Digital PR Link Building: Ultimate Guide

Ever feel like traditional link building is a slog of cold emails and low-value guest posts?

What if you could earn backlinks and buzz by making headlines instead of begging for links? Imagine your brand featured on Forbes or Huffington Post, driving authority and traffic without resorting to spammy tactics. It’s not a fantasy – it’s the promise of digital PR link building.

Many SEO experts are frustrated watching competitors outrank them thanks to big media mentions. You might pour hours into creating content only for it to earn zero links (you’re not alone – a staggering 94% of online content gets no external links).

Meanwhile, others effortlessly pull in high-authority backlinks by being the news. It’s enough to make any SEO pro wonder: What do they know that I don’t?

This article will reveal exactly that. We’ll dive deep into digital PR link building – what it is, why Google’s own experts praise it, and how to leverage it across industries to skyrocket your rankings and brand. Get ready for data-driven insights, expert quotes, and real examples that show how you can turn press coverage into SEO gold.

Digital PR (public relations) link building is an approach that uses PR tactics to earn high-quality backlinks.

In simple terms, it means creating something newsworthy or interesting about your brand – like a study, story, or expert insight – and then pitching it to journalists and publications who might cover it.

The end goal is those publications mentioning your brand with a backlink to your site. Unlike old-school link building that relies on tactics like directory submissions or link exchanges, digital PR is all about earning links by deserving them with great content and outreach.

Think of digital PR as the intersection of traditional PR and SEO. Instead of billboard ads or TV spots, you’re aiming for articles on reputable websites and online news outlets.

Importantly for SEO, these media mentions often include a hyperlink to your site (for example, citing your study or quoting your spokesperson), which counts as a backlink. And not just any backlink – these tend to be “authority” links from sites with high trust and visibility.

Ultimately, digital PR is designed to build high-authority links that help you build your brand and rank better.

This strategy goes by different definitions. Some call it content-led link building, focusing on creating shareable content assets. Others include “asset-less” tactics like simply pitching expert quotes or commentary to journalists (more on that later).

The common thread is that you’re leveraging PR strategies – storytelling, data, news angles, expert opinions – specifically to generate backlinks. As SEO veteran Roger Montti notes, for many companies (especially B2B), low-level tactics like mass guest posting are off the table; what’s left is what some are calling digital PR.

Key characteristics of digital PR link building

• It’s proactive and creative: You actively craft stories or research that will interest publishers. "Create something worth linking to and tell others about it" sums it up. Instead of passively hoping for links, you’re generating buzz.

• It targets real publications: Success means getting featured by news sites, blogs, magazines, industry journals, etc. (not private blog networks or low-tier directories).

• It yields editorial links: The links are earned in the content of an article, typically dofollow, and contextual – the most natural type of backlink. You’re not placing the link yourself; a journalist or blogger is linking to you because your content is valuable to their story.

• It’s multifaceted: Digital PR can involve press releases, media pitches, creating infographics, running surveys or studies, newsjacking trending stories, and more. We’ll explore these tactics in detail in a bit.

Importantly, digital PR is not spam. Google’s search advocates have explicitly distinguished high-quality digital PR from the “spammy kind of link building” that violates guidelines.

In fact, Google’s John Mueller (a prominent spokesperson) has praised digital PR, saying

“it’s just as critical as tech SEO, probably more so in many cases”.

In other words, when done right, digital PR is essentially “link building with one arm tied behind your back” – a phrase Montti uses to describe earning links under stricter, quality-focused conditions. It’s about earning links on merit, which aligns with Google’s philosophy.

Fun fact: Digital PR became a hot topic in SEO after a 2021 Twitter discussion where John Mueller said he loved the good stuff happening in digital PR and lamented that it gets lumped in with spammy link tactics. That public nod from Google sent a clear message: digital PR done right is welcome, not webspam. The SEO community took note – and digital PR’s popularity has only grown since.

Why digital PR link building matters for SEO

There are plenty of link building methods out there, but digital PR has surged to the top of the pack in terms of effectiveness and impact. Consider this: 64.7% of link building experts name digital PR as the most effective link-building tactic, beating out traditional tactics like guest posting and “linkable assets”. In an industry survey of 800+ SEO professionals, digital PR was the #1 rated strategy for building links that move the needle.

Clearly, the data shows that industry leaders trust digital PR to deliver results.

Why is digital PR so valued? Let’s break down the SEO benefits, backed by statistics and insights:

High-authority backlinks = Higher rankings

The core SEO payoff of digital PR is earning backlinks from sites with high authority (think national news outlets, popular blogs, .edu resources, etc.). These links can significantly boost your site’s own authority.

In fact, digital PR is considered the best way to build high-quality links while also gaining brand exposure. When you land a mention on a site like the BBC or NYTimes, that’s an SEO win that typical link outreach could never achieve.

According to a BuzzStream report, 89.6% of PR and SEO professionals found digital PR most effective for building backlinks. The more quality links you earn, the more Google perceives your site as authoritative. Many SEOs use metrics like Domain Authority (Moz) or Domain Rating (Ahrefs) to quantify this. Each solid link nudges those scores upward, and indeed 70.2% of link builder pros say they rely on Domain Rating as a key success metric.

In practice, that means better rankings: one digital PR campaign even almost doubled a company’s referring domains from 74 to 163 in a week, boosting its Domain Rating from 13 to 20.

Improved organic visibility and traffic

By increasing your site’s authority and earning links from relevant content, digital PR can directly lift your rankings for target keywords. More backlinks = greater ability to compete for competitive terms (all else being equal).

