Digital technologies, particularly the internet, have a huge impact on a number of industries, changing the way they operate and market to clients.

The online medium has blurred the boundaries between PR and marketing to such an extent that many individuals in PR want to expand their skills to take on a broader role within digital marketing.

There are many transferable skills between the two types of roles so identifying your strengths and where you need to develop your skill set will help you transition to the digital marketing industry. 

Opportunities within content marketing.

Looking at some traditional definitions for PR and marketing, it’s easy to identify the ways in which the two industries are distinct from one another. PR is largely about relationship building and how content is shared by a businesses to its desired audience.

Marketing, meanwhile, is usually more concerned with the creation of that content, whether its television adverts or websites. However, modern iterations of digital marketing are no longer simply concerned with content creation, but also how to distribute this content through the media – previously the domain of PR professionals.

The importance of the internet and having your business appear high up on search rankings has led to a new form of content-led marketing. Companies are now looking to create content that interests and engages consumers, can retain their attention and build a deeper relationship with a brand.

This form of digital marketing is much closer to the relationship building tactics of the PR industry and so it’s easy to understand why many PR professionals are considering a career change. 

Making the move.

Before committing to a digital marketing job, individuals in a PR role should first consider what skills are valued by companies, especially because digital marketers can be faced with a diverse range of tasks.

Data, for example, is becoming increasingly important and an awareness of analytics is usually highly praised as it enables marketers to evaluate how successful campaigns have been. Other technical skills such as coding and video production are also useful to help create content for clients. 

How to use the experience you gained as a PR.

On the other hand much of the experience gained during your time in PR will be useful in a digital marketing environment. The ability to write strong copy in an editorial style is a highly valued skill as more companies have blogs and social media presences.

Soft skills, like communication, flexibility and the ability to work in a team are transferable skills valued across many sectors. If individuals are worried about whether they are suited to a role in digital marketing, they could always explore marketing courses like those offered by the Chartered Institute of Marketing (CIM). There are a number of qualifications available that can help you develop specific digital marketing skills. 

Making a career change is a big decision, even with the growing overlap between PR and digital marketing. If you are unsure about making the transition, we employ a number of expert consultants that know exactly what employers are looking for across the PR and marketing industries.