Digital PR Services

Why this works when outreach does not

A journalist at a national title receives hundreds of pitches a day. Almost all are a company describing itself. The handful that get covered offer something the writer needed anyway — a number nobody else has, an expert who can comment on today's story, or research that makes their piece stronger.

That is the whole discipline. Everything else is logistics.

What earns coverage

Original data

The most reliable route. A survey, an analysis of public data, or figures from your own operations that say something about the market. UK journalists want UK data — a statistic about American consumers is not useful to a piece about British ones.

Expert commentary

Slower to build, and it compounds. Journalists keep a mental list of people who answer quickly and say something quotable. Getting onto that list means being genuinely available, including at inconvenient times, and having a view rather than a statement.

Reactive comment

Responding to a breaking story within the window it is being written. This requires speed above all: a considered comment sent the next morning is worth nothing, and a decent one sent in ninety minutes gets used.

What we do

• Campaign concepts built from data you already have or can obtain
• Survey design and analysis where original research is the angle
• Press materials written the way journalists want to receive them
• Targeted outreach to UK national, regional and trade press
• Reactive comment programme, with the response times it requires
• Full coverage and link reporting

What we will not do

No paid placements presented as editorial. No syndicated press releases blasted to a thousand addresses. No fabricated statistics — and this matters more than it sounds, because a survey with a sample of 40 dressed up as national research is the fastest way to lose a journalist permanently.

Working with your team

The best campaigns come from inside the business. Your operations team knows which numbers are unusual; your sales team hears which questions journalists would find interesting; your founder has views worth quoting. Our job is recognising which of those is a story and packaging it so a journalist can use it in ten minutes.

Practically that means a short session at the start of each campaign cycle, and someone nominated as the spokesperson who can be reached quickly. Reactive comment fails without that second part — the window on a breaking story is hours, not days.

Measuring digital PR

Coverage volume is a weak measure on its own. A single piece in a national with a followed link outweighs twenty syndicated mentions on sites nobody reads.

We report the placement, the linking domain's actual authority, whether the link is followed, referral traffic, and any movement in branded search after a campaign lands. That last one is often the most valuable and the least reported — a campaign that made people search your name has done something even if the links were modest.

Which publications actually matter

A link from a national title is worth more than twenty from content farms, but the trade press is frequently the better target and almost always the easier one. Your buyers read the trade titles; they do not necessarily read the nationals.

For most UK B2B clients the sequence that works is trade press first — where your expertise is genuinely newsworthy and the journalists are reachable — then nationals when a campaign has an angle broad enough to justify it. Chasing a national placement with a story only your sector cares about wastes a cycle.

Realistic expectations

Campaigns fail. A concept that looked strong lands in a week when a bigger story dominates, and it gets nothing. Anyone promising a guaranteed number of placements is either buying them or counting syndication of the same piece across duplicate sites.

What we commit to is a defined number of campaigns, properly researched and properly pitched, with honest reporting of what each one earned — including the ones that earned little.