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This week on The PR Insider, we had the pleasure of talking with Amelia Evans, who has recently gone freelance and is now a Freelance PR Consultant at Amelia India PR. She has chatted about her top advice for what to do if your Digital PR tactics aren't working:
Digital PR is constantly evolving, and what worked a few years ago might not be as effective today. But before diving into tactics, it’s crucial to take a step back and focus on strategy. Without a well-defined strategy, even the most tried-and-tested PR tactics will fall flat when measuring the impact of your work.
If you’ve ever found yourself scrambling for coverage at the last minute to meet a KPI, or simply repeating the same old tactics without seeing meaningful impact, you’re not alone.
Here’s where things often go wrong - and how to fix them.
Mistake #1: Chasing coverage without a plan
It’s easy to focus on landing media placements as the ultimate goal, but coverage for coverage’s sake isn’t enough. The days of chasing links and mentions just to hit KPI targets are over. Now more than ever, a results-driven approach requires understanding your client’s business objectives first.
A solid foundation starts with an audit or analysis. This step is essential to determine exactly what a client needs. Are you aiming for a commercially focused strategy designed to boost product sales and drive traffic to key landing pages? Or is brand awareness the primary goal for a business looking to establish credibility? Every client is different, and a one-size-fits-all approach simply won’t work. Taking the time to define clear objectives will ensure that the PR tactics you use generate meaningful results.
Equally important is understanding your client’s audience. Where do they consume content? What kind of messaging resonates with them? A strategic PR plan should not just align with business goals but also with audience behaviour and media consumption trends. Without this clarity, even a high volume of coverage is unlikely to make an impact.
✅ The Fix: Define clear objectives before launching any PR activity and allow yourself enough time to do this regularly.
Mistake #2: Relying on outdated PR tactics
Even with a solid strategy in place, it’s easy to fall back on outdated tactics that might not work anymore. If your approach hasn’t evolved, you might be putting in a lot of effort for very little return.
Regular media audits are essential for understanding what’s actually working in today’s PR landscape. Matt Seabridge’s How to Stay Ahead of the Latest Trends and Insights in Digital PR is a brilliant starting point for understanding how to stay informed on what is working.
Today’s most effective tactics revolve around data-driven storytelling, expert-led thought leadership, and content that truly engages audiences. Tactics that leverage exclusive insights, creative research, and genuinely helpful content will always win. These don’t just generate media coverage—they position brands as industry leaders, foster trust, and create long-term value.
✅ The Fix: Keep a close eye on PR trends. Prioritise exclusive insights, data storytelling, and expert-led thought leadership over outdated, high-volume outreach.
Mistake #3: Letting tactics drive the strategy
This is an easy trap to fall into—and let’s be honest, we’ve all been there. The end of the quarter is approaching, and you still have coverage to land to meet KPIs. The scramble begins, and suddenly, you find yourself reverting to the same age-old tactics just to secure a few more media mentions.
However, without strategic alignment, this coverage won’t have much impact. If placements don’t align with business objectives, target audiences, or overall messaging, they won’t contribute meaningfully to growth. More importantly, they could even dilute the brand’s positioning, making future PR efforts less effective.
✅ The Fix: Always revisit the strategy before executing PR tactics. Coverage is only valuable when it contributes to long-term objectives.
How to get the strategy right in 2025
PR success isn’t just about getting coverage—it’s about getting the right coverage in the right places, aligned with a well-planned strategy. Without this foundation, even the most tried-and-tested tactics risk missing the mark.
Success belongs to those who can build authentic voices, foster meaningful relationships, and tell compelling stories in a rapidly evolving digital landscape. By prioritising strategy first, the tactics you use will land more relevant coverage with a stronger, more measurable impact.
If your digital PR efforts aren’t delivering the results you expect, and you’re finding yourself having to have tricky conversations with clients, it’s time to stop, reassess, and make sure your strategy is leading the way before your tactics take over.
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