What is digital PR?
Digital PR earns links and press coverage by creating stories journalists actually want to run – surveys, original data, expert commentary and creative assets – and taking them to the publications whose readers care. The output is measured in earned links, coverage and readership rather than column inches alone.
What a campaign produces
- National surveys and data stories – original numbers that give a journalist a headline.
- Press-ready editorial – written to publication standard, so running it is easy.
- Creative assets – visuals and interactive pieces built to be embedded and credited.
- Expert commentary – putting named specialists into stories already moving.
What it earns
Done well, one campaign generates coverage across dozens of outlets, each carrying an earned link from a domain you could never buy your way into. Our campaigns have earned coverage on the BBC, TIME, Forbes and The Washington Post, with campaign readerships that usually exceed one million. Those links move rankings; the brand exposure is the bonus, not the point – which is the main difference from traditional PR.
For how it compares with link building as a discipline, see link building vs digital PR.
Common questions
How many links does a digital PR campaign earn?
It varies with the story's strength – successful campaigns commonly earn links from dozens of domains, while a story that doesn't land can earn none. That risk profile is why the asset deserves most of the effort.
Is digital PR just PR with a new name?
No – the goal differs. Traditional PR optimises for brand exposure; digital PR optimises for earned links and the rankings they move, with coverage as the carrier.