Digital public relations (better known as just digital PR) is quickly becoming an essential instrument in the modern marketers’ toolkit.
As Google’s algorithms evolve and AI changes how content is discovered, shared, and ranked online, businesses are increasingly recognising the need to manage how their brand is seen and talked about online.
In fact, according to LOCALiQ’s UK State of Digital Marketing Report 2025, 71% of the 500 UK businesses it surveyed considered digital PR to be a “very important” marketing channel, highlighting just how vital it has become.
But what exactly is digital PR, and why are so many businesses prioritising it?
Unlike traditional PR, which focuses primarily on newspapers, broadcast, and print media, digital PR leverages online channels to earn high-quality coverage, backlinks, and brand mentions across the internet.
This helpful guide covers what’s involved in this marketing activity, the importance of digital PR, and the role it plays in building your online presence, reputation, authority, and search engine performance.
Ever dreamt of seeing your brand featured in a major newspaper headline for all the right reasons?
That’s traditional PR.
But with most people now turning to the internet for information, more and more businesses are focusing their attention on digital PR.
Digital PR is composed of multiple online marketing activities and strategies, including content creation, outreach, and SEO (Search Engine Optimisation), in a bid to boost a brand’s online visibility, reputation, and authority.
Put simply, digital PR involves the creation of compelling, entertaining, and informative content and stories, which can then be strategically pitched to influencers, journalists, and online publications.
The aim of these efforts? To earn media coverage, secure high-quality backlinks, and obtain brand mentions across the internet – whether that’s on social media posts, within blogs and podcasts, or written into news articles.
Examples of digital PR
Leveraging expert advice
A local heating and plumbing company could offer their expert guidance on ‘how to keep your home warm this winter for less’, gaining coverage on energy-conscious, financial, and general news sites.
Producing data-driven content
An online fashion store could utilise the data it’s collected regarding recent consumer clothing or accessory purchases to spot trends, putting together a data-driven piece on ‘the hottest fashion styles this autumn’.
The stats and commentary from this piece can then be picked up by social media fashion influencers and beauty and fashion magazines, exposing your name to a broader audience.
Requesting product reviews
A games and tech store might have a new product that they want to generate excitement around. By sending this product to a reputable tech review site or popular online games magazine, they can secure positive publicity and trusted third-party feedback, building credibility and anticipation ahead of the product launch.
Encouraging social media engagement
A local bakery could send a selection of their latest seasonal treats to a popular food blogger with a strong social media following.
By featuring the bakery in their public reviews, posting appealing photos or videos, and tagging the brand, the blogger helps generate buzz and increase visibility for the new product range.
What is a digital PR agency?
A digital PR agency is a marketing firm that helps businesses to get their brand mentioned online.
And, as 12% of UK businesses lack the resources or skills to include digital PR in their marketing strategy (according to LOCALiQ), it makes sense to enlist help from one of these agencies.
They’ll handle the content A digital PR agency is a marketing firm that helps businesses to get their brand mentioned online.
And, as 12% of UK businesses lack the resources or skills to include digital PR in their marketing strategy (according to LOCALiQ), it makes sense to enlist help from one of these agencies.
They’ll handle the content creation, have existing and established close relationships with influencers and media channels, and carry out the necessary SEO changes on your behalf, have existing and established close relationships with influencers and media channels, and carry out the necessary SEO changes on your behalf.
Searching for an excellent example of a digital PR agency? Look no further than Aqueous Digital.
We’ve been securing high-quality backlinks and reputation-boosting media coverage for our customers for years as part of our SEO packages.
Now, we offer a dedicated digital PR service that focuses on boosting a brand’s online visibility, credibility, and authority through strategic content creation and outreach.
Whether you want to earn coverage, social media mentions, or high-quality backlinks, we know how to get your brand noticed in all the right places.
Why digital PR is important
Heightens brand awareness
Are you keen to connect with new and broader audiences?
By getting your brand name mentioned, even in passing, within online news articles, social media posts, and other reputable sources, you can spread awareness of your enterprise.
This benefit is especially important for smaller businesses that may not have the resources to pay for advertising in these same sources.
Drives traffic to your site
While online brand mentions are always useful for boosting audience awareness, for most businesses, the primary aim of securing these references is to increase traffic and generate leads.
