Digital PR enables companies and organizations to disseminate information without relying solely on mainstream publications. Companies communicate directly with the public, customers and prospects.

To do this, digital PR takes advantage of search engines, Web 2.0, social bookmarking, blogging and social media marketing. Some ways to make PR efforts more interactive include:

• Optimizing press release content for search engines, to help with SEO efforts
• Promoting press releases through social media sites, and participating in community discussions on these sites
• Monitoring online press coverage and use of brands and trademarks
• Creating internal corporate, organization or individual blogs