Relationships and Friends Vis-a-Vis Social Marketing This is fact : that the best and most effective digital PR is based on content. By content, we mean something interesting that creates buzz enough for people to consider as "news". Okay, so you have a new product/service for instance, but how does it differ from the rest? What does it offer and what makes it unique from the rest? What's the "buzz" about it? "Buzz" is what intrigues a certain audience to look over your product or service.