Why Digital PR Is a Game-Changer for Your Brand Strategy

Standing out online isn’t just about being found—it’s about being remembered. SEO helps people discover you, but Digital PR shapes how they see you.

And that matters, because in a world where we’re bombarded with content 24/7, attention is fleeting. You can’t just rely on ranking well in search results and hope for the best. You need people talking about your brand in the right places, with the right message, at the right time.

That’s why Digital PR is so important and, if it's not already, should be a key part of your digital marketing strategy. Here's our top reasons Digital PR is a game changer for brands:

• People trust what they read online. Whether it’s a glowing review, a mention in a top publication, or a social media shoutout—these shape how your audience sees you and carries more weight than any ad ever could.

• It gives your brand a voice. Without Digital PR, your reputation is left to chance. Wouldn’t you rather shape the story instead of reacting to it?

• SEO and PR go hand in hand. Every mention earns a high-quality backlink, which boosts your domain authority and improves your search rankings.

• It amplifies your reach. Traditional PR isn’t enough anymore. Print media is fading, and TV is losing viewers to online content. Digital PR leverages influencers, bloggers, and online communities—putting your brand in front of the audiences that convert.

Types of Digital PR and What They’re Best For

There are loads of different ways to get people talking about your brand—but the trick isn’t just doing all the things. It’s knowing which tactics will work for your brand, your audience, and your goals, and how to make them land.

Here are some of the key types of Digital PR—and why they work when they’re done right.

1. Media Outreach & Online Coverage

This is the classic PR move—getting your brand featured in high-authority online publications, news sites, and industry blogs. It sounds simple enough, but the real value lies in the strategy behind it.

Journalists and bloggers are always on the hunt for fresh insights and expert commentary—but with a crowded inbox, your pitch needs to stand out. Strong visuals, relevant data, and a well-framed story can make all the difference.

Tools like HARO can help you connect with journalists, but without the right approach, those opportunities can easily slip through the cracks. This isn’t about luck—it’s about knowing how to pitch, who to pitch to and when.

Best for: Boosting credibility, building brand awareness, and improving SEO through backlinks.

2. Influencer Marketing & Creator Collaborations

Partnering with influencers can be a game-changer for reach, relevance, and trust—but only when the collaboration feels authentic and is backed by a smart strategy.

It’s not just about sending freebies and hoping for a mention. The magic happens when you align your brand with creators who genuinely reflect your values—and when the campaign is crafted to connect with their audience in a meaningful way.

Whether you’re going big with well-known names or tapping into micro-influencers with niche, engaged followings, it’s not who you work with—it’s how and why you work with them.

Best for: Increasing brand reach, driving social shares and building trust with specific audiences on social media platforms.

3. Thought Leadership & Guest Contributions

Being seen as an expert in your field can do wonders for your credibility. Guest articles, podcast features, LinkedIn commentary—these all build your authority and position your brand as one people can trust.

But just writing a blog post and hoping it lands somewhere won’t cut it. The key is knowing where your voice will carry weight, what topics will resonate, and how to frame your ideas so they actually get picked up.

Thought leadership is a long game—but with the right messaging and placement, it can put you front and centre in your industry.

Best for: Positioning yourself as an authority, driving organic traffic, increasing credibility and improving search engine visibility.

4. Social Media: Viral & Reactive Campaigns

Sometimes the best Digital PR isn’t planned—it’s reactive. When done well, a witty tweet, a cheeky Instagram post, or a well-timed TikTok can create huge waves of visibility, spark press coverage, and build serious buzz.

But jumping on a trend just for the sake of it? That rarely works like you want it to. The most successful viral campaigns are backed by a brand voice that’s already established and a strategy that connects the content to wider marketing and SEO goals.

If you're going to go viral, make sure it actually means something for your brand.

Best for: Creating brand awareness, increasing engagement and driving organic traffic.

5. Data-Led Campaigns & Reports

Data-led PR is one of the best ways to get featured in top-tier publications and build strong, SEO-friendly backlinks—but not just any data will do.

From the story angle to the sample size, everything needs to be crafted strategically. That means understanding your campaign goals, selecting the right topics, and knowing where the research will have the most impact.

Access to the right survey panels or audience data makes a huge difference too—you want findings that are relevant, newsworthy, and actually say something worth sharing.

Best for: Getting covered in top-tier media, earning high-quality backlinks and boosting brand authority.

6. Online Reviews & Reputation Management

Let’s be real—people trust other people more than brands. A bank of glowing reviews or a well-handled customer comment can be just as powerful as a media feature.