But there’s more: a well-planned digital PR campaign often targets topics related to your business, which can help you rank for those topics and pull in new organic traffic.

In one example, an e-commerce mattress brand created a study about “couples’ sleeping positions.” The content earned press coverage on marriage and health sites and also started ranking for the keyword “couples sleeping positions,” netting passive traffic and links over time.

According to industry data, 77.5% of practitioners say digital PR drives organic traffic and rankings as one of its top benefits. It’s a two-pronged effect: the links boost your overall SEO strength, and the press-driven content can capture search demand in its own right.

Brand awareness and trust

Digital PR is not just about link juice – it’s about brand building. When your company is featured in reputable publications, it massively increases your exposure and credibility.

83.2% of respondents in one survey said digital PR is highly effective for building brand awareness alongside links.

Think about it: a mention in The Telegraph or TechCrunch not only gives you a backlink, it puts your brand name in front of thousands of readers (and in Google’s eyes, ties your site to trusted domains).

Over time, consistent PR-driven mentions can make your brand synonymous with your niche. This can lead to more branded searches, higher click-through rates, and generally more trust from both users and search engines (hello E-E-A-T: experience, expertise, authoritativeness, trustworthiness).

As one SEO agency case study noted,

“Moz has a domain authority of 91... and all we had to do was tell our story – the magic of digital PR”

, which resulted in a flurry of social media buzz and even inbound client inquiries.

In short, digital PR doesn’t just build links; it builds reputation.

Referral traffic and lead generation

A side bonus – those articles that mention you often send direct traffic via the links. If a popular blog writes about your product and links, interested readers will click through.

Some might sign up for your service or inquire about your business. While not the primary aim, 24.9% of PR pros say digital PR has effectively driven qualified leads for them, and 18.5% even attribute sales growth to it.

Especially in B2B, one solid mention in the right publication can bring in a few valuable leads that pay for the campaign itself. At the very least, referral visitors who come from a trusted media site are often pre-warmed to trust your brand.

Future-proof, white-hat SEO

Perhaps one of the biggest reasons SEO experts love digital PR is that it’s algorithm update safe. You’re not exploiting a loophole or buying links – you’re building real links that any search engine would consider natural endorsements.

That means when Google rolls out core updates or cracks down on link schemes, your digital PR links remain strong and penalty-proof. This future-proofs a big part of your SEO strategy.

It’s telling that almost half of SEO professionals (48.6%) say digital PR has become more effective compared to a year ago, likely because as Google’s algorithm gets smarter, it rewards the genuine signals that PR campaigns generate.

In fact, providing unique data and research – a staple of digital PR – aligns with Google’s own guidelines for helpful content.

So, digital PR not only works now, it should continue to work even as SEO evolves.

To sum up, digital PR link building matters because it tackles two huge SEO challenges at once: earning quality backlinks at scale and building a memorable brand. As Kevin Indig (former SEO director at Shopify) famously suggested, the future of link building is less about manual link drops and more about

“making noise”

in your industry – exactly what digital PR does.

When you execute it well, you’re not just tricking an algorithm; you’re genuinely becoming more popular and trusted online. And search engines notice. It’s no surprise that digital PR is often the secret weapon behind top-ranking sites in competitive niches.

However, some say digital PR has become more difficult as more SEOs flock to it.

Why Digital PR is harder than ever...

↳ More pitches landing in journalists' inboxes. Journalists are getting overwhelmed with upwards of 200-300 pitches a day in some cases thanks to people sending out AI generated commentary.

↳ More and more outlets are creating their own stats/data sets now.

↳ Stricter server spam filters. It's harder to get your pitch to land in a journalist's inbox)

↳ Mass media layoffs. So many journalists lost their jobs in 2024. Fewer journalists = fewer opportunities to get coverage.

The media landscape is changing.

And it'll probably get even tougher in 2025.

─ Gabriela Covay

Founder and CEO at Bright Valley Marketing

Key digital PR link building strategies and tactics

So how do you actually do digital PR link building? This isn’t a single tactic but a collection of PR-driven strategies. The approach you choose will depend on your resources, industry, and what you’re promoting. Below are some of the key digital PR tactics that SEO experts use to earn links, along with how they work:

Reactive PR (newsjacking and HARO)

One of the fastest ways to get PR links is by reacting to existing news or journalist needs. Reactive digital PR means you insert your brand or expertise into a story already brewing, rather than creating a story from scratch. A common method is using HARO (Help a Reporter Out) or similar platforms where journalists solicit quotes and insights.

Essentially, reporters are asking, “Can an expert comment on X for my article?”

If you jump in with a valuable answer (and meet their deadline), you could be featured with a backlink as a source.

Reactive PR is powerful because it’s opportunistic and timely – you capitalize on something happening right now. This could include newsjacking (twisting a trending news story to include your insight or data), responding to a journalist’s query, or commenting on a hot topic on social media where reporters lurk.

For example, if there’s breaking news about cybersecurity legislation and you run a security startup, offering your CEO’s quick take might land you in an article on TechCrunch or a niche tech blog.

Why use reactive PR? For one, it works incredibly well for businesses of all sizes and builds high-authority links.

Even if you’re a small company, you can out-compete larger firms by being faster or more interesting with your responses. It’s also relatively low cost – you’re essentially leveraging your expertise or data you already have. No fancy content needed, just the willingness to jump on opportunities.

