Digital PR for earned coverage, brand mentions and links

What digital PR does that guest posting can't

Guest posting puts your byline on someone else's publication. Digital PR puts your brand inside the publication's own reporting: quoted as an expert, cited as the source of a statistic, or used as the example in a story. Those placements usually come from stronger titles with stricter editorial standards, many of which do not accept contributed articles at all.

Coverage also builds brand mentions, linked and unlinked, which help search engines and AI assistants understand who you are. Our AI search visibility work builds on the same foundation.

Campaign types we run

• Expert commentary. Positioning your specialists as quotable sources for journalists covering your sector, including responses to journalist requests.
• Data-led stories. Turning surveys, product data or market analysis into angles that editors can use. The data must be real and defensible; we don't fabricate findings.
• Reactive commentary. Timely, substantive reactions to industry news, regulation changes or market events.
• Mention-led placements. Citations and brand references inside editorial content where a full byline isn't the right format.

Digital PR approaches compared

"Digital PR" is sold in several forms. They differ in lead time, cost and how predictable the results are:

Most campaigns combine reactive work for steady coverage with occasional data-led stories for larger wins.

Who it suits

Digital PR works best for brands with something a journalist can use: proprietary data, credible spokespeople, a clear point of view or customer stories with numbers. It is a good complement when your link profile is mostly guest posts and you need stronger editorial signals, and it is often the only route into the publications that matter in fintech and B2B SaaS.

It is a poor fit if you need a fixed number of links by a fixed date. Coverage depends on independent editors, so outcomes vary from campaign to campaign.

How a campaign runs

1. Find the story

We work with you to identify what is newsworthy: data you hold, positions your experts can defend, trends you are seeing before the press does.

2. Build angles for specific publications

Each angle is shaped for particular titles and journalists, rather than sent to a broad media list.

3. Pitch and follow up

Direct, professional pitching with sensible follow-up. Relationships with journalists build over repeated, useful contact.

4. Report coverage honestly

Every piece of coverage is reported with the URL, publication and how your brand was mentioned. Unlinked mentions are reported too, and so are angles that didn't land.

How we measure digital PR

Coverage counts alone can flatter a campaign. We report the publications and their relevance to your audience, whether coverage included a link and where it pointed, the context of each mention, and any knock-on pickups by other outlets. Over time, the more useful measure is whether journalists start contacting your spokespeople directly.

How to evaluate a digital PR agency

• Is the coverage earned or paid? Sponsored content and paid contributor slots can be useful, but they are not earned PR and are often labelled.
• How do you price? Pay-per-link models can push a provider towards easy, low-relevance placements; retainers can drift without clear reporting. Ask how each is measured.
• Which publications are realistic for us? A credible provider will name the kinds of titles your story suits, not promise specific major outlets.
• What happens to unlinked coverage? It still has value, and some of it can be turned into links with a polite request.
• What do you need from us? If the answer is "nothing", the campaign probably lacks relevant expertise or data.

Digital PR mistakes that waste budget

• Paying for "guaranteed" coverage. Placements sold as guaranteed on major titles are usually paid contributor slots or sponsored content, not earned coverage, and are often labelled as such.
• Pitching without a story. "Our CEO is available for comment" is not an angle. Data, a defensible opinion or real news is.
• Using press release distribution for links. Syndicated press releases rarely earn editorial links, and Google's guidance treats optimised links in distributed releases as a link scheme.
• Ignoring unlinked mentions. A mention without a link still contributes to how your brand is understood, and can sometimes be turned into a link with a polite request.

Questions