Strategy
Strategy memo & roadmap
Written strategy with target outlets, angles, and a quarterly campaign roadmap.
Our process · for ambitious brands
How we earn coverage that compounds.
Every engagement runs through the same disciplined arc — research, narrative, outreach, measurement — so coverage is the byproduct of a system, not a stunt. The result is press that ranks, ranks that compound, and a brand journalists keep coming back to.
What you get with PR.digital
A senior practice with a system, not a junior account team with a wishlist.
- 01Strategy-led narratives that journalists actually want to publish
- 02Pitch lists built on real relationships, not bulk databases
- 03Coverage measured by outcomes — backlinks, search lift, pipeline — not vanity counts
- 04Monthly reporting your CEO and your CMO can both read in five minutes
What to expect
Numbers we operate by.
- 30–60d
- Window to first published placements on a new engagement.
- 1 biz day
- Inquiry response time for new and existing accounts.
- Senior
- Every account is run by senior strategists — no junior handoffs.
- Earned
- 100% earned media — never paid placements or sponsored content.
The arc
Four steps from story to outcome.
Repeatable, measurable, scoped to your goals. Every campaign moves through these stages — what differs is the depth and the publications.
- 01
Discovery
We map your category, audience, competitive narrative, and the authority gaps your brand needs to fill. You leave the kickoff with a written strategy memo, not a calendar invite for the next meeting.
- 02
Story Development
We build the narratives, data, expert quotes, and assets journalists actually want to publish — bylines, original surveys, expert commentary, linkable resources, point-of-view essays.
- 03
Outreach
We pitch the journalists, publications, podcasts, and newsletters that your buyers already read. Each pitch is personalized; each follow-up is intentional.
- 04
Reporting
Every month we report placements, referring domains, domain rating lift, branded search growth, referral traffic, and where coverage tied to pipeline. Then we adjust the next month's plan.
Stage 01 · Discovery
We start with research, not a pitch deck.
The discovery phase is where most PR engagements quietly fail — a generic content calendar, a template media list, and a tagline workshop. We do the opposite.
In the first two weeks we interview your founders and key executives, dissect competitor coverage, mine customer support tickets and sales calls for the angles journalists are missing, and write a strategy memo that defines what 'good' looks like for the engagement.
- 01Stakeholder interviews and brand voice audit
- 02Competitive coverage and share-of-voice analysis
- 03Audience and media-list mapping by publication tier
- 04Written strategy memo with target outlets and angles
Stage 02 · Story Development
Stories that travel — and keep traveling.
A pitch lands when the story is genuinely interesting to the reporter's beat AND brings something fresh to the conversation. We build that combination on purpose.
Depending on the engagement we'll run original surveys, package proprietary data, draft bylined essays, or produce linkable assets (calculators, indexes, reports) that earn coverage and backlinks for years.
- 01Original data and survey design
- 02Bylined essays and thought-leadership columns
- 03Expert positioning and reactive-PR readiness
- 04Linkable assets built to be cited
Stage 03 · Outreach
We pitch the journalists who already cover your beat.
We don't blast 400-reporter lists. We build small, intentional lists of journalists who cover your category — and we pitch them with a story we'd happily read on their byline.
Every pitch is personalized to the reporter's recent work. Every follow-up is timed. We track open and reply rates, exclusive vs embargo timing, and which outlets get first look on each story.
- 01Senior pitch writing — no junior account-team templates
- 02Exclusive, embargo, and reactive pitch strategies
- 03Podcast booking and bylined-column placement
- 04Real relationships with reporters in your verticals
Stage 04 · Reporting
Outcomes you can defend in a board meeting.
Vanity metrics — impressions, AVE, mentions of dubious origin — get someone fired eventually. We report what your CFO and your CMO would both ask for.
Every month: placements (with link to the live coverage), referring domains, domain rating lift, branded search growth, referral traffic, sentiment, and where coverage tied to pipeline.
