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Due to its inherent hybrid nature, digital PR is a suitable strategy for forming and maintaining brand narratives, according to observations and empirical studies to date. It offers a priceless lens to evaluate the effectiveness of PR campaigns by offering quantifiable metrics due to its quantitative focus. Organizations using digital PR have seen increased brand credibility, better customer insights, and competitive advantages, according to anecdotal evidence that is supported by statistical data and scientific research. According to a PR Week 2019 survey, 62 % of marketing professionals reported seeing an increase in website traffic, while 89 % said digital PR was effective at increasing brand visibility. ...........................................
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The role of digitization in PR, a sharp but gradual departure from conventional PR techniques, will be the next area of study. The introduction of the internet caused a seismic change in PR's key mechanisms, increasing reach and engagement. Digital PR, which combines traditional PR techniques with cutting-edge digital marketing strategies, is one of the new age disciplines that emerged as a result of this digital paradigm. Digital PR creates a potent blend of audience targeting, content dissemination strategies, and stakeholder engagement by utilizing digital platforms and their inherent capabilities. ..........................................
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