PR follows
digital.

We develop stories and supporting content for relevant publications, podcasts and digital channels. The plan sets out the audience, outreach, production and any paid distribution.

Interested? Contact us Outreach and distribution

Online publications
Social
Blogs
Podcasts
Video

Illustrative media monitor

CoverageExample

Mentions

128

Est. reach

412k

Sentiment

Positive

Publication
Your brand's founder on what's next for local retail
2m
Podcast
Episode 42: building a brand people trust
18m
Social
Launch video passes its first 50k views
1h

✓Targeted

↗Real-time

✓Measurable

(01) The way we see this

A story needs a reason to be published and a relevant audience. We work through the angle, supporting material and channels, then agree how coverage and audience response will be reported.

(02) Editorial outreach & distribution

Choose the channel that fits the story.

Compare editorial outreach with owned content and paid distribution.

Compare editorial outreach and content distribution

Editorial outreach compared with owned and paid distribution
Topic	Editorial outreach	Owned & paid distribution
Audience	Selected journalists and publications	Channels selected for audience fit
Results	Coverage checked after publication	Available channel and referral data
Content	Pitches and supporting material	Articles, video and supporting material
Cost	Research, production and outreach costs	Production and any paid distribution
Reach	Depends on publication readership	Depends on channels and budget

(03) Why digital

Four reasons it
works.

01 / 04

Choose relevant publications

Identify publications and people with a reason to cover the story. Editorial outreach and paid targeting are different activities, with different costs and measures.
- Segmentation
- Interests
- Age & location
02 / 04

Coverage and response

Report published coverage, relevant mentions and available referral data. Enquiries can be included where tracking supports them; media reach alone does not establish return on investment.
- Google Analytics
- Social metrics
- Media monitoring
03 / 04

Interactive, engaging content

Beyond the static press release: video, infographics, podcasts and links to deeper resources. Mixed media keeps people engaged for longer and draws them into your story, building trust well before the sale.
- Video
- Infographics
- Podcasts
04 / 04

Scope and costs

Agree the production and outreach scope, and distinguish earned coverage from paid placements or amplification. Publication and coverage are not guaranteed.
- Test
- Scale
- Go global