By embracing technology, PR firms are able to bring their clients’ messages to new audiences, to change and improve their messages, and to communicate in different and often more effective ways.

Through our own recruiting efforts, we recognized a shortage of digital PR talent. To help fill that void, Diverge does something virtually no other PR firm does. We train our clients to perform digital PR activities themselves.

Yes, we help our clients master several elements of the digital landscape. Together, we first create a strong foundation on which to build. That is, we introduce, explain and, if it fits, implement the key elements of social public relations. We provide a library and tutorials of terms, articles and must-have books, blogs and websites.

Once our clients are comfortable, we encourage them to start publishing on blogs and Twitter, or even vlogging (video logging). While some of our clients need our digital background, many are already excited about technology — ahead of the curve in embracing social media trends, trying new things and bringing innovative ideas to the table.

Wherever our clients are on the interactive spectrum, our goal is to introduce digital competencies into their companies, support them in the way that we think will provide the best coverage, and help them grow in their PR knowledge and capabilities. Meanwhile, our ongoing client relationships focus on new projects and the latest digital trends.