What Is Digital PR?
Digital PR is getting your business mentioned and linked to by news sites, blogs, and publications. For SEO, it is the highest-quality link building strategy. A single link from a local news site can be worth more than 50 directory listings.
6 Types of PR Pitches That Work
| Type | What It Is | Success Rate | Link Quality |
|---|---|---|---|
| Expert commentary | Responding to journalist queries | 10-20% | Very High |
| Data/survey releases | Publishing original data | Medium-High | Very High |
| Community story | Newsworthy local involvement | High (local) | High |
| Trend commentary | Expert opinion on trends | Medium | High |
| Founder story | Unique business origin | Medium (local) | Medium |
| Partnership announcements | Noteworthy collaborations | Low-Medium | Medium |
"We ran a PR campaign for a local HVAC company using an annual energy cost survey. Pitched to 15 outlets. Result: 8 placements with links, including Seattle Times and KING5. Those 8 links had more ranking impact than the previous year of directory submissions combined."
Dylan Axelson, SEO Director
Find Your Story Angle
| Industry | Story Angles |
|---|---|
| Plumbing | Seasonal pipe tips with weather data. Water quality results. Cost-saving upgrades by ROI. Emergency stories. Apprenticeship programs. |
| HVAC | Annual energy cost comparison. Air quality data. Smart home trends. Seasonal guides. Green upgrade trends. |
| Roofing | Storm damage stats. Material comparisons. Code changes. Insurance guidance. Sustainability. |
| Electrical | Safety audit findings. EV charger demand. Smart home trends. Code compliance. Solar trends. |
| Remodeling | ROI by renovation type. Material costs. Design trends. Permit guides. Before/after with costs. |
| Medical | Local health stats. New treatments. Community initiatives. Patient education. Milestones. |
Where to Pitch
| Outlet | Examples | DA | Best Pitches |
|---|---|---|---|
| Local newspapers | Seattle Times, Boise Statesman | 50-80 | Community, data |
| Local TV | KING5, KTVB | 60-80 | Expert commentary, trends |
| Trade publications | Industry-specific | 30-60 | Expert, data, trends |
| Business journals | PSBJ, Idaho Business Review | 40-60 | Founder, data, partnerships |
| Local blogs | Neighborhood sites | 20-40 | Community, tips |
| HARO/Connectively | Journalist query platforms | Varies | Expert commentary |
Writing Pitches That Get Opened
Three frameworks, each under 150 words:
Expert Commentary
Who you are. Your expertise. The angle. Why it is timely. Offer quotes.
Data Release
Lead with the interesting finding. Local context. Offer full data set.
Community Story
What happened. Why it matters. Available photos. Contact info.
Subject lines matter most. "Seattle HVAC company releases 2026 energy cost data" gets opened. "Exciting news" gets deleted.
From Mention to Backlink
"The difference between traditional PR and digital PR is the link. A mention without a hyperlink has limited SEO value. We include our URL in source info. About 70% of the time, journalists include it. For the rest, we send a polite follow-up."
Dylan Axelson, SEO Director
- Include your URL in email signature and source attribution
- Follow up on unlinked mentions
- Monitor brand mentions with Google Alerts
- Both dofollow and nofollow news links have value
Measuring Results
- Links earned: Track with Ahrefs or Search Console
- DA of linking sites: News sites are typically DA 50+
- Referral traffic: Check Google Analytics
- Rankings: PR links impact in 2-6 weeks
For broader strategy, see our local link building guide or link building services.
Frequently Asked Questions
How much does digital PR cost?
DIY: free (5-10 hours/month). Agency: $1,500-$5,000/month. Many businesses start DIY with HARO and local pitches.
How long to get coverage?
1-8 weeks from pitch to publication. Expert commentary can happen in days. Feature stories take 2-6 weeks.
Do I need a PR agency?
Not to start. HARO responses, local pitches, and community stories are manageable DIY. Scale with agency support when ROI justifies it.
Digital PR vs traditional PR?
Traditional PR focuses on brand awareness. Digital PR focuses on earning backlinks. The tactics overlap, but digital PR measures success by links and ranking impact.
