PR and Digital Media Relations
Public relations in the digital age encompasses earned media coverage across traditional news, digital publications, blogs, and social media. Beyond brand reputation, digital PR drives valuable SEO backlinks from high-authority media sites. Integrating PR and SEO strategy creates campaigns that deliver brand visibility and organic search value simultaneously.
Digital PR Approach
- Newsjacking: quickly respond to breaking news with expert commentary — positions spokespeople as industry authorities and earns reactive coverage
- Data-led campaigns: commission surveys or analyse proprietary data; create shareable findings that journalists use as source material. Good data earns links from multiple publications.
- Creative campaigns: unique, visual, or provocative campaigns that earn social shares and media coverage
- Thought leadership: regular expert commentary, bylined articles, speaking opportunities
Media Outreach Best Practices
Build relationships with relevant journalists before you need coverage — engage with their work, provide useful information without asking for anything. Personalise pitches: generic press releases to journalist lists have extremely low conversion rates. Provide everything a journalist needs: data, images, expert quotes, case studies. Respect editorial independence — don't pitch in return for links or try to control coverage.