Digital PR

Digital PR

In a digital landscape where everyone wants to be visible, authority is the difference between being present and being chosen. Digital PR is the way to structurally build online authority — not through quick hacks or paid links, but through substantive campaigns that make the news and generate backlinks. At Follo, we develop Digital PR as an integral part of a performance-driven SEO strategy. We combine research, data, creativity, and journalistic distribution to create impactful PR campaigns. Each campaign is focused on media attention, visibility, and SEO value.
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From PR impulse to SEO performance

What is Digital PR?

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Digital PR is the modern version of public relations, with the goal of translating media attention into measurable SEO results. By creating newsworthy content based on research, data, or trends, we achieve attention and backlinks from reliable media and niche platforms. The difference with traditional PR? While classic PR mainly focuses on reputation and visibility, Digital PR is aimed at domain authority, link building, and SEO performance. All creation, distribution, and evaluation is data-driven, scalable, and measurable.

Within SEO, we work from three pillars: technology, content, and authority. Digital PR is the most powerful lever within that third pillar. Together with traditional link building (such as guest blogs and directories), it forms a sustainable engine behind higher rankings, better indexing, and faster visibility for new pages. We believe in campaigns that not only make the press but also accelerate SEO performance. Our approach is built on that conviction.

Why Digital PR?

In a digital landscape where visibility and authority are becoming increasingly important, Digital PR is indispensable. It strengthens your online reputation, expands your reach, and improves your search engine visibility. By strategically working on quality backlinks and media relationships, we build sustainable online success.

Every Digital PR campaign we develop follows a proven process

A well-thought-out 7-step plan

1. Baseline measurement of the link profile

We start with a thorough analysis of your current link profile. We examine the distribution of anchor texts, trends in link growth, and compare your domain authority with competitors. Based on this GAP analysis, we determine where PR can make the most impact.

2. Brainstorming and idea formation

Through interactive brainstorming sessions with your team, we look for hooks that combine news value, originality, and link potential. We use the KANO model and techniques like brainwriting to score ideas on timeliness, originality, and shareability. Each brainstorming session yields multiple ideas, which we further cluster, prioritize, and develop into concrete formats.

3. Research design

From the chosen idea, we define the research design: What questions do we want to answer? What methods do we use? What data sources are needed? And how do we ensure validity and reliability? We distinguish between field research (e.g., panel research) and desk research (e.g., CBS data, Google Trends, internal customer data), and work closely with reliable research agencies like Panelinzicht.nl.

4. Research and data analysis

We collect data through fieldwork, interviews, tools, or internal systems. We then analyze the results, identify notable insights, and create unique statements that are newsworthy. These insights form the basis for both press releases and SEO content.

5. Creation of press release and linkable asset

Our content specialists write: a newsworthy, SEO-proof web article. A press release with a journalistic angle. A visual linkable asset (infographic, interactive map, data visualization). We ensure that the content is both editorially and SEO-technically correct — and truly adds value.

6. Distribution and placement

We distribute the message through three channels: publication on your own website for SEO indexing, distribution via ANP Newsfeed to national and local media, and direct placement through our quality PR network (at least 2 to 3 guaranteed links). Additionally, we approach editors specifically, depending on the topic (e.g., economy, healthcare, HR, tech).

7. Reporting and evaluation

We report on the number of placements and backlinks, domain values (DR, CF, TF), traffic, rankings, and referring traffic and media appearances (radio/tv) and reach. Together, we evaluate the learnings and determine whether a follow-up campaign, content series, or broader PR strategy is desirable.

Using Digital PR for your brand?

Do you want to stand out in the media and grow in search results? Digital PR is your lever to more authority, better rankings, and visible impact. Schedule a session with our team and discover how we make your brand newsworthy and SEO-proof.

  • Fully integrated within SEO and link building
  • Strategically built based on data and competition
  • Creative formats + journalistic distribution
  • Own media network + access to ANP Newsfeed
  • Clear ROI: measurable SEO gains, visibility, and link value
  • Smart use of FolloEngine for monitoring and analysis