Digital PR for the new world.
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PR for the age of generative search.
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Crafting B2B Technology PR campaigns for the world of AI-first search.
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Focusing on engaging, structured content that provides unique insights for readers.
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Building authority, increasing your AEO performance and getting you seen.
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Helping businesses tell their story to the world in the age of generative search.

Delivering Digital PR 2.0 to global B2B technology businesses.

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What is Digital PR?


Digital PR focuses on earning online coverage in high-ranking media publications to boost awareness, improve SEO and, more importantly, gain backlinks to the website.

Although the traditional way of doing PR is still very much relevant today, Digital PR is starting to dominate the way in which people find brands. More than 5.6 billion searches are entered into Google every day, and with the number one result receiving around a third of all clicks, gaining and cementing an online presence is becoming tougher by the day.

Digital PR helps increase a business’ online presence by earning high-quality website backlinks to their website through consistent media coverage. By gaining backlinks in high-value online publications, which your target audience and potential buyers read on a regular basis, Digital PR can increase the brand’s awareness and credibility awareness while boosting lead generation, conversion rates, and ultimately sales.

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What is Digital PR 2.0

 

Digital PR 2.0 is where SEO driven PR meets what is being referred to as AIEO, GSO, GEO etc. Essentially, placing a focus on earning third-party validation in a search landscape increasingly shaped by Generative AI results.

With Google’s AI Overviews and generative search models now prioritising brand mentions on trusted third-party sites over your own website, PR will become a strategic lever for this new era of SEO - not just something you do to boost awareness or reputation.

That means earned coverage on industry-specific platforms, high-authority trade media, and niche publications isn’t a “nice to have” - it’s essential. These are the signals AI search engines rely on to validate and surface brands in their results.

But be warned: there’s a growing wave of vendors pushing “AI-optimised SEO” as a bolt-on service. It’s marketing moonshine. Large Language Models (LLMs) are probabilistic - meaning results vary by user - and when they don’t know an answer, they turn to traditional SEO search practices to validate their answer.

So yes, search is changing. But SEO isn’t dead, far from it, and PR is your most powerful tool to feed it. Digital PR 2.0 is about earning the right signals, from the right sources, in a way machines (and people) trust.

What is a Digital PR Agency?

 

A Digital PR agency specialises in working with businesses to increase their online presence. People use digital tools and search engines like Google every day to find things like their local hairdresser or the best HR software for their company, and being able to be found online has become one of the best ways to increase leads, sales, and customer engagement.

Digital PR agencies live and breathe all things focused on technology. They have the knowledge, expertise, and resources to construct targeted Digital PR campaigns tailored for your specific needs. Plus, with improvements in PR measurement, campaigns can now be aimed at delivering tangible results that will boost awareness, engagement, and online presence.

Because not only do online methods of earning media coverage help increase brand awareness and trust, but it also has a significant impact on the performance of your best sales person - the website. Important, as the majority of your potential customers and target audience will interact with your website before they even get in touch with a real person.

Inbound searches are becoming the best way to reach and direct people to your business. But even the most powerful or optimised websites in the world will sometimes struggle to get in front of new audiences or target the ones it wants to reach the most.

How does Digital PR help with SEO & AEO?

 

Combining Digital PR methods with SEO best practices can help businesses rank higher on search engine results pages. In turn, websites see an increase in traffic, engagement, and the chance of sales as visitors become more engaged and interested in what they see.

Content used for a media engagement programme can also be used to support the targeting of website keywords. For example, if you’re a FinTech company and you’re looking to be known as a provider of blockchain technology, then placing a piece of content or news story in a relevant and targeted media publication will help you be found for those exact search terms if you’re unable to do so through your website.

Plus, unlike traditional PR, where articles would appear in a print newspaper and be discarded the very next day, Digital PR coverage sticks around for the long term. Much like you might see with your own blog traffic, online coverage can stay at the top of search results pages for years, depending on the topic, value of information provided, and the media website. 

If it hits all three of these, then there is a serious chance online placements can place your brand next to targeted search results as well as lead people back to your website. Which is important, as being able to use online coverage to be found for relevant search topics is another wider benefit of Digital PR. Media websites typically have a very high Domain Authority (80+) and therefore a bigger chance of outranking your own web pages for certain search results.

Example of a Digital PR Strategy.
Understand your audience - and what they’re searching for

The first step is to understand who it is you’re looking to target, as this sets the bar on how successful your Digital PR campaign will be. For example, if you’re a provider of retail technology, then there’s almost no benefit of earning coverage in a magazine aimed at people working in manufacturing.

Buyer personas - a rundown of who your target audience and key users are, their role, and their challenges - can help with this. From here you can work out the kinds of search terms they’re typing into Google that you can start trying to rank for.

A lot of this will also be tied into any keyword research you’ve undertaken for the website SEO. Working backwards, you can use search terms to tell you what you have to start writing about to gain media placements and reach your target audiences.

