Digital PR
A link a journalist chose to include because your story was genuinely worth covering carries weight no outreach template or marketplace purchase ever will — and it keeps paying off long after the campaign ends.
We’ll look at your brand, your data and your competitors’ coverage, then show you the campaign angles most likely to land real press.
A senior specialist will reply within one working day.
Backlinks still matter. How they’re earned matters more. A link from a story a journalist chose to run is a different asset entirely to one bought from a link marketplace.
Our digital PR services
The strongest digital PR campaigns are built on a genuine, original data point: a survey, an analysis of public data, or insight pulled from your own business that nobody else has published. We design the study, run the analysis and shape the findings into a story a journalist can run with, not a press release nobody reads past the headline.
Original stories built from your own dataA great story pitched badly still gets ignored. We research the right journalists for each specific story, not a generic media list, and write pitches tailored to what that reporter actually covers and how they like to receive a tip, built on real relationships rather than mass-blast outreach tools.
Pitches journalists actually want to openSome of the strongest coverage comes from responding quickly when a relevant story breaks, offering your team as the expert source a journalist needs that day. We monitor the news agenda for genuine opportunities and have commentary ready to go within the window that actually matters.
Being the source reporters turn to, not chaseNational press coverage is valuable, but trade and niche publications your actual customers and industry peers read often drive better-qualified traffic and more relevant links. We build relationships across both tiers, rather than optimising purely for the biggest possible masthead.
Trade press that your actual buyers readEvery piece of coverage is tracked for whether it actually included a link, whether that link is live and followed, and what it did for referral traffic, brand search volume and rankings, so you know exactly what a campaign delivered rather than just how many articles mention you.
Knowing what actually worked, not just what ranNot every mention includes a link, and not every mention is positive. We track brand mentions across the web, flag unlinked ones worth following up for a link, and keep an eye on sentiment so a campaign’s reputational impact is managed as carefully as its SEO impact.
Protecting the reputation the coverage is buildingWho it’s for
If competitors consistently out-rank you with links from outlets you’d want to be seen in too, digital PR is usually the fastest way to close that gap credibly.
Generic blogger outreach and mass pitch templates rarely land real press coverage. We build campaigns around stories strong enough to earn attention on their own.
Internal data, customer behaviour or industry insight is often more newsworthy than businesses realise. We know how to spot and shape a dataset into a story.
Digital PR builds genuine brand visibility and search demand alongside SEO value, which makes it a rare channel that pays off for marketing and SEO at once.
What digital PR actually is
Digital PR is the practice of earning coverage, brand mentions and backlinks from genuine media outlets through newsworthy stories, built and pitched with the same rigour as a traditional PR campaign, but measured against the outcomes that matter for SEO: followed links, referral traffic, brand search volume and ranking improvement.
It sits apart from traditional link building because the goal is never the link in isolation. A campaign that earns coverage nobody reads and a link nobody clicks has achieved very little, however it looks in a link-tracking spreadsheet. The story has to be genuinely good enough that a journalist chooses to run it on its own merits.
We treat every campaign as a piece of real PR first. If the story wouldn’t interest a journalist who has never heard of SEO, it isn’t strong enough to run, however convenient the angle looks on paper. That discipline is what separates coverage that compounds from outreach that gets ignored.
See it in coverage
Real coverage, real backlinks, real authority — not a press release nobody opens.
“We had no idea how much pent-up demand was out there until the press started calling us.”
Featured among a shortlist of fast-growing independents making waves beyond their home market.
Quoted as an industry voice on sourcing, resilience and what comes next.
Illustrative coverage mockup in wtfont’s own design language — fictional outlets, not real client coverage.
Why hire a digital PR agency
Our process
Nothing goes out to a journalist until it is genuinely strong enough to earn coverage on its own merits.
We dig into your data, your industry and your competitors’ coverage to find an angle a journalist would genuinely want to run, not a generic news hook.
The story is turned into something a journalist can actually use: an original study, a clear dataset, or expert commentary ready to quote.
We research journalists who specifically cover this topic and pitch each one individually, not a mass-blast list that gets ignored by everyone on it.
Every piece of coverage is logged, checked for a live followed link, and chased for a link where one is missing but reasonable to request.
Coverage is reported alongside referral traffic, brand search volume and ranking movement, so you see what the campaign actually did, not just press clippings.
Working together
Our data story ran in three national outlets in the same week.
They got us quoted as the expert source before our competitors even noticed the story breaking.
Our domain authority finally started moving after years of flat link growth.
Sectors
The craft is the same: find the story a journalist would want to run, regardless of industry.
Data-led stories around spending behaviour, market trends and consumer finance, pitched to both national business desks and trade finance press.
Market analysis and local trend stories that land in property sections and trade publications alike, built around genuinely new data.
Seasonal trend stories, consumer survey campaigns and reactive commentary timed to retail news cycles that actually move.
Industry analysis and founder commentary pitched to the tech press and trade publications your actual buyers and investors read.
Carefully sourced data and expert commentary built for a sector where accuracy and credible sourcing matter more than almost anywhere else.
