Journalists don’t want your announcement. They want your numbers.

Traditional PR optimises for coverage and brand sentiment; link building historically optimised for placements at any cost; digital PR sits between, earning genuine editorial coverage that also carries links and brand search. The practical difference from both is measurement: we track links, referring-domain quality, brand-query lift and, increasingly, whether AI engines cite the coverage, rather than counting clippings or paying for placements.

Four repeatable formats. Original data analysis (your operational data, survey work, or FOI requests) that gives journalists numbers nobody else has. Expert commentary supplied fast on stories already running, which is the highest hit-rate and lowest-cost format. Genuinely useful tools and resources journalists cite when explaining a topic. And local or trade angles that national desks ignore but sector press wants. Creative stunts occasionally work and rarely repeat, which is why we do not build programmes on them.

Honest ranges rather than promises: a well-researched data campaign typically earns a handful to a couple of dozen placements depending on angle strength and sector interest, with occasional outliers landing far more. Expert commentary produces steadier, smaller returns. Any agency promising a specific number of national links is either buying them or planning to explain away the shortfall. We forecast ranges and report every placement with its origin story.

Frequently better, because expectations are lower and data is rarer. Trade press covering manufacturing, logistics, legal, insurance or construction wants substantive stories and receives almost none: a supplier publishing genuine sector data, lead-time analysis or specification research becomes a source rather than a pitch. Consumer-lifestyle PR is crowded; trade PR is under-fished and sits closer to buying decisions.

Directly: generative engines lean on corroboration when deciding which sources to cite, and editorial coverage in recognised publications is exactly the corroboration they weigh. Campaigns that establish your business as the source of a statistic frequently show up later inside AI answers quoting that statistic, sometimes with attribution. It is now a legitimate secondary objective we track alongside links.

Data or expertise access, mostly: a few hours of your team's time to identify what data exists, validate findings and provide a named spokesperson for quotes. We handle research design, analysis, asset creation, media list building, pitching and follow-up. Approval sits with you before anything goes out, which matters in regulated sectors where claims need compliance review.

Campaigns from £3,000 including research, asset production, outreach and reporting. Ongoing programmes (a campaign per quarter plus continuous expert commentary and reactive pitching) from £2,000/month. Reactive-only commentary retainers from £900/month, which suits businesses with genuine expertise and no appetite for full campaigns.