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 Services

Your digital PR strategy is formed from the end goals you want to achieve. Depending on who you’re trying to target, what stories you want to tell and what types of websites you’d like to be featured on, we’ll set the strategy that’s right for you. Often, our clients have multiple goals in mind for brand building and so their strategies incorporate multiple goals, whether that be to achieve coverage in national news titles, as well as local news or maybe it’s to be featured in industry specific publications and local business news.

Creative Campaigns

To achieve multiple links and blanket national and local coverage across B2C and B2B publications, and earn increased brand awareness, our team will take time to ‘ideate’ and focus on the areas of your business that lend themselves to news stories. Using a story-led approach, backed up by reputable data, the team will outline a campaign that will generate headlines, tell a story and build links back to your website.

Thought Leadership & Newshacking

It's important to layer your creative campaigns with an 'always on' strategy to react to the press landscape, news updates and requests from journalists themselves. We monitor journalist requests and follow the news to identify opportunities for you. As EAT has become an even greater consideration for SEO, we too believe that thought leadership should be core to your strategy to build your brand and position your messages favourably amongst your target audience.

Trade & Local PR

Your goal might be to develop awareness of your brand within your industry and there is a wide range of industry/trade press out there. We're experienced across a variety of sectors and can help you get your stories out through trade specific websites and publications. It might also be tied to local SEO goals or aspirations to grow in a specific locale. Again, our team is able to generate location-specific stories or new angles on national content to gain localised coverage and links.

Traditional PR

Traditional PR and digital PR has evolved to be more similar than ever before. What differentiates our digital PR team from traditional PRs is our focus on 'measurable gains'. If you're looking for PR that drives tangible results, we'd love to speak to you.

Digital PR Campaigns: What to Expect

When investing in digital PR with Impression, a typical digital PR campaign will comprise:

Ideation and Concept Analysis

We have a range of techniques that we use to get the creative campaign ideas flowing, after an hour or so, we can find ourselves inundated with ideas, having ensured that they all stem from the core messaging of the brand. From here it’s about assessing the viability - can we get the data? Is the idea newsworthy? Does it fit the brand voice? Once we have compared the ideas against all of our factors, we are left with a final few to go ahead with.

Campaign Strategy and Roadmap

We believe that any successful digital campaign starts with a deep understanding of your brand, your audience and what you’re trying to communicate through your digital channels. Your digital PR campaign will begin with a campaign strategy and roadmap, which we’ll work on together to ensure the goals we set along the way are consistent with your own agenda. We will formulate a strategy that incorporates your goals, ensuring that they align with your digital needs, but that its contents also has the ability to generate mass appeal and coverage.

Media Relations

With our broad range of experience, we have contacts in high authority places, including national newspapers and industry/trade publications. We also have contacts in more niche websites and publications online, meaning we have a solid base of contacts to promote your brand to where relevant from the offset. We’ll work with you to create a list of target publications and to develop and maintain relationships with the media contacts that matter to your business.

Outreach

The outreach phase is the point where we promote the story / content / asset to the target media. Often, we utilise press releases to do this but we have also proven a range of techniques successful in tapping into the appropriate audiences, depending on the intent and positioning of the campaign itself. While outreach often happens in one period, we have also had campaigns that have 'evergreen' appeal and will therefore be outreached multiple times.

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.

Digital PR Campaign Types

We’re very much of the opinion that story comes first, format comes second.

That means we find the news hook first and then find the format most appropriate to communicate it. With that said, there are some common formats that we know you’re likely to be inspired / excited by, and that we’d like to share here. Of course, this doesn’t show the extent of what we can do; if you’d like to discuss your requirements with us, get in touch.

Creative Content Campaigns

Creative content campaigns most commonly comprise an on site asset and some form of interactivity for the audience. Because of their larger investment, they also often reap larger reward; we speak a lot of the broader benefits, which you can learn about here:

Thought Leadership

Thought leadership campaigns are an essential part of any strategy, and even more so with considerations around E-A-T in SEO. We'll help you grow your author profiles, identify appropriate spokespeople and prove your expertise, authority and trustworthiness to your audience and the press.

PR Stunts

PR stunts are a great, cost effective way to drive interest in your brand and earn new links to your website. We've conducted product based stunts, dream job campaigns and much more, drawing on our traditional PR expertise. We'd love to help you find what's best for your brand.

PR Quizzes

Quizzes are a great format for driving press attention, gaining audience engagement and generating new data from which to build new campaigns. From simple forms to fully developed interactive quizzes bespoke to your site, our team of PRs, designers and developers can help.

Data Based Campaigns and Visualisations

Data based campaigns and visualisations are a great method for achieving press coverage and can communicate your expertise to your target audience. We work with your data or that of third parties to help generate 'news from nothing' and gain coverage in the places that matter.

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 hello@impression.co.uk.

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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