Here’s why: CONSUMERS ARE DIGITAL & CONSUMERS ARE SMART.

You and most of the people you know use the internet to make informed decisions. When consumers are researching people, products, services, surgeries, foods, recipes, you name it, they suddenly become detectives with the power to look into every aspect of your brand.

Example 1: Let’s say you are researching personal injury lawyers for your loved one who has just been in a car accident and find a few different attorneys that look like good candidates, but you decide to pick back up your search tomorrow. The next day, you decide to search the personal injury lawyer that you saw on a billboard on the highway earlier: Stan Smith. When searching Stan Smith, you notice his website is ranking on the front page toward the bottom, but he has no reviews on Google, his Facebook has no activity, and he’s mentioned in an article posted from 2013. You suddenly feel apprehensive and go back to the online research you were doing yesterday. This is a prime example of CONTROLLING your brand presence as an individual and a brand in the search results by utilizing Digital PR.

Example 2: Let’s say you want to plan a vacation in London for your family. What do you do? Chances are you take out your smartphone or laptop and search for various resort options online. You look at Google’s search results, read reviews on social media or trip advisor, do an image search on Pinterest… you know the drill.

Then, once you find a few resorts that pique your interest, you most likely visit their websites and social media pages to make a final decision and perhaps even ask your friends on social media. The resort with the nicest website, best reviews, most active Facebook and Instagram page, and engaging videos will take the cake. The resorts with outdated websites, no social media presence, inactive social media accounts, and/or poor reviews are unlikely to get your business.