Digital PR Agency
We're Koozai - an experienced, award-winning digital public relations agency helping brands win brand exposure, backlinks and national media coverage.
Last updated: 30 September 2026
Build the visibility, authority and media coverage that make your brand easier to discover and trust
Great Digital PR does more than secure media coverage. It helps your business reach new audiences, earn relevant backlinks, strengthen brand credibility and improve its visibility across the wider digital landscape.
At Koozai, we create Digital PR strategies built around your audience, industry and commercial goals. From creative campaigns and journalist outreach to reactive PR, link building and brand awareness, we help businesses earn meaningful coverage that supports their wider marketing objectives.
Whether you’re looking to build your brand’s authority, earn high-quality editorial links, increase awareness or strengthen your online reputation, our Digital PR specialists can help you identify the right opportunities and turn them into measurable results.
What is Digital PR?
Digital PR is the process of earning online media coverage, brand mentions, backlinks and wider visibility through newsworthy stories, expert commentary, research, data, content and relationships with journalists and publishers.
It combines traditional public relations skills with digital marketing and SEO insight.
A Digital PR campaign might involve:
- Creating a data-led story for national media.
- Providing expert commentary on breaking news.
- Developing original research journalists can reference.
- Launching a new product, service or initiative.
- Positioning a spokesperson as an industry expert.
- Earning relevant editorial backlinks.
- Building awareness around a brand or campaign.
- Securing regional coverage.
- Responding to reputational issues.
- Creating content designed to attract media interest.
The objective depends on what your business needs to achieve.
For some clients, backlinks and organic search authority are a major priority. For others, the primary objective is reaching new audiences, increasing brand recognition or establishing greater credibility within their market.
What do you need Digital PR to achieve?
You don’t need to know which PR service you need before speaking to us. Start with the problem you’re trying to solve.
I need authoritative backlinks for SEO
If your website needs stronger external authority to compete in organic search, link building may be the priority.
Our approach combines SEO insight with Digital PR, content and targeted media outreach to earn relevant editorial backlinks rather than simply increasing your backlink count.
I need more people to know about our brand
If your proposition is already clear but not enough of the right people know you exist, a brand awareness campaign can help increase recognition and visibility.
We use media relations, campaign ideas, research, expert commentary and relevant stories to put brands in front of the audiences they want to reach.
I want our experts commenting on the news
If your organisation has knowledgeable spokespeople who can contribute useful insight when relevant stories break, reactive PR can put that expertise in front of journalists at the right time.
We monitor relevant news opportunities, develop timely responses and pitch expert commentary to appropriate publications.
I need help communicating during a crisis
When an issue has the potential to affect customers, employees, stakeholders or public perception, communication needs to be considered, accurate and timely.
Our crisis communications support helps businesses plan how they communicate, respond to media interest and manage messaging during difficult situations.
I need coverage in local or regional media
If your customers are concentrated in particular towns, cities or regions, national coverage isn’t always the priority.
Local PR can help your business build visibility in relevant regional media and reach the communities most important to you.
I need to improve or protect our online reputation
If the challenge is how people perceive your business when they research it online, reputation management may be more appropriate than a general awareness campaign.
We can help assess your existing online presence and develop a strategy for strengthening how your brand is represented and understood.
We’re a smaller business that needs PR support
Small and growing businesses often need a focused PR approach built around realistic resources, strong stories and clearly defined audiences.
Our small business PR support can help identify where PR can make the biggest difference and build activity around your commercial priorities.
Our brand itself needs work
If the problem isn’t simply visibility but how your business is positioned, presented or communicated, branding may need attention before amplification.
Our digital branding services can help with audience research, positioning, messaging, tone of voice, visual identity and how your brand is communicated across digital channels.
Our Digital PR services
Digital PR campaigns
Our Digital PR specialists develop campaigns designed to create genuine media interest around your business, expertise, data or subject area.
A campaign may use:
- Original research
- Publicly available data
- Internal business data
- Surveys
- Expert commentary
- Creative campaign concepts
- Industry insights
- Newsworthy content
- Interactive assets
- Timely events or trends
The idea comes after the objective. We don’t create campaigns simply because they might generate headlines.
We establish who we need to reach, what the campaign needs to achieve and why relevant journalists and audiences would care.
Media relations and outreach
Strong PR requires more than a good story. It also needs to reach the right journalists.
Our team researches relevant publications, journalists and media opportunities and develops targeted outreach around why a particular story, expert or piece of research is useful to their audience.
