Digital PR
Digital PR is earning coverage and links from publications people actually read. It works when you have something genuinely newsworthy and fails, expensively, when you do not. You will be told which situation you are in before any quote.
The work
What digital PR involves
Finding the story you already have
The most reliable source of coverage is your own data: what your bookings, orders or enquiries show about how people behave. Journalists want a number nobody else has. Most businesses are sitting on several and have never thought of them as stories.
Approaching journalists like people
A small number of relevant, well matched approaches with a clear reason to care, sent to people who cover this subject. Not a thousand identical emails. The relationships built this way are what make the second campaign easier than the first.
Measuring it honestly
Coverage, the quality of the links earned, referral traffic and what happens to branded search while a campaign runs. Advertising value equivalent is not reported, because it is a number invented to make PR look expensive.
Questions
Common questions
How is this different from traditional PR?
The aim includes earning links and search authority, not only coverage, which changes which publications are worth pursuing.
Can you guarantee coverage?
No. What can be guaranteed is that the story is properly built and properly targeted, and you will hear early if it is not strong enough.
How long does a campaign take?
Usually six to eight weeks from finding the story to coverage appearing, sometimes longer for print titles.
What if we have no data?
Then the options are surveys, expert commentary or reactive comment on news in your sector. It is slower and less reliable than owned data.
Do links from PR really help rankings?
Links from genuine editorial coverage are among the strongest signals available, which is exactly why they are hard to get.
What makes a story worth covering?
Something new and specific that matters to the publication’s readers: original data, a clear finding or a strong visual. A story that only matters to your business will not be picked up, however well it is written.
Services
Related to digital PR
Link building
Links earned from relevant, reputable sites through content worth citing and genuine outreach, with harmful links cleaned up to protect your rankings.
Content marketing
Articles, guides and case studies built on the questions your customers actually ask, published and promoted so they bring in enquiries rather than sit unread.
Content strategy
A content plan your team can sustain: topics drawn from real customer questions, a realistic publishing schedule and clear measures of what is working.
SEO strategy
A clear SEO plan showing which searches you can realistically win, which to leave, and the order to tackle the work for the best return on effort.
Copywriting
Website, brochure and campaign copy that says something specific about your business, gets to the point early and gives readers a reason to get in touch.
Social listening and competitor monitoring
Ongoing monitoring of brand mentions, sentiment and competitor activity, reported with clear actions so you respond early and plan with better information.
Start a conversation
Share what data your business collects as a matter of course. That is usually where the story is.
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