Once upon a time, there was Team A: PR professionals drafting press releases, networking with journalists and safeguarding brand reputation. They lived for (positive) headlines in leading newspapers or features on prime-time television.  

Then, there was Team B: Digital marketers creating ads, drafting witty newsletters and optimising every line of copy to drive sales. They spoke the language of conversion funnels and ROI. 

For a long time, these two teams lived in separate worlds, both aiming for impact, but rarely syncing efforts. But today, brands are winning by aligning their PR and digital marketing strategies.

Case in Point: Stanley’s Viral Tumbler

In November 2023, a TikTok user posted a video showing their Stanley tumbler intact and full of ice after their car caught on fire. Stanley’s President, Terence Reilly, posted a heartfelt reply online offering to replace both the car and the cup. While Stanley’s PR team secured interviews on CNN and Buzzfeed, their digital team boosted the content and launched campaigns around it. The result? Stanley’s annual sales went up from $75 million a year to $750 million in 2023 (CNBC, 2023).

Real-time storytelling + human response + smart amplification = People trusting a brand and buying into it, literally. 

More recently on the flip side, the Odd Muse TikTok drama highlights what happens when PR and digital are not aligned. TikTok influencer @plzdontbuythat posted a video questioning Odd Muse’s claims of “sustainable and slow fashion”. The fashion brand’s response with defensive messaging and tone-deaf replies made the digital impact (via TikTok videos and Reddit threads) worse. With no consistent story or proactive PR, it spiralled online.

PR and communications revolve around building trust and telling authentic stories. Digital marketing delivers those stories to the right people at the right time. When these two work together, a brand benefits:

SEO Superpower

It is a truth universally acknowledged (by digital marketers): Google loves authority. High quality backlinks and mentions from reputed media platforms and influencers are pure gold for search rankings. PR placements directly support website domain authority and organic traffic. 

Well-Rounded Marketing 

Audiences are everywhere. People do not just read newspapers or watch TV. They also scroll, swipe and share. Combining credible third-party validation from PR with large-scale digital engagement increases marketing effectiveness across all audience touchpoints. 

Long-term ROI 

Cohesive PR and digital marketing efforts can turn quick wins into lasting brand equity. While digital drives conversions through targeted campaigns, PR builds brand recognition.

So, if you are launching a brand, handling a crisis or riding a viral moment, ask yourself: Is my PR talking to my digital and vice versa? If not, it’s time. You will see the difference, we promise. 

Nitya

Nitya Cyriac is Digital Marketing Executive with the Digital Marketing team at Fuzion.