what *is* digital PR anyway?

Content Marketing. PR for SEO. Link Building. It's been called a lot of things over the years, but the crux of the job is: helping brands build online authority through credible storytelling and targeted outreach.

How? By generating earned online coverage and building earned backlinks from authoritative websites and publications. By creating media-friendly stories that are topical, relevant, and unique. By standing out in a journalist's inbox.

Proving ROI on "storytelling" can sometimes be quite tricky, but there are a number of ways to do it. Whether it be attributing improvements on site authority and ranking positions to the stories and campaigns produced for PR, or tracking conversions and site sessions from targeted media placements, or noticing an uptick in organic sessions or social media followers off the back of a viral campaign, there's a way to show the worth that digital PR support can bring to any SEO or marketing team.

The way marketers have earned coverage and built links for brands have changed over the years, and in 2025 digital PR is the the most effective and only legitimate way to build site authority -- according to Google at least.

Earning links is also getting much harder, as more brands turn their hand to the tactic, and more journalists are replaced by AI writers in newsrooms. This means it's more important than ever to ensure your digital PR strategy is based on a range of insights that will make your PR plans fool proof and impactful.

There are three key factors to consider when link building or landing coverage:

1. Quality: Search engines recognise relevancy and authority when it comes to passing link equity from one site to another, so it's important to actively build backlinks and earn coverage from trusted and credible sites.

2. Diversity: It's not enough that a site earns backlinks organically from time to time, and diversifying the backlink profile gives brands the opportunity to reach new audiences.

3. Relevancy: Earning backlinks from sites that are relevant to your brand will carry more value and credibility, and will help search engines to identify your site as an authority in that space as well.

We achieve this by positioning the brand at the heart of a topical news story with relevant insights and authoritative advice for the intended audience. We don't do this by pushing the brand's messaging in every press release or email, but instead by finding what's relevant to the brand and its audience, and telling stories that resonate for both brand and audience.

We deliver storytelling with credibility.

Want to know more? Get in touch and let's talk!