Start with a story, not a placement target
A digital PR company develops material that journalists, editors and specialist publications may find useful. The starting point might be original data, a well-supported viewpoint or practical expertise. The story should stand up to scrutiny before it is pitched. A generic press release is not a substitute for a clear editorial angle.
The campaign brief
Define the audience, intended publications, available evidence and the spokesperson who can answer follow-up questions. Set deadlines for research, fact checking and internal approvals. Decide whether the objective is relevant coverage, referral traffic, brand awareness or support for a particular resource. Different objectives require different measurement.
Research and delivery
A useful scope explains who gathers data, how it is checked, how the campaign asset is created and who manages outreach. It should also identify what happens when an angle receives little interest. World Reach can discuss digital PR within a broader custom campaign; the final activities and deliverables belong in the agreed proposal.
Measure coverage accurately
Report actual published mentions and linked references separately. Keep the publication, date, article URL and destination page together. A mention without a link can still have communications value, but it should not be counted as a backlink. Editorial decisions sit with publishers, so coverage volumes and search positions cannot be assumed.