Public relations has always been about relationships. Whether working with reporters, crafting stories that resonate, or protecting a brand’s reputation, our job is rooted in connection and trust. But while the fundamentals haven’t changed, the landscape has evolved. At Fletcher, one of Knoxville’s leading PR firms, digital public relations has reshaped how we build and maintain those connections.
PR has come a long way from media lists and phone calls. Today, the conversations shaping public perception are happening online—on social media, in search results and across digital newsrooms. Things move fast, and staying relevant means staying adaptable. Digital tools and real-time analytics haven’t replaced the fundamentals of PR—they’ve simply given us smarter ways to do the work.
At Fletcher, we don’t chase trends—we adopt strategies that improve our work. Digital PR helps us see what audiences care about, tailor outreach, amplify earned media and measure success more precisely. Here’s how digital strategy can support—and elevate—the relationship-driven work at the heart of PR.
Listen First: Use Social Monitoring to Understand Conversations
Before you pitch a story, launch a campaign, or post a single piece of content, it’s worth asking: What are people already saying? Listening is one of the most overlooked tools in a communicator’s toolbox—but it’s also one of the most powerful.
With the right digital tools, public relations professionals can monitor real-time online conversations, spot patterns, and uncover what matters to their audiences. Platforms like MuckRack, Brandwatch, and Sprout Social help PR teams track brand mentions, hashtags, sentiment and trending topics across multiple channels. Even free tools—like X’s (formerly Twitter) advanced search or Google Alerts—can offer valuable insight when used strategically.
Listening isn’t just about monitoring your brand but understanding the broader landscape. What are reporters covering? What are competitors doing? Where are the gaps your client could step into? These kinds of insights shape smart, timely messaging and help teams avoid potential issues before they become problems.
In fact, according to Pew Research Center, 7 in 10 Americans use social media to engage with news, trends, and brands—making it a vital space for public relations monitoring and messaging.
One simple way to get started: set up keyword alerts for your clients, their competitors and relevant industry terms. It’s a low-effort, high-impact habit that can fuel stronger storytelling and better-informed outreach.
Build Stronger Media Relationships with Smart Outreach Tools
Media outreach and the platforms we use to build relationships are changing. LinkedIn, once just a place to share promotions or articles, is now a central hub for professional storytelling and connection. 61% of PR professionals say they plan to increase their use of LinkedIn this year, according to Muck Rack’s 2024 State of PR report. It’s where journalists are active, conversations are happening and thoughtful engagement can lead to meaningful coverage.
Tools like Muck Rack and Propel streamline the pitching process, allowing PR professionals to personalize outreach based on a journalist’s recent work and interests. Using these platforms, we can ensure our pitches are relevant, timely and catered to the recipient’s beat.
But technology isn’t the only factor. The value of sincere relationships is something we at Fletcher believe in. Although digital tools facilitate communication, the human element—recognizing a journalist’s requirements, honoring their time and adding value—really counts.
RELATED: 5 Ways to Earn Trust and Establish Vital Relationships in Newsrooms
Make Your News Shareable: Optimize for Digital Platforms
A strong press release is still necessary, but it won’t go far if your story isn’t easy to share. We think about shareability from the start: a strong visual, a quote that plays well on LinkedIn, a graphic that works in a story, or a social post. These details matter.
We also prep digital press kits with everything a journalist or influencer might need—logos, headshots, b-roll, even suggested captions. The goal is simple: make it easy for others to tell your story well, with fresh and ready-to-use assets.
And it’s not just about logistics. According to LinkedIn’s 2024 analysis of creative trends, content that showcases authentic stories and emotional depth tends to drive higher engagement. That insight reinforces what we already prioritize: creating press materials that do more than inform—they connect. When your story resonates on a human level, it earns more attention and shares.
Social media’s part of that puzzle, too. When you write with the platform in mind, your message sticks. Short, clear headlines. Graphics that pop. Formats that belong in the feed. That’s how your news becomes a conversation, not just a headline.
Leverage Social Media to Reinforce Traditional Coverage
Getting media coverage is a win, but the value doesn’t stop when the article runs. We use social media to extend the life of coverage and help it reach new audiences.
That could mean sharing the story across brand channels with a thoughtful caption, tagging the reporter or outlet, or turning a key quote into a graphic for Instagram or LinkedIn. It could also mean writing a blog post that builds on the piece and adds your client’s perspective. We do this with all of our clients. One example – Bishop Life, we extend the value of content by turning a single book review into a blog post, social media content, and a newsletter feature.
It’s not just about boosting visibility. According to Sprout Social’s 2024 data, 78% of consumers say a brand’s presence on social media influences their trust in that brand, and 73% expect a response within 24 hours. That’s why we prioritize timely, authentic engagement. We’re not just amplifying coverage—we’re building credibility and reinforcing relationships.
This kind of amplification does more than boost clicks. It shows journalists that you’re helping their work get seen. It reinforces your client’s message across channels without creating something new from scratch.
Use Data to Refine, Not Just Report
At Fletcher, we don’t just use data to check boxes—we use it to make decisions. Analytics tools like Google Analytics, Sprout Social, and HubSpot help us understand what’s working, what’s not, and where to go next. But the real value is in how we apply what we learn.
When launching Premier Pet’s social media presence, we relied heavily on real-time data to shape our content strategy. After identifying that fun, everyday pet moments resonated most with the audience, we leaned into organic visuals over overly branded posts, letting the product take a backseat. This balance of organic storytelling with targeted paid support led to 2.6 million impressions, 400,000 video views, and a click-through rate of 3.4%—more than double the industry benchmark. Those insights helped fuel a 270% year-over-year sales increase on samsclub.com and a 25% lift on Walmart.com.
We’ve applied similar thinking across clients. When Seasons Innovative Bar and Grille’s followers didn’t engage with highly-produced reels, but loved standalone shots of great food, we dug in. Knowing that Instagram prioritizes reels in its algorithm, but that our clients’ followers just wanted to see the food, we pivoted to carousels of food photography and saw immediate improvement.
These aren’t just adjustments—they’re examples of how data shapes smarter, more effective storytelling. The best insights don’t sit in reports—they drive strategy.
Strategy and Storytelling Go Hand in Hand
Digital tools have expanded public relations’ reach, speed and precision. But the most powerful strategies still come down to relationships—earned through trust, empathy and innovative storytelling.
At Fletcher, we believe data and digital platforms should serve a deeper purpose: helping us connect more meaningfully and communicate more effectively. When used well, they don’t just improve results—they strengthen the relationships that drive them.
Want to see how our public relations firm can use digital tools to elevate your brand? Contact us to explore smarter communications designed to build lasting impact.