What a digital PR agency does
A digital PR agency earns coverage for a brand in online publications, and with it the editorial links that build authority in search. The craft is the same as good press office work has always been: find a story worth telling, write it properly, and put it in front of the right journalist at the right moment. What changes is the intent. Every campaign is planned with a target page in mind, so the coverage strengthens the pages that need it.
For us that means four formats. Data-led PR built from public datasets, FOI requests and our own research. Reactive PR and expert comment on the day's news. Product PR for gift guides and roundups. And media relations for the announcements a business needs to make well. Most programmes mix two or three of them.
Comparing online PR companies
Companies that sell online PR fall into four groups, and each sells something different. Traditional PR firms look after reputation, press relations and events, and any links are a side effect. Digital PR agencies like ours research and write stories for journalists, then report the coverage and the links it earns. Link vendors and marketplaces sell placements on sites from a list, usually guest posts, and Google's spam policies treat paid links differently from editorial coverage. Press release wires publish your release across syndication sites, where links are normally nofollow.
Each suits a different job. A launch that needs broadcast and events suits a traditional firm. A business that wants coverage tied to the pages it needs to rank suits a digital PR agency. The thing to watch for is a vendor selling paid placements as if they were earned coverage.
Questions to ask before you sign
Whoever you shortlist, ask each of them the same questions:
- Can we see recent articles with live URLs, beyond a wall of logos?
- What does a sample report look like, and does it show which pieces linked, where and with what attribute?
- What happens if a batch runs late, and who does the extra work?
- Are any placements paid for, and how are paid links labelled?
- Who works on our account, and how do we reach them?
- Is there a minimum term, and how much notice do we give to stop?
The answers show quickly whether an agency earns coverage or buys it.
How we answer those questions
Examples of coverage our campaigns have earned are on the Coverage page, and our measurement guide shows the reporting method with a worked example. Every placement is reported with the publication, URL, link attribute and target page as it goes live.
If a batch runs late, we keep developing stories and pitching until the agreed number of placements is live. We don't pay publishers for placements. Packages run month to month with no fixed-term contract, and the pricing page sets out what each includes. You can reach the team by email at info@digitalprservices.co.uk or by booking a call.
Who we work with
Ecommerce brands that need category and guide pages to rank. Finance and insurance firms whose view on a rate decision belongs on the money pages. SaaS and B2B companies whose markets produce data about how people work. Travel businesses whose seasonal calendar suits a news desk. Professional services firms, from law to recruitment, whose expertise is worth more in print than in a brochure. Our pages on ecommerce, finance, SaaS and travel go into more detail, and London brands have their own page.
Examples of coverage our campaigns have earned, including the Daily Mail, the Daily Express, The Sun and Forbes, are on our Coverage page.
Packages and what they include
Two packages, both month to month. Growth at £4,500 a month delivers a campaign batch of ten editorial placements, with reactive commentary running alongside the planned stories. Scale at £7,500 delivers twenty, with multi-market planning and senior strategy review. Each batch is targeted for completion within 30 to 45 days of receiving the brief.
Every placement in every package is reported with the publication, URL, link attribute and target page, so you can check the work for yourself. Cancel before renewal if it isn't working. Brands with multi-market or regulated briefs get a bespoke retained programme scoped after a short conversation. Full detail is on the pricing page.