Digital PR works when it delivers real insight, not just promotion. This strategy focuses on credibility and long‑term gains.
1) Start with insight
Choose stories based on original data, expert analysis, or useful tools. Journalists link to value, not marketing.
2) Build a distribution plan
Segment outlets into tiers:
- Tier 1: national and top‑tier publications
- Tier 2: industry and trade outlets
- Tier 3: niche and regional publications
Match each tier to a specific angle.
3) Create a landing page
Each campaign needs a clear landing page with the data, charts, and key takeaways. This improves pickup and link quality.
4) Outreach with respect
Use short, targeted pitches. Avoid mass emailing and excessive follow‑ups. Sustainable PR is built on trust.
5) Measure outcomes
Track:
- earned links and referral traffic
- coverage quality and relevance
- narrative pull‑through
Outcome metrics protect against vanity reporting.
FAQ
What makes a digital PR campaign newsworthy?
Original insight, clear relevance, and credible data.
Should we use paid placements?
Paid placements can help distribution but should not replace earned coverage.
How long does digital PR take to work?
Expect several weeks for momentum, especially on a new domain.
How many links are enough?
Quality matters more than quantity. A few strong links can outperform many weak ones.