In the vast and volatile ocean of the internet, attention is currency—and digital PR is the art of minting it. Yet, for all the buzz about going viral, trending, and disrupting the market, far too many digital PR campaigns land with a thud, mistaking noise for impact. Digital PR that actually works—that builds brands, earns trust, and drives measurable results—requires more than press releases and wishful thinking. It demands strategy, storytelling, data, and the courage to be both relevant and real.
The Death of “Spray and Pray” PR
Traditional PR relied on relationships, press kits, and media lunches. Digital PR today is a blend of journalism, SEO, influencer engagement, and brand-building—all in real time. The shift means that what worked a decade ago (or even last year) no longer cuts it.
Take the overused tactic of mass emailing a generic press release. In theory, it’s simple: send to 500 journalists and hope for coverage. In reality, it’s digital littering. Most journalists get hundreds of these emails daily, and unless your story is tailor-made for their beat or their audience, it won’t even earn a click.
Instead, successful digital PR campaigns are laser-focused and multi-channeled. They are not about sending more, but sending better.
What Works Now: Specific Tactics and Examples
1. Newsjacking with Speed and Relevance
Newsjacking—piggybacking on a trending topic or breaking news—is one of the most effective digital PR tactics when done right. But timing is everything.
Example: Oreo’s Super Bowl Blackout Tweet (2013)
Yes, it’s old, but it’s iconic because it shows how fast response + context wins: “You can still dunk in the dark.” That one tweet earned more engagement than most multimillion-dollar TV ads.
In 2024, we saw fintech brand Wise pull a similar move during the Silicon Valley Bank collapse. As panic spread over bank stability, Wise launched a transparent thread on X (formerly Twitter) about their liquidity practices and how they protect user funds. It was timely, informative, and earned them trust and coverage in Forbes, Bloomberg, and tech blogs.
Takeaway: Set up monitoring tools for trends, Twitter/X hashtags, and niche Reddit threads in your space. Empower your PR team to act fast, even if it means skipping multiple approval layers. Relevance has a shelf life.
2. Data-Led Campaigns That Get Picked Up by Journalists
One of the most powerful ways to earn digital PR coverage is by creating your own data—original, timely, and packaged for journalists.
Example: Semrush’s Search Trends Reports
SEO tool Semrush releases regular reports on trending searches by industry. These are gold for journalists writing about market trends. One 2023 report on AI job searches was cited by over 300 news outlets, including CNBC, TechCrunch, and Fortune.
How to Do It:
- Use your platform’s data (user behavior, internal analytics).
- Run surveys on platforms like Pollfish or YouGov.
- Partner with a research firm if needed.
- Package findings with charts, quotes from your execs, and journalist-friendly headlines.
Pro Tip: Give journalists early access with embargoes. That way, they can prepare their stories before the data drops publicly.
3. Digital PR for SEO: The Link-Building Angle
SEO-focused digital PR aims to earn high-authority backlinks through creative campaigns and storytelling. This isn’t spammy link-building—it’s about creating content worth linking to.
Example: Rise at Seven’s “Game of Thrones” Tourism Campaign
When the final season of Game of Thrones aired, UK agency Rise at Seven created a campaign mapping real-world filming locations and ranking them by tourism value. It earned links from Lonely Planet, The Independent, and more—massive domain authority wins.
Your Turn:
- Create a tool or calculator (e.g., “Carbon Footprint Calculator”).
- Build interactive maps, timelines, or quizzes.
- Create industry “Top 10” lists or salary reports.
This type of content is highly shareable and evergreen. The SEO payoff is long-term, even if the news cycle moves on.
4. Influencer-Led Digital PR with Editorial Control
Digital PR campaigns increasingly blur the lines with influencer marketing—but only when influencers have editorial freedom do these campaigns truly resonate.
Example: Glossier’s Micro-Influencer Army
Glossier built its brand on digital PR that looked nothing like PR—because they empowered hundreds of real users, often with tiny followings, to create authentic content. The brand sent new products in pink bubble mailers, and the aesthetic alone sparked unboxing videos and TikToks that felt organic.
By not dictating messaging, Glossier created a content machine that fueled both social proof and press mentions.
Strategy Tip:
- Choose influencers with niche credibility, not just reach.
- Provide guidance, but don’t script them.
- Reuse influencer content in pitches as proof of traction.
5. PR Stunts That Spark Conversation (When Grounded in Brand Purpose)
A well-executed PR stunt still works—if it feels authentic to the brand and earns genuine emotion.
Example: Duolingo’s TikTok Antics
Duolingo’s mascot, Duo the Owl, became a social media phenomenon in 2023 thanks to its chaotic, often unhinged TikTok presence. One campaign, mocking the “Girl Dinner” trend with an “Owl Dinner” (raw mice and books), went viral and landed them on The Today Show. It was absurd but consistent with their brand’s edgy tone.
Risks: PR stunts backfire fast if they’re tone-deaf or feel exploitative (e.g., Kendall Jenner’s Pepsi ad).
Checklist for a Good Stunt:
- Is it rooted in your brand voice?
- Does it provoke a conversation, not just a reaction?
- Can it live across platforms (earned, owned, and shared)?
- Is it funny and meaningful?
The Measurement Question: How Do You Know It Worked?
For too long, PR success was gauged in vague terms: “impressions,” “reach,” “buzz.” In digital PR, we can do better.
Here’s what actually matters:
- Backlinks earned: Not just quantity, but quality (DA, relevance).
- Referral traffic: Are readers actually clicking through to your site?
- Search lift: Are more people Googling your brand or keywords post-campaign?
- Sentiment analysis: What’s the tone of earned mentions?
- Conversions: If your PR campaign included a CTA (e.g., email signup, free trial), track results.
Tools like Ahrefs, SEMrush, and Google Analytics 4 can help with this. For social campaigns, Sprout Social and Brandwatch are invaluable.
Don’t Forget Owned Media: Make Your Brand a Publisher
Digital PR doesn’t stop when a story goes live. The most effective brands turn earned media into a full-funnel engine:
- Feature coverage on your homepage (“As Seen In…” badges still convert).
- Turn press mentions into paid social ads—especially for awareness campaigns.
- Include in investor updates and internal comms—PR builds morale, too.
- Build a newsroom: Make it easy for journalists to find quotes, images, and past coverage.
Pro Tip: Use email newsletters to circulate your own wins. This keeps stakeholders and fans in the loop and helps you control the narrative.
Final Thought: Digital PR Is About People, Not Just Placements
At its best, digital PR is human. It tells stories that matter, shares data that informs, and joins cultural moments with insight, not interruption. It builds trust over time while still delivering spikes of attention when done right.
In an age where every brand is competing for the same sliver of online attention, digital PR that works is the kind that stops trying to shout louder—and instead speaks with clarity, relevance, and respect for the audience.
Let others chase the algorithm. The best PR pros still chase the truth, the hook, and the headline that matters.
