In the ever-evolving landscape of online communication, the old rules of public relations no longer apply. Gone are the days of simple press releases and media lunches. Today’s public relations is digital-first, data-informed, and content-driven. It’s not just about media coverage; it’s about shaping conversations, driving SEO, and creating value across multiple channels.
Digital PR, when done well, becomes a powerful hybrid of journalism, content marketing, influencer outreach, SEO, and brand storytelling. But what exactly does “done well” look like in the real world? Let’s dive into standout examples, dissect the strategy behind them, andexplore the principles that define truly excellent digital PR.
What Is Digital PR, Really?
Before we get into specifics, it’s crucial to define our terms. Digital PR is not just pitching bloggers instead of newspapers. It’s a broad discipline that includes:
- Creating data-driven content to attract backlinks
- Engaging journalists and publications with timely, newsworthy angles
- Collaborating with influencers and social media figures
- Building interactive assets like maps, tools, or videos
- Using SEO insights to inform content strategy
- Amplifying stories through digital channels
Done well, digital PR creates a feedback loop: strong content earns media coverage andbacklinks, which improve SEO rankings, driving more traffic, which then generates more brandvisibility and authority.
Now, let’s look at examples that show how it’s done right.
1. Spotify Wrapped – Turning Data Into Cultural Moments
Every December, millions of Spotify users gleefully share their annual “Wrapped” reports, revealing their most-played songs, genres, and artists. What began as a fun in-app feature became a social media phenomenon—and a masterclass in digital PR.
Why It Worked:
- Personalization: The campaign leverages individual user data to create highly shareable content. People love talking about themselves—and Wrapped gives them a reason to do it with style.
- Earned Media Explosion: Because Wrapped includes big artists (and even surprising micro-trends), it earns media coverage across music, culture, and tech outlets.
- Cross-Channel Impact: Wrapped trends organically on Twitter, TikTok, and Instagram—without Spotify needing to pay for promotion.
- Brand Consistency: The vibrant design and language resonate with Spotify’s millennial and Gen Z audiences.
PR Lesson:
Take existing data and repackage it in a way that creates emotional engagement andencourages sharing. Make your users the story.
2. The Economist’s “Raising Eyebrows” Campaign
In 2015 (a bit before digital PR matured), The Economist ran a digital campaign targeting skeptical non-readers. The publication used paid social ads and programmatic banners with provocative headlines like “Would you like to sit next to someone who reads The Economist?” Each click led to curated articles designed to convert the curious into subscribers.
The digital PR kicker? The headlines themselves became talking points, sparking media debate and inclusion in ad roundups, podcasts, and marketing blogs. This is a rare case of a paid media campaign bleeding into earned media territory.
Why It Worked:
- Clever Copywriting: The headlines were bold, brainy, and just self-aware enough to go viral.
- Audience Insight: They understood who they were targeting—intellectually curious but intimidated or unconvinced.
- Conversion Funnel: The campaign didn’t stop at brand awareness; it had a seamless path to subscription.
PR Lesson:
Paid and earned media don’t have to live in silos. Smart campaigns with buzzworthy hooks can achieve both.
3. Monzo Bank’s Transparent Crisis Management
Digital PR isn’t just about launches and link-building—it’s also about how you handle tough situations.
In 2019, UK digital bank Monzo experienced a security issue involving incorrect data logging. Rather than bury the story, Monzo preemptively published a transparent blog post detailing theincident, who was affected, how they responded, and what they were doing next.
Media outlets like TechCrunch and BBC News picked up the story—but the tone was notably neutral or even positive, thanks to Monzo’s upfront approach.
Why It Worked:
- Proactive Disclosure: They controlled the narrative by breaking the story themselves.
- Accessible Language: The blog post was written in clear, human language—no corporate doublespeak.
- Trust-Centric: Monzo reinforced their brand value of transparency, which resonated with their digital-native customers.