A few tips for reactive PR:

• Monitor HARO and Twitter: HARO sends thrice-daily emails with queries from journalists across industries. Twitter (or X) is also used by journalists (#journorequest). Being responsive is key as competition can be fierce.

• Provide genuine value in your pitch: Don’t just say “We agree” – add a unique stat, a contrarian viewpoint, or a concise expert explanation. Journalists pick the most insightful responses.

• Act fast: Many HARO queries have same-day deadlines. News moves quickly, so the sooner you respond, the better your chance of being included.

• Set up alerts in your niche: Use Google Alerts or BuzzSumo to catch trending stories or queries relevant to your expertise.

• If you see multiple outlets covering a topic and you have something to add, reach out to those journalists directly with your commentary.

Reactive PR is a bit like SEO for PR: find the “query” (journalist need) and serve the best “result” (your answer). The payoff can be big.

For instance, one startup founder got quoted in Inc Magazine via HARO, which not only earned a high-DR backlink but also drove referral traffic and credibility. The caveat: there are no guarantees – you might answer 10 queries and only get one link. But the links you do get? They can be gold.

This method “happens quickly” (journalists often decide within hours) and is highly competitive, yet many SEOs consider it an essential part of their link building toolkit due to the sheer quality of links it can generate.

Data-driven content and industry studies

If reactive PR is about jumping on someone else’s story, data-driven PR campaigns are about creating your own story from scratch – using data. This tactic involves producing original research, surveys, or studies that are interesting enough for other sites to write about and link to. Journalists love data, especially if it’s fresh and relevant, because it gives substance to their stories. By publishing an insightful report or dataset, you essentially bait the hook for media coverage.

Examples of data-driven PR content include: an original survey of 1,000 consumers revealing new trends, an analysis of internal platform data (e.g. usage stats, industry benchmarks), a compilation of government data into a ranking or index, or any kind of “state of the industry” report. The key is that you have information no one else has (or you’ve packaged it in a novel way).

For instance, Backlinko (Brian Dean) famously creates data studies like “search engine ranking factors analysis” – these get cited all over the web by SEO bloggers and news outlets because they contain authoritative stats.

Similarly, companies like HubSpot publish annual industry statistics reports (marketing stats, sales stats, etc.), which journalists frequently reference.

In fact, HubSpot’s yearly marketing report has accumulated nearly 14,000 linking domains over time from constant citations.

Why does this work? Publishing compelling data turns your site into a source. Instead of you reaching out for links, writers come to you (or at least, they readily link when you reach out because you have something newsworthy).

A concrete win: an EdTech company, Preply, ran a survey asking why Americans use subtitles so much – it tapped into a quirky cultural insight and got picked up by The New York Times, Wall Street Journal, and dozens of others, netting over 800 backlinks. That’s massive link volume from top-tier sites – the kind of outcome only data-driven PR tends to achieve.

How to execute data-driven campaigns:

• Leverage unique data you have: Do you have user data, sales figures, customer behavior stats, etc., that could reveal a trend? Even anonymized, aggregated data from your platform can be turned into a report. For example, a SaaS company might analyze usage patterns across their user base to report “Industry X Trend Report 2025.”

• Run a survey or study: If internal data is scarce, survey your audience or commission a poll. Tools like Pollfish or SurveyMonkey make it easy to gather stats like “75% of [your target group] plan to do X in 2025.” Journalists love percentages and trends.

• Package it in an appealing way: Write a clear blog post or PDF report highlighting key findings. Use charts, rankings, or lists (“Top 10 States with Y”, “Year-over-year change in Z”). Visualizing the data makes it more shareable. (We’ll talk more about visuals in the next section.)

• Extract a strong headline: Your pitch to media will revolve around an interesting headline from your data. E.g., “Remote Work Study: 59% of developers have moved cities since going remote.” Find the hook that will make a busy editor say, “Our readers would find this fascinating!”

• Pitch relevant outlets: Target niche outlets that care about your topic (tech sites for a tech study, finance blogs for a fintech report, etc.), as well as broader news sites if the data has general appeal. Provide a quick summary of your findings and why it’s noteworthy.

Data-led PR can yield a cascade of links. You often get the initial coverage from outreach, and then passive links keep coming as other writers cite your findings later on.

For example, one insurance company created an index of “cheapest cities to buy a house” by crunching various economic data; they pitched both local news in top cities and national finance outlets. The result was coverage on local news sites across the country and mentions on major finance blogs – over 80 referring domains quickly, and a #5 Google ranking for “cheapest cities to buy a house” that keeps bringing in natural links. That’s the double benefit at work again: PR links + SEO traffic.

Remember to keep the data relevant to your business. It should tie back to your field so that any SEO gains help your site’s topical authority. Google’s John Mueller has even warned that creating far-fetched, irrelevant content just for links can backfire – search engines might view it as manipulation if it’s off-topic.

So, if you’re a pet store, don’t publish a study on mortgage rates (unless you find a really clever pet angle!). Stick to data that aligns with your expertise, so the links you earn reinforce your site’s subject relevance.

Visual and creative content campaigns

They say “a picture is worth a thousand words” – in digital PR, a great picture might be worth a thousand backlinks. Visual-led campaigns focus on infographics, images, or interactive content that is so compelling or fun that publishers want to share it. This includes things like infographics, interactive maps or tools, illustrations, or even videos and animations. The goal is to create a visual asset that acts as link bait.

