Coverage and Backlinks Earned Through a Real Story
Digital PR is the practice of earning media coverage, backlinks and third-party credibility for a brand through relationships with journalists, publications and platforms, rather than buying placement. Pii Digital runs digital PR for mid-market and enterprise brands, including public-sector organisations, that need coverage grounded in a real story and a real technical foundation to rank from.
What's included
Story and angle development
Identifying newsworthy angles from your data, expertise or announcements, rather than issuing a generic press release.
Journalist and publication outreach
Targeted pitching to relevant journalists and industry publications, built on genuine relationships, not mass distribution lists.
Press release and media asset writing
Releases, statements and briefing documents written to a journalistic standard, not a marketing one.
Backlink and coverage tracking
Monitoring of earned coverage and the resulting backlinks, tied back to your SEO authority goals.
Crisis and reputational communications support
Rapid-response communications for organisations, including public-sector clients, managing sensitive coverage.
How Pii Digital Does This Differently
Digital PR that isn't coordinated with SEO earns coverage that never turns into ranking authority, and PR that isn't coordinated with brand produces messaging that contradicts what's on your own website. Pii Digital's PR team works from the same brand and technical SEO context as the rest of the group, so earned coverage compounds rather than sitting in isolation.
Frequently asked questions
How is digital PR different from traditional PR?
Digital PR earns coverage and backlinks through real relationships with journalists and publications, driving both brand credibility and SEO authority; traditional PR often includes offline and broadcast media without the same focus on earned links. Pii Digital runs digital PR as part of its integrated marketing offer, coordinated with the SEO team it earns links for.
What makes a story worth pitching to journalists?
A newsworthy story, data, expert commentary or a genuine announcement — not a generic press release. Pii Digital works with your team and its own strategists to find or shape a real angle, drawing on brand and product context the wider team already holds, before pitching to journalists and relevant publications.
Does digital PR help with AI search visibility too?
Digital PR builds the backlink authority and brand mentions that support both traditional rankings and citation in AI-generated answers, though the two disciplines use different tactics. Pii Digital's digital PR team works alongside its dedicated Answer Engine Optimisation service rather than duplicating it — see Answer Engine Optimisation (/services/ai/answer-engine-optimization) for the AI-specific approach.