CLARITY / DISCOVERY / USEFUL ANSWERS
Digital PR
Build outreach around a story that can be supported.
Identify the information, people and evidence behind the story before approaching media. Research relevance rather than sending the same pitch to every contact.
ORIGINAL EXPLANATORY CONCEPT / NO CLIENT RESULTS
EDITORIAL STUDY / WORKING DRAFT
Digital PR
Context
Experience
Ownership
Digital PR — the relationships to plan.
01 / THE IMPORTANT CONNECTIONS
Start with the decisions that shape the experience.
Use context, experience and ownership as a starting point for a focused discussion.
01
Context
Identify the audiences, locations and questions the website should serve. Separate brand, service and informational intent.
02
Experience
Check crawling, indexing, internal links and representative templates. Record access limits and issues that can be reproduced.
03
Ownership
A digital PR asset needs verifiable information, a clear angle and permission to use its supporting material. Plan how journalists or editors can check the evidence and ask follow-up questions.
THE APPROACH / FOUR USEFUL STAGES
A process built around a useful decision.
01
Understand the search context
Identify the audiences, locations and questions the website should serve. Separate brand, service and informational intent.
02
Inspect the technical foundations
Check crawling, indexing, internal links and representative templates. Record access limits and issues that can be reproduced.
03
Improve information and connections
Prioritise useful page content and navigation. Align changes with the actual products, services and evidence the business can support.
04
Review evidence and refine
Review available search and website data against an agreed baseline. Search systems make independent decisions, so focus on observable changes.
A LITTLE CLARITY BEFORE THE NEXT STEP
Questions worth asking.
What should I bring to a digital pr discussion?
Identify the information, people and evidence behind the story before approaching media. Research relevance rather than sending the same pitch to every contact. Bring the existing website or a representative example, explain the customer task and identify the constraints or decisions that are still open.
How do we review context?
Use a representative scenario and agree what a useful outcome would look like before changing the wider experience. For Digital PR, the discussion should connect context with experience and the people who will maintain the result.
What happens after the initial discussion?
The next step is to agree whether a scoped review or project is appropriate. Deliverables, access, dependencies, costs and timing need to be confirmed for that engagement. A conceptual illustration on this page does not represent a completed client project or promise a result.
YOUR NEXT CHAPTER
Make the next decision about digital pr a clearer one.
Tell us what you want to improve, the content and systems involved, and what a useful next step would look like. We can use that context to discuss a suitable scope.