Some classic examples: those infographics that distill complex info into a long image (these were very popular in early 2010s link building), interactive calculators or quizzes that media embed in their articles, or graphical projects like “X reimagined as Y” (for instance, SuperDrug’s “Perceptions of Perfection” campaign showed how Photoshop artists in different countries altered the same photo – a striking visual concept that earned almost 400 linking domains from sites like Daily Mail and Huffington Post).

Another famous one was Signs.com’s “Branded in Memory” project: they asked people to draw famous logos (like Apple, IKEA) from memory, then showcased the (often hilarious) results. This simple visual idea garnered over 1,200 backlinks, including from mainstream news and design blogs. For a company selling signs and printing, getting that kind of link volume was transformative. It shows even a “boring” B2B business can go viral with the right creative angle.

Creative content tends to work well for B2C and lifestyle brands, where you can tap into pop culture, trends, or everyday life interests. But B2B companies have pulled it off too by visualizing industry data or doing something quirky related to their field.

The key elements of a successful visual PR campaign are:

• Uniqueness: The concept should be novel or a fresh twist. (The web is saturated with generic infographics; your content needs to stand out.)

• Emotional appeal: Does it make people say “Wow!” or laugh or feel surprised? Emotive or intriguing visuals get shared. E.g., an interactive map of “the most haunted places in America” around Halloween could trigger curiosity.

• Relevance: Ideally, tie the concept back to your brand subtly. For example, an outdoor gear company might do “photographs of the night sky from all 50 states” (relevant to camping/outdoors) – something visually beautiful that outdoor and travel magazines might share.

• Quality design: This is crucial. A mediocre graphic won’t cut it. Investing in a good designer or developer (for interactive pieces) can make the difference. A BuzzStream study noted that visual-led content only works when you invest in design – a good data visualization might cost $1–2k but pays off when it yields hundreds of links.

Once you have the visual content ready, outreach is similar: target outlets and blogs that would find it cool or useful for their audience. Lifestyle and entertainment sites love sharable visuals; local news might love region-specific graphics.

Often, providing the image file or embed code in your pitch makes it easy for them to include (thus increasing chances of a backlink as credit).

One pro tip: accompany your visual with a press release or short write-up explaining it. That gives journalists an easy way to grab both the image and the context. Many will just copy some of your text (so make sure to include a mention of your brand or a quote from your spokesperson, which can also get picked up).

Creative campaigns can be hit or miss, but when they hit, they explode. A clever campaign from a UK casino website had designers imagine “the future of video gaming” with surreal illustrations – it landed coverage on gaming and tech sites globally.

Another, “Profanity on Film” by Buzz Bingo, analyzed which movies use the F-word the most (combining data and pop culture) – it garnered 800+ links and a ton of social media chatter.

The takeaway: don’t be afraid to think outside the box. Brainstorm ideas that people in your niche would find entertaining or useful, and test them out.

Thought leadership and expert commentary

Positioning your brand’s leaders as industry experts can be a gateway to both press coverage and backlinks.

This strategy overlaps with reactive PR but is a bit more proactive in building your thought leadership presence.

The idea is to have key individuals (founders, CEOs, subject-matter experts) share insights through interviews, op-eds, podcasts, and byline articles on third-party publications. By getting your experts featured, you naturally earn mentions or author bios that link back to your site.

Guest appearances and interviews

Appear on industry podcasts, webinars, or YouTube channels; speak at virtual conferences; contribute quotes to roundup articles (e.g., “10 experts predict XYZ for 2025”). Many of these opportunities come with a link either in the show notes or article.

For example, a CEO of a SaaS company might get interviewed on a top SaaS blog – the resulting article introduces the CEO and links to the company. These aren’t traditional PR “campaigns” but ongoing PR activities that steadily build backlinks and credibility.

Bylined articles / guest columns

Some high-authority sites accept contributed articles from industry experts (not in a link-schemey way, but genuine thought pieces).

If you or your content team can write high-quality editorials, this can score both branding points and a backlink in the author bio or content. Think Moz’s “YouMoz” (community blogs), Fast Company’s guest column, or niche industry journals. Ensure the content is truly valuable and not self-promotional.

If you share unique insights or data, the backlink will be well-earned. One caution: Google has in the past devalued large-scale guest posting purely for links, so focus on selective, top-tier contributions rather than spamming guest posts everywhere.

Expert network services: Aside from HARO, platforms like Qwoted, ProfNet, or even LinkedIn’s editorial requests can connect you with journalists looking for expert opinions. Building relationships with journalists over time (follow them, engage on social media, offer help when you’re not even looking for a link) can lead to recurring mentions. This is more of a PR skill – relationships are currency.

As the saying goes, “make the journalist’s job easy and they’ll come back for more.”

This expert-focused tactic is especially useful in YMYL industries (Your Money, Your Life) like finance, health, law – where Google values E-A-T. Having your people quoted on reputable sites signals expertise and authority.

For instance, a fintech startup’s CFO getting quoted in a Forbes article about budgeting tips not only gains a link but also boosts the site’s perceived expertise on financial topics (Google likely factors in such off-site mentions of your brand).

Press releases and media outreach

No discussion of PR is complete without the classic press release.

In digital PR link building, press releases are a tool to amplify your story to many outlets at once. The idea is to write a news announcement (e.g., product launch, milestone, survey results, etc.) and distribute it via a wire service (like PR Newswire) or directly to journalists’ inboxes. Press releases can result in direct pickups – sometimes news sites will republish the release or write it up, occasionally including a link.

However, press releases come with caveats for SEO. Most syndicated press release links are nofollow or UGC (not counting as ranking credit) because the content is essentially self-published.

