What Is Digital PR Link building?

by Kayla Gallocher

Digital PR link building, sometimes called PR SEO, constitutes a method of acquiring backlinks through content creation, focusing on securing links from reputable publishers with high Domain Authority (DA) or Domain Rating (DR).

This technique integrates traditional PR methods with link building strategies to enhance brand visibility and search engine optimization (SEO). When executed effectively, it enhances the credibility and authority of your website.

Let’s delve into the essentials of PR link building: the tactics, guidance, and optimal approaches to adopt.

What Constitutes Digital PR?

Digital PR, an abbreviation for digital public relations, involves leveraging online platforms and channels to manage and enhance your brand’s reputation.

It encompasses a range of digital communication avenues, such as social media, websites, blogs, online publications, and podcasts.

The objective is to engage with a targeted audience and disseminate positive and tailored brand messaging.

So, What Exactly Is PR Link Building?

PR link building is a strategic endeavor aimed at generating positive exposure for your brand by securing mentions on top-tier websites to acquire valuable backlinks. This activity is crucial for enhancing your brand’s visibility and search engine ranking.

PR link building entails deploying PR storytelling techniques and cultivating relationships with media outlets to earn mentions, citations, or backlinks from authoritative sources. Typically, this involves securing coverage in news publications, and industry blogs, engaging with influencers, and partnering with trusted websites.

PR Link Building Tactics

Outlined below are the primary components typically involved in PR link building activities:

Cultivating Relationships

Connecting with journalists, bloggers, industry influencers, and website owners is fundamental in PR link building. These relationships are pivotal for securing high-quality backlinks naturally and fostering ongoing partnerships.

PR Link building

Crafting Compelling Content

Creating valuable, informative, and shareable content is imperative for effective PR link building. This content should resonate with your target audience and offer value to other websites. Formats can vary, including press releases, articles, guest blog posts, infographics, or data-driven reports. Remember, quality content is the backbone of successful link building endeavors.

Engaging With Media Outlets

To acquire backlinks, it’s essential to pitch newsworthy stories, press releases, or expert insights to journalists and editors at relevant media outlets. Compelling and pertinent content increases the likelihood of these outlets referencing or linking to your website.

For website owners, one effective approach to achieve this is through outreach via platforms like HARO outreach (Help A Reporter Out). A case study of how to use HARO (garnering DR90+ links!) is also worth checking out.

Using PR Campaigns

You can also use more traditional PR tactics to generate links. Integrate link building strategies into PR campaigns by promoting events, conducting surveys or studies, or launching initiatives that attract media attention and encourage other websites to link to the brand’s content or website.

PR Link Building vs. Traditional Link Building: A Comparison

The realm of link building encompasses various methodologies and strategies. To grasp PR link building better, let’s contrast it with traditional link building practices.

PR Link Building

PR link building prioritizes relationship cultivation, storytelling, and crafting exceptional, shareable content to naturally earn backlinks from reputable sources. Its primary focus lies in engaging with journalists, bloggers, influencers, and media outlets to secure organic mentions or citations.

Content for PR link building typically includes press releases, expert opinions, or original research that offers valuable insights, garnering attention from credible sources. This approach is characterized by its organic nature and content-centric approach.

PR Link building

The goal of PR link building is to enhance a brand’s online reputation, credibility, and visibility by acquiring backlinks from trusted sources. It transcends mere accumulation of backlinks for SEO purposes.

Traditional Link Building

Conversely, traditional link building often employs algorithm-driven strategies to bolster search engine rankings. This may involve tactics like directory submissions, forum posting, purchasing links, guest posting, etc., which may not prioritize relationship-building or media coverage.

In traditional link building, content creation might emphasize keyword optimization and visibility on search engines rather than generating buzz in the media.

The primary objective of traditional link building is to augment a website’s search engine ranking by acquiring numerous high-quality backlinks.

This stands in contrast to the more comprehensive, brand-centric approach of PR link building, which seeks to earn media coverage and cultivate backlinks.

The Advantages Of PR Link Building

A well-crafted PR link building strategy can significantly enhance the reputation and visibility of any website. Here’s why it’s so beneficial:

Enhanced Credibility and Trustworthiness

Earning backlinks from reputable and authoritative sources via PR efforts helps solidify your brand’s credibility and trustworthiness. When esteemed websites and influencers reference or link to your site, it signals to both users and search engines that your brand offers valuable content and information. This not only gives you an edge in search engine results but also fosters deeper trust with your audience.

Improved Online Visibility

PR link building endeavors focus on securing mentions and links on high-traffic websites, niche-specific publications, and influential blogs. This exposure broadens your brand’s reach, leading to increased website traffic, heightened brand awareness, and greater engagement with your audience.

