Digital PR is the opposite of buying a slot. There is no rate card. You build an angle a desk would actually run — a piece of data you own, a trend you can evidence, an expert view on something live — and you pitch it to the journalists who cover your sector.
When it works you get coverage on publications that do not sell placements at all, your brand starts getting searched by name, and the links come as a consequence of the story rather than the other way round.
Be clear-eyed about it: it is slower and less predictable than paid placement. Editors say no. Some months land better than others. Both belong in a programme; neither replaces the other.
What you get
- An angle built from something your business actually knows
- A media list for your sector, not a blast list
- The pitch and any supporting asset written
- Honest reporting on what landed, what did not, and why
What I need from you
Anything proprietary you can share — data, survey results, an operational insight, an expert who will give a quote — plus your target pages and your sector.
What I will not tell you
- I cannot guarantee a ranking. Nobody can, and anyone who does is selling you a story.
- Some publishers mark their outbound links. Where a link carries rel="sponsored" or rel="nofollow" you are told before you approve the site, not after the invoice.
- A placement can be removed months later. Editors change, sites get sold, articles get pruned. If it happens I tell you and replace it.
- Search engines decide what they index and how they rank it. I do not promise indexing or permanent availability.
Niches I do not accept
Gambling and casino, adult, CBD, cannabis and vaping, unlicensed pharma, crypto promotion, and insurance. Those need a different publisher pool and a different risk appetite, and pretending otherwise wastes your money and my time.