Destination data, seasonal trend stories and reactive commentary timed around the travel news cycle’s genuinely busy windows.
What you get
Here is exactly what a digital PR campaign with us looks like, start to finish.
And always: every piece of coverage and every journalist relationship built belongs to your brand. No lock-in, ever.
Beyond digital PR
The crawl and indexation foundation that makes sure earned links actually translate into ranking improvement.
Long-form content and resources that give a digital PR campaign a strong home page to link back to.
Brand mentions and citations across AI tools, which earned coverage increasingly feeds directly into.
Local press coverage and citations that strengthen location-based rankings alongside national digital PR work.
Landing pages and press pages built to convert the attention a successful campaign sends your way.
Dashboards tying coverage, referral traffic and brand search volume together in one clear view.
The bigger picture
Search engines have spent years getting better at identifying which links were earned and which were manufactured, and that gap has only widened. A digital PR campaign built around a genuinely newsworthy story remains one of the few link-building approaches that gets more effective, not less, as detection improves.
AI tools increasingly cite brand mentions and press coverage directly when answering questions, often independent of whether that mention includes a traditional backlink at all. A brand that appears consistently and credibly in the press is building exactly the kind of signal AI search tools are learning to trust and surface, in a way a purchased link never will.
Journalists and editors are, if anything, more selective than they used to be about what they’ll run, as newsrooms shrink and inboxes fill with generic pitches. That makes a genuinely strong story more valuable than ever, and a mediocre one less likely than ever to land, which rewards campaigns built around real substance over volume.
None of this is a reason to chase every possible link. It is a reason to be more selective about which stories are worth building, and more patient about earning coverage that will still be respected, and still be driving traffic, years after it first ran.
Who you’re working with
Every digital PR account at wtfont. has one named lead who develops the story, builds the pitch and owns the journalist relationships directly. They are the person who picks up the phone when a reporter calls back, not a handover point between departments.
Swap this block for the real person: their name, photo, journalist contacts and a campaign result they are proud of. For PR buyers, seeing who is actually going to be pitching on their behalf matters enormously.
Digital PR guide
Straight answers to the questions every buyer asks before commissioning a campaign.
Traditional link building often starts with the link as the goal. Digital PR starts with a story genuinely worth covering, with links and brand mentions as an outcome of real press coverage, not the product being sold to a journalist.
No reputable digital PR agency can guarantee specific outlets or link counts, because the final decision always sits with the journalist and editor. We can and do share realistic, data-backed expectations based on comparable past campaigns.
Genuinely new data, a strong visual or statistic, and a clear reason the story matters right now. Ideas built purely to attract links, with no real audience interest behind them, consistently underperform.
From initial strategy to the first coverage landing is typically four to eight weeks, depending on how quickly the data or asset can be built and how the news agenda happens to be moving that month.
FAQ
Developing a genuinely newsworthy story, usually backed by original data, building it into a pitchable asset, researching and pitching the right journalists individually, then tracking the coverage and links that result.
Most engagements are scoped per campaign, with pricing based on the complexity of the data work and the scale of outreach required. Ongoing retainers are also available for brands running continuous campaigns.
Yes, when a press release is the right format. More often, the most effective digital PR work is a tailored pitch and supporting data asset rather than a traditional release, built around what each specific journalist actually needs.
Yes, often very well. B2B stories usually land in trade and niche press rather than national news, and that audience is frequently more valuable than broad national coverage for a specialist business.
We review honestly what did and didn't work, and adjust the next campaign accordingly. Digital PR has genuine variance by nature, which is exactly why we report transparently rather than inflating what actually ran.
Our focus is building positive coverage and brand visibility. For active reputation or crisis management, we can recommend specialists, though we do monitor sentiment on everything we run.
Based on who has genuinely covered similar stories before, not a generic media database list. A smaller, carefully targeted list consistently outperforms a mass-blast approach.
No. Digital PR campaigns can be commissioned individually, and ongoing retainers run monthly with no lock-in, because we would rather keep earning the next campaign than rely on a contract to keep you.
This page covers digital PR specifically: earned coverage, brand mentions and backlinks. Our full SEO service adds technical SEO, content and on-page work for a complete organic strategy.
From the blog
Guides and playbooks from the team. Placeholder titles, link them to your posts.
The difference between a story journalists want and one built purely for links.
What targeted, individual pitching gets right that automation misses.
A practical checklist for auditing a link profile for quality, not just quantity.
A step-by-step approach to finding the angle hiding in your own numbers.
Let’s talk
30 minutes with a senior digital PR specialist. No pitch deck, no obligation. Hang up anytime.
A senior strategist will reply within one working day.
Trusted with the story
Brands that earned coverage
worth being proud of
From fintech startups landing national business coverage to property brands building trade press relationships, we build campaigns around stories strong enough to earn coverage on their own merits.
- Senior digital PR specialists on every account
- Genuine journalist relationships, not mass outreach tools
- Full transparency on coverage and link outcomes
Talk to our digital PR teamSome of the brands we grow
Replace placeholders with real client logos