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The ability to have immediate access to goods and services through a digital marketplace is in turn causing radical, disruptive effects on businesses across the world. What’s more? My generation (Millennial) and the generations hereafter are starting to (almost) exclusively use on-demand services for numerous facets of our lives – from shopping and transportation to news and entertainment. Previous generations are making the migration as well.

So, how are businesses leveraging public relations in the digital transformation paradigm? What are the best practices for businesses to market themselves to their respective customer base?

In general, one of the most powerful deliverables in marketing is a clear, articulate and meaningful foundation of positioning and messaging. We refer to is as a strategic narrative – a story that provides people with a clear vision around a common purpose, a clear direction for decision-making and an explanation for why you have that particular vision. This strategy, paired with a consistent PR go-to market plan, has shown to help companies leapfrog their competition and become leaders in their respective industries.

But first, businesses need to understand a few key aspects about the digital marketing landscape and how it impacts PR, in order to get on a path to success. By addressing new challenges and opportunities, businesses can deliver a powerful narrative to the right audience, at the right time and in the right way.


This is by no means a full list of considerations, but hopefully it shapes a picture in PR and marketing professional’s minds of what strategies and tactics are needed to maximize your company’s strategic narrative in the on-demand economy. Regardless of your industry or whether you are B2B or B2C focused, your business’ digital footprint is becoming increasingly important for winning in the marketplace. Developing a strategic narrative is the critical starting place, but determining how to deliver that powerful message to online audiences effectively spurs new ways to differentiate from the crowd.