Campaign ideas
Angles tied to your expertise and audience.
Digital PR
Coverage that builds authority.
Data-led stories, expert commentary and outreach that earn media coverage, brand mentions and high-quality backlinks.
Definition
What digital PR is.
Digital PR, in one paragraph
Digital PR uses newsworthy stories, original data and expert insight to earn coverage on online publications. Beyond brand awareness, that coverage creates authoritative backlinks and mentions that strengthen SEO and help AI systems recognise your brand as trustworthy.
What’s included
Stories journalists want to cover.
Original data
Surveys and research that create headlines.
Expert commentary
Position your team as go-to sources.
Outreach
Personalised pitches to relevant journalists.
Reactive PR
Fast responses to breaking news and requests.
Reporting
Coverage, links and referral traffic tracked.
Why it matters
Earned beats bought.
- 01
Quality links
Editorial links from real publications.
- 02
Brand trust
Third-party coverage builds credibility.
- 03
AI signals
Mentions on trusted sites inform AI answers.
Process
From idea to coverage.
- 01
Research
Audience, publications and angles.
- 02
Create
Data, assets and press materials.
- 03
Pitch
Targeted journalist outreach.
- 04
Amplify
Follow-ups and syndication.
- 05
Report
Coverage, links and impact.
In depth
How digital PR earns links and trust.
Stories, not link requests
Journalists and editors link to things their readers care about: new data, expert opinion, useful tools and timely stories. Digital PR starts by finding the story in your business, rather than asking sites for links.
Data-led campaigns
Original research, surveys and analysis of public data give journalists something new to report. A well-run data campaign can earn coverage across national, regional and trade publications from a single piece of work.
Expert commentary
Reporters regularly look for expert comment on breaking news and trends. We help your specialists respond quickly and usefully, building a reputation as a go-to source in your field.
Relevance over volume
One link from a respected publication in your industry is worth more than dozens from unrelated sites. We target outlets your customers actually read and that make sense for your topic.
Brand mentions matter too
Even unlinked mentions in trusted publications help build recognition with people, search engines and AI tools. We track both links and mentions.
Supporting your SEO goals
Coverage is planned around the pages and topics you want to rank for, so the authority you earn flows to the parts of your site that drive revenue.
Is it right for you?
Signs you need digital PR.
- 01
Few quality links
Your site has far fewer authoritative links than competitors.
- 02
Low brand awareness
People and AI tools rarely mention your brand.
- 03
Expertise goes unseen
Your specialists know a lot, but nobody outside the business hears it.
- 04
Content isn’t ranking
Good pages struggle to rank because the site lacks authority.
Campaign types
Digital PR campaigns that work.
Reactive PR
Fast, expert comment on news stories and journalist requests. Low cost, ongoing and great for building relationships with reporters.
Data studies
Surveys, indexes and analysis that create new, newsworthy findings for your industry or region.
Tools and resources
Calculators, guides and free resources that journalists and bloggers reference again and again.
Local and regional stories
Community, hiring and business-growth stories that earn coverage in local press and support local SEO.
How we work
Your first 90 days.
- 01
Weeks 1–2: Research
We study your audience, competitors and the publications that matter in your market.
- 02
Weeks 3–4: Ideas & assets
We develop campaign ideas, gather data and create the story assets.
- 03
Month 2: Outreach
Personalised pitches to relevant journalists, plus reactive commentary opportunities.
- 04
Month 3: Report & repeat
We report on coverage, links and mentions, and plan the next campaign.
Avoid these
Common digital PR mistakes.
Buying links
Paid links that are not clearly marked break Google’s spam policies and can lead to penalties. Earned coverage is safer and lasts longer.
Mass pitching
Sending the same press release to hundreds of journalists wastes their time and damages your reputation. Targeted, personal pitches work better.
Stories with no news value
A product launch or company anniversary rarely interests national media. Campaigns need a genuine hook.
Ignoring relevance
Coverage on unrelated sites does little for your rankings or your customers.
Not supporting the pages that matter
Links that all point to the homepage miss the chance to strengthen your service and content pages.
Use cases
Who digital PR helps most.
Ecommerce brands
Product-led and data-led stories can earn coverage in lifestyle, consumer and trade press, building authority for competitive category pages.
B2B and SaaS
Industry research and expert commentary position your team as thought leaders and earn links from respected trade publications.
Professional services
Expert comment on regulation, finance and legal changes puts your partners in front of clients and journalists alike.
Local businesses
Regional stories and community involvement earn local press coverage that strengthens local SEO.
New brands
Digital PR helps new businesses build awareness and authority faster than content alone.