Unlike traditional PR where the reader must first put down their paper, look away from the billboard, or remember the brand name before turning off the TV, digital PR ensures you have the means to immediately investigate any brand mentions at your fingertips.
Whether you’re using a laptop, mobile, tablet, or even smartwatch, a hyperlinked business name that leads directly to your website’s homepage or relevant service page is an effective way to increase site traffic, leads, and conversions.
Improved online rankings
Google’s focus on E-E-A-T (that’s Experience, Expertise, Authoritativeness, and Trustworthiness) is putting the emphasis on business credibility more than ever.
Although not a direct ranking factor, this framework is used by the search engine to help evaluate the quality and usefulness of website content. This is where digital PR plays a crucial role.
By earning online coverage, building authoritative backlinks, and getting mentioned in industry publications, you can position your brand as an authoritative, trusted expert in your field.
With enough citations and references from these credible sources, you can show Google that your website demonstrates strong E-E-A-T, supporting higher visibility and rankings in the search results.
Greater trust in an AI era
In today’s world, typing an informational search query into Google is likely to land you an AI-generated response rather than a list of credible sources to explore.
Initially, this seems great; you have a concentrated answer stitched together from all the best experts.
However, due to a phenomenon called “AI sycophancy” (where AI tools are trained to excessively agree with or flatter users), these tools can contradict themselves, damaging user trust and reliability.
Something that can’t be fabricated out of thin air, however, is social media mentions, high-quality backlinks, and online media coverage.
These attainments take time, strategy, and effort to obtain, making brands that utilise digital PR more trustworthy.
Works alongside other marketing efforts
Content creation, social media marketing, and backlink-building are likely already key components of your digital marketing efforts.
As these initiatives work in tandem with digital PR, including PR as part of your digital marketing strategy can ensure a more comprehensive and aligned approach.
Strengthened reputation
When respected news outlets, social media influencers, and other sources reference your site, your audience starts to see you in the same light.
This association helps to elevate your status, strengthening your reputation in the eyes of the overall public and your target audience.
Generates measurable success
With traditional PR, it can be hard to ascertain exactly how impactful a campaign has been.
Digital PR activities, on the other hand, offer clear measurability.
This is because digital PR is much easier to track through powerful analytic tools, allowing businesses and digital PR agencies alike to make smarter, data-driven decisions by evaluating engagement and performance.
Offers global reach
Managed to secure a brand mention in a local newspaper? This is a great start and helps build awareness within that specific community. However, its impact is restricted to that specific community.
By securing a reference in an online news article, your exposure isn’t confined by geography. Instead, you’re automatically expanding your reach to global levels which is ideal for multinational corporations.
Who can benefit from digital PR?
Anyone! That’s right, it doesn’t matter how big your business is, where your company is located, or what industry you operate within, all enterprises stand to benefit from digital PR.
Startups
Digital PR is particularly popular among startups as it provides cost-effective exposure that can make a huge difference when it comes to establishing a brand presence, attracting investors, and building credibility on a tight budget.
SMEs (small and medium-sized enterprises)
Well-established SMEs can also leverage digital PR efforts to help boost their online visibility, remain relevant, and secure higher rankings in the search results.
MNCs (multinational corporations)
From supporting reputation and crisis management to providing global reach and targeted campaigns, digital PR is an essential component of any large enterprise’s marketing strategy. It enables these brands to maintain trust, authority, and visibility across diverse markets.
Digital PR packages from Aqueous Digital
Our talented team combines ethical marketing principles with exceptional value to deliver tailored digital PR services that elevate your brand.
Our in-house specialist expertly crafts digital PR strategies that build credibility, secure high-authority coverage, and position your business as a trusted voice in your industry.
Whether you want to create dedicated author profiles, enhance your brand’s visibility on Google, or shout about the amazing things your company is doing right now, the digital marketing specialists and PR professionals at Aqueous Digital want to help tell your story.
To get the ball rolling on boosting your online presence, don’t hesitate to reach out using our online contact form today! We’d love to hear from you.
Alternatively, we also welcome enquiries via:
Phone: 0800 285 1424
Email: hello@aqueous-digital.co.uk