We favour relevance over indiscriminate distribution.
The objective isn’t to send the largest possible number of emails. It is to put a credible story in front of the people most likely to find it useful.
Data-led Digital PR
Original or carefully analysed data can give journalists something concrete to report and reference.
Depending on the campaign, we can identify useful data sources, analyse findings, uncover stories and develop those insights into media angles.
This approach has helped Koozai clients earn coverage and backlinks from national, regional and specialist publications.
Reactive PR and newsjacking
News moves quickly. When a story breaks within your area of expertise, there can be a limited window for your organisation to contribute something useful.
Reactive PR involves identifying those opportunities and providing journalists with timely, credible expert commentary.
This works particularly well for businesses with knowledgeable spokespeople who can provide a clear perspective on subjects journalists are already covering.
Thought leadership and expert commentary
Your organisation may already contain valuable expertise that isn’t visible outside the business.
We can work with subject specialists and spokespeople to identify useful opinions, explanations and insights that can contribute to relevant media conversations.
Over time, this can help establish stronger associations between your people, your brand and the subjects where you have genuine expertise.
Link building
Digital PR can be an effective way to earn editorial backlinks from relevant, authoritative websites.
Koozai’s PR specialists work alongside our SEO team so that link acquisition is informed by the wider organic search strategy.
We focus on links that have a credible editorial reason to exist rather than artificial backlink volume.
Learn more about our Link Building services
Brand awareness
Not every PR campaign needs to begin with SEO.
If your priority is increasing recognition among a particular audience, Digital PR can help put your brand into relevant media, conversations and cultural moments.
That can involve creative campaigns, research, commentary, product stories, company news and other activity designed to earn attention.
Learn more about Brand Awareness
Online reputation management
People often research a company before contacting, buying from or working with it.
What they discover can influence whether they trust the organisation.
Our reputation management services can help businesses understand and strengthen their online presence, particularly where inconsistent or problematic information is affecting brand perception.
Learn more about Reputation Management
Local PR
For businesses serving particular locations, regional media can be more commercially relevant than national exposure.
Our local PR activity focuses on stories and media opportunities connected with the places and communities that matter to your business.
Crisis communications
Businesses sometimes need PR support when the story isn’t one they wanted to create.
Crisis communications requires clear information, disciplined messaging, defined responsibilities and an understanding of how to respond to media and stakeholder questions.
Learn more about Crisis Communications
Do you need a Digital PR agency?
Digital PR may be worth considering if:
- Your competitors regularly appear in media publications and your brand doesn’t.
- You need relevant, authoritative backlinks to support SEO.
- You want more people within a target market to recognise your brand.
- Your business has valuable expertise but isn’t known for it.
- You have original data, research or insights that could generate media interest.
- You need to launch a product, service or initiative.
- You want journalists to approach your specialists for expert commentary.
- Your existing PR activity generates coverage but little digital or SEO value.
- You want SEO and PR teams working towards shared objectives.
- You need stronger third-party references to your business online.
- You want to reach regional or specialist audiences.
- Your online reputation needs attention.
Digital PR isn’t the answer to every visibility problem.
If the main issue is that your website cannot be crawled effectively, doesn’t answer relevant searches or converts poorly, another discipline may need attention first.
Koozai’s wider digital specialists can help determine whether the priority is SEO, Content Marketing, Digital PR or a combination of channels.
How our Digital PR process works
1. Define the objective
We start with what Digital PR needs to achieve for your business.
That could include media visibility, brand awareness, backlinks, organic search authority, reputation, referral traffic or positioning particular people as experts.
Clear objectives help determine what kind of PR activity makes sense.
2. Understand your brand, audiences and market
We learn about your business, customers, competitors, expertise and existing media presence.
This helps us identify what is genuinely distinctive, credible or newsworthy rather than forcing your business into generic campaign ideas.
3. Research the media landscape
We look at the publications, journalists, stories and conversations relevant to your market and target audiences.
Competitor activity can also help reveal where other organisations are earning attention and where opportunities exist.
4. Develop the PR strategy
We determine the most appropriate combination of planned campaigns, data, expert commentary, reactive PR, content and media outreach.
The strategy is tailored to the objective rather than built around a fixed number of press releases.
5. Create the story
Depending on the campaign, our specialists can research data, develop creative concepts, work with your experts, create campaign assets and write the material required for media outreach.