Google also typically ignores duplicate press release content. So why do them? The value is indirect: a press release can grab the attention of journalists who then might do a full story (with a real link), or it ensures your news is on record (journalists often search newswire databases for topics). It’s also useful for distribution to a list of media contacts in a structured way.

To make press releases work for link building:

• Use them sparingly and for real news: Don’t issue a release for trivial things. Good topics: significant research findings (tie-in with your data campaigns), major hires, big funding announcements, or anything genuinely newsworthy.

• Optimize the release: Include one or two links (e.g., to your report or homepage) in the body where relevant. While those might be nofollow on syndication, if a journalist uses the release to write a piece, they might keep the link.

• Target your distribution: Rather than blasting to every reporter, often a personal outreach with the press release content to specific journalists works better. You might say, “Hi [Name], since you cover [topic], I thought you’d be interested in our announcement – [Brief hook]. Full details below.” This way it’s not just an impersonal wire drop.

• Local and niche angles: Local news outlets often pick up press releases, especially if there’s a local angle (“Tech startup in [City] wins X”). These pickups sometimes include links, and while they may not be super high authority, they add diversity to your link profile. Niche industry sites also monitor wires for relevant releases.

Press releases alone will not build tons of links – let’s be clear. They are a supporting tactic. A common scenario is you issue a release about a study you did (with key findings summarized) and as a result, a few journalists reach out for more info or directly cover it. Those resulting articles are the true link wins. The press release is just the bait.

One more thing: many major news sites have pages that automatically list press releases (often nofollowed). Even though those don’t boost rankings, having your news out there can lead to other sites picking it up in more organic ways. It’s part of a holistic PR strategy.

Other creative angles

Digital PR is a broad field, and new tactics emerge all the time. Some other strategies worth mentioning include:

• Campaign stunts or events: Doing something in the real world that garners press, from charity drives to quirky record attempts. For example, an ecommerce brand might hold a “world’s largest unboxing event” – local news covers it, linking to the company.

• Influencer partnerships: Collaborating with influencers or well-known figures can amplify your content’s reach to media. E.g., co-creating a report or having a celebrity comment in your study could make it more newsworthy.

• Leveraging regional PR: If you operate in multiple markets, tailoring pitches to regional media (e.g., “Story relevant to Texas” for Texas outlets) can multiply link opportunities. A nationwide study can spawn local press for each region with a custom angle.

• Microsites or tools: Sometimes creating a standalone resource or tool related to your brand’s campaign can attract links (people love useful calculators, maps, databases). Just ensure it ultimately ties back to your main site or brand for SEO benefit.

The unifying theme is storytelling and value. Whether it’s reactive or proactive, visual or textual, always ask:

“Would I, as an editor or reader, find this interesting enough to share or link to?”

If the answer is yes, you’re on the right track.

Applying digital PR link building across different industries

Digital PR isn’t one-size-fits-all. A campaign that works for a trendy B2C fashion brand might flop for a B2B software company, and vice versa.

The good news is every industry can leverage digital PR, but the strategies and angles should be tailored to fit the audience and media landscape of that sector. Let’s explore how digital PR link building plays out in different industries, and what types of campaigns tend to shine in each.

Tech and SaaS (B2B)

For technology companies and SaaS (software-as-a-service) businesses, digital PR often revolves around data, thought leadership, and product innovation. These companies might not have mass consumer appeal, but they sit on valuable data and expertise in their niche.

Data and reports

Tech firms frequently produce industry reports, trend analyses, or whitepapers that get widely cited.

For example, a cybersecurity startup might release a quarterly “Cyber Threat Trends” report. Tech journalists and bloggers eat up statistics like “cyberattacks increased 35% this quarter” – resulting in coverage on sites like ZDNet or Ars Technica with links to the full report.

A case in point: a HR software company ran a study on hiring trends, which got over 160 backlinks from sites like ZDNet, CBS News, NBC, and HR industry blogs. That’s a huge link win in a B2B space, driven purely by sharing expertise and data.

Thought leadership and expert opinions

SaaS founders and tech experts can gain press by commenting on tech news or future predictions. If AI is trending, a SaaS AI company CEO could write an op-ed “What ChatGPT Means for Customer Service in 2025” on a site like VentureBeat (link in bio), or be quoted in a Fast Company piece about AI in business. This builds backlinks while also positioning the company as a leader. Google’s emphasis on E-A-T means these authoritative mentions can indirectly boost your rankings.

Product news with a twist: Sometimes, if your product or feature is truly groundbreaking, it can be PR news in itself (e.g., launching an open-source tool, hitting a user milestone). But to get links, often it helps to tie the product to a larger story.

For instance, “Startup X Launches Tool to Solve Problem Y Amid [Industry Trend]” – media loves when you connect your news to a hot topic. B2B outlets and tech news sites will cover significant launches and often link to the source or demo.

Use cases in tech PR

Many SaaS companies also leverage case studies or user stories as PR angles. They might share how a client achieved something notable with their software. This can earn mentions in industry magazines (like a manufacturing SaaS getting a story in an industry mag about how a client improved efficiency 50% – with a link to the SaaS site).

In fact, showcasing results can be compelling: e.g.,

“180ops (B2B SaaS) grew from virtually no traffic to 1,700+ monthly visitors and raised its Domain Rating from 4 to 40 through SEO and link building”

 – a narrative like that could be pitched to a startup news outlet or included in a roundup of success stories, yielding links and attention.

Overall in tech, authority is king.

