Digital PR built to earn coverage your buyers actually read.
Senior-led, data-driven digital PR for established businesses. We sign off the target audience and the target link profile up front — then run the campaign against both, not against vanity DR.
DISCO — Discovery, Ideation, Sign-off, Creation, Outreach
DISCO is the campaign half of the engagement. Eight to ten weeks from kick-off to first link, five named workstreams, one signed-off forecast at the end of week three. The deliverables are concrete: a validated headline list, a signed-off pitch deck, a coverage forecast, and a written outreach plan. Nothing gets sent to a journalist until all four are on the page.
Discovery at Type A is not a creative brainstorm. It's a structured study of who the campaign needs to reach, which publications they read, and what kind of link a placement would need to leave behind to be worth the budget. We do this before anyone opens a doc.
Audience and keyword targets
We work with the in-house SEO team and the sales team to agree the personas, the territories and the keyword clusters this campaign exists to support. Coverage that doesn't reach those audiences is, for our purposes, not coverage.
Target link profile
Before we ideate, we agree the publications a link from would actually move the needle — for rankings, for referral traffic, and for buyer trust. That list goes in the SOW, and we report against it every month.
Brand-safety questionnaire
A short written questionnaire that captures what we can and can't do in your name — sectors to avoid, claims that need legal sign-off, regions that are off-limits. It saves a fortnight of pitch-deck rewrites later.
Ideation is where most agencies fall over. They generate too many ideas, none validated, and ask the client to pick. We generate fewer, validate them with journalists, and bring back a short list with evidence behind each one.
Whiteboard ideation
A two-hour session with the strategist, the data lead and the outreach lead — the three people who'll actually run the campaign. We come out with eight to twelve angles built for programmatic-scale outreach, not one big-bet hero idea.
Data viability scoring
Every idea gets a confidence score on whether the data exists and whether we can get it in time. Client first-party data is a 1; a multi-source scrape with FOI requests is a 5. Anything above a 3 needs a written data plan before sign-off.
PR validation block
We email twenty journalists from the target list with the proposed headlines and ask which they'd cover. The angles that come back warm get budget. The ones that come back cold get cut, even if the client likes them.
Sign-off is where the work becomes a contract. The deliverable is the document the CMO takes to the board, and the document the senior outreach team uses to plan the next four weeks.
Validated headline list
A short written deck — not a 60-page strategy slide — with the angles that survived journalist validation, the proposed headlines, the data sources and the editorial hook. This is the document we ask the client to sign.
Coverage forecast
A range — top, mid, bottom — for placements, links and referring domains, with named target outlets behind each tier. We forecast against the target link profile, not against any DR you can buy on a marketplace.
Written outreach plan
Who's pitching what, to whom, on which date, with which follow-up cadence. Finance gets the budget split by stage. The senior team gets the named owner per outlet tier. Nothing kicks off without this on the page.
Creation is the part most agencies under-resource. They write the press release and call it done. We treat the on-site page, the press kit and the methodology as first-class deliverables, because that's what turns coverage into a link your buyer trusts.
Press releases
A core release plus regional and angle variants, with fifteen minutes of customisation per outlet. Written, not spun. The journalist gets a story shaped for their desk — not a generic "national" pitch with a different intro.
On-site blog and methodology
A blog post on your domain with the full data set, the methodology, social embeds and a clean CTA. That's the page the link points to, the page that pulls the keyword cluster, and the page a fact-checker can verify in five minutes.
Press kit and assets
Embed-ready charts, an image pack at the right resolutions, expert quotes ready for attribution, and a one-line spokesperson bio. Coverage stalls when journalists have to chase assets the day before deadline.
Outreach is the easiest stage to outsource and the hardest to do well. We don't outsource it. The senior people who pitched the idea to you are the people emailing the journalists.
Prospecting
List building and sending sit on the same desk. We don't pay a junior to build a list a senior never uses. Three-hour blocks for fifty contacts, then straight into outreach. Sending is the priority, not list size.
Outreach blocks
Three email templates — initial plus two follow-ups — with mail-merge fields for outlet, beat and angle. We don't blast scraped lists. Outreach goes to journalists who've covered something close to this story in the last 90 days.
Follow-up and ad-hoc data
Warm leads get ten focused minutes of follow-up each, including bespoke regional or sector cuts of the data when that's what unlocks the placement. Anything over an hour to produce is a scope conversation.
