Digital PR that earns the coverage your brand and your rankings need.
Brand awareness and domain authority are not separate strategies — they're the same outcome achieved through the same work. As a digital PR agency, Whitehat earns coverage in Australia's top mastheads that builds your brand in front of thousands of readers and your domain authority in the eyes of every search engine simultaneously.
Trusted by teams at
We build and maintain relationships with journalists at Australia's most-read publications. Our placements go beyond niche blogs — we earn coverage where your audience and your competitors' customers are already reading.
Domain rating is the SEO proxy for how much authority a link from a publication passes to your site. Our average DR 72 placement means every piece of coverage we earn is also building your organic rankings — not just your brand.
Our campaigns are designed to serve two masters at once — the journalist who needs a compelling story and the search engine that rewards authoritative links. The best PR is also the best link building.
If your current agency feels like a cost centre,
it probably is.
- —Agencies that bill for hours, not outcomes
- —Juniors running your strategy
- —Vanity dashboards that don’t tie to revenue
- —Slow, quarterly reporting with no accountability
- ✓A senior pod across strategy and execution
- ✓Strategy from operators who’ve scaled ASX brands
- ✓Real-time revenue attribution, not impressions
- ✓Weekly ship cycles with a named Growth Lead
Everything a high-impact digital PR agency should deliver.
Story development, journalist outreach, reactive PR and coverage reporting — the full programme of digital PR services, run by senior practitioners.
PR strategy & angle development
We work with your team to identify the stories, data and expert perspectives that journalists in your industry want to tell — and develop angles that earn coverage in target publications rather than getting ignored in inboxes.
Newsjacking & reactive PR
We monitor breaking news in your industry and position your spokespeople as expert commentators in real time — earning reactive coverage in the publications that are writing about the story your audience is reading today.
Data-driven campaign creation
Original data studies, industry surveys and proprietary research that give journalists something genuinely new to write about — while positioning your brand as the authoritative source on the topic.
Expert commentary placement
We place your senior leaders as expert commentators in articles, podcasts and broadcast segments — building personal brand authority for your spokespeople alongside institutional brand awareness for your business.
Journalist outreach & relationships
We maintain active relationships with journalists across The Australian, AFR, SMH, news.com.au, The Guardian, industry verticals and trade publications — so your pitches land with someone who already trusts the sender.
Coverage & DR reporting
Monthly coverage reports that log every placement, domain rating, estimated readership and SEO value — so leadership can see exactly what the PR programme is delivering in brand and organic authority terms.
Discover. Strategise. Execute. Compound.
Discover
Deep audit of your business, funnel, ad accounts and competitors. 7–10 days.
Strategise
A bespoke 12-month growth roadmap with KPIs, milestones and budget guardrails.
Execute
A senior pod ships campaigns, pages and automation in weekly sprints.
Compound
Monthly executive reviews with forecasts, attribution and next-level plays.
Real SEO results from real Australian brands.
A snapshot of the SEO work we've shipped. Real numbers, signed off by the team that ran them.
Eden Hair Extensions
Salesforce
Tego Insurance
The Meat Store
Aston Homes
Awake Academy
Words from the people paying us.
“Whitehat Agency has done a remarkable job with the Wiise project. The quality of work is unmatched. The team there is highly creative and results focused. They helped us deliver the Wiise website in record time and worked really well with our internal team. Then once the website was live, they helped with the digital marketing launch campaign with exceptional results. Thank you.”
“Whitehat treats my business like it’s their own. They really valued our company’s values.”
“Whitehat didn’t just send more traffic — they sent qualified doctors ready to insure. 300+ fresh leads and an 18% jump in completed quotes.”
Recognised by
As featured in
Whitehat vs the alternatives.
Three ways to work with us.
Every engagement is scoped to your goal — not slotted into a fixed retainer ladder. Pick the shape that matches where you are; we’ll forecast the investment in your first call.
Project Sprint
A focused, time-boxed engagement with a single senior specialist. Fixed scope. Fixed outcome. One hand on one lever.