How we measure it
What success looks like.
- 01
Authoritative links
Links from relevant, respected publications.
- 02
Brand mentions
Coverage and mentions across news and industry sites.
- 03
Rankings for target pages
Movement for the pages supported by each campaign.
- 04
Referral traffic
Visitors and enquiries from coverage.
Our approach
Digital PR done properly.
We never buy links
Every link we earn comes from genuine editorial coverage. We do not pay for placements, use private blog networks or trade links, because those tactics break Google’s spam policies and put your site at risk.
Honest data and claims
Surveys are run with a clear method and a fair sample, and we never overstate findings. Journalists trust sources that are transparent, and your reputation depends on it.
Respect for journalists
We only pitch stories that fit a journalist’s beat, keep pitches short and follow up sparingly. Good relationships with the media are built over time.
Clear expectations
Coverage can never be guaranteed, because editors decide what they publish. We are upfront about likely outcomes and report everything we achieve, good or bad.
Aligned with your SEO
Campaigns are planned with your SEO priorities in mind, so links support the pages and topics that matter most to your business.
Further reading
Guides from our team.
- 01
Digital PR for Small Businesses: Earning Coverage on a Budget
You do not need an agency retainer to earn press coverage. You need good stories, the right contacts and a consistent routine.
- 02
Safe Link Building Strategies for Small Businesses
How to earn links that build real authority through the relationships, local connections, useful content and stories you already have, and which shortcuts put your rankings at risk.
- 03
E-E-A-T Explained: How to Show Experience, Expertise and Trust
E-E-A-T is a description of the content Google wants to reward rather than a score or a setting. This guide covers what each part means and how a small business can demonstrate it.
Free growth strategy call
See where your next customers will come from.
- A review of your search and AI visibility
- Your biggest quick wins, ranked by impact
- A clear, prioritised plan with no obligation
White-hat methods onlyMonthly reporting you can readNo long lock-in contracts
FAQ
Questions, answered.
Do you guarantee coverage?
No ethical PR team can guarantee coverage. We focus on strong stories and relevant outreach to maximise the chances.
What kind of sites do you target?
Relevant national, regional and trade publications that your audience reads.
Is digital PR good for SEO?
Yes. Editorial links from authoritative sites are among the strongest signals for search engines.
How long until we see results?
Campaigns typically land coverage within weeks; SEO benefits build over months.
How is digital PR different from traditional PR?
Traditional PR focuses on awareness and reputation, often in print and broadcast. Digital PR targets online publications and is planned to earn links and mentions that support SEO, as well as awareness.
Do you write press releases?
Yes, when they suit the story. Often a short, personal pitch with clear data and expert quotes works better than a formal release.
Will you use our spokespeople?
Yes. Real experts from your business make stories more credible. We prepare them with briefing notes and help with quotes.
Can digital PR help AI visibility?
Yes. AI tools draw on trusted publications, so coverage and mentions in respected outlets can influence how AI describes and recommends your brand.
Do the links you build expire?
Earned editorial links usually stay in place as long as the article is live, unlike paid placements that may be removed.
What do you need from us?
Access to a spokesperson, any data you can share, quick sign-off on quotes and a clear view of the topics you want to be known for.
Can you do local press only?
Yes. Local and regional campaigns are often a good starting point for businesses that serve a specific area.
How do you report coverage?
You receive a regular report listing each piece of coverage, links and mentions earned, and the pages they support.
How many links can we expect?
It varies with the story, your sector and the media cycle. We set realistic expectations before each campaign and focus on relevant, high-quality coverage rather than raw numbers.
How often do you run campaigns?
Most clients run one larger campaign every two to three months, supported by ongoing reactive PR in between.
Can you work with our in-house PR team?
Yes. We often work alongside PR teams, adding the SEO and data-led side while they handle wider media relations.
What makes a story newsworthy?
Something new, surprising, useful or timely for a publication’s readers: fresh data, a strong expert opinion, a local angle or a link to a current news story.
Do you target national or trade media?
Both, depending on your goals. Trade and industry press often brings the most relevant links and leads, while national coverage builds wider awareness.
Can digital PR support a product launch?
Yes, if there is a genuine story behind it. We look for the angle journalists will care about, such as the problem it solves, data behind it or a notable customer.
Is digital PR suitable for small businesses?
Yes. Smaller businesses often start with local stories, expert comment and community angles, which are cost-effective and can earn valuable coverage and links.
What happens if a campaign gets no coverage?
It happens occasionally, even with strong ideas. We review why, adjust the angle or target list and re-pitch, and the research can often be reused on your own site.
Let’s talk
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