DDDD — Define, Design, Develop, Deploy
When a campaign needs an interactive asset — a data tool, a calculator, an embeddable map — DDDD is the build process that runs alongside DISCO. Same four pillars on every asset, so the studio team can ship faster and the press kit lands when the outreach does.
Define is the stage where most interactive assets go wrong before a single line of code is written. We hold the line on the brief — and on what we won't build — so the studio team has a fighting chance of shipping on date.
Technical and creative brief
A single document covering what the asset does, what it looks like, what it depends on and what your stack will and won't allow. The studio team and your engineering lead both sign it before scamps start.
Data wrangling
We find the validated source, pull it into a database, and clean it into the shape the asset needs. If the source is fragile or the licence is unclear, this is the stage we kill the idea — not after design.
Tech-stack constraints
Most assets break on deploy because nobody wrote down the CMS, the build pipeline or the analytics constraints. We do, in plain language, with a checklist your dev team signs against.
Design at this stage is about getting the look signed off cheap, before the build is committed. Changes here cost hours. Changes after develop cost weeks.
Scamps and wireframes
Static wireframes for sign-off on the creative direction. Cheap to change and very expensive to change after the build, so we hold the line on amends until the scamps are right.
One round of brand amends
A single, scoped round of design amendments to fit your brand — type, colour, spacing, illustration. Beyond that round, changes go through change-control with a written cost and a new date.
Embed and share design
We design the embed states alongside the live tool. Journalists need a clean iframe and a static image fallback for outlets that won't run third-party scripts, or the asset gets screenshotted in without a link.
Develop is the part we resource most heavily. The asset has to load fast on a journalist's phone, survive a day-one traffic spike, and pass a security review. None of those are optional.
Front-end and database
We build the app, connect it to the cleaned database and pipe the data through. Performance budgets are agreed in Define — first chart under two seconds, full interaction under four — and we don't ship a tool that misses them.
Mobile and cross-browser QA
A real device pass on iPhone and Android, not just Chrome devtools. The journalists who write up your campaign will read the embed on a phone first. If it's broken there, the link is broken everywhere that matters.
Security and usability
Vulnerability checks against the OWASP top ten, basic load testing, and a usability review with someone who hasn't seen the asset before. It has to survive a hug-of-death spike without exposing user input or going down.
Deploy is where the asset becomes a story. Without the methodology, the on-site blog and the support plan, the build is a tech project. With them, it's a campaign.
Methodology page
A short, written methodology — three hundred words — that any journalist can quote. Sources, dates, calculations, caveats. If a fact-checker can't verify the story in five minutes, we lose the placement.
Blog brief and on-site story
A brief for the PR team to write the story around the data — the page the campaign links to, with internal links, schema and a clean CTA. This is the page that earns the keyword cluster, not just the press hit.
Ad-hoc data pulls
Once it's live, journalists ask for regional and sector cuts. We timebox these to fifteen minutes each, four per hour, with the product owner approving anything bigger.
How we deliver Digital PR
We get boringly consistent results thanks to our unique approach of data journalism, reactive and thought-leadership PR, all powered by a self-learning AI.
Data journalism by default
Data journalism campaigns are our default engine for earning coverage at scale.
DISCO validation
The DISCO framework validates that ideas have legs before we build anything.
Live journalist testing
We test angles with real journalists before creating assets — not after.
DDDD asset build
The DDDD framework creates repeatable, actionable PR assets on every campaign.
Digital PR FAQs
How much do digital PR campaigns cost?
Campaigns start from £8,000 / $10,000 each, on retainers that run 3-6 campaigns a year. We size the budget to the asset complexity and the coverage forecast, not a fixed package.
How long until we see coverage?
Validated headlines come back inside the first 4-6 weeks of outreach starting. The full DISCO cycle from kick-off to first link is typically 8-10 weeks for a data-led campaign.
Do you guarantee links?
No. We guarantee a forecast, a target link profile and an outreach plan that finance has signed off up front, and the senior people running the outreach. Anyone guaranteeing a fixed link count is either lying or building a campaign for the wrong reasons.
Who actually does the outreach?
Senior PR consultants with at least eight years' experience. We don't outsource the outreach to juniors or to a list-broker — the people who pitched the idea to you are the people emailing the journalists.
Ready to talk Digital PR?
Tell us your business and the audiences you're trying to reach, and we'll come back with three campaign angles, a forecast and a target outlet list.
Request a Proposal