How to Align PR with Digital Marketing for More Powerful, Consistent Results

Something we always keep in mind at Vroom Digital is that while PR can be incredibly powerful on its own, it often works even harder when it’s supported by other digital marketing channels. As we all know in PR, a great story can travel far - but with a bit of help from paid media, social, or influencer activity, it can travel even further, faster.

For us, it starts with alignment. We always sit down with the wider digital team and the client to get clear on the overall goal. Are we trying to raise awareness? Drive footfall or sales? Build trust with a particular audience? When everyone’s working toward the same outcome, everything from media angles to ad copy feels more cohesive, and more powerful.

A recent campaign we worked on – The Love Story Before 'Love Story'  for EPIC The Irish Emigration Museum – is a good example of how that integration can work in practice. The campaign told a beautiful love story from Taylor Swift’s own Irish ancestry, launched while she was in town for her sold-out Era’s Tour, and gained huge traction in the media. But what really helped it soar was how all the digital elements worked together: a livestream event was supported by Facebook ads, the press moments were shared and celebrated on social media, and influencer content helped it travel even further.

We all know that media coverage can build awareness, but paid ads allow you to control the message and scale the reach - especially when time or context is sensitive. So having both running in parallel made a big difference in the outcome. And the engagement online? Over 66,000 livestream plays, hundreds of comments and shares, and thousands of people downloading the artwork. It clearly struck a chord.

The campaign picked up over 230 pieces of coverage globally, was front-page news more than once, and ultimately won two Spider Awards in Ireland - including the Grand Prix and Best in Storytelling - which felt like a real testament to how joined-up the effort was.

At the end of the day, our job in PR is to tell stories that land, spark conversations and get real results for our clients. But when those stories are amplified across digital channels, grounded in clear shared goals, and supported by smart targeting, the results speak for themselves.

Top Tips for Integrating PR with Digital Marketing

• Start with shared goals: Make sure everyone - from PR to paid to social - is working toward the same outcome right from the start.

• Think beyond the press release: Creative assets, video, and social-ready content can all help your story stretch further.

• Use paid to amplify: Paid media lets you scale up reach and control the message - especially helpful when timing matters.

• Collaborate early: Bring the wider team into the fold at the ideas stage. It means every angle can work harder across every channel.

• Keep testing and learning: What lands on one channel might spark something better for the next campaign. Keep learning and evolving as you go.

• Celebrate the story everywhere: From influencer shoutouts to TikTok clips and social snippets, meet your audience where they are and give them something to talk about.

Whether it’s a product launch, a data-led idea, or a moment of cultural relevance, integrating PR with other digital marketing efforts is often the difference between a good campaign and a standout one. Because when everything works together, that’s when the real magic happens.

My advice? The most successful campaigns are rooted in alignment. The more aligned your PR and digital teams are, the smoother everything flows, and the results are clearer and more measurable. Make sure everyone is on the same page from the start - that’s the key to ensuring consistency across all your channels.