Story discovery
Identify credible angles from your expertise, business activity, research, or customer questions. Separate evidence from opinion.
Digital PR & expert positioning
Give your expertise a story worth sharing.
Turn real experience, useful information, and original viewpoints into relevant editorial opportunities.
In plain English
Digital PR helps a business communicate something useful or newsworthy to the right audience. We develop the angle, research suitable publications, and coordinate outreach and content.
Who this is for
Founders, specialists, and organisations with first-hand experience, original insights, or a story relevant to their market.
What we can work on
Expert contributions
Prepare commentary, interview notes, contributed article ideas, and a concise expert profile.
Media fit
Research outlets and editorial contacts based on the story, audience, and publication’s coverage.
Campaign coordination
Manage pitches, follow-up, editorial requests, content handoff, and outcome reporting.
How the work is scoped
- Discover: review the business context, available evidence, and the problem to solve.
- Prioritise: agree on deliverables, dependencies, budget, and a review period.
- Deliver: implement the agreed work and document the decisions.
- Review: assess the outputs and performance, then adjust the next steps.
Agree the boundaries first.
Includes story development, evidence preparation, relevant media research, tailored pitches, and coordination of agreed editorial requests. Guaranteed coverage, crisis communications, paid media buying, and invented research are excluded. Publication timing, wording, and inclusion of links remain subject to each outlet’s editorial decisions.
What your brief should include
- A named spokesperson and their demonstrable subject expertise.
- Approved facts, original material, and evidence available for publication.
- Target readers, markets, publications, and campaign purpose.
- Review responsibilities, interview availability, and sensitive-topic boundaries.
How this can look in practice
These scenarios explain the method. They are hypothetical examples, not client case studies or performance claims.
Illustrative scenario
expertise behind a timely question
- The situation
- A hypothetical industry specialist can explain a recurring customer problem but has no concise, attributable commentary prepared for editors.
- Possible work
- Interview the specialist, isolate a useful viewpoint, verify supporting claims, and prepare an approved quotation with background notes for publications covering that question.
- What to review
- Confirm that commentary stays within the spokesperson’s experience and track substantive editorial responses. The scenario illustrates preparation, not achieved coverage.
Illustrative scenario
making original information usable
- The situation
- A hypothetical business holds an approved dataset whose limitations and practical relevance are difficult for an outside reader to understand.
- Possible work
- Document the source, collection method, period, exclusions, and limits. Develop a clearly supported finding and a concise explanation of why it matters to a specific readership.
- What to review
- Check reproducibility and permissions before pitching; correct unsupported interpretations. This example describes a possible campaign without inventing findings or results.
How delivery is checked
- The story has a specific reader benefit and evidence separate from promotional claims.
- Spokesperson quotations, research permissions, and factual statements receive approval before outreach.
- Reports distinguish pitches, conversations, published coverage, mentions, and links rather than combining them.
Adapting the work to your market
A story for the USA, UK, Australia, or New Zealand needs an angle relevant to that readership. Agree on the geographic scope of evidence, the spokesperson’s availability, and the outlets’ editorial interests. Research from one market should not be presented as representative of another without a defensible basis.
See how international projects are scoped and coordinated.
What progress looks like
Report qualified pitches, conversations, editorial coverage, brand mentions, live links where present, and referral engagement. Publication is an editorial decision, not a guaranteed deliverable.
Common questions
Do we need original research?
Not always. A specific, useful expert viewpoint may be enough. Claims still need evidence and a clear reason the audience should care.
Is digital PR the same as buying backlinks?
No. The goal is relevant coverage and useful communication. Links may be part of an editorial outcome, but are not a substitute for a credible story.
Can you use our client results?
Only with approved facts, reliable evidence, appropriate context, and permission to publish. We do not invent testimonials or performance claims.
Connected services
A clear place to start
Let’s find your next opportunity.
Share your website, audience, and priorities. We’ll put the useful next steps in focus.