6. Target relevant journalists and publications
We identify the journalists and publications most relevant to the story and develop targeted outreach.
Independent publishers retain editorial control, so we don’t pretend we can dictate exactly who will cover a story or whether they will provide a backlink.
7. React to opportunities
Alongside planned activity, relevant news and media requests can create additional opportunities.
Where appropriate, we can use your internal expertise to respond quickly with useful commentary.
8. Measure and learn
We review what the campaign achieved and use those findings to inform future activity.
The measures used depend on the original objective rather than relying on one PR metric for every campaign.
What does Digital PR success look like?
Digital PR measurement should reflect what the campaign was designed to achieve.
Depending on your objectives, useful measures can include:
- Relevant media coverage
- Quality of publications secured
- Authoritative backlinks
- New referring domains
- Brand mentions
- Audience reach
- Referral traffic
- Spokesperson opportunities
- Organic search visibility
- Brand search interest
- Engagement with campaign assets
- Leads or other commercial actions where attribution is available
We don’t treat every media mention as equally valuable.
A placement in a publication that reaches the right audience or provides a highly relevant editorial backlink may be much more useful than several low-relevance mentions.
Digital PR and SEO
Digital PR and SEO are separate disciplines, but they can work particularly well together.
SEO helps improve how search engines discover, understand and rank your website. Digital PR can help build the external authority surrounding the website by earning relevant editorial links, mentions and coverage.
Koozai’s SEO specialists work alongside our Digital PR team where organic search is part of the objective.
This allows PR activity to be informed by:
- Competitor backlink profiles
- Organic search opportunities
- Priority topics
- Important website sections
- Content opportunities
- Existing website authority
Where backlinks are the primary requirement, our dedicated Link Building service explains this approach in more detail.
Digital PR and content marketing
Content on your website and stories in the media can reinforce one another.
Our Content Marketing team can create useful website content around audience needs and search intent, while Digital PR can take relevant expertise, research and stories to external publications.
Digital PR campaigns can also create assets worth hosting on your website, including:
- Original research
- Data studies
- Reports
- Interactive resources
- Expert guides
- Campaign landing pages
Those assets can support media outreach while giving journalists and audiences a useful source to reference.
Digital PR, brand authority and AI search
Search is no longer limited to a traditional list of blue links.
People increasingly discover businesses through search engines, AI-generated answers, media coverage, social platforms and other digital sources.
That increases the importance of having clear, credible information about your business both on your own website and across independent sources.
Digital PR can contribute to that wider presence by earning media coverage, expert references, brand mentions and relevant backlinks on third-party websites.
Koozai treats this as authority building rather than a shortcut for manipulating AI systems.
No Digital PR agency can guarantee that a particular brand will be cited by an AI platform. Our focus is on making your business more visible and credibly referenced across the web.
If understanding or improving visibility specifically within AI-generated search experiences is a priority, explore our AI Marketing services.
What makes a story newsworthy?
A press release doesn’t become news simply because a company wants coverage.
Journalists need a reason to believe a story will matter to their audience.
Depending on the publication and subject, newsworthiness can come from:
- New or surprising data
- Timeliness
- A strong connection to current events
- Expert insight
- Public interest
- A significant business development
- A compelling human story
- Regional relevance
- A useful new perspective
- An unusual or creative campaign concept
Our role is to find the intersection between what your business can credibly contribute and what journalists and their audiences may genuinely find interesting.
Do you guarantee media coverage or backlinks?
Independent journalists and publishers make their own editorial decisions.
That means an ethical Digital PR agency cannot guarantee that a particular publication will cover a story, use a quote or provide a backlink.
What we can control is the quality of our research, ideas, campaign execution, media targeting, outreach and follow-up.
We can also use previous campaign performance, media relationships and market research to build a realistic strategy around your objectives.
Digital PR results
Koozai has delivered Digital PR campaigns across competitive sectors including travel, healthcare, technology and professional services.
165+ relevant backlinks for Travelbag
Koozai brought together SEO, content and Digital PR for luxury travel specialist Travelbag.
Our team created interactive content and data-led PR stories before targeting relevant national, regional, travel, lifestyle, business and technology media.
The work secured more than 165 topically relevant backlinks, including coverage from major national and specialist publications.
Read the Travelbag Digital PR case study
150+ relevant backlinks for Better2Know
Better2Know needed to increase online visibility, strengthen website authority and build awareness within a highly competitive healthcare market.
