Digital PR & Link Building
Earn Attention, Coverage and Premium Links.
Combining traditional PR strategies with digital marketing techniques to get you featured on some of the world’s biggest websites and your favourite publications.
Creative ideas that journos and bloggers *actually* want to cover
Earn coverage and links that you’ll be proud to show off – not embarrassed of!
Improve Google rankings from high-quality, topically relevant links
Digital PR & Link Building Services
Whether your strategy is to generate coverage across particular publications, increase the number of linking domains to your website or spark social amplification around a story, our digital PR team knows what to do, where to place it and who to speak to. Projects and campaigns are bespoke to each client’s needs and usually combine a number of digital PR services:
Creative Story Ideas
Pitching and Outreach
Digital PR Strategy
Newsjacking and Reactive PR
Press Office
Product PR
Social Media Promotion
Consumer Surveys and Data
Editorial Calendar
Relationship Building
Press Release Writing
Journalist Research
Source Experts
Corporate and Trade Communications
Monitoring News and Trends
Link Building
Content Marketing
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Creative Story Ideas
Elevate your PR campaigns with great storytelling.
Every business has a story to tell and a good PR campaign tells that story. We work with you to uncover that story or come up with engaging ideas, whether it be your launch story, about your products, a cause you care about, or on a topic related to your organisation or expertise - whatever makes you stand out, we’ll find it.
Storytelling is what resonates with audiences, through emotion, intrigue or something else entirely. It adds much-needed depth to your campaigns, bringing them to life and giving them the attention they deserve, even in a saturated industry. We believe each of our campaigns should be thought-provoking, memorable and make someone feel. For example, with mainsteam publications, it's important to find that angle that makes a story contagious so it spreads. We call it the Pub Factor. Would readers discuss it with their mates down the pub?
Authenticity is absolutely essential to our way of working, and that shows in the campaigns we create alongside brands. Just because it’s a story, doesn’t mean it has to be fiction - real people want to hear about other real people and how they’ve engaged with your brand.
Of course, a good PR story is much more effective when combined with facts and evidence, so we intertwine statistics, research findings, surveys, testimonials, or other data, whatever will strengthen a story and take that step further.
✓ Make your target audience actually care about your brand
✓ Raise awareness for your product, educate your audience and drive demand
✓ Publish content that people actually read, bookmark and share
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Pitching and Outreach
Pitch to the journalists, media outlets and influencers who are right for you.
Having outstanding content simply isn’t enough. You need to make sure its seen by the right people - that’s where outreach and pitching come in.
This starts with finding the right journalists, media outlets and influencers in your industry and building a strong working relationship with them. Journalists and media outlets will be the ones getting your pieces published, increasing brand awareness through media coverage. Influencers will rally buyers and get your brand’s message across to their own audiences.
If you don’t pitch your stories to the right people, they just won’t care about it, and by extension, you. That’s why the fundamentals of an outreach strategy are comprehensive research on these individuals and building that relationship. These are the people telling the world about you and what you’re doing.
This is why our outreach strategy is about more than just cold emailing. We recognise that everyone communicates and responds differently to different platforms and styles - another aspect of research that’s crucial.
✓ Build strong, lasting relationships with journalists in your industry
✓ Quickly find journalists who will actually feature your stories
✓ Improve the reach of your stories with a network of contacts
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Digital PR Strategy
Build a proactive and reactive strategy that reaches the right people.
The way we do digital PR combines traditional public relations with digital channels like SEO and social media. In fact, we often consider it an extension of our content SEO strategy. A good digital PR strategy will be both proactive and reactive and aim to increase rankings, traffic and revenue.
There are various steps to creating this strategy, even before you start generating ideas, such as establishing your goals, defining your target audience, identifying your brand voice and content pillars, competitor research. Using all of this, you’ll then start creating an editorial content calendar featuring all the ideas you’ve come up with and developed.
Once you have great content, it’s all about outreach and pitching to get your campaigns and stories in front of the right journalists. It’s important to create and leverage a network of people you’ve built journalist relationships with, who you can reach out to again in the future.
✓ Earn editorial coverage from some of the biggest websites
✓ Improve your sales, brand exposure, backlinks and SEO
✓ Create a consistent editorial calendar to stay relevant all year round
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Newsjacking and Reactive PR
Gain greater attention by piggybacking off current news.
Newsjacking is all about taking advantage of news, trends and current affairs and adding a brand’s own thoughts and opinions to that conversation. When working with us, we keep our finger on the pulse of your industry, ready to react to any breaking news story that might be worth piggybacking off of to get heard.
With successful newsjacking, you can gain the attention of millions of people, even those outside of your target audience. While this can be a massive brand awareness boost, it’s important to get it right, otherwise, you can damage your reputation to a huge group of people. Newsjacking should always be tasteful, sensitive and relevant and you should always have something genuinely interesting to say or there’s no point.
