Digital PR that earns the coverage your brand and your rankings need.

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.

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.

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.

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.

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.

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.

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.

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.

Look for an agency that reports domain rating, referral traffic and organic lift — not a clipping count. We report every placement with its DR, estimated readership and the ranking movement it contributed, in a monthly report you can hand to a board. Our placements average DR 72, and the reporting reads the same whether the month was strong or quiet.

Yes. Bylines and op-eds are core to our thought-leadership work. We draft with your executives, shape the argument against a live news agenda, and pitch the editor who owns that section. We place across The Australian, AFR, SMH and Business Insider Australia, where our average placement sits at DR 72.

Reactive PR means responding to breaking news with expert commentary from your team, often within hours. It is the fastest route to coverage — reactive placements can land in 24–48 hours, against 4–8 weeks for a proactive data campaign. We run both at once so there is always something live in the pipeline.

Our case studies set out the campaign, the coverage secured and the organic movement that followed. Across all client work we have generated $650M+ in attributed revenue since 2013. If you want detail for a specific industry, ask us and we will walk you through the closest comparable programme, including the placements that did not land.

AI engines such as ChatGPT, Google's AI Overviews and Perplexity cite sources they judge authoritative, and high-authority editorial coverage is among the strongest signals available. When your executives are quoted in the AFR or SMH, you become part of the material those engines retrieve and cite. We track AI citations alongside domain rating and organic rankings.

Three checks separate real coverage from filler. Is the publication one your buyers actually read, or a syndication farm? Is the link editorial and followed, or tagged as paid? Is the domain rating genuinely high — ours averages DR 72. Ask any agency for their last ten placements with DR and readership attached.

Yes. Original data is the most reliable way to earn tier-one coverage, because journalists need a story nobody else has. We build campaigns from survey data, your own customer data or public datasets, then package the findings for the newsroom. These run 4–8 weeks from concept to first placement and earn our highest-DR links.

We hold active journalist relationships at The Australian, AFR, SMH, The Age, news.com.au, The Guardian Australia and Business Insider Australia, plus the trade press for your category. Tier-one coverage is earned, never bought, so we target the mastheads your audience actually reads and where authority is highest — currently averaging DR 72.

Yes. A raise is one of the clearest cases for digital PR, because investors search your brand before they meet you. We front-load founder commentary and one data-led campaign so the first page of results carries credible mastheads. We have been white-hat only since 2013, so nothing we build for you needs unwinding later.

It is the same team, so yes. Every campaign is planned against the pages we want ranking, the links land on those pages, and the coverage is repurposed across your owned and social channels. That integration is why we can tie coverage to ranking movement rather than reporting reach in isolation.