PR Lesson:
In crisis, your best tool isn’t spin—it’s honesty. Digital platforms allow brands to speak directly, bypassing traditional gatekeepers.
4. Digital PR for SEO: Rise at Seven and PrettyLittleThing
Rise at Seven, a UK-based digital PR agency, has carved out a reputation for campaigns that merge PR with SEO. One notable example is their work for PrettyLittleThing (PLT), the fashion retailer. They created a content-driven campaign around the “Most Instagrammable Places in the World,” based on hashtag data, travel trends, and visuals.
It got picked up by Cosmopolitan, Forbes, Time Out, and dozens of travel blogs—earning hundreds of backlinks, improving PLT’s domain authority, and boosting SEO visibility.
Why It Worked:
- Linkable Assets: The campaign produced beautiful maps and visuals.
- Timeliness: It tapped into wanderlust during COVID recovery.
- Journalist-Ready: The press release was built with headlines, quotes, and stats already pre-packaged.
PR Lesson:
If your goal is links and visibility, build assets that journalists want to embed and reference. Use search data to shape stories people are already looking for.
5. Burger King’s Moldy Whopper
Burger King’s 2020 campaign showed a Whopper decomposing over 34 days—set to a classical soundtrack—highlighting the lack of artificial preservatives. It shocked viewers and split opinion, but it was undeniably successful from a digital PR perspective.
The stunt earned extensive press coverage across The Guardian, CNN, Fast Company, andmarketing trade outlets. It also became a hot topic on social platforms, with marketers andconsumers debating whether it was genius or disgusting.
Why It Worked:
- Risk-Taking: The brand took a bold creative risk with a visually arresting image.
- Cultural Commentary: It joined the clean food conversation in a memorable way.
- Multi-Channel Amplification: The campaign launched globally with video, social, andearned coverage working in sync.
PR Lesson:
Controversy—when tied to authentic brand values—can be a catalyst for viral success. But you must prepare for all possible interpretations.
The Building Blocks of Excellent Digital PR
These stories, while diverse, share some commonalities. Great digital PR is rooted in:
1. Newsworthiness
Not every piece of content is a story. Successful campaigns understand what journalists andaudiences find timely, relevant, and emotionally compelling.
2. Creativity and Novelty
Digital PR is not just about facts—it’s about ideas. The Moldy Whopper worked because no one had done it before. Spotify Wrapped succeeded because it made data feel personal.
3. Data and Insight
Whether it’s Google Trends, social listening, or internal data, the best digital PR campaigns start with smart insights about audience behavior.
4. Search Engine Strategy
Digital PR overlaps with SEO. Backlinks from authoritative sites improve domain ranking. Campaigns like PLT’s travel list are engineered to serve both journalistic and search purposes.
5. Shareability
Make content that people want to talk about. Wrapped went viral because it was about me. Monzo got kudos for speaking human. Shareability isn’t luck—it’s designed.
What to Avoid in Digital PR
Just as there’s a playbook for success, there are common traps:
- Overly Promotional Messaging: Journalists don’t want to publish ads. Frame your story in a broader context.
- Thin Content: A listicle without data, visuals, or quotes won’t cut it.
- Ignoring the Follow-Up: Securing coverage is only step one. Measure impact. Engage with readers. Keep the momentum going.
- One-Off Thinking: Good digital PR is iterative. Learn from each campaign, and build long-term value, not just one-time spikes.
Conclusion: The Future of Digital PR
Digital PR done well is much more than press releases and mentions. It’s about weaving together audience insight, creative storytelling, and measurable outcomes. The brands andagencies thriving today understand that digital PR is not just a tactic—it’s a strategic engine for visibility, credibility, and growth.
As AI continues to change how content is produced, and as media fragments further, thehuman element—empathy, originality, courage—will be even more essential. If you want attention, you have to earn it. And that means telling stories that matter to the people you hope to reach.
Because in the end, the best digital PR doesn’t just get you noticed. It gets you remembered.
