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In today’s fast-paced world where information travels at the speed of light, the way businesses communicate with their audience has fundamentally changed.
While traditional public relations (PR) still has its place, small brands are increasingly turning to digital PR as a more agile, cost-effective way to build visibility and foster connections in a crowded marketplace.
Ronn Torossian, one of the leading figure in the PR industry, puts it succinctly: “Digital PR is not just an option anymore. It is a necessity for brands looking to thrive in a competitive landscape.”
For the sake of clarity, Ronn Torossian founded 5WPR, a leading PR agency. Since founding 5WPR in 2003, he has led the company’s growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O’Dwyers, one of Inc. Magazine’s Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year.
The explosion of social media platforms, blogs, and online communities has transformed how businesses interact with their consumers.
In the past, small businesses had limited avenues to gain media coverage, often relying on word-of-mouth or traditional channels that required significant budgets. But today, platforms like Instagram, Twitter, and LinkedIn have leveled the playing field.
These channels offer a direct line to consumers, providing small brands with the tools to engage in real-time communication.
Torossian explains, “Digital PR allows small brands to tell their stories in their own words, unfiltered and authentic.
It is about meeting the consumer where they already are, online.” For small businesses, this shift means they can craft their narrative, communicate their values, and foster genuine connections with their audience.
Companies like “Glossier” and “Warby Parker” have mastered the art of using social media not just for marketing but to cultivate communities around their brand. By leveraging user-generated content, they have created a sense of belonging among their customers, something traditional PR efforts often struggle to achieve.
In the digital era, storytelling has emerged as one of the most powerful tools in a brand’s arsenal.
It is no longer enough to simply sell products; brands must connect on a deeper level with their audience.
“Storytelling is the heart of digital PR,” Torossian says. It is about creating narratives that humanise your brand and resonate with the consumer’s emotions.”
A prime example of this is “TOMS Shoes”. The company’s “One for One” model, where each purchase helps someone in need, is more than just a business strategy. It is a story of compassion that resonates with consumers who want to make a difference with their purchasing power.
Through social media, TOMS showcases the impact of their mission, sharing stories of the communities they support.
This transparency not only fosters consumer loyalty but also turns customers into brand advocates.
One of the greatest advantages of digital PR is its ability to foster authentic, two-way communication.
Unlike traditional media, where brands broadcast their message without expecting a response, digital platforms invite dialogue.
As Torossian emphasises, “Consumers today want transparency and authenticity. Brands that are willing to engage in conversations and respond to feedback, both positive and negative, build trust.”
By being accessible, brands can quickly address concerns, clarify misunderstandings, and show that they value their customers’ opinions.
This level of interaction is especially beneficial for small businesses that are trying to carve out their niche.
Additionally, partnering with influencers who align with their brand values has become a key component of digital PR. For instance, a small organic skincare brand might collaborate with a health-conscious influencer to reach a wider audience. This approach not only enhances credibility but also positions the brand within a larger conversation about wellness.
However, embracing digital PR is not without its challenges.
The digital landscape is in constant flux, with new platforms, algorithms, and trends emerging at breakneck speed. Small brands must remain agile and adaptive to keep pace.
Torossian advises, “Success in digital PR requires constant monitoring and adjusting. You need to be proactive in managing your online reputation because one misstep can quickly escalate into a crisis.”
Moreover, with so much content competing for attention online, breaking through the noise can be a daunting task.
Small brands must develop a clear and consistent voice while investing in data analytics to understand their audience’s preferences. By doing so, they can create content that resonates and adds value rather than merely contributing to the digital clutter.
As the digital world continues to evolve, small brands have an unprecedented opportunity to leverage digital PR for growth.
By focusing on storytelling, building authentic relationships, and staying flexible in the face of challenges, these brands can create a loyal customer base and set themselves apart in an increasingly competitive marketplace.
“Digital PR is more than just a trend,” Torossian concludes. “It’s a strategic shift that allows brands to engage with their audience in ways that were previously unimaginable. For small companies looking to grow, embracing digital PR is no longer optional, it is the way forward.”
The move toward digital PR reflects a broader transformation in how brands engage with their audience.
In a world where consumers crave authenticity, small brands that embrace this shift stand to gain a competitive edge. By listening to their audience, telling compelling stories, and fostering genuine connections, they can turn customers into loyal brand advocates.
In the words of Ronn Torossian, “The digital age is not just about reaching consumers; it is about connecting with them on a deeper level. For small brands, this is the secret to sustainable growth in the modern era.”
