Why we’re ditching PR Silos.

PR has come a long way – but let’s be honest, too many brands and agencies still treat traditional PR and digital PR as divided resources. One’s all about media relations and coverage; the other’s deep in SEO, link-building, and online visibility. 

The reality? They work best when they work together.

As an integrated marketing agency, we don’t believe in separated PR silos. Instead, we blend traditional and digital PR into one powerful results-driven strategy that’s designed to maximise coverage, boost search rankings and ensure PR efforts create waves rather than a splash.

What’s the difference between traditional and digital PR?

Think of traditional PR as your credibility builder: it’s all about securing media coverage in print, broadcast, and online publications, shaping reputation, building trust and getting people talking.

Digital PR on the other hand is your SEO powerhouse. It ensures those media wins don’t just sit there, they work harder. By securing backlinks, optimising content for search, creating data-driven campaigns. Digital PR boosts rankings and increases website traffic while keeping brands visible long after the initial buzz.

Therefore, they’re not rivals, they’re a dream team.

Why traditional & digital PR are stronger together.

Visibility

Traditional PR gets brands seen. Digital PR keeps them searchable, clickable, and relevant for a longer period.

Credibility

Traditional PR builds credibility. Digital PR makes it trackable. Instead of relying on vague brand awareness metrics, we can measure backlinks, referral traffic and keyword rankings to prove exactly how PR is driving results.

Consistency

When traditional and digital PR work together, brands get a unified message across print, digital, and social platforms.

No more scattered storytelling – just a strong, amplified presence everywhere the audience is looking.

Balance 

With publications tightening their linking policies and AI-driven search changing how people discover brands, brand mentions have never been more valuable. Digital PR metrics remain crucial, but we can’t underestimate the power of traditional PR in building that initial brand awareness and credibility. A strong media presence, even without a direct link, still plays a huge role in shaping how brands are perceived and remembered.

As AI search evolves, brand authority will become a key ranking factor, meaning high-quality press mentions in respected publications will continue to drive visibility. As PR professionals, we need to strike the right balance, leveraging the measurable impact of digital PR while ensuring traditional PR efforts bolster reputation, trust, and long-term brand recognition.

How we’re bringing it to life at ilk Agency.

Rather than treating traditional and digital PR as separate remits, we utilise their combined power to maximise its impact.

The way we pitch and secure coverage has evolved. We don’t just chase headlines, we target media that also links back to a brand’s website, ensuring every feature boosts search rankings and drives traffic.

We’re also making press releases work harder. Rather than letting them sit in a journalists’ inbox, we optimise them for search, repurpose them into blog content, and turn them into thought leadership pieces, ensuring they’re discoverable long after that initial media buzz.

Then there’s data-led PR, which fuels both traditional and digital strategies. Newsworthy reports, interactive campaigns, and trend analysis pieces are key here, with the goal being to not only grab media attention but to also generate backlinks that supercharge SEO. These campaigns don’t just generate short-term buzz, they deliver long-lasting search visibility.

Supercharging your PR efforts.

By integrating traditional and digital PR, brands don’t just gain quick wins; they gain sustained visibility, measurable impact, and long-term growth.

Whether we’re securing press coverage, earning backlinks, or crafting content that fuels both sides, our focus is on creating a bigger impact, smarter results, and PR that actually works. Is your brand ready to supercharge its PR strategy?

Get in touch so we can talk about the integrated marketing services that we offer here at ilk Agency.