Digital PR: Earn Attention with Evidence Worth Sharing

Find a defensible story angle

Start with a real question, timely issue, useful dataset, expert explanation or customer trend. Check whether the insight is genuinely informative and whether the data can be explained without exaggeration.

Prepare evidence and assets

Document data sources, sample, dates, methodology and limitations. Make charts, quotes and supporting material easy to verify. Get permission for any proprietary or personal data before publication.

Research relevant journalists and outlets

Match the angle to a reporter's beat and recent work. Personalise outreach around why the story fits their audience; avoid sending the same pitch to unrelated contacts or repeatedly following up without reason.

Evaluate coverage quality

Look at topical relevance, audience fit, referral traffic, brand mentions and whether earned links are editorially given. Do not buy links or promise a ranking outcome from a campaign.

Build relationships beyond one pitch

Keep a clear media contact record, respond promptly to follow-up questions and correct errors. A reliable source relationship is more valuable than a single burst of low-quality placements.

Common mistakes to avoid

• Starting with tools or tactics before defining the customer problem.
• Using activity metrics without checking whether they reflect a useful outcome.
• Changing a process without assigning ownership and a review date.