Content & Authority
Digital PR
Good digital PR starts with something genuinely worth reporting. We develop credible stories from expertise, data, research and real business activity, identify the journalists and publications for whom those stories are relevant, and conduct targeted outreach without buying editorial links or promising coverage we cannot control.
Earn relevant coverage, citations and links by creating genuinely newsworthy data, expertise and assets.
- Story-led and evidence-backed
- Earned coverage, never guaranteed placement
- Relevance and business impact over raw coverage volume
PR objectives.
These are the objectives we agree and measure against. We do not publish performance figures we cannot evidence.
Relevant earned coverage
Secure editorial attention from publications and journalists relevant to the audience and subject.
Independent visibility
Increase credible third-party references to the organisation, its expertise, research or activities.
Editorial links
Earn relevant links where publishers independently decide that linking to the source improves their coverage.
Expert positioning
Create legitimate opportunities for knowledgeable people within the business to contribute useful commentary.
Commercial contribution
Measure referral traffic, branded demand, enquiries or other business outcomes where sufficient evidence connects them to PR activity.
Why PR campaigns fall flat.
Nothing genuinely newsworthy
A company announcement or marketing message is not automatically a media story. The campaign needs evidence, relevance, timeliness, novelty, expertise or another credible reason for an editor to care.
Coverage without audience relevance
A long list of unrelated publications may increase the coverage count while contributing little to reputation, referral traffic, customer awareness or the campaign's actual objective.
No expert-response capability
Reactive PR only works when a credible spokesperson can respond quickly with a useful, supportable perspective. Opportunities disappear when approval and expert access take too long.
Outputs mistaken for outcomes
Counting articles and links alone does not show whether PR changed awareness, generated relevant traffic, supported search visibility or contributed to enquiries and opportunities.
The PR scope.
Story and angle development
Identify credible angles from expertise, business activity, market change, customer patterns, research or data rather than inventing novelty after the fact.
Research and evidence development
Develop surveys, datasets, analysis, indexes or expert material where appropriate, documenting sources, methodology, calculations and limitations so the story remains defensible.
Media targeting and outreach
Identify journalists and publications whose existing coverage makes the story relevant, then pitch them individually with the evidence and source material required to assess it.
Expert commentary
Prepare credible spokespeople and, where reactive PR is included in scope, respond to suitable opportunities with timely, useful commentary.
Source assets
Create supporting pages, reports, visuals or datasets that journalists can inspect and readers can reference directly.
Measurement and learning
Separate campaign outputs from audience and commercial outcomes, then use the evidence to improve story selection, targeting and future campaigns.
How campaigns run.
Discover
Identify credible stories, data, expertise and relevant external events.
Validate
Check claims, source material, methodology, evidence and whether the proposed story is genuinely defensible.
Build
Prepare the research, source asset, expert commentary and supporting materials journalists may need.
Pitch and respond
Conduct targeted outreach and respond to relevant opportunities within the agreed PR scope.
Evaluate
Assess coverage quality, links, referral behaviour, audience response and commercial outcomes without presenting correlation as proof of causation.
What you receive.
How success is measured
- Relevant earned coverage by publication and audience fit
- Editorial links earned, including destination and link attributes
- Referral traffic and behaviour from coverage
- Brand and search-demand trends where useful, treated as contextual rather than automatically causal
- Enquiries, opportunities or conversions attributable to PR where tracking permits
- Expert citations and journalist engagement where those are campaign objectives
- Campaign outputs separated from audience outcomes and business impact
- PR opportunity and story development
- Research methodology and supporting evidence where relevant
- Source assets, data or expert materials
- Targeted media list and outreach programme
- Spokesperson or commentary framework where required
- Coverage and earned-link reporting
- Referral and commercial-impact reporting where measurable
- Campaign learning and next-step recommendations
Who this is for.
A strong fit
- Businesses with data, expertise or a distinctive perspective
- Companies competing for relevant national or sector media attention
- Brands that can support claims with credible evidence or expert input
- Organisations with spokespeople available to comment where reactive PR is required
Probably not the right fit
- Businesses wanting guaranteed coverage or link counts per month
- Anyone expecting paid placements to be presented as earned editorial
How we evidence our work.
We have no published case studies for this service yet, and we will not invent them. This is the standard our work is held to instead.
Baseline before work begins
Visibility, traffic quality, conversion and enquiry volume are recorded before anything changes, so improvement is provable rather than asserted.
Documented method
Every change is logged with the reasoning behind it — you can always see what was done, when, and why.
Reporting against agreed measures
We report on the commercial measures set at the outset, including the ones that did not move.
Published only when verifiable
Client outcomes appear on this site only once they are real, measurable and approved by the client.
Where this connects.
Common questions.
Guides and insights.
guide
What Makes a Good Backlink?
A practical guide to backlink quality, covering relevance, editorial value, authority, anchor text, link attributes and the link-building tactics that create unnecessary risk.
guide
How to Get Your Business Cited by ChatGPT & AI Search
A practical guide to improving your chances of being discovered, understood and cited in ChatGPT and other AI search experiences without relying on unsupported AI-search hacks.
guide
Digital PR vs Link Building: Which Builds Better Search Authority?
A practical comparison of digital PR and link building, including where they overlap, what quality looks like and how to avoid link-spam tactics.
Find the story your market would actually publish.
Start with a free growth review: a clear, honest assessment of where your visibility and conversion stand today, and what we would prioritise first.