Digital PR is the practice of earning coverage, commentary and links from publications and creators rather than buying advertising space. It covers story development, journalist and creator outreach, expert commentary, and data-led campaigns. It matters twice over: third-party sources carry weight in search rankings, and generative AI engines rely heavily on them when choosing which brands to cite.
Coverage and brand citations monitored across search and AI assistants, so authority is measured rather than asserted.
Figures describe a mid-sized engagement — a named category and a quarterly earned-coverage push. Illustrative of an engagement at this size, not a named client’s results. These describe the volume of work and how it is governed — not an outcome we are claiming on someone else’s behalf.
The 5 this one is judged on
8 workstreams. Each one is a thing that gets done, not a thing that gets discussed.
Reasons for a journalist to care that are not a product announcement.
Original research or analysis from data you already hold, which is the most reliably citable asset a company can publish.
Targeted, researched outreach to the trade and business press that your buyers read.
Your specialists positioned as named, quotable sources with visible credentials.
Vetted partnerships with disclosure handled properly, briefed on outcomes rather than impressions.
Consistent naming across your site, LinkedIn and Google Business Profile, so engines resolve you as one entity.
Press page, author bios, credentials and schema — the machine-readable half of authority.
Coverage and citations earned, and the change in how AI assistants describe your brand.
5 stages. The first two happen before any spend is committed.
Work happens in accounts and properties you own. Each system is reached through its own MCP server, authenticated with a token scoped to an account you own — so the data is read where it already lives rather than copied over to us.
SEO & content tools
Ahrefs / Semrush-class tooling Schema.org validatorsOther platforms
Journalist request platforms Google Business Profile AI answer-engine monitoring tools LinkedInNamed as the tools we work in, not as partnerships or certifications. Accounts and properties stay in your ownership throughout.
Agreed before work starts, so a later claim of improvement is checkable against a baseline rather than asserted.
Because it is the mechanism behind the other six. Generative engines weigh third-party corroboration heavily when deciding which brands to cite, and search engines weigh referring domains. Coverage is what makes a company look recognised rather than merely self-published — so PR raises the ceiling on what SEO and content can reach.
No. Editorial decisions belong to editors, and any agency promising guaranteed coverage is either buying it or misrepresenting it. We commit to the story pipeline, the outreach volume, and honest reporting of what landed.
Earned, by default. Paid placements and sponsored creator work are possible where appropriate, always disclosed, and always reported separately so the two are never conflated in a results summary.
Usually yes, and usually in the data. Operations-heavy businesses sit on pricing, lead-time and demand data that trade press and analysts want, and which almost nobody publishes. That is the most citable asset available to a B2B company.
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