Digital PR

Digital PR explained

Digital PR is public relations aimed at earning coverage, mentions and links from online publications, such as news sites, trade press and well-read blogs. It typically uses stories, original data, expert comment or campaigns that journalists find genuinely newsworthy. Done well, it builds brand awareness and earns the kind of editorial links Google values.

How it affects trust

Large digital PR campaigns are expensive and sit outside affordable SEO plans, including AffordSEO's. But small businesses can do a lot locally: commenting on local news in your field, sharing a genuine community story or offering expert advice to the regional paper. Local coverage often matters more to a local business than national headlines.

Risky habits

• Sending generic press releases to hundreds of journalists.
• Paying for "guaranteed coverage" on sites that publish anything.
• Creating stunts unrelated to your business.
• Forgetting to make the linked page worth visiting.

A realistic example

A family-run funeral director notices more families asking about green burials. She writes a short, factual piece on how they work locally and offers it to the regional paper's lifestyle editor. The paper runs a feature quoting her and linking to her guide. It's free, relevant and trusted.

How to review yours

Search your business name in Google News and see whether you've been mentioned recently. Note local journalists who cover your sector. Keep a list of stories you could genuinely offer, such as new services, community work, expert views on local issues and seasonal advice. Check that the pages you'd want them to link to are ready.

Related link terms

• Link building: Earning or acquiring backlinks: quality and relevance matter.
• Backlink: A link from another website to yours; a classic off-page signal.
• Branded search: Queries that include your brand name.