But managing your online reputation isn’t just replying to reviews now and then. It’s about creating a strategy that actively encourages positive feedback, addresses concerns quickly and professionally, and monitors brand sentiment across all channels.

From Trustpilot to TikTok, the way people talk about your brand online matters—and you need a plan to shape that conversation in the right direction.

Best for: Building trust, increasing conversions, and maintaining brand credibility.

Which Digital PR Strategy is Right for Your Brand?

There’s no one-size-fits-all approach to Digital PR. The best strategies combine multiple tactics to maximise exposure, credibility, and engagement.

Want to focus on SEO? Prioritise media outreach, thought leadership, and data-driven campaigns. Need brand awareness? Influencer collaborations and social media campaigns are your best bet. Looking to build trust? Focus on reviews, reputation management and expert commentary.

The more places your brand appears, the stronger its reputation becomes. Digital PR isn’t just about getting coverage—it’s about creating an online presence that people recognise, trust and engage with.

A successful Digital PR strategy isn’t guesswork—it’s built on insight, experience, and the right approach. If you want to get it right, get in touch with us today.

Brands That Are Absolutely Killing It With Digital PR

Some brands have their one viral moment and call it a day—but others? They’re consistently showing up, getting talked about, and owning the online space through smart, strategic Digital PR.

If you’re looking for inspiration from brands that know how to stay front and centre with engaging content and promotional tactics, these ones are seriously worth watching:

Aldi UK

Cheeky, relatable, and completely in tune with internet culture, Aldi nails real-time marketing. Whether it’s bantering with M&S over caterpillar cakes or jumping on trending memes, Aldi’s social team is basically a Digital PR masterclass in how to stay relevant, funny, and everywhere.

Absolute Collagen

A brilliant example of founder-led storytelling meets real-life results. They use genuine customer success stories, glowing reviews, and regular media appearances from founders Maxine and Darcy to build trust and drive word of mouth. Their Digital PR is smart, authentic, and beautifully consistent.

Greggs

Yes, it’s a bakery, but Greggs plays the PR game like a tech start-up. Remember the vegan sausage roll drama? The Primark x Greggs fashion collab? They understand timing, humour, and how to get people talking, both online and off.

Duolingo

Their unhinged green owl has become a viral icon—and it’s no accident. Duolingo leans into chaos on TikTok with on-trend, personality-packed content that gets massive engagement. It’s bold, funny, and proof that a brand voice can be your biggest asset.

Spotify

They don’t just do digital PR—they own cultural moments. Every year, Spotify Wrapped takes over social feeds with personalised, shareable content that turns users into brand ambassadors without them even realising. But it’s not just Wrapped, Spotify knows how to use insights, timing, and creativity to stay in the spotlight—and keep the world listening all year.

These example brands show that anyone, no matter the sector can win with digital PR. These brands all understand how to get people talking online—and that’s exactly what Digital PR is all about.

How to Build a Digital PR Strategy That Works

Great Digital PR doesn’t happen by accident. The brands that consistently get mentioned in top-tier media, trend on social, and dominate search results? They have a plan.

So, how do you make sure your Digital PR efforts aren’t just noise but actually drive brand awareness, engagement and trust?

Here’s what a high-impact Digital PR strategy looks like:

1. Get Clear on Your Goals

Before you start firing off press releases and pitching journalists, what’s the actual end game?

Do you want more website traffic, social media buzz, industry credibility, or all of the above? A scattered approach won’t get you far—set clear goals so you can measure what’s working and what’s just noise.

2. Understand Your Audience

If you’re shouting into the void, don’t be surprised when no one shouts back.

Where does your audience hang out online? What do they read? What content do they engage with? What actually matters to them? Answer these questions and you'll know where your audience spends their time and actually pays attention.

3. Create Newsworthy, Shareable Content

Here’s the harsh truth: no journalist, blogger, or influencer is going to talk about your brand just because you exist.

To get coverage, you need a story worth telling. Think:

✔ New data or insights – Think industry reports, case studies, or surveys that offer fresh info.

✔ Compelling stories – A strong brand narrative or founder story can get media attention.

✔ Expert commentary – Position yourself as an industry thought leader.

✔ Creative campaigns – Unique, interactive content like quizzes, viral stunts, or fun research pieces can get serious traction online.

4. Get Your Brand on High-Authority Sites

Want your brand to be seen by the right people AND boost your SEO at the same time? You need to get featured on high-authority websites.

• Top-tier media outlets – Think Forbes, BBC, The Guardian—big players that build instant credibility.

