great link never fades.
3. Curiosity
Curiosity is another vital skill. Many top digital PRs attribute their success to curiosity. If you’re not naturally curious, this career might not suit you. Journalists are typically professionally nosey, and those from SEO backgrounds are often problem solvers.
Ideation, or generating campaign ideas, is one of the most challenging parts of digital PR. Without constantly exploring topics and diving into information, producing fresh ideas becomes difficult.
When interest wanes and ideas dry up, it might be time for a break. Find ways to stay engaged with the world to feed your imagination. It varies for everyone—whether it’s scrolling through social media, taking a walk, or keeping tabs on industry newsletters and trends.
4. News Sense
News sense is an elusive skill, but it can be developed. To break or make the news, you must first be an avid news consumer. Immerse yourself in the media landscape relevant to your clients, whether it’s hard news or lifestyle content.
Understanding the type of content that interests your client’s audience is crucial for valuable backlinks that drive traffic. This involves daily habits like reading headlines, following news outlets, and staying updated on industry trends.
For lifestyle clients, keep up with the latest trends and shows to maintain a pulse on culture. SEO often influences news, with reporters now focusing on trending topics. However, remember to take breaks to protect your mental health from the relentless news cycle.
5. Understanding Media Law and Ethics
Media laws vary by location, but a basic understanding is essential, especially in regions like the UK with stringent libel laws. While digital PRs don’t need the same accreditation as journalists, a grasp of media law is beneficial when producing content for publication.
Aside from the legal aspects, ethical standards in digital PR are crucial. The rise of "black hat digital PR" has highlighted the importance of ethics. Ethical practices build trust with clients, stakeholders, and journalists, which is harder to gain and easier to lose in today’s AI-influenced landscape.
Knowing the legal nuances and maintaining ethical standards ensures long-term success in digital PR, avoiding disinformation and preserving reputable client relationships.
Mastering the Foundations for a Successful Digital PR Career
Digital PR is an excellent career path for entry-level digital marketers seeking specialization. While much of the role can be self-taught, excelling requires resilience, drive, and curiosity. Additionally, developing a news sense and understanding media law and ethics are fundamental.
By mastering these five aspects, you’ll be well-positioned to secure high-quality links and succeed in the dynamic field of digital PR.