Koozai used data-led Digital PR, expert medical spokespeople and newsjacking alongside SEO and content activity.
The PR activity generated more than 150 quality, topically relevant backlinks and secured coverage across major national media. The work was also recognised as a finalist for Best Use of PR in a Search Campaign at the UK Search Awards.
Read the Better2Know Digital PR and SEO case study
More than 36 million audience reach for Cofton Holidays
Cofton Holidays wanted to build visibility and maintain demand beyond its traditional peak season.
Koozai combined SEO, content and Digital PR, creating newsworthy stories and targeting relevant local and national media.
One PR campaign achieved a total audience reach of more than 36 million, while wider activity secured media coverage and backlinks from national, regional and broadcast outlets.
Why choose Koozai as your Digital PR agency?
Digital PR experience backed by wider digital expertise
Koozai has been working in digital marketing since 2006.
Our Digital PR specialists work alongside experts in SEO, content, paid media and wider digital strategy, helping campaigns contribute to more than media exposure alone.
PR and SEO under one roof
When backlinks and organic authority matter, our Digital PR and SEO specialists can work together.
This means campaign decisions can consider the media opportunity and the wider organic search strategy at the same time.
Campaigns built around objectives
We don’t assume every client needs the same type of PR campaign.
The appropriate approach depends on whether you’re trying to earn backlinks, build awareness, reach a particular audience, establish experts, protect your reputation or support another business objective.
Experience across complex and competitive sectors
Koozai has delivered Digital PR for organisations in industries including healthcare, travel, technology, ecommerce, finance, automotive and professional services.
This includes sectors where trust, accuracy and subject expertise are particularly important.
Relevant coverage over vanity metrics
Large numbers look impressive in reports, but relevance matters.
We focus on publications, links, audiences and outcomes that relate to the original objective rather than chasing coverage simply to increase a total.
What our Digital PR clients say
“We are delighted to work with Koozai and thrilled with the results that the Race of Discovery campaign generated. We were pleased to see the Travelbag brand mentioned in a variety of publications, including national titles, and are looking forward to seeing the results of our future campaigns with Koozai.”
“Koozai has really helped to highlight Cofton in a very difficult market, the coverage has been fantastic and has made a huge difference to our digital PR strategy, we’re certainly excited to continue working with them in the future.”
Frequently asked questions about Digital PR
What does a Digital PR agency do?
A Digital PR agency helps businesses earn online media coverage, brand mentions, backlinks and wider visibility. Activity can include campaign strategy, media relations, data-led stories, expert commentary, reactive PR, content creation and link building. The exact approach should depend on the business objective and target audience.
What is Digital PR?
Digital PR uses public relations techniques to build a brand’s online visibility, authority and reputation. It can involve earning media coverage, backlinks and brand mentions through research, data, expert commentary, newsworthy campaigns and relationships with journalists and online publishers.
What is the difference between Digital PR and traditional PR?
Both disciplines aim to build awareness, reputation and media visibility. Digital PR places greater emphasis on online publications and can also consider digital outcomes such as backlinks, referral traffic and organic search authority. In practice, many of the core skills, including identifying stories and building journalist relationships, overlap.
What is the difference between Digital PR and link building?
Link building focuses specifically on earning relevant backlinks, usually to support SEO. Digital PR has broader objectives and can also build media coverage, brand awareness, authority and reputation. A Digital PR campaign may therefore earn backlinks while achieving wider communications objectives at the same time.
Does Digital PR help SEO?
Digital PR can support SEO by earning relevant editorial backlinks and building the external authority surrounding a website and its subject areas. However, Digital PR is only one part of organic search performance. Technical SEO, content, relevance and website structure also matter.
What is Digital PR link building?
Digital PR link building uses newsworthy campaigns, research, data, expert commentary and media relations to earn editorial backlinks from relevant websites and publications. The aim is to give publishers a genuine reason to reference the business rather than artificially creating links.
What types of businesses need Digital PR?
Digital PR can support businesses of many sizes where media visibility, brand authority, backlinks or reputation contribute to commercial objectives. The most appropriate strategy depends on the organisation, its audience, sector, expertise and the stories it can credibly contribute.
Can Digital PR build brand awareness?
Yes. Digital PR can put a brand in front of relevant audiences through media coverage, expert commentary, research and creative campaigns. If awareness is the primary objective, the strategy should focus on the publications, audiences and messages most relevant to the people the business wants to reach.