- 01Live placement log with editorial links and dates
- 02Backlink and domain-rating impact reporting
- 03Branded search and referral-traffic correlation
- 04Pipeline attribution where the client has tracking
Why it compounds
Earned media is the only marketing channel that gets cheaper over time.
Every placement makes the next one easier. Coverage builds credibility. Credibility earns links. Links lift search and AI visibility. Visibility drives qualified leads. Leads fund more campaigns. The flywheel is real — most agencies just don't run it long enough for it to start spinning.
01
Strategy
Pick the narrative that earns coverage in your category.
02
Story
Build the data, quotes, and assets that close the pitch.
03
Outreach
Land placements with journalists who own your beat.
04
Placement
Coverage in publications your buyers already read.
05
Visibility
Backlinks + brand mentions lift search and AI surfaces.
06
Trust
Third-party validation closes more pipeline.
07
Leads
Inbound from qualified, ready-to-buy audiences.
Where your story lands
A distribution network built on relationships.
Every campaign is amplified across journalists, publications, podcasts, newsletters, search engines, and AI answer engines — wherever your audience makes decisions.
Curious if you're a fit?
Book a 30-minute strategy call.
No deck, no canned demo — a senior strategist walks through your goals and what a tailored program would look like. If it's not a fit, we'll tell you and point you somewhere that is.
Deliverables
What's included in every engagement.
Story
Narratives, data, assets
Bylined essays, survey data, expert commentary, linkable resources — built to be cited.
Outreach
Senior pitch & follow-up
Personalized pitches, follow-ups, exclusives and embargos — all run by senior strategists.
Amplification
Distribution & repurposing
Newsletter pickups, social repurposing, internal stakeholder kits.
Reporting
Monthly outcome report
Placements, links, DR lift, branded search, pipeline attribution — in a five-minute read.
Always-on
Reactive PR readiness
Pre-written commentary so you're the first expert call when your category is in the news.
Comparison
How we differ from traditional PR.
Traditional PR is optimized for impressions and awareness. Digital PR is built around outcomes you can measure — backlinks, brand mentions, search visibility, AI citations, and pipeline.
The media-relations craft is the same. The goals on top of it are different — and the way we report results reflects that.
- 01Traditional PR: AVE, impressions, mention counts.
- 02PR.digital: placements, referring domains, DR lift, branded search, attributed pipeline.
- 03Traditional PR: monthly retainer with vague deliverables.
- 04PR.digital: monthly retainer with a published roadmap and outcome report.
The first month of coverage felt like marketing — by month four it felt like a moat. We're getting inbound from publications our competitors are still pitching.
Frequently asked
What teams ask before they engage.
How quickly will we see coverage?
First placements typically land within 30–60 days. The compounding lift — across search and AI surfaces — shows up in months 3–6 as the flywheel starts spinning. Digital PR rewards consistency.Do you guarantee specific publications?
No. Anyone guaranteeing tier-one placements is selling paid placements or sponsored content. We commit to the strategy, the volume of qualified pitches, and the measurement — and we have a long track record of landing top-tier earned coverage from that approach.How is this priced?
Monthly retainers scoped to engagement depth. Every proposal lays out included deliverables, target outlets, and a quarterly campaign calendar so there are no surprise fees. We're happy to walk through tiers on the strategy call.Will we work with senior people or a junior account team?
Senior strategists run every engagement. We don't hand accounts off to a junior team after the kickoff. The same people who write the strategy memo write the pitches.Can you white-label under our agency?
Yes. We run white-label and co-branded engagements for agencies and consultancies — see /white-label, or mention it on the strategy call.What about crisis or reputation work?
We offer crisis and reputation services for existing clients and on a case-by-case basis for new ones. Flag it on the form and we'll respond same-day during business hours.
The next step
Tell us your goals. We'll come back with a plan.
A 30-minute strategy call with a senior strategist. We'll map your target outlets, sketch the first 90 days, and tell you within a week whether we think we're the right team — and what it would cost.