Digital PR Done Right: How to Earn Links Without Being Annoying
Most digital PR is annoying. You know it. I know it. Journalists definitely know it. Their inboxes are flooded with soulless outreach emails that read like “Dear Sir/Madam, I think your readers would love this infographic about [random topic no one cares about].” Delete.
Digital PR Done Right: How to Earn Links Without Being Annoying
Most digital PR is annoying. You know it. I know it. Journalists definitely know it. Their inboxes are flooded with soulless outreach emails that read like “Dear Sir/Madam, I think your readers would love this infographic about [random topic no one cares about].” Delete.
But here’s the thing: digital PR still works. In fact, it’s one of the best ways to earn high-quality backlinks, build brand authority, and drive traffic. The catch? You need to do it without being the marketing equivalent of spammy cold callers.
This is your guide to digital PR done right – how to get journalists to open your emails, how to create stories worth covering, and how to earn links without being a pest.
Why Digital PR Matters in 2025
Backlinks are still one of the top ranking factors. And not all links are created equal. A mention from BBC Essex or The Guardian? That’s rocket fuel. A mention from “best-articles-directory.biz”? That’s like adding water to your petrol tank.
Digital PR gives you:
Quality links from authoritative sites.
Brand exposure to audiences you didn’t pay for.
Trust signals that make you look legit.
Evergreen traffic when content keeps ranking.
Done well, digital PR earns you links and makes people actually respect your brand. Done badly, you’re just another inbox nuisance.
The Annoying Way vs. The Right Way
The Annoying Way
Mass email blasts to “Dear Blogger.”
Pitching irrelevant stories (like a fintech app sending a list of “10 Best BBQ Tips”).
Following up 17 times in a week.
Attaching 10MB images that crash inboxes.
The Right Way
Targeted outreach to relevant journalists.
Stories with genuine news value.
Respectful follow-ups (max 1–2).
Useful assets that make a journalist’s life easier.
It’s not rocket science — it’s empathy.
The Secret Sauce of Link-Worthy Stories
If you want coverage, your content needs to be newsworthy. Journalists don’t care about your product; they care about stories their audience will read.
1. Data Studies
People love stats. Example: “Essex has the UK’s highest rise in vegan takeaways, up 150% since 2020.” That’s a headline journalists can use.
2. Expert Commentary
Be the go-to voice. “Local SEO expert explains Google’s latest algorithm update.” Provide timely insight, not sales pitches.
3. Interactive Tools or Maps
Build a “Cost of Living in Essex” calculator or a map showing the best local coffee shops. Tools equal links.
4. Creative Campaigns
Think bold stunts or quirky surveys. (Yes, even “Brits spend more time choosing Netflix shows than planning holidays” can land coverage if pitched right.)
Building Relationships, Not Just Links
Journalists aren’t vending machines you insert a pitch into for a guaranteed link. They’re people. Treat them as such.
Follow them on Twitter/X and LinkedIn.
Engage with their work (share, comment, praise).
Reference their past articles in your pitch.
Be a source, not a salesman.
When a journalist sees your name, they should think “reliable contributor,” not “ugh, not them again.”
The Perfect PR Pitch (That Doesn’t Suck)
Here’s what works:
Subject Line: Short, intriguing, relevant. (“New data: Chelmsford overtakes Colchester as Essex’s foodie capital.”)
Greeting: Use their name. (Obvious, yet missed by many.)
Opening Hook: Why this story matters right now.
The Goods: Data, insights, quotes — all in the email body, no attachments needed.
CTA: Clear ask (“Would you be interested in covering this story?”).
Assets: Link to press kit (images, charts, logos).
Keep it under 200 words. Respect their time.
Timing Is Everything
Journalists live on deadlines. Pitch your “Valentine’s Day survey” on February 13th and you’re already irrelevant. Think ahead:
January: Fitness, finance, “new year, new me.”
Spring: Travel, weddings, allergies.
Summer: Events, food, holidays.
Autumn: Education, back-to-school, Halloween.
Winter: Christmas, shopping, energy bills.
Create a PR calendar and pitch early.
How to Follow Up Without Being That Person
One polite follow-up is fine. Two, maybe. Three is pushing it. Anything beyond that and you’re a digital stalker.
Keep it short: “Hi [Name], just checking if this was useful for your readers. Happy to provide additional data if needed.”
If you get silence, move on. Don’t burn bridges.
Measuring PR Success Beyond Links
Sure, backlinks are the holy grail. But digital PR also gives you:
Referral traffic (visitors clicking through).
Brand mentions without links (still valuable for trust).
Social shares amplifying reach.
Relationships with journalists you can use later.
Track coverage using tools like Ahrefs Alerts, Google Alerts, and CoverageBook. Don’t just count links – measure the bigger picture.
Common Mistakes to Avoid
Pitching too broad: “The future of AI” to a local lifestyle blog.
No angle: “We launched a new website!” is not news.
Overhyped claims: Journalists smell BS a mile away.
Ignoring SEO value: Getting coverage without a backlink is half a win. Always ask politely if they’ll link.
Digital PR doesn’t have to be sleazy. Done right, it’s about creating stories people care about, building genuine relationships, and earning links as a natural byproduct. If your PR feels annoying, you’re doing it wrong.
Think like a journalist, act like a human, and measure like a marketer. That’s how you earn links without being the email that gets deleted before it’s even opened.
