Digital PR
Why digital PR matters
Digital PR works hand-in-hand with search engines and AI platforms to improve digital presence by boosting a website’s authority and trust.
It combines creative content campaigns and PR know-how to build brand mentions and high-quality links back to your website, bringing relevant traffic with it. All well and good, but why would you need this?
For Google or generative search engines, securing relevant links back to your website and coverage is still considered one of the most significant signals for trust. While ranking in the top three Google search results is still highly valuable for your business, those same signals also influence how AI platforms and social feeds decide which brands to surface when people are searching everywhere. And digital PR is a powerful way to grow those signals.
We’re an experienced digital PR agency, so we’ll work with your team to develop content ideas that eat the weak and gain linked online coverage from reputable websites your target audience already trusts. We’ll gradually build the awareness of your brand, recognition of your products and trust in your expertise across the media landscape. That’s what will help to improve search visibility, quality traffic and, ultimately, business.
How a managed digital PR agency works
We’ll work with you to establish your business goals online and pick out the most lucrative content themes and search terms for your next phase of growth.
We then integrate ourselves into your business, become experts in your field and get to work building the external relationships needed to achieve the right links and coverage.
As PR specialists at heart, we create digital PR strategies which complement your brand awareness efforts and deliver value beyond just links. Every campaign has PR fundamentals as its backbone – quality, relevant stories that raise awareness and fuel the wider search benefits of link acquisition and brand mentions. Those same signals feed into how AI search engines, models like ChatGPT, decide which brands to highlight in results.
We become advocates of your brand, and we respect your brand’s reputation. Every idea we have, every article and press release we write, goes through a rigorous internal quality check. Nothing gets worked on until you’re happy. We handle all the media communications to make sure the coverage you gain is valuable, credible and long-lasting.
Our Experts
Stupidly competitive at everything. Sport, leisure and fitness PR and marketing background. International racqueteer. Ponderer.
James
Head of Digital PR
Journalist-trained magical Digital PR crossover(er). Novel(ist). Believes her voice to be a lethal weapon and that she’ll combust if she treads on Leicester again.
Becca
Senior Account Director
Former geology student consistently disappointed in the media’s lack of rocks. Member of Tank’s Yorkshire infantry. Digital PR wizard who wishes golf balls were larger.
Andy
Account Director
Displaced Glaswegian and award winning publicist. Fuelled by a steady diet of gigs, coffee and contact sport. Knows all the secret items on the McDonald’s menu - but will never divulge!
Lauren G
Senior Account Manager
Journalist-trained PR rainmaker and topdrawer researcher. Creator of calm and reader of the stars (as well as working with a few). Enjoys walking the vast, green open spaces of, err, Loughborough.
Giorgia
Account Manager
Digital PR hotshot and brand expert. Former ski racer who regularly spends time underwater, breathing through a hose. Likes writing numbers in a grid.
Mel
Account Manager
Fashion and consumer-orientated PR doyenne. Regrettably exists on a celeb / reality TV drip. Confirmed southerner, a (very) long way from Paris. AWC - may decorate you, unless you’ve been at the Kiwis.
Katie
Senior Digital PR Specialist
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Digital PR FAQs
Why digital PR is important for any business.
If your business relies on organic search visibility to fuel new business and revenue, then you need to assert authority to keep pace with your competitors. Mixed with the right on-page content and search techniques, digital PR is crucial in making that improvement happen in the jostle for more customers and the fight for their trust.
Algorithms look at all kinds of signals; the content, the technical footprint, surrounding social signals and the quality of backlinks to pages. Off-page factors such as links and brand mentions are a key differentiator for search engines in deciding which of two pages of the same quality they want to show in search results.
The more credible sources you have linking to your website, the more powerful your pages are and the more likely they are to rank towards the top of search engine results pages, appear in AI search overviews or get pulled into AI generated results.
The difference between digital PR and brand PR.
Brand PR focuses on securing coverage in offline and online media to build awareness and credibility, often without links. Digital PR takes this further with online tactics – aiming to deliver that coverage online in ways that secure backlinks that boost SEO and generate the trust signals that influence search results and AI-generated answers.
How digital PR improves organic search rankings.
A key component of digital PR is creating backlinks. Backlinks from relevant, authoritative sites act like endorsements in the eyes of search engines. They tell algorithms your content is worth trusting, strengthening domain authority and helping you climb the rankings. Those same endorsements increasingly shape how AI engines decide which brands to mention.
Digital PR is more than just link building.
While backlinks are a core output, digital PR is also about building your brand’s reputation and authority in the right spaces. Effective campaigns create newsworthy stories, thought leadership and content that audiences engage with, helping your brand be recognised and trusted beyond search rankings alone – rippling across search and AI platforms alike
The power of data to measure digital PR.
Digital PR can be measured more easily. You can track backlinks, referral traffic, keyword movements, domain authority growth, coverage volume and engagement to understand exactly how your campaigns are performing – and where to optimise further. These insights don’t just show ROI – they help refine the next campaign so your results keep compounding.
Creating a digital PR strategy.
Successful digital PR doesn’t happen by chance. It starts with understanding your goals, audience and the media landscape. From there, campaigns are crafted with creative ideas, targeted outreach and aligned SEO strategy to deliver coverage that not only builds awareness but also strengthens your performance in search. The result isn’t just better awareness – it’s stronger performance across search and the wider digital ecosystem where your brand is discovered.