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... How do tyou utilize blogs? "Targeting the right bloggers; getting them on side and educating them so that they write a really positive piece about you will go a long way in terms on how long it stays on Google. The end goal for our clients is to fill the first few pages of Google with really positive brand recognition by the consumers." What advice would you give to candidates? "Understand and consume as much media as you can. Not just online - see what creates a news story and what gets people talking and you’ll see how integrated the whole media landscape has become. For me, there is only one type of candidate who will go far in this game: someone who loves communicating; who understands how easy it is to share and comment on content."