With digital PR activity becoming high on the agenda on both agency on clientside, we caught up with Rax Lakhani, Onlinefire's Head of Digital to find out how digital PR works and how you can get involved... Not got time to watch a video? Then check out the main points below... Controlling the message "We engage with online communities, we get them talking about brands. This is something that some brands are wary to get involved with for fear of being unable to control the online conversation. However, brands are being talked about by consumers already, so to it's important to engage and communicate messages this way - involve them, find out their issues, bring them into the brand experience." SEO vs. PR "The SEO vs. PR debate has been going on online for some time now, however I think that the combination of SEO and PR can be really powerful. We have an editorial team who focus solely on producing SEO friendly content and where previously tradional PR was about communication and messaging and SEO specialists focused on technology, we are now seeing two converge. We can now write strong editorial copy with added value that doesn't turn off the consumer."