Digital PR for links, brand mentions and AI training data.
Earned coverage in publications that matter — for the authority that moves rankings, the brand mentions that train how AI assistants describe you, and the reputational lift that compounds across every commercial channel.
Why digital PR matters more than ever
Three things changed at once. Together, they made earned media the highest-leverage link and entity work for serious firms.
Link buying broke
Google’s been ruthless on paid links and link networks for years — and is getting better at devaluing them. Earned coverage from real publications is the only reliable durable signal left.
AI is reading the press
LLMs are trained heavily on news and trade publications. A mention in the right title doesn’t just feed Google — it feeds how ChatGPT and Perplexity describe your firm for the next year.
Brand mentions move rankings
Unlinked mentions in authoritative publications now carry meaningful weight, and feed entity recognition — both for Google and for AI.
What’s covered
- 01Story ideationAngles that journalists in your sector actually want — based on what they’re already covering, what’s trending, and what gap your firm can credibly fill.
- 02Data-led campaignsOriginal research, surveys or data analyses with a hook. Higher pickup rate, more authoritative coverage, often years of evergreen link earning from a single piece.
- 03Reactive PRJournalist requests from HARO, Featured.com, Qwoted and trade-specific networks — replied to with substance, not boilerplate. Lower-effort, steady stream of authoritative mentions.
- 04Founder commentary and thought leadershipPositioning the principal or senior team as quotable experts in the trade press — particularly powerful for law, healthcare and financial services.
- 05Journalist outreachTargeted, human outreach to specific journalists at specific publications. Not list-blasting. The relationships compound across campaigns.
- 06Coverage reportingMonthly tracking — placements, link quality, referring traffic, brand mention monitoring across press and AI assistants.
Who digital PR is for.
Ethical digital PR works when there's newsworthy expertise to land in credible publications.
You’re the kind of client this works for
- Firms with genuine expertise and a point of view
- Sectors where editorial coverage matters (law, finance, healthcare, B2B)
- Spokespeople available for comment and quotes
- Patience for editorial timelines
This probably isn’t the right service for you
- You want cheap or bought links
- You expect 50 placements a month
- No spokesperson or expert willing to engage
- You expect mass outreach via a £300 tool
Common questions
What kind of links do you actually earn?
Trade press, sector publications, national press where the story warrants it, and high-authority editorial sites. Domain ratings vary — relevance matters more than raw DR. A relevant link from a sector-trusted title beats a higher-DR link from a generic news site.
How much does it cost?
It depends on the campaign type and target volume. Reactive PR can be added to a retainer at modest cost. Data-led campaigns are project-priced — usually four to five figures, depending on complexity and target outlets.
Do you guarantee a certain number of links?
No — and you should be wary of anyone who does. I guarantee the quality of the work, the outreach effort, and the campaign reporting. Pickup rates depend on story strength and timing.
What sectors do you work in?
Strongest results in law, healthcare, financial services, estate agency and B2B professional services — sectors where trade press is well-developed and journalists need credible expert commentary.
Related services
Entity SEO
PR coverage is one of the strongest entity signals available.
Learn moreAI Search Optimisation
Press mentions feed how AI assistants describe your firm — PR and AI work compound together.
Learn moreContent Strategy
The best PR campaigns sit on top of strong on-site content that journalists can cite into.
Learn moreWhat clients actually say.
Real reviews from firms I have worked with. 4.8 out of 5 across Google, Facebook and Yell.
“Extremely helpful would highly recommend for SEO services, my business ranking went up, and more customers started calling.”
“We have been working with Gregg for a few months now — he is really actively trying to increase our profile on Google. We always find him easily contactable and approachable.”
Want to talk this through?
Thirty minutes. No pitch deck. I’ll tell you honestly whether I can help.