Can Digital PR generate backlinks?
Yes. Digital PR campaigns can earn editorial backlinks when journalists and publishers choose to reference the campaign, research, content or business. Backlinks aren’t guaranteed because publishers retain editorial control, but earning relevant links can be an important objective within a Digital PR strategy.
What is reactive PR?
Reactive PR involves responding quickly to existing news stories, media requests or emerging conversations with useful expert commentary or information. It can help position knowledgeable people within your business as sources for journalists covering relevant subjects.
What is newsjacking?
Newsjacking is a form of reactive PR where a business contributes relevant expertise, data or commentary to a news story already attracting media interest. Successful newsjacking requires speed, genuine relevance and something useful to add rather than forcing a brand into an unrelated story.
What is data-led Digital PR?
Data-led Digital PR uses original research, surveys, internal information or credible external datasets to uncover newsworthy findings. Those findings can then be developed into stories and pitched to journalists and publications likely to find them relevant.
How do you get journalists to cover a Digital PR campaign?
There is no guaranteed formula. Strong campaigns usually combine a genuinely useful or interesting story with relevant media targeting, clear outreach and appropriate timing. Our Digital PR specialists research the media landscape and develop pitches around why a story matters to a publication’s audience.
Can you guarantee press coverage?
No ethical Digital PR agency can guarantee editorial coverage from a specific independent publication because journalists and editors control what they publish. We can control the quality of the strategy, research, campaign, targeting, outreach and follow-up used to pursue coverage.
Can you guarantee backlinks?
No. Independent publishers decide whether to include a backlink in their coverage. We can create campaigns with strong reasons to reference your website and work towards agreed objectives, but we won’t promise an editorial decision that ultimately belongs to somebody else.
How do you measure Digital PR?
Measurement depends on the campaign objective. Useful measures can include relevant media placements, authoritative backlinks, referring domains, brand mentions, audience reach, referral traffic, organic visibility and spokesperson opportunities. Where appropriate attribution is available, commercial outcomes can also be considered.
How long does Digital PR take to work?
Timescales vary according to the strategy. Reactive opportunities can produce coverage quickly, while research-led campaigns require time for research, creation and outreach. Building sustained media relationships, brand authority and a stronger backlink profile is generally an ongoing process rather than a one-off activity.
How much does Digital PR cost?
The cost depends on the scope, resources and type of activity required. A focused reactive PR programme has different requirements from an ongoing strategy involving original research, creative campaigns, content production and extensive media outreach. We’ll understand your objectives before recommending an appropriate scope.
Can Digital PR help with AI search visibility?
Digital PR can help build the wider web presence surrounding a brand through credible third-party coverage, mentions, expert references and backlinks. These signals can strengthen how a business is represented online, but no Digital PR agency can guarantee that a particular AI system will cite a brand or page. Our approach focuses on genuine authority and visibility rather than attempting to manipulate AI-generated answers.
Can Digital PR and content marketing work together?
Yes. Content marketing can create useful research, reports, guides and other assets on your website, while Digital PR can take relevant stories and expertise to external publishers. Koozai’s Content Marketing, SEO and Digital PR specialists can work together where the strategy benefits from an integrated approach.
Can you work with our existing PR or marketing team?
Yes. Koozai can work alongside internal marketing teams, PR teams and other agencies. We can provide specialist Digital PR strategy, campaign creation, media outreach, SEO insight or additional delivery resource depending on where your existing team needs support.
Explore our Digital PR services
- Link Building
- Brand Awareness
- Reactive PR
- Reputation Management
- Crisis Communications
- Local PR
- Small Business PR
- Digital Branding
- SEO
- Content Marketing
- AI Marketing & AI Search Visibility
Ready to build greater authority and visibility?
If you need more media coverage, stronger brand awareness, relevant backlinks or greater authority around your business, talk to Koozai.
You don’t need to decide whether you need a data campaign, reactive PR, link building or another PR service before contacting us.
Tell us what you’re trying to achieve, which audiences you need to reach and where you’re currently struggling. We’ll help identify the Digital PR approach that makes sense for your objectives.
Get in touch with Koozai or call 0330 353 0300 to discuss your Digital PR requirements.
Ready To Start?
Our awesome team are here ready to strap a rocket to your digital marketing campaigns, so what are you waiting for?
We create cutting edge, award-winning digital marketing campaigns
Questions?
Call us on 0330 353 0300, email info@koozai.com or fill out our Contact Form.
