- Research first
- the story has to exist
- Earned
- not placed
- Citations
- matter for AI too
Digital PR
The most reliable source of genuine authority, and the hardest to fake. You cannot pitch your way to coverage without something worth covering, so this work starts with creating the story rather than distributing it.
- Durability
- Earned coverage does not get discounted.
Why this works when link buying does not
A journalist citing your research does it because the information is useful to their readers. That link cannot be detected as paid, will not be discounted by an algorithm update, and frequently gets picked up secondarily by other publications without further effort.
It has also become more valuable for a second reason. AI systems weight corroboration across independent sources when deciding whether to treat a company as authoritative. Being described consistently across credible publications affects whether you get cited in assistant answers, not just whether you rank.
The catch is that it requires something genuinely new. Most digital PR fails because the pitch has no story — a company announcing its own opinion is not news.
- 8 areas
- One body of work, not a menu.
What’s included
Research design
Surveys, data analysis and industry studies designed around a question journalists in your sector would actually want answered.
Data storytelling
Turning findings into something with a clear angle, honest methodology and usable visuals.
Media targeting
Identifying the publications and individual journalists who cover this beat, rather than blasting a list.
Pitching
Individually written outreach. Templated pitches to a purchased list produce nothing and damage your name with the recipients.
Newsjacking
Responding to breaking sector developments with genuine expert commentary, on the short timescale that requires.
Expert commentary
Positioning your specialists as sources journalists return to, which compounds over time.
Coverage tracking
Monitoring placements, secondary pickup and whether links were actually included.
Citation monitoring
Tracking whether the coverage feeds through into AI assistant answers, which is increasingly where its value shows.
- Common questions
- Asked on most first calls.
Questions
How many placements can you promise?
None, and any agency promising a number is buying them. Earned coverage depends on editorial judgement we do not control. We commit to producing genuinely pitchable research and to defined outreach effort.
What if the research finds something unflattering?
We publish it anyway or we do not publish. Research shaped to reach a predetermined conclusion is marketing dressed as data, journalists recognise it, and it damages credibility more than no coverage.
How is this different from traditional PR?
Overlapping. The difference is that we optimise for durable citation and link value alongside brand coverage, and measure accordingly. A print mention with no online presence has limited value here.
How long does a campaign take?
Six to ten weeks from research design to first coverage, longer if the research requires primary data collection. Secondary pickup continues for months afterwards.
Do we need to be a big brand for this to work?
No. Small companies often do better, because a genuinely interesting dataset from an unknown firm is more novel to a journalist than another survey from a large one.
- Related
- Often scoped alongside this.
Related services
Link Building
Authority earned through research and editorial placement.
Content Marketing
Topic strategy, editorial calendars and the capacity to publish on schedule.
AI SEO
Visibility inside AI Overviews and assistant answers.
Online Reputation Management
What appears when someone searches your brand name.
Guest Posting
Placement on publications with real audiences and editorial standards.
- Next step
- We look at your site before the call.
Start with a free audit
An automated crawl plus a 30-minute walkthrough of what we can see from outside your site. If what you need isn’t something we do well, we’ll tell you.