Digital PR efforts should underscore credibility. Tech journalists won’t link to fluff, but if you provide rigorous data or genuinely expert commentary, the backlinks from high-DR tech sites can roll in. It’s not unusual for a well-executed SaaS PR campaign to secure links from the likes of TechCrunch, Forbes, CIO.com, and niche blogs, all for one piece of content. That can dramatically elevate a SaaS company’s backlink profile, as we saw in case studies where SaaS startups jumped from DR 0 to 40+ in months.

E-commerce and consumer brands (B2C)

For B2C companies – whether in fashion, beauty, food, travel, or ecommerce retail – digital PR often takes a more creative and pop-culture-savvy approach. Here, the goal is to create stories that will resonate with a broad audience or a targeted consumer niche.

Lifestyle surveys and rankings

Consumer brands love using surveys to generate fun headlines. A travel booking site might survey “1000 Americans on their post-pandemic travel plans” and declare “Italy is the #1 dream destination for 2025” – travel blogs and news may pick that up (with a link). A dating app could rank “Top 10 cities for singles” using their user data, earning links from lifestyle sections of news sites. These stories are essentially marketing research packaged as news – very effective for B2C PR.

For example, a jewelry ecommerce store could do a survey on engagement ring trends and get featured on bridal blogs and fashion sites. (

Meanwhile, the SEO benefit is building backlinks on highly relevant lifestyle domains, boosting their authority in the eyes of Google for fashion/jewelry queries.)

Seasonal hooks and timely campaigns: B2C can capitalize on seasons, holidays, or trending cultural moments. Think “holiday shopping report,” “back-to-school study,” “Valentine’s Day survey reveals 60% prefer chocolate over flowers,” etc. Journalists often have content calendars for seasons and appreciate brands bringing fresh data or angles. These can consistently generate annual links if you update them (some brands do yearly “state of [topic]” around a holiday and become the go-to reference).

Interactive and visual content

As mentioned earlier, visual campaigns thrive in B2C. The SuperDrug example, targeted to a beauty/health angle (“Perceptions of perfection” in beauty standards), naturally got links from wellness and lifestyle sites.

Infographics showing “the ideal meal plate by nutritionists” or interactive quizzes like “What’s your travel personality?” can entice big sites to embed or share them. Consumer journalists are always looking for that next fun piece their readers will click on – if you supply it, you reap the links.

Human interest and community stories: Sometimes a human element in your PR makes it newsworthy.

For instance, an online marketplace might highlight a heartwarming story of a user success (like a crafts seller on their platform who rose to fame). If pitched right, publications might do a feature story and link to the marketplace as context. While not a pure link play, it brings authenticity and coverage.

Influencer collaborations: B2C brands can also leverage influencer events or campaigns for PR.

For example, a fashion retailer hosting a unique virtual fashion show with TikTok influencers could catch media attention. Often these stories will link to the campaign page or the brand’s site for readers to learn more.

Stunts: E-commerce companies sometimes do PR stunts that toe the line between crazy and brilliant. Think along the lines of “We buried a treasure chest and whomever finds it gets a $10k gift card – here’s the map” or a viral challenge hashtag that gets covered by media. These can get links from news sites writing about the stunt (though this is higher risk/reward and not suitable for all brands).

A real-world success: a UK jewelry brand might sponsor a “world’s biggest marriage proposal event” for Valentine’s, ending up on news sites with a link as the organizer. Or a beverage company creates an AR game for finding virtual bottles in your city – local news and tech blogs link to the game page. Creativity is the limit.

Crucially, B2C campaigns should always consider the end consumer appeal. Ask, will a reader of this magazine or that blog find it intriguing? B2C media is flooded with content, so your PR angle must pop. But when it does, the velocity of link acquisition can be huge because consumer stories can go viral.

For instance, Laatukoru, a new eCommerce jewelry store in Finland, managed to grow 4x in 5 months with without digital PR, but in order to grow more, they could be tapping into both local and online media interest in their brand story and products. That kind of growth story itself can become PR fodder (“Local brand quadruples online sales in 5 months”), creating a positive feedback loop of coverage and links.

Finance, legal, and other professional services

In more conservative or “boring” industries like finance, law, insurance, healthcare (often called YMYL niches), digital PR is definitely viable but requires a slightly different touch. Here, trust and credibility are paramount. Journalists in these fields are cautious; they need facts, expert opinions, and perhaps a bit less whimsy.

Authoritative data and reports

Similar to tech, but with an extra layer of rigor. An accounting firm might release a study on “Average retirement savings by age in 2025” using government data analysis. A legal services company could compile “Top 5 emerging risks for small businesses” with commentary from attorneys.

These pieces can get links from business news sections, .gov or .edu resources (if particularly useful), and industry portals. The key is to present your brand as a credible source. Citing external data sources, using large sample sizes, and maybe partnering with known organizations can help lend weight. When done right, the press will quote your stats: e.g., “

According to [Your Company], 64% of small businesses don’t have cyber insurance” (with a link to your full report) in a Forbes article about cyber insurance trends.

Expert commentary and thought leadership

In finance or health, your internal experts can be gold mines for PR. Align them with trending issues: tax experts giving advice around tax season (tons of personal finance blogs, newspapers will quote them), lawyers giving thoughts on a high-profile court case, doctors commenting on a health news story.

The press often prefers quoting independent or third-party experts rather than someone directly from a brand (to avoid bias), but if your expert has bona fides (CPA, MD, Esq., etc.) and the commentary is educational, they will include it. Ensure any credentials are highlighted when pitching (“Dr. Jane Doe, an orthopedic surgeon at [Hospital], says...”).

