Traditional PR firms charge $5K+/month but the same journalist connections can be built systematically with the right approach.
Here is what every business owner needs to know about the digital pr strategy that landed us in forbes, inc, and techcrunch, broken down into the questions that matter most.
What is digital PR?
Building journalist relationships to earn media coverage and high-authority backlinks. Unlike guest posting, you become a source for journalistic content.
How to use HARO/Connectively?
Sign up as source. Respond only to matching queries. Format: answer directly in 2-3 sentences, include credentials, offer interview. Respond within 30 minutes.
What makes a HARO response stand out?
Include specific data — ‘according to our analysis of 10,000 customers, 73% prefer X’ is quotable. Be brief. Deliver value in first sentence.
How to build journalist relationships beyond HARO?
Engage on Twitter/LinkedIn. Share their articles. Pitch story ideas benefiting the journalist first. Thank them when they publish your quote.
How to create newsworthy data?
Survey 500+ people on a timely topic. Journalists love original data. A survey on ‘remote work in 2026’ can generate 5-20 coverage placements.
How to measure digital PR ROI?
Three tiers: published coverage with DR and dofollow count, referral traffic via UTM, branded search lift in Search Console.
Biggest digital PR mistake?
Pitching salesy stories. Frame everything as industry stories with your company as one data point. ‘40% of small businesses adopting AI’ is a story. ‘We launched an AI tool’ is not.
How to scale digital PR?
Media database of 100+ journalists in Airtable. Monitor queries daily. Produce 2-3 proprietary data studies yearly. ROI compounds as relationships grow.
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