Digital PR: Earning Coverage and Links Online
Digital PR builds a brands visibility by earning online media coverage and links through compelling stories, data, and relationships.
Digital PR is earning media coverage and links through stories and outreach.
What It Is
Digital PR is the practice of earning online media coverage and links for a brand.
It combines content, data, and relationships with journalists and publishers.
What It Looks Like
- Original surveys or data that journalists cite.
- Newsworthy stories tied to what your brand does.
- Expert commentary offered to publications.
- Crisis and reputation management online.
Why It Matters
- It earns high-quality editorial links at scale.
- It builds brand awareness beyond search results.
- The links it earns are natural and valuable.
How to Run It
- Start with a story, not a link request.
- Create assets journalists actually want to cite.
- Build real relationships with relevant writers.
- Measure links and coverage, not just output.
Before: a brand tries to earn links with product-only outreach and gets ignored.
After: it runs an original industry survey that journalists find useful.
The result: dozens of news sites cite the data with links.
The lesson: give the press a story and the links follow.
Quick Tip
Digital PR works when the asset is genuinely newsworthy, so invest in data and storytelling, not just email lists.
Frequently Asked Questions
Digital PR, in Short
Journalists link to stories, not sales pages.
Give the press something to write about.