Create content based on hot topics, not just search terms

First and foremost, Digital PR content has to be written around a trending topic. Only then can it be based around carefully researched target keywords. Not only will this increase the chances of your website appearing in search engine results for terms prospects are looking for, but it also allows the team to pitch and place the article in your target publications.

The problem with creating content around search terms and keywords is that it can end up sounding like a robot has written it. What you want, and what publications ask for, is well-written pieces that talk about relevant news stories and industry challenges or updates that their own audience will want to read.

When researching content ideas, have a scan of the media websites that speak specifically to your target audience and the topics their journalists have covered. Not only will this give you a better indication of what content to produce, but it will also help increase the likelihood of earning a placement by being highly targeted. 

If you want to take this one step further, Twitter is a good way to see what topics are currently trending in your area or industry. You could also look into using tools such as Google Trends to research which search terms your audience is looking for information on.

Agree what a successful Digital PR campaign looks like

Finally, and perhaps most importantly, it’s important to set out what a successful Digital PR campaign will look like. Are you looking to gain 100 backlinks in the space of a 12 month campaign? Or are you looking to dominate one targeted search term to put your business at the coveted #1 spot in Google?

The key thing is to set metrics and KPIs for the PR campaign that relate to what it is you want to achieve. If it is to gain backlinks or a certain amount of online coverage, then set a certain target that can be measured over a certain period of time. 

These metrics can also relate to wider benefits of the Digital PR campaign. For example, it’s possible to correlate spikes in website traffic to announcements, launches, or other stories that have earned you coverage. You can also view things like referral traffic from media publications through Google Analytics, or view the SEO benefits of placements using tools like Moz. 

Setting out what a successful campaign looks like will give you and your PR agency the ability to work towards many different objectives, but one primary goal. Plus, at the end of the programme, you can expect to be updated on the metrics and aims that you set out right at the start of the campaign, without any need to move the goalposts.

How can a Digital PR agency help you?
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PR for a digital world

PR may have “gone digital”, but the fundamentals remain the same. Our B2B Tech PR team are experts at creating stories for your business that engage the media, and we have the relationships with key journalists to get those stories read by your target audience.

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Website-focused results

All of our campaigns are planned and executed to get you media coverage that will raise your business’ profile, and improve the performance of your website. By creating digital PR campaigns that drive traffic back to your website, we not only get the results - we can show those results to you.

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Digital PR experts

The media and PR landscape is always changing. That's why our team receive constant training - both internal and external - on the latest PR, content, SEO and inbound marketing best practice to ensure we remain ahead of industry trends.

Additional services

There's much more than meets the eye here at ITPR. We are an experienced bunch and have a lot to offer.
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SEO PR

PR designed with search engine visibility in mind, helping you be found in all the right places.

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PR Distribution

Well-crafted press releases that land to get your news in front of the right journalist.

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PR Measurement

Answering the industry's million-dollar question with transparency to truly measure PR success.

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International PR

Helping your PR land outside of traditional boundaries with high-impact, scalable campaigns on budget.

Earned Media

Earned Media

The traditional PR approach to get you seen and maximise your PR collateral with earned media opportunities.

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Paid Media

Combining your earned and owned media into paid, for a united communications strategy.

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Owned Media

Helping you get the most from your owned media channels to drive interested visitors to your website.

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Content Creation

Helping you craft engaging website content to attract, retain and convert website visitors.

“Finding ITPR has been one of my best achievements! From the very beginning, I could tell that ITPR really cared about our success. Launching into the UK was a key part of our growth plans and getting it right was very important. ITPR has worked relentlessly to build awareness of our business and exceeded our expectations in terms of coverage so far".
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Founder & President | Makip
“ITPR always goes the extra mile. They are proactive and always coming to us with creative ideas, opportunities and suggestions. We feel they really understand us and what we want to achieve and are right there with us helping us get there. We truly feel we are always at the forefront of their mind and appreciate all their support and strategic advice!”
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Tracy Payne
Marketing Manager | iplicit
“ITPR is not just an agency to us, they are a part of our team and an integral one at that! Yes, they know what they are doing in terms of PR but it’s the people that truly make our partnership what it is. They have not only helped us grow our business into what it is today, through solely inbound marketing, largely down to ITPR’s strategic efforts in contributing to our brand awareness and getting the messaging spot on, but they have grown WITH us and have been there through the highs, and the lows - we are in it for the long run with ITPR for sure!”
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CEO | Velocity Smart Technology
“Working with you guys is easy. You always support us and look for additional opportunities and wins for our business - everything you do is strategically focussed and highly thought out to help our own marketing plans. Everything is always overachieved and delivered on time and so we really couldn’t expect any more!”
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Sven Schumacher
Head of Global Marketing | Interprefy
“The UK is a key market for Sendcloud growth plans and it was really important that we built a presence there, fast. Working with ITPR has been a real pleasure and we’re delighted to have them as part of our long-term PR plans to amplify the great work that Sendcloud does for our customers.”
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Iris Delmee
Global PR Manager | Sendcloud
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