PR Link building

Generates Quality Traffic

Backlinks acquired through PR efforts from relevant and authoritative sources can drive high-quality traffic to your website. Since these sources are closely aligned with your niche, visitors from them are more likely to be genuinely interested in your brand, resulting in better conversion rates.

Positive Impact on SEO

PR link building provides a notable boost to your website’s SEO performance. Natural and organic backlinks obtained through PR efforts contribute to your domain’s authority and enhance the credibility of your website pages, thereby improving their chances of ranking higher in search engine results pages.

Relationship Building and Partnerships

PR link building involves cultivating relationships with journalists, bloggers, influencers, and industry experts. These connections extend beyond mere backlink acquisition and could lead to collaborative opportunities, future partnerships, and ongoing brand exposure.

Brand Authority and Thought Leadership

Securing features in esteemed publications or being cited by industry experts through PR initiatives elevates your brand’s authority and establishes it as a thought leader in your field. This heightened recognition attracts more attention, bolsters brand awareness, and shapes industry conversations.

Long-Term Value

Unlike some traditional link building tactics that may be short-lived or non-compliant with search engine guidelines, PR link building aims for editorially earned links. These high-quality backlinks hold enduring value, contributing to sustained enhancements in visibility and reputation. Moreover, since they are obtained organically, they adhere to ethical practices and carry greater weight in improving search engine rankings.

7 Strategies For An Effective PR Link Building Campaign

Crafting a successful PR link building strategy involves several key tactics. Here are some top tips to help you achieve optimal results:

PR Link building

1. Identify Relevant Publications and Websites

Thoroughly research and compile a list of authoritative publications, industry blogs, news outlets, and influential websites pertinent to your brand or niche. Prioritize those that resonate with your target audience and hold significant online influence. Remember, the efficacy of your PR link building efforts hinges on the quality and relevance of the platforms you target.

2. Develop Compelling and Shareable Content

High-quality content is the cornerstone of successful PR link building endeavors. Create valuable content, engaging, and resonates with your audience. This could include data-driven reports, insightful articles, expert opinions, infographics, or interactive content. Quality content not only attracts organic backlinks but also enhances your brand’s credibility and authority.

3. Cultivate Relationships and Networking

Forge meaningful connections with journalists, bloggers, influencers, and industry experts. Engage with them on social media, participate in relevant industry events, and offer genuine value before seeking their assistance for link building opportunities. Nurture these relationships over time to yield sustained benefits for your brand.

4. Develop Unique Story Angles

In a highly competitive online landscape, differentiation is key. Develop distinctive story angles or perspectives related to your brand, products, or industry that pique the interest of journalists and bloggers. This could involve sharing exclusive insights, conducting original research, or providing expert commentary on trending topics. Unique and compelling narratives increase the likelihood of securing valuable backlinks.

5. Utilize Press Releases and Media Outreach

Harness the power of press releases to announce noteworthy events, product launches, company milestones, or industry insights. Tailor your press releases for specific media outlets and journalists, and supplement them with personalized pitches to encourage coverage and backlinks. Emphasize the value and uniqueness of your content to incentivize link placements.

PR Link building

6. Monitor and Engage with Mentions

Stay vigilant in monitoring brand mentions and discussions across social media platforms, forums, and online communities. Proactively engage with users and journalists who reference your brand, offering additional insights or assistance when appropriate. Cultivating these interactions fosters goodwill and presents opportunities to earn valuable backlinks.

7. Track and Measure Your Results

Leverage analytics tools to monitor the performance of your PR link building efforts. Track metrics such as acquired backlinks, referral traffic, keyword rankings, and overall brand mentions to assess the effectiveness of your strategy. Use these insights to refine your approach and optimize results over time.


In contrast to traditional link building approaches, PR link building emphasizes context and prioritizes acquiring backlinks from relevant and reputable sources. Rather than solely targeting the SEO advantages of these links, PR-driven links serve broader objectives such as enhancing brand visibility and cultivating a positive brand image, albeit still benefiting SEO efforts.

Ultimately, effective SEO strategies hinge on two fundamental pillars: producing high-quality content and securing high-quality backlinks. PR link building aligns with both of these principles when executed correctly, thus contributing significantly to overall SEO success.

Interested in outsourcing your link building efforts? Lucky for you, this is one of our specialties. Contact us and let’s discuss how we can help you optimise your site and increase your traffic.

Kayla Gallocher

Kayla is our all-hands business development aficionado. She keeps the Contentellect machine well-oiled for continued growth and world domination. After completing her Honours Degree in Psychology, Kayla worked in the Real Estate industry and in recruitment. She lives in Cape Town with her fiance, his daughter, and their three pets.

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