One approach is writing bylined articles in trade publications.

For example, a financial planning startup might have their CFA write an article in a site like Business Insider’s contributors section, “How Gen Z Should Start Investing” – with proper disclosures and maybe a link in the bio. Or a law firm partner writes for a law journal on a new regulation. These placements build a portfolio of authority and typically come with links.

Media training and relationships

For professional fields, it’s worth investing in some media training for spokespeople and building direct relationships with niche journalists. If a reporter trusts that your go-to quote person will give sharp, non-self-serving insight, they’ll keep coming back.

Over time, you could become a regular source for, say, Reuters or The Wall Street Journal on topics in your field (even if those links are nofollow, the secondary pickups from blogs citing those big stories can have follow links).

Caution with hype: Hyperbole or gimmicks don’t fly as well in these fields. A bank isn’t going to do a “fun infographic” about debt that trivializes it – that could hurt credibility. So campaigns must be informative first, creative second. That said, there’s room for creativity – maybe a calculator widget “How long until you save your first $100k?” which personal finance bloggers link to, or an interactive map of something like medical costs by state that health sites reference.

A successful example: an insurance comparison site launched a “Cost of Living by State” index (data-heavy, relevant to finance). It got them coverage from CNBC and local news in multiple states, with valuable backlinks. 

Even in staid industries, you can find a story angle. Perhaps a legal startup runs a poll, “70% of people don’t read Terms and Conditions” – consumer news might pick that up. A healthcare app analyzes its anonymized data to find “The average person walks 3,000 steps by noon” – a tidbit a health reporter might use. It’s about extracting the intriguing angle within a serious domain.

Niche and local businesses

What if you’re a local business or in a very niche industry? Digital PR can still work wonders, though scale of coverage will be smaller (which is fine – a few local high-quality links can be very powerful for local SEO).

Local angle PR: Local newspapers and TV news sites are always looking for community stories. A local business can do something newsworthy in the community – host an event, donate in a unique way, set a local record – and get covered (often with a link to their website’s announcement or homepage).

Local press links may have lower domain authority than national sites, but they are super relevant and can be a big trust signal for Google when ranking for local queries. Plus, a local site might actually include a dofollow link more often than big sites that default to nofollow corporate policy.

For instance, a local bakery could release a fun “holiday cookie recipe e-book for charity” and get an article on the city news site linking to the download page. A regional PR twist can amplify a bigger campaign too.

If you run a national survey, consider issuing separate press releases like “What New Yorkers said vs. what Californians said” to spark interest among regional media.

Niche industry trade publications: Almost every weird niche has some blog or magazine. These might not have huge traffic, but a link from “ChemicalManufacturingNews.com” is highly relevant if you’re selling to that sector. Niche trades are also often more willing to credit sources with links because they’re not as overrun with PR spam as mainstream outlets. Build a rapport with those journalists; be their source of industry data or quotes.

Over time, you can accumulate many niche high-context links that collectively boost your authority in Google’s eyes for that niche.

Finally, don’t underestimate industry case studies and success stories as PR within your field.

If you help a client achieve remarkable results, co-author a story about it and pitch it to industry blogs (like how a specific farming equipment saved a farm tons of money – an agriculture journal might run that piece linking to the manufacturer). These not only earn links but also serve as social proof for potential customers.

Across all industries, the guiding principle is: align your digital PR strategy with what matters in your domain. For tech and finance, that’s authority and insight. For consumer brands, it’s trends and emotion. For local, it’s community relevance. When you speak the language of your industry’s media, you dramatically increase your chances of earning those coveted links.

Risks and challenges of digital PR link building

Before you rush off to launch a digital PR campaign, it’s important to acknowledge that this strategy isn’t all sunshine and rainbows. Digital PR comes with its own set of challenges and risks.

In fact, a seasoned PR pro will tell you that for every big win, there might be a flop or two along the way. Let’s briefly cover the key risks:

Highly competitive landscape

You’re not the only one trying to get journalists’ attention. Newsrooms are inundated with pitches daily, and popular tactics (like HARO or newsjacking) see dozens of competitors racing to reply. Digital PR is a “highly competitive arena” – everyone from startups to Fortune 500 companies are vying for the same top-tier links. This means even great content can sometimes get ignored simply due to timing or luck. You might craft the perfect pitch but if 10 others had similar ideas that week, you could strike out.

Ever-changing trends and tactics

What worked last year might not work today. Journalists’ interests shift, platforms that were goldmines get saturated, and audience tastes evolve. As the Ahrefs guide noted, the digital PR space has seen “enormous changes” in short times, with formerly successful tactics becoming less effective.

For example, a few years ago, infographics were everywhere; now you need a truly unique visual to stand out. PR pros must stay agile, continuously monitoring what stories get traction and adjusting accordingly.

If you’re not adaptable, you risk investing in a campaign format that falls flat.

Results are not guaranteed

This is perhaps the hardest truth. You can put in weeks of work, and end up with little to no coverage.

There’s an inherent unpredictability – maybe a major world event hijacks the news cycle the day you launch your campaign, or a competitor coincidentally releases a similar study a day earlier (yes, it happens).

Unlike technical SEO changes where you can predict outcomes to an extent, PR has a human element of editorial choice. As one PR expert quipped, “It’s like fishing – sometimes the fish just aren’t biting.”

