You've probably heard the term "digital PR" mentioned a lot recently, and you may be among the many users who have Googled the term 107 thousand times this past month. Digital PR is no doubt on the rise, as brands and marketing professionals have noticed the impact it has in building a business that improves SEO rankings, brand reputation and revenue.
But what exactly is digital PR, and how can it help your brand or business?
Let’s break it down in simple terms.

Digital PR vs Traditional PR
Digital PR is similar to traditional PR but with SEO (Search Engine Optimisation) and online platforms in mind. While traditional PR focuses on offline channels like newspapers, television, and events, digital PR uses the internet to amplify your brand. The aim is to create newsworthy content and secure coverage on high-authority websites, industry blogs, and other digital platforms.
Digital PR can be summed into 3 main areas: SEO, Reactive PR and content marketing.
In addition to enhancing your brand’s reputation, digital PR helps build backlinks. Backlinks are hyperlinks from other websites that lead to your site. These are important because they show search engines like Google that your website is credible and valuable. The result is improved rankings, increased organic traffic, and greater visibility for your brand.
Why Backlinks Matter
Think of backlinks as endorsements for your website. When a respected website links to yours, it signals quality and trustworthiness. The more high-quality backlinks you earn, the more search engines prioritise your website in search results. This means more potential customers discovering your business online.
However, backlinks are only part of the equation. Google also recognises brand mentions and links labelled as “no-follow,” which may not directly improve rankings but still help to build awareness. Combining digital PR with a strong SEO strategy is essential for achieving the best results.
The Three Pillars of Digital PR
A strong digital PR strategy usually includes three main approaches:
1. SEO & Search Strategy
Creating digital PR campaigns based on SEO findings is a crucial first step for any successful digital PR campaign or strategy. By using tools like Ahrefs, Semrush, Google Analytics, and Answer The Public, we can analyse the backlink profile of a business's website, as well as its competitors.
These tools allow us to evaluate metrics such as a website's domain ranking (DR) or domain authority (DA) - depending on which tool you use. These metrics offer insight into how search engines, like Google, might perceive a website's authority and trustworthiness based on its EEAT (expertise, experience, authoritativeness, and trustworthiness). It’s worth noting, however, that DR and DA are not metrics created by Google itself.
We can also assess the number and quality of backlinks a website has. This includes identifying low-quality, irrelevant, or spammy links that could negatively impact the website's performance in search engines. Additionally, analysing backlink gaps where competitors are earning backlinks and media coverage while your business is not can spark content ideas to close the gap and secure valuable backlinks.
Keywords - Keywords remain a foundational aspect of SEO and are just as relevant in digital PR. By analysing which keywords a website is ranking for (or not ranking for), we can strategically incorporate high-priority keywords into digital PR content. Aligning this with search intent helps drive targeted traffic to the website, further supporting improved rankings and visibility.

Understanding search intent is essential. It goes beyond basic demographics, giving insight into what your target audience is actively looking for online. This includes their search behaviour, pain points, desires, brand sentiment (what they are saying about a brand or industry), and their intentions behind searching for a particular keyword - whether they are seeking information or ready to make a purchase.
Another way to enhance your digital PR strategy is by analysing how users search on social media for topics related to your business and industry. Social media platforms provide valuable insights into trends, conversations, and user preferences that can shape your approach.
This is a foundational step in digital PR. That’s why we use the Top Tacticss method, part of our Brand Boost Blueprint, to craft an effective SEO and search strategy tailored to our clients.
2. Public Relations - Reactive PR & Newsjacking Technique
Reactive PR involves staying alert and responding quickly to relevant news stories and trends. Journalists are always looking for expert commentary, so offering valuable insights or data that tie into current events can earn you media mentions and backlinks.
Helpful tools:
Google Alerts to monitor news in your industry.
BuzzSumo to find trending topics and identify key influencers.
ResponseSource or similar tools to connect directly with journalists.
Newsjacking is about aligning your brand with trending topics in a relevant and creative way. For example, during discussions about working from home, a company specialising in ergonomic furniture could share tips on creating the perfect home office setup. This approach positions your brand as part of the cultural conversation and generates valuable engagement.
Tip: Use Google Trends to track popular topics or social media tools like Sprout Social to monitor hashtags and viral conversations. Quick thinking and relevance are key to successful newsjacking.
3. Content Marketing
Content marketing underpins digital PR efforts. By producing high-quality, shareable content, you can attract backlinks and media coverage naturally.
For example we got our client a link in Dazed Digital without any pitching.
Some effective content ideas include:
Blog posts with original research: Share data, industry insights, or trends.
Interactive tools: Engage audiences with quizzes, calculators, or interactive maps.
Listicles with visuals: Create articles like “Top 10 Productivity Hacks,” paired with infographics or illustrations.
How Digital PR Drives Results
Digital PR does more than secure backlinks. It increases brand awareness, website traffic, and overall search performance. This is achieved by:
Creating content that sparks conversation across various platforms.
Collaborating with journalists and influencers to reach wider audiences.
Improving search engine rankings through high-quality backlinks.
When combined with a focused SEO strategy, brand values, and an understanding of what the press and target audience are seeking, digital PR becomes a powerful tool to make your brand unmissable online.
Final Thoughts
Digital PR offers an opportunity to amplify your brand and connect with audiences in meaningful ways. By prioritising newsworthy content, building strong relationships with journalists, and incorporating a solid SEO foundation, you can achieve significant growth in search visibility and online engagement to get all the right people talking!
Start small with actionable steps, such as responding to relevant journalist requests or creating engaging content for your audience. With consistency and the right strategy, digital PR can help your brand thrive online.
Need help with creative digital PR and strategy? Contact us!
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