Imelda O’Neill, Head of Commercial Banking Support, Royal Bank of Scotland Crowned Winner of the Women in the City Future Leaders Award 2013

Public relations (PR) is not a new invention. In fact, the precursor to modern PR can trace its origins back centuries to the early days of mass media in the late 19th and early 20th centuries. Of course, the world has changed considerably since then and the arrival of the internet forced the PR profession, along with many others, to evolve once again. This is when digital PR entered the frame. What is digital PR?  As its name suggests, digital PR specifically focuses on reaching your customers in their online worlds. It’s not the same as digital marketing, but digital PR activities should tie in closely with your broader marketing strategy. Digital PR is all about starting conversations with your audience and making sure they see and hear from you in an increasingly noisy online environment. That means it needs to be carefully targeted to ensure it not only reaches the right people but that it also delivers the right message. In this way, it is not dissimilar to traditional PR, which involves placing clients in relevant print publications or broadcast shows to widen their reach. However, in the digital world, life works slightly differently. This means targeted campaigns are particularly important and the messaging you use needs to be adapted for different channels.

Discover why social media channels are more important than ever for brands and how our changing scrolling habits are shaping the way companies behave online.

Discover why it is not always a virtue to be stubborn, when changing your mind is the right idea, and how empathy must come first with crisis communications.

When it comes to content marketing, here are some strategies that will be well worth pursuing in 2026, from using AI to personalising content to audiences.

If you know your firm will have to announce bad news, you will have reason for concern. But a skilled crisis communication agency can help limit the damage.

Find out why digital marketing channels have become so important in the B2B world, which ones to target and how they fit into the broader customer journey.

Find out why keeping your crisis communications simple, clear and to the point is vital to protecting your brand’s reputation during a make-or-break period.

Find out why sorry seems to be the hardest word to say in PR, as stubbornly never apologising and apologising at the wrong time can cause just as many problems.

Connection is everything for consumers in the 21st century and it’s vital that you take steps to properly humanise your business. Here’s how to stand out.