Floor 03 · Grow
Digital PR agency. Stories that earn links.
A digital PR agency gets your company covered by online publications through stories, data and expert comment that journalists want to use, and every article that links back builds your search authority. yop runs digital PR from Tallinn in eight languages and plans it for SEO and for the sources AI assistants cite.
Digital PR
What is digital PR?
Digital PR is public relations aimed at online publications, with search in mind. Instead of a press release sent to everyone, it creates a story a specific journalist wants: a survey result, a data analysis, an expert reaction to the day’s news or a useful tool. When they cover it, they link to you, and both the mention and the link raise your visibility.
The difference from traditional PR is the scoreboard. Traditional PR counts coverage and reach; digital PR also counts links from authoritative sites, rankings and now how often AI assistants name you, since they often cite exactly the publications PR reaches.
- Data stories. Original numbers from surveys, public data or your own anonymized data.
- Reactive PR. Fast expert comment when your topic is in the news.
- Thought leadership. Bylined articles and interviews in trade and business media.
- Press office. Launches, announcements and media lists kept up to date.
What we do
Six parts of a campaign.
Story ideas
Angles built from your data, your expertise and what journalists in your field are covering.
Data and research
Surveys and analysis that turn into headlines, with the method published so it can be trusted.
Assets
Charts, short videos and landing pages journalists can use, made in-house.
Journalist outreach
Personal pitches to the right reporters and editors, in the language of the publication.
Expert comment
Your people quoted as sources on the topics they know, through requests and reactive pitches.
Reporting
Coverage, links, referral traffic and AI mentions, reported per campaign.
Compare
Digital PR or traditional PR?
| Digital PR compared with traditional PR | Digital PROur pick | Traditional PR |
|---|---|---|
| Main channels | Online news, blogs, trade sites | Print, TV, radio and online |
| Measured by | Links, rankings, coverage, AI mentions | Coverage, reach, sentiment |
| SEO value | High | Low, unless online with a link |
| Typical content | Data stories, expert comment, tools | Press releases, events, interviews |
How it runs
Four steps from story to coverage.
Audit
Your current coverage, links and the publications your buyers and competitors appear in.
Ideas
Story angles tested against the news agenda; you pick the strongest.
Create and pitch
Data, assets and press materials made; journalists pitched one by one.
Report
Every piece of coverage and every link listed, with what it did for search.
AI citations
Does digital PR help with AI search?
Yes, and it is one of the few ways to influence AI answers from outside your own site. AI assistants lean on publications and sources they consider trustworthy. When those publications write about you with consistent facts, assistants are more likely to name you and to describe you correctly.
We track that as part of reporting: which coverage the assistants cite, and whether your mentions in their answers grow after a campaign.
Your story
Tell us what you know that others don’t.
Data, expertise or a strong opinion are enough to start. Our reply comes within two working days and covers the first story angles we see.
Questions
Asked about digital PR.
What does a digital PR agency do?
A digital PR agency creates stories, data and expert comment for online publications and pitches them to journalists, to earn coverage and links that build a company’s visibility and search authority.
Where does digital PR differ from traditional PR?
Digital PR targets online publications and tracks links, rankings and AI mentions on top of coverage. Traditional PR covers all media and focuses on reach and reputation.
How does digital PR help SEO?
Articles on respected sites bring links and mentions of your name, which build your site’s authority and lift its rankings. It also feeds the sources AI assistants cite.
How much does digital PR cost?
Each digital PR campaign has a fixed price, set once the audit is done. The research, the assets we create and the number of markets decide the scope.
How quickly does digital PR show results?
Reactive comment can land coverage within days. A data campaign usually takes several weeks from idea to coverage, and its effect on rankings builds afterwards.
What content works best for digital PR?
Original data, clear expert opinions and useful tools. Journalists want something new and specific their readers will care about.
Do you run digital PR campaigns abroad?
Yes. We pitch media in English, Turkish, Estonian, German, Finnish, French, Spanish and Arabic and shape each story for its market.
Floor 03 · Grow
More on the Grow floor
Search, AI answers, content and ads that bring buyers in.
Found on Google, named by ChatGPT and the other assistants.
Technical fixes, content and links that lift you on Google.
Your name in the answers ChatGPT, Gemini and Perplexity give.
Crawling, indexing and speed fixed at the source.
What holds your site back, ranked by what it costs you.
Found on the map when people search nearby.
Categories and products that rank and sell.
How often AI assistants name you, measured every month.