Earn coverage in relevant publications through original research and expert commentary, with digital PR campaigns built around stories journalists want to publish.
There's a difference between what a business says about itself and what an independent publication chooses to report. Editorial coverage gives your business exposure through sources with their own audiences and reputations.
It also provides potential customers with information they can find outside your website when researching your business or comparing providers.
Journalists don't publish press releases about your new service page. They publish things their readers want. Everything starts there.
I look for stories that would interest journalists covering your industry. This might involve analysing publicly available data or identifying useful insights from your business that haven't been widely reported.
Once there's a viable angle, the research is developed into material journalists can use. Depending on the campaign, this could include a data study, supporting visuals or commentary from someone with relevant industry experience.
I identify journalists and editors who regularly cover relevant topics and tailor the outreach to their publication. The focus is on giving each contact a genuinely relevant story rather than sending the same pitch to a large list.
I monitor published coverage and assess how relevant it is to your business. This includes tracking media mentions and any backlinks earned, along with opportunities for referral traffic.
Media coverage can contribute to your wider search strategy in several ways, although the value of individual placements depends on the publication and the coverage earned.
When publications link to your website, those links can support its organic search performance. Backlinks aren't guaranteed, but relevant editorial links can be a valuable outcome of digital PR.
Published articles create independent references to your business that AI search tools may encounter or cite. While coverage doesn't guarantee inclusion in AI-generated answers, it can contribute to the information available about your brand.
Coverage in publications your potential customers read can bring relevant visitors directly to your website. Some articles may continue attracting readers through search long after publication.