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Press Parrot

Digital PR

Digital PR That Builds Authority, Not Just Links

Editorial coverage and expert commentary on publications with real readerships. Slower and more selective than a bought placement, and considerably harder for a competitor to replicate.

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  • Editorial placements
  • Expert commentary
  • Brand as well as SEO
  • Harder to copy
An illustration of editorial coverage. The publications and headlines are invented for the drawing — this page does not show real coverage, and no placement is guaranteed.

Editorial placements

Coverage that goes through a newsroom or editor rather than a sponsored content queue.

Expert commentary

Position a named person from your business as a source journalists come back to.

Brand as well as SEO

The audience reading the piece matters as much as the link inside it.

Harder to copy

A competitor can buy the same guest post. Editorial coverage is not available on demand.

Publications with actual audiences

Digital PR opportunities sit in the same marketplace as guest posts and niche edits. Publication names are visible once you have a free account.

  • Domain Rating
  • Organic Traffic
  • Referring Domains
  • Country
  • Niche
  • Price
  • Turnaround
  • Link Type
Unlock the Marketplace

Create a free account to browse publishers and pricing.

Website names are not shown to signed-out visitors. An illustration of the Press Parrot marketplace: a search box, filters for niche, domain rating, traffic, country and price, and a table of publishers with their metrics.

What digital PR means here

Digital PR is the practice of earning coverage in publications by offering something genuinely worth publishing: data, expertise, a perspective on a story a journalist is already writing. The link is a by-product of the coverage rather than the transaction itself.

That distinction matters. A bought placement is a paid slot; editorial coverage has to clear an editor who does not have to publish anything. This is why it takes longer, converts less predictably, and carries more weight when it lands.

An illustration of a brand mentioned inside an article somebody else wrote. The publications and the story are invented for the drawing.

When digital PR is worth the extra effort

It suits businesses with something to say: proprietary data, a genuinely different approach, a founder or specialist who can speak with authority on a subject the press covers.

It is a poor fit if there is nothing underneath it. Digital PR cannot manufacture a story, and publications are good at spotting an attempt to place one.

  • You have data or research nobody else has published
  • You have a credible named expert who can be quoted
  • Your market is covered by publications with real readerships
  • You want brand visibility alongside the SEO benefit
An illustration of what editorial coverage can be worth. It is not a list of outcomes we promise.

How digital PR differs from guest posting

A guest post is an article you commission and control, published in a slot the site makes available. Digital PR is an approach to a publication that may or may not result in coverage, on terms the publication sets.

Turnaround is longer and less certain as a result, and the editorial team decides how your business is framed. In exchange, the coverage reaches an audience and carries a credibility a bought article rarely does.

How digital PR and guest posts differ, drawn from the section above. Neither is better in every row.
Digital PRGuest posts
Who decidesAn editor, who need not publishThe site, from a slot it offers
Control of the pieceThe publication frames itYou commission and control it
Needs a newsworthy angleYes — data, expertise, a storyNo
TurnaroundLonger, and less certainShown on the listing
Certainty of publicationNever guaranteedThe placement is what you buy
Brand visibilityThe readership matters as much as the linkMostly the link
Harder to replicateNot available on demandA competitor can buy the same slot
PricingPer placement; campaigns quotedPer placement, shown upfront

Setting realistic expectations

Digital PR is a campaign rather than a single order. Some approaches land, some do not, and the ones that do often arrive in a cluster because a story gets picked up more than once.

We will tell you when a subject is unlikely to interest a newsroom rather than run a campaign that quietly fails. If the story is not there yet, guest posts and niche edits will usually do more for the same budget.

Four stages of a digital PR campaign

A campaign rather than a single order, and the third stage belongs to somebody else: publication is never guaranteed.

  1. Stage 1

    Research and strategy

    Which publications cover your market, and what in your business is worth their readers’ time.

  2. Stage 2

    Outreach and pitching

    The story or the expert goes to the journalists and editors it actually suits.

  3. Stage 3

    Editorial consideration

    An editor decides. Some approaches are published, some are read and not used, some get no reply.

  4. Stage 4

    Tracking and reporting

    What was published, where, and how it was framed — including the approaches that went nowhere.

Related

Guest postsPlacements you control and commission.Link buildingHow the whole service fits together.Content writingContent to support a campaign.For agenciesRunning PR across clients.

Frequently asked questions

What is digital PR?
Digital PR is earning coverage in publications by offering something worth publishing, such as original data or expert commentary. The links that result are editorial rather than bought, which is what gives them their weight.
How is digital PR priced?
Digital PR opportunities are priced per placement in the marketplace, like other listings. Larger campaigns are quoted individually because scope varies considerably.
How long does digital PR take?
Longer than a guest post or niche edit, because an editor decides whether and when to publish. Expected turnaround is shown on each listing, and campaign work is scoped separately.
Do I need original data to do digital PR?
It helps considerably but is not the only route. Expert commentary from a named person in your business works well in markets where journalists regularly need a source.

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