Example one: a public-data study
Imagine a garden furniture retailer exploring how outdoor space varies between UK towns. A possible story is a comparison of access to public green space. The first job is to find a source that measures the same thing in every location.
A fair comparison would state the places included, the data year and whether the measure is total area or area per resident. Public green space isn't the same as private garden space. Calling a town the best place for outdoor living would go beyond what this measure proves.
The team could publish a findings page with the source and calculations, then offer regional journalists the figures for their area. That page gives a reporter something to check and a possible reason to link. If coverage appears, the report should record the article and any link. No towns, results or placements are claimed in this fictional example. Read more about data-led PR.
Example two: an expert explains a news event
Imagine a financial business with a qualified mortgage specialist. Following a Bank of England rate announcement, a reporter may need a clear explanation of what the decision could mean for borrowers.
A useful comment would distinguish different mortgage types and avoid pretending that one rate announcement affects every household in the same way. The specialist's name, role and expertise must be genuine, and any quoted words must be theirs. Predictions should be identified as opinions, with no promise of a particular saving.
The pitch would offer the explanation to journalists covering the announcement. If a reporter uses it, record the quote, attribution and any link. An unlinked quote is coverage, but it isn't a backlink. This scenario illustrates expert comment within a reactive PR campaign; it doesn't describe an actual bank or spokesperson.
Example three: a product considered for a roundup
Imagine a homeware brand with a compact lamp that might fit a journalist's small-space gift guide. A useful pitch would explain the size, price and availability, with accurate product photographs. Those details let the journalist assess whether it suits the article.
Publication deadlines vary. A print feature may be planned well ahead, while an online guide may be updated closer to the season. The reporter decides whether the product belongs in the piece; offering a sample doesn't guarantee inclusion or a favourable review.
Any payment, gift or affiliate arrangement needs to be treated transparently. Links supplied in exchange for products or payment aren't ordinary earned links; Google's link-qualification guidance explains sponsored links. A report should distinguish these from independent editorial coverage. This fictional scenario explains product PR, without claiming gift-guide placements or sales.
How to choose a campaign format
Start with the question a reader would care about. A data study suits a question that reliable figures can answer. Expert comment suits a topic where a real specialist can explain something the reader may misunderstand. A product story needs a reason for that product to feature now.
Some ideas don't survive the checks. A dataset may be out of date, a comparison may be unfair or the proposed expert may not have the right experience. Change the angle or drop it before pitching. A more exciting headline is no substitute for evidence.
How to judge a real campaign example
Look for a dated campaign, the original source material and links to the published articles. Check whether the articles actually name the brand and link to its website. A publication logo or a large traffic estimate can't answer those questions.
Separate original articles from syndicated copies, and ask how any reported sales or enquiries were measured. A rise in traffic after a campaign doesn't prove the campaign caused it. Our digital PR measurement guide includes a small reporting example. The coverage gallery is separate from these fictional scenarios.