#184: How to Get Started with Digital PR

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In This Episode…

Using Digital PR means getting your website coverage in publications that your target audience read.

Digital PR is incredibly useful within digital marketing as it not only helps to increase brand awareness and your businesses credibility, it also contributes to other important areas like Search Engine Optimisation (SEO). By getting links, features and mention from large, high-profile publications this increases Google’s perception of your website and can boost your website’s ranking in its search engine results page.

Which Businesses Can Use Digital PR?

Digital PR can be used by all types of business, from small local businesses (dentists, plumbers, etc) to large multinational chains. It’s used to promote a company’s brand so that more people are aware of the products or services they offer, normally by promoting a recent story about the brand or something special or unique about them.

It doesn’t matter what your business does, or how boring you might perceive it to be. At Exposure Ninja, we have used a digital PR strategy to help many of our clients, including the less glamorous (think warehouse racking safety services and accountancy firms). The key to getting press attention is to put a creative spin on your brand story.

What is Digital PR?

Digital PR is a strategy used to increase awareness of your brand using online methods. In many ways, it’s similar to traditional PR, but it offers the opportunity to reach a much broader audience that can’t be reached with only offline methods.

The goal of Digital PR is getting mentions to your website or even social media shares, to build links and brand awareness. There are three main different types of Digital PR that you can incorporate into a PR strategy for your business. Let’s explore them further.


Newsjacking is what happens when brands piggyback off the day’s biggest news stories to draw attention to their own content. While on the surface this might seem like something PR people have been doing for years, newsjacking takes the practice to the next level, as it helps blog content and social posts to instantly reach interested followers.

Consider what news and entertainment are creating relevant and trending topics and spin them to suit your business. You can then share newsjacking content on your social networks to extend its reach. But it is also recommended to try to foster long term relationships with partners and journalists who can help get the word out there when relevant.

Newsjacking is a pretty simple process, and remember – the key to doing it successfully is thinking and acting fast.

Data Outreach

Data outreach refers to using data that is in the public domain to tell a story.

You can tap into Google Trends data or third-party data to create an interesting new piece regarding an element of your industry in order to generate links and mentions to your websites. Journalists may even pick up on your piece of content and use your data findings as a source for their own articles, providing your website with even further backlinks and coverage.

Examples of data outreach include making a list of the top Netflix shows of the year, based on the most highly reviewed shows on IMDB.

Inbound Requests

Another way of carrying out Digital PR is to respond to requests from journalists who are writing a story that you can provide insight on. In return for your information, they will credit you in their piece and likely mention your business too.

This not only provides great coverage but also establishes you as a voice of authority and your business as a credible one in its field.

The best source for finding these journalist requests is to search for these two hashtags on Twitter: #JournoRequest #PRRequest. Before responding to a request, it is worth researching the journalist and the publication they are writing for. You want to make sure you are getting coverage where your potential customers will see it.

PR Idea Generation Process

There are two key considerations you need to make to help you generate ideas for the PR content you want to produce. These are:

  1. Working out your angle
  2. Targeting relevant publications

In order to help you generate creative ideas and craft your angle to build an engaging and interesting piece of press content, you need to step out of focussing on the product or service you provide directly.

Think about relevant topics that are outside the box.

For example, if you are an accountancy firm doing a piece of Digital PR you want to avoid writing directly about the tax service you might provide. Instead, think about what data you could gather about how many people don’t know how to fill out a tax return form and create a PR piece around that. Or reach out to journalists who are requesting to speak to financial experts to advise on their articles.

The second stage of creating a successful Digital PR content piece is to target relevant publications. Reach out to journalists who work for press companies at both a local and a national level that appeal to your target audience and they are likely to read. This will help to increase your brand awareness and credibility in the eyes of your potential customers, making them more likely to turn into leads.

Find Out More

Watch or listen to the video or podcast to gain further insight into all the ways you can use Digital PR to increase links to your website and coverage to your business, including the idea creation process. If you want more suggestions and advice, then request a free review of your website via this link: https://exposureninja.com/review/


00:00 — Introduction
02:43 — Which Businesses Can Use Digital PR?
04:20 — What is Digital PR?
09:14 — Newsjacking
12:07 — Data Outreach
15:19 — Journo Requests
19:19 — Idea Generation Process

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