Digital PR is a discipline used by businesses to build an online presence by securing features and links from relevant, authoritative publications. This can be done in a number of ways, including sending out press releases, producing thought leadership comments, or larger creative content campaigns. Digital PR helps to get your business in front of potential customers as they browse the web and is a highly effective brand awareness tool.

But digital PR can be much more than just a brand awareness tool.

In our experience, you’re more likely seeking a digital PR agency to help you achieve a broader goal(s). Yes, high profile coverage is exciting and, yes, we do achieve it for our clients – but we also believe that digital PR (unlike its traditional counterpart) should be delivering tangible value.

For us, it’s about measurable gains as much as it is big placements and viral campaigns.

If you like the sound of exciting, creative digital PR campaigns that achieve results to be proud of on all levels, we could be the agency for you… Read on or get in touch to speak to one of our digital PR specialists.

Digital PR and SEO

Digital PR is often paired with SEO, because each can benefit the other.

Digital PR focuses on creating positive, tactical and influential messages and distributing them through the channels that are most successful to build brand awareness and authority. SEO focuses on developing quality content which ranks well in the search results and is shared and mentioned across the web.

Digital PR can therefore benefit your SEO strategy by building those mentions and links around the web. This improves your domain authority and as such improves your search rankings too. Similarly, SEO benefits digital PR by uncovering the topics and themes that people are searching for, and therefore feeding into the campaign strategy and the type of content you share through the PR activity.

Digital PR for Measurable Gains

Digital PR is one of the most valuable forms of online marketing you can do. This is because its benefit spans the more general goal of ‘brand awareness’ and also the more tangible goals relating to search rankings and domain authority.

We believe that effective digital PR is an integral part of the ‘bigger picture’. Our digital PR experts work closely with our SEO team to understand the goal, whether that’s to improve rankings for a particular page, drive more traffic to a particular product or simply help raise brand awareness online.

We do this by taking SEO one step further. Whilst traditional SEO link building might focus on getting links to a page, digital PR is all about understanding the product or service that’s being promoted, distilling the core messages surrounding it and communicating those messages in such a way that they are featured in the places your audience is already active online. As a result, you also get more links to your website, which supports your SEO success overall.

What’s the difference between traditional PR and digital PR, then? For us, it’s measurability. We use a wide span of PR tactics to achieve our client’s goals, agreeing in advance the KPIs and ensuring measurable, visible, tangible benefits. We celebrate the outcomes as well as the outputs. It’s your investment; make it count.

Who We Are

Our team of digital PR specialists operates primarily from our Nottingham base and benefits from a huge office, plenty of breakout spaces and lots and lots of whiteboards! Together, we’re a close knit bunch and we’re all as outwardly nerdy about our industry and each other, sharing campaigns we’ve loved, campaigns we haven’t and openly critiquing the news and PR landscape on a regular basis.

Most of us come from more traditional PR backgrounds, having honed our expertise working with some of the UK’s biggest brands, in some exciting niches and in both domestic and international markets. Our time in traditional backgrounds has taught us the skills on which we build in being digital specialists, as well as underpinning our passion for tangible, measurable gains that garner more ‘bang for your buck’ than a typical traditional campaign.

Others in the team come from journalist backgrounds – in fact, one team member was so impressed by a PR pitch from Impression that she left the newspaper for which she worked to join us! This background gives us valuable insight into ‘what it’s like from the other side’ and has underpinned the development of our own outreach processes.

Then we’ve got SEOs – turned – PRs. A growing breed in their own right, these people have experienced the tangible gains of PR and have joined us to enjoy the creativity of a digital PR role, bringing with them the detailed knowledge of how links affect online visibility.

Together, we work with clients across a broad spectrum of industries, both B2B and B2C, in delivering impressive campaigns crafted around measurable gains. We’d love to add your brand to that list!

PR Projects vs Retainers

Ours is a business that has grown primarily from retainer based work. This means we build lasting relationships with our clients, meaning we’re much better placed to dovetail our work into theirs and become a truly integrated extension of their own marketing team.

What this means for our clients is that they’re confident in our knowledge not only of the press landscape, but of the nuances of their brand, their business aspirations and their audience that underpin all of our ideation and subsequent campaign strategies.

With that said, we also appreciate that many of you may be seeking a PR project or single campaign, either to prove the concept of digital PR within your business, or to test our skills, maybe even putting us up against another agency or team.

And that’s fine by us, too! While we would always prefer the longer term relationship a retainer brings, we are more than happy to discuss one off projects and have honed our skills in project management to facilitate this.

No matter what your needs, get in touch today to discuss them with Impression. We’re also open to RFPs / tender processes and you can email your project brief directly to us at

Find out how your business can grow through strategic digital PR

Whether yours is a new business just starting to grow or an established company seeking greater visibility, exposure and results, we can help. Our expert team is ready to hear from you; simply fill in the form below and we’ll be in touch as soon as possible. Alternatively, give us a call using the number at the top of the page.

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