• Industry-specific blogs & online publications – Niche sites may not have mass appeal, but they speak directly to your target audience.

• Influencer & creator platforms – From LinkedIn thought leaders to TikTok content creators, collaborating with trusted voices amplifies your reach.

• Trending social conversations – PR doesn’t always come from a press release—jumping into trending discussions can put your brand in the spotlight.
  
  

5. Build Relationships, Not Just Links

If your idea of Digital PR is just "let’s get as many backlinks as possible", you’re missing the point. PR isn’t just about links— it’s about building genuine relationships with journalists and bloggers who can amplify your brand over time.

✔ Engage with journalists & bloggers – Comment on their articles, connect on LinkedIn, build rapport before pitching.
✔ Be genuinely helpful – Provide insights, stats, or expert commentary, even if it’s not about your brand.
✔ Pitch ideas they actually care about – Journalists aren’t there to promote your company—they need stories their audience wants to read.

Whether it’s a LinkedIn thought leader, an industry podcast, or a niche subreddit, relationship-building goes way beyond traditional media.

Three Easy Digital PR Tactics You Can Do Today

The best thing about digital PR? You don’t need a massive budget or a full PR team to make an impact. Here are some easy, high-impact Digital PR tactics you can start using right now:

1. 1. Pitch yourself as an expert. Journalists, bloggers, and podcast hosts are always looking for credible sources. Offer guest articles, expert insights, or commentary to industry blogs and news sites. You don’t need to wait for PR coverage—put yourself forward as the go-to person in your space. A well-placed comment can land you editorial links in major publications with zero cost.
   
   
   

2. 2. Leverage social proof. Encourage happy customers to leave reviews on Google, Trustpilot, or social media. A strong review presence isn’t just great for credibility—it’s also a powerful trust signal that influences buying decisions.
   
   
   

3. 3. Jump on trends. Timing is everything in PR. Whether it’s reacting to breaking industry news, hopping on social trends, or tying your brand to a cultural moment, being part of the conversation at the right time can put your brand in front of a huge audience, fast.

Ready to Create a Digital PR Strategy That Will Make Your Brand Unignorable?

The best Digital PR doesn’t just land you press coverage—it gets people talking, sharing, and engaging with your brand in all the right places.

If you want to create content so good people can’t help but share it, backed by a Digital PR strategy and SEO strategy that actually gets results, we can help.

Contact us today and let’s chat about how we can craft stories, campaigns and strategies that will get your brand seen, talked about and trusted.

Digital PR Frequently Asked Questions

1. What is Digital PR?

Digital PR is all about getting your brand seen, talked about, and trusted online. It’s a mix of positive media coverage, influencer collaborations, and SEO-driven content strategies designed to boost your organic search rankings and brand reputation.

2. What does a Digital PR specialist do?

A Digital PR specialist gets your brand in front of the right audience. They create newsworthy content ideas, build relationships with influencers and journalists, secure media coverage, and improve your SEO strategy by earning high-quality backlinks.

3. Is PR part of digital marketing?

They overlap, but they’re not the same. Digital PR focuses on visibility, credibility, and storytelling, while digital marketing includes paid ads, email marketing, and website optimisation. A strong Digital PR campaign, however, can massively boost your digital marketing efforts!

4. How does Digital PR help with SEO?

Digital PR earns high-authority backlinks, increases social mentions, and drives organic search traffic to your site. Google loves brands that get linked to by industry experts and key influencers, helping your content rank higher.

5. What’s the difference between Digital PR and traditional PR?

Traditional PR focuses on print, TV, and radio, while Digital PR is all about online visibility—think media features, influencer collaborations, social media campaigns, and SEO-driven content.

6. Does Digital PR help with content marketing?

Absolutely! Digital PR fuels your content strategy by generating fresh campaign ideas, securing coverage for your digital content, and amplifying your brand’s message across key platforms.

7. Why do relationships with influencers matter in Digital PR?

Because key influencers have built-in audiences who trust them. A single mention from the right creator can drive organic traffic, boost engagement, and increase your brand’s credibility faster than traditional ads.

8. How do you measure Digital PR success?

Look at organic search rankings, backlinks, referral traffic, social mentions, and media placements. The goal is to increase brand visibility, drive traffic, and improve your reputation online.

9. How can Digital PR support campaign goals?

Whether you’re launching a new product, growing brand awareness, or improving SEO strategy, Digital PR creates buzz, earns positive media coverage, and gets people talking about your brand in all the right places.