Digital PR is the practice of getting your business mentioned and linked on other websites, such as news sites, trade publications and respected blogs. Done well, it builds awareness, trust and search visibility at the same time. Done badly, it becomes spam that journalists quickly learn to ignore.
Start with something worth covering
Journalists and editors need stories that interest their readers. Your new service launch is rarely enough on its own. Think about what you can offer that is genuinely useful or interesting.
- Expert comment on a topic in the news.
- Original data from your own work, shared honestly and with clear methods.
- Practical guides or tools that a publication would want to point readers to.
- A clear point of view on a debate in your industry.
- Local stories about your team, community work or projects.
Research before you pitch
Read the publication before you contact it. Understand what it covers and who writes about your topic. A short, relevant pitch to the right person is far better than a mass email to a long list. Personalise each message and explain in one or two lines why the story matters to their readers.
Keep your pitch short and clear
Busy editors skim. Put the story in the subject line and the first sentence. Offer what they need, such as a named expert, images or data, and make it easy to reply. Follow up once, politely, then move on if you hear nothing.
Play the long game
Digital PR works best as a steady effort, not a one-off stunt. Build relationships with a small number of relevant writers. Be reliable, quick and honest. Over time, they may come to you for comment. Avoid paying for links or using link schemes, as these can break search engine guidelines and damage your reputation.
Earned coverage takes patience, but it tends to last. If you would like to explore what stories your business could tell, the Northpeak team would love to hear from you.