Speed is absolutely essential with newsjacking. You have to be reactive and to do that we help you build a press office, aka a bank of assets you can use to respond quickly and reactively to journalists if an opportunity to newsjack arises.
✓ Respond to news and trends in a timely and streamlined manner
✓ Understand exactly what’s happening in your industry in real-time
✓ Publish content that’s relevant and timely, increasing engagement
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Press Office
Establish a reactive and proactive digital PR strategy in advance.
You’ll inevitably need to engage with the media as a business and speed is everything, which is why we help you build a press office. This means if a journalist wants anything: a product sample, a photo, a quote, a comment etc. you’re ready to respond and have exactly what’s needed straight away. We then make sure we ask all the right questions and deliver to the journalist by the deadline.
We’ll work with you to bulk create a bank of media assets that can be used in advance of any requests or pitches. This could be a bank of high quality product images, photos of your leadership team or quotes and opinions from your experts across various topics (with profiles) - anything that could be useful in promoting your business. It’s important to get these signed off and through the approval process well in advance, so you never have to wait around for approval.
We also work on establishing relationships with relevant journalists, content creators and publications so we always have someone we can reach out to when speed is essential.
✓ Respond to news and trends in a timely and streamlined manner
✓ Avoid missing out to your competitors
✓ Quickly find journalists who will actually feature your stories
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Product PR
Get your product talked about by journalists, influencers and customers.
Product PR is about more than just generating a buzz. You build credibility (especially if journalists test your new product first-hand through a press pack, experiential activity or press day event), generate leads directly, attract investors and raise awareness of your products and brand.
When launching (or relaunching) a new product or service, you need a PR strategy that’s creative, cost-effective and purpose-driven.
It all starts with a strong plan that defines specific goals and business results. It’s not just about sending out a press release - you need a compelling original story that highlights your differences, and ties together trends and your target audience’s pain points. This can be through anything from thought leadership pitching and interviews to product launch events and trade showcases.
✓ Raise awareness for your product, educate your audience and drive demand
✓ Build credibility for your brand within your industry
✓ Get featured on some of the biggest websites on the planet
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Social Media Promotion
Amplify stories, engage audiences, and build relationships with influencers and journalists
Social media is easily one of the best ways to promote your PR campaigns and get all eyes on your brand. It’s all about starting and developing a conversation that strategically works in your favour and engaging directly with your customers.
We’ll help promote your campaigns with a solid social media strategy that ensures your messages are heard by the right people at the right time. This can involve anything from monitoring your competitor’s social accounts to helping you put together a content plan that will run consistently alongside your campaign.
If relevant and valuable, we can reach out to influencers in your space to establish working relationships and explore potential opportunities to get even more people talking about you and what you offer. Many consumers will place far greater value on word-of-mouth recommendations than on paid advertising, so this can create a much more positive experience for your brand.
✓ Amplify your PR campaigns with a consistent social media content plan
✓ Access a network of influencers to lean into word-of-mouth marketing
✓ Improve the reach of your stories across various social platforms
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Consumer Surveys and Data
Get fast, reliable insights from real people in your target audience.
We conduct consumer surveys, using tools like Google Surveys, to gain reliable insights into real people from your actual audience. It starts with designing a survey or teaching you how to create one for yourselves. By asking the right questions, and typically keeping things fairly broad, you can gather all kinds of opinions and data to develop stories and influence your decisions.
Survey results help us understand what people are thinking, how they feel about a story, product or topic and what's really important to them.
✓ Be the news with real-life primary data sourced for you
✓ Develop stories and improve the success rate of your press releases
✓ Discover new media opportunities based on your audience’s responses
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Editorial Calendar
Map out everything relevant to your brand to maximise editorial opportunities.
Timeliness and consistency are key in the PR world. It’s how you keep your organisation relevant and give people a reason to care about you and what you do all year round, not just every now and then. You need to align timings for your brand, media outlets, your target audience, industry trends and what’s going on in the world in general. That’s where an editorial calendar comes in.
We’ll help you build your editorial calendar so you can visually map out everything relevant to your business allowing you to maintain your focus on what matters and meet deadlines. You’ll know when it’s time to start coming up with new ideas, and be able to comfortably plan your content and pitches.
Your editorial calendar will be built around dates specific to your brand, like new product launches, marketing campaigns or other big events. You’ll want to have plenty of time to plan and prep PR activities to promote them like pitching and creating press releases. It’s also worth keeping an eye on all holidays and events that’s relevant to your community - there are thousands of them, so with a little creativity you can use them to boost your own brand.
✓ Create a consistent editorial calendar to stay relevant