Digital PR Agency

Integrating Digital PR into your SEO strategy is one of the most powerful and cost effective strategies to earn links, enhance brand awareness and connect with your target audience. 

Our dedicated Digital PR team is one of the best in Australia, having earned over a thousand links on high authority, reputable news sites such as The Australian, The AFR, Sydney Morning Herald and News.com.au. We were also awarded the Best Large SEO Agency and the award for Best Use of PR in a Search Campaign at the 2025 APAC Search Awards. 

What is Digital PR?

Digital PR is an SEO strategy that utilises PR tactics to earn high-quality backlinks from online news publications. These backlinks help to increase your site’s authority, awareness and, ultimately, organic rankings. 

Digital PR is supported by two main pillars: content and outreach. By utilising content assets, we create original and newsworthy stories, which are then pitched to authoritative and relevant news publications. 

At Prosperity Media, Digital PR goes beyond simply earning links to enhance your SEO strategy. It’s about crafting high-quality content that deserves attention, sparks conversations, gains visibility, and is widely shared. 

Why Digital PR?

SEO Value 

Digital PR boosts online visibility and SEO by earning high-quality backlinks from reputable sites, which improves your site’s domain authority and search engine rankings

Backlinks are essential as they act as votes of confidence from other websites, signaling to Google that your content is valuable and trustworthy. High-quality backlinks from reputable sites can significantly boost search engine rankings, drive direct referral traffic and establish authority and credibility in your niche. 

Digital PR focuses exclusively on high-quality links from authoritative and relevant publication sites. By securing links on reputable sites, Digital PR enhances your site’s credibility, boosts search engine rankings, and drives targeted traffic. 

The quality of backlinks matters more than quantity. The 2024 Google API leak revealed that links from high-quality, trusted sources with high traffic (such as news publications) carry more weight than other websites when it comes to SEO. Relevance between the source and the target page and geographical relevance are also considered more valuable.

Brand Building 

Digital PR is not just about earning links—it’s a powerful tool for brand building. By utilising your brand’s expertise to get featured in reputable publications, you can build trust and authority among your target audience. Digital PR also helps introduce your brand to new audiences and drives social engagement, increasing brand awareness. In addition to this, Digital PR positions your brand in relevant industry conversations, positioning your brand as an industry leader.

Traditional PR vs Digital PR

While Digital PR focuses on building links and brands on online news publications, Traditional PR is the building, developing and controlling brand awareness, reputation and image across all types of media outlets. This includes TV, print publications, online media, and social media channels, including social media influencers. It also includes building brand awareness through events and activations. Traditional PR KPI’s are more qualitative, measuring factors such as share of voice and advertising value, while KPIs in Digital PR are usually quantitative and data-driven, measuring things such as number of links and domain authority.

Types of Digital PR Campaigns

Digital PR shouldn’t ever be a one-size-fits-all approach, even if two brands are in the same industry. The strategies and tactics depend on the client we’re working with, the sector, the competition, the brand’s visibility and the overall business and SEO goals.

Quick-Win Campaigns

A quick-win digital PR campaign utilises expertise, knowledge, advice and/or quotes to generate relevant news stories or add value to breaking stories. At Prosperity Media we offer two types of quick-win campaigns: 

• Reactive Quick Wins
• Planned Quick Wins

Reactive quick-win campaigns involve brands responding timely to trending news, cultural moments or conversations to gain visibility. Reactive campaigns are not planned in advance but rather capitalise on real-time opportunities.

Planned quick-win campaigns are designed to generate fast, impactful results with minimal resources. This may be through administering a one question survey or a basic data-driven story that requires minimal production. View an example of a reactive campaign here.

Hero Campaigns

Hero digital PR campaigns use internal, external and/or survey data to create original and newsworthy stories, often supported by visualisations on a dedicated campaign page. View an example hero campaign here. Prosperity Media offers two types of hero campaigns:

• Smaller Scale Hero Campaigns
• Larger Scale Hero Campaigns

The Digital PR Process

A successful digital PR campaign requires a unique, newsworthy idea that aligns with both the brand’s interests and media priorities. 

Once you are onboarded with us, we go into ideation for campaign ideas. We spend time understanding your brand and industry, your areas of expertise, the types of publications you want to target and the topics you want to talk about. This will help inform the campaign ideas we suggest, alongside our extensive knowledge of the Australian media landscape. All ideas we put forward are validated for originality, relevance, and feasibility. 

Once ideas have been chosen, our in-house data analysts, copywriters and designers will help create the campaign. This involves analysing data, writing copy and designing graphics or visuals to support the campaign. 

At Prosperity, we put together tailored pitches and media contact lists to ensure relevant and up-to-date outreach. Effective outreach relies on personalised pitches, audience understanding, and strong media relationships – we have in abundance. 

Once a campaign is launched, you will receive a 24/7 access Digital PR report that reports on all coverage with key metrics such as domain rating and reach. We also share weekly updates on campaign progress to keep you informed of everything going on. 

Meet Your Digital PR Team

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Utilise the power of Digital PR to increase your online authority & brand awareness and speak to one of our digital PR experts today!