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Traditional PR tends to focus on channels such as the general press, niche printed publications, TV and radio. Digital PR on the other hand has a multitude of other channels available. These include websites, social media platforms, blogs, influencer campaigns, online news and video portals.

Traditional PR is typically used to describe strategies that gain brand coverage in print, including newspapers and industry-specific magazines, as well as on traditional broadcasting channels such as TV and radio.

Digital PR is an online marketing strategy used by businesses to increase their online presence. Digital PR agencies network with journalists, bloggers and influencers and send online press releases to gain high-quality backlinks, social media mentions and improve their Search Engine Optimisation (SEO).