You must be prepared for some swings and misses. Even using a professional PR agency is no guarantee; PR comes with no guarantees in general.

No control over the link itself

Even when you do get press coverage, you’re not assured a backlink. Some journalists may mention your brand or findings but not link to your site (policy or oversight). Brian Dean points out this con in his review of PR services – you might get an awesome mention on a big site, only to find no clickable link. It’s frustrating but part of the game. You can sometimes follow up politely to request a link, but it’s at the editor’s discretion.

Additionally, a site might link initially and later remove or nofollow it during edits.

In short, not every “win” yields the SEO juice you hoped for.

According to our survey of link builders, 1 in 4 digital PR campaigns fail to reach their link targets.

Potential for irrelevant links or content

If you stray too far from your core topic just to get attention, you might end up with links that don’t actually help your SEO – or worse, confuse your audience.

As mentioned earlier, creating far-fetched, irrelevant content (like a fintech doing a viral cat video campaign) could backfire. It might get links, but Google could discount them if the content isn’t seen as relevant to your site’s authority.

Always weigh the SEO relevance of a campaign: will the links likely come from sites topically related to my industry? Aim for a balance between creative and contextually appropriate.

Resource intensive

Digital PR isn’t cheap or easy. It often requires investing in quality content, design, and outreach. Whether it’s purchasing survey responses, hiring designers for infographics, or subscribing to PR tools – there’s a cost. Not to mention the time spent building media lists and personalized pitching.

If you go with an agency, PR firms usually charge more than standard SEO agencies (often several thousand dollars a month). For small businesses, this can be a gamble. It’s important to set realistic budgets and possibly start small to test what works in your niche.

Despite these challenges, the risks can be mitigated with savvy strategy:

• Do your homework: Research successful campaigns in your niche to gauge what journalists liked. Look at what your competitors have done (tools like Ahrefs can show you which content earned them backlinks).

• Plan for the worst, hope for the best: Have modest expectations for each campaign and view it as a learning opportunity. Over time, you’ll hone in on what resonates.

• Build relationships: One solid relationship with a journalist can break the competitive logjam. If they trust you, they might prioritize your pitch out of the dozens they get.

• Stay ethical: Avoid the temptation to buy links under the guise of PR or engage in shady practices (like fake personas for HARO). Google’s algorithms are getting smarter at detecting manipulative tactics, and being labeled as doing “PR spam” could harm your site. Stick to white-hat approaches – real content, real outreach.

In summary, digital PR link building has a higher skill and effort bar than many SEO tactics, and with that comes higher variance in outcomes.

But as many in the industry will attest, the upside of a successful campaign often justifies the gambles you take. It’s a bit like venture capital: you invest in 10 ideas, 2 might fail completely, 5 yield modest links, and 1-2 become those home run campaigns everyone keeps talking about (and keep rewarding you with links well into the future).

Keep these risks in mind, but don’t let them paralyze you. With careful planning and persistence, you can tilt the odds of digital PR success in your favor.

Digital PR outreach template

Subject line:

👉 New [industry/angle] study: [short headline hook]

👉 Exclusive data on [topic] for [publication]

👉 Story idea: [clever / emotional hook]

HARO / journalist query expert quote template (fast response)

Subject line:👉 Expert quote for your story on [topic]

Pro tips for customizing

• Keep subject lines sharp: journalists skim inboxes. Make the hook irresistible.
• Always include the most interesting stat or angle up front.
• Offer extras: visuals, expert commentary, or custom data – makes their job easier.
• Personalize where possible: mention a recent article they wrote or why this fits their beat.
• Follow up once politely if no response after 3–4 days (but don’t spam).

Taking your digital PR link building to the next level

Digital PR link building is arguably one of the most exciting and rewarding strategies in SEO today. Yes, it’s hard. It requires creativity, timing, and a bit of courage to put your content out there in the court of public opinion.

But as we’ve seen, the payoff – in backlinks, rankings, and brand growth – can be game-changing. The difference between a site that’s merely good and one that’s a market leader often comes down to this kind of next-level link building that competitors aren’t doing or can’t easily replicate.

If you’re ready to embrace digital PR as part of your SEO strategy, keep a few final tips in mind:

• Integrate PR with SEO goals: Always align your campaigns with the keywords or topics you want to build authority in. For example, if you need links to improve your SaaS site’s ranking for “project management software,” craft PR content around project management trends or data. The links you earn will then reinforce your relevance for those terms.

• Measure what matters: Track not just the number of links, but the quality (domain authority, relevance) and the referral traffic and even assisted conversions from those links. Digital PR has intangible benefits – brand mentions, social buzz – so consider using brand search volume or direct traffic as a KPI too. Over the months following a campaign, monitor if your organic rankings for related topics improve; often they will as those links get indexed and begin passing equity.

• Learn and iterate: Each campaign, success or flop, yields data. Did one press release get zero pickup? Maybe the angle was off or the timing bad – adjust the angle or try a different day of week next time. Did a particular journalist show interest but not write this time? Keep them on a short list for a future exclusive tip. Build an internal playbook of what works for your industry and team.

Finally, recognize when you might need help. Executing a robust digital PR strategy can be daunting, especially if you’re juggling other SEO tasks.

This is where partnering with specialists or agencies can make sense.

For instance, if you’re a SaaS company looking to scale your link building the smart way, consider leveraging professional SaaS link building services that incorporate digital PR tactics into their approach. Experts who live and breathe both PR and SEO can bring in established media contacts, creative ideation, and efficient outreach processes to get your brand featured in the right places.