- ✓One senior strategist, one channel
- ✓Weekly working session
- ✓90-day roadmap on day 7
- ✓Direct Slack / Teams line
Growth Retainer
A senior pod plugged into your business. Strategist, specialists and creative working in weekly ship cycles, all tied to a revenue number your CFO signs off on.
- ✓Dedicated Growth Lead + senior pod
- ✓SEO, Paid, Web or AI — any mix
- ✓Weekly ship cycles, monthly QBRs
- ✓Revenue-tied attribution dashboard
Embedded Partner
Senior Whitehat strategists integrated alongside your in-house team. We sit your stand-ups, ship from your repos, and report to your exec. Effectively a fractional growth function.
- ✓Fractional CMO / Head of Growth
- ✓Multi-pod execution capacity
- ✓Priority ship queue
- ✓Executive board reporting
Why no public pricing? Because a real growth program is scoped to your goal, your stack and your stage — not a price tag a competitor can screenshot. Book a free call; we’ll give you a forecasted investment and an expected return inside 30 minutes.
Digital PR questions, answered straight.
Still got questions? Our team replies to every enquiry inside 24 hours.
What is digital PR and how is it different from traditional PR?
Digital PR earns media coverage in online publications with the dual goal of building brand awareness and acquiring high-authority backlinks. Traditional PR focuses primarily on brand awareness and print media. A digital PR agency is measured by domain rating of placements, referral traffic and organic ranking improvements — alongside traditional metrics like reach and sentiment. That dual mandate is what separates a specialist digital PR company from a conventional press-release shop.
How does digital PR improve SEO?
When a high-authority publication like the AFR or SMH links to your website, it passes domain authority to your domain — a signal search engines use to determine how trustworthy and authoritative your site is. Our average placement is from a DR 72 publication, which means every piece of coverage we earn is also compounding your organic search rankings.
What publications can you get us coverage in?
We have active journalist relationships at The Australian, AFR, SMH, The Age, news.com.au, The Guardian Australia, Business Insider Australia and across a wide range of industry-specific and vertical trade publications. We target publications based on where your audience reads and where domain authority is highest for your category.
How long does it take to get PR placements?
Reactive placements — where we respond to breaking news with expert commentary — can land coverage within 24–48 hours. Proactive campaigns based on original data or surveys typically take 4–8 weeks from concept to first placement. We build a pipeline of both so there is consistent coverage activity throughout the engagement.
How do you measure digital PR ROI?
We report on placements secured, domain rating of each publication, estimated monthly readership, referral traffic and estimated SEO value (based on the equivalent cost-per-click for the organic traffic the backlinks contribute). Every monthly report makes the brand and search value of the programme visible to leadership.
How much does a digital PR agency cost in Australia?
Whitehat digital PR retainers cover story development, journalist outreach, reactive PR and coverage reporting. Pricing scales with campaign ambition and target publications. The return is both brand and search: our average placement sits at DR 72, so every piece of coverage builds domain authority and organic rankings alongside the brand exposure.
What makes a good digital PR company?
A good digital PR company earns coverage in tier-1 mastheads, not just niche blogs, and measures success in domain rating and organic lift as well as reach. Look for genuine journalist relationships and original, data-led story angles. Our placements average DR 72 across The Australian, AFR and SMH — proof that strong PR and strong link building are the same work done well.
What's included in your digital PR services?
Our digital PR services include PR strategy and angle development, newsjacking and reactive PR, original data-driven campaigns, expert commentary placement, active journalist outreach and monthly coverage and DR reporting. Every campaign is built to serve the journalist and the search engine at once — which is how our placements average DR 72 and compound your organic rankings.
Everything else we run in-house.
Your competitors
are compounding.
Catch up in 30 min.
A free strategy session with a senior strategist — no juniors, no sales pitch. Walk away with a 90-day roadmap, a revenue forecast, and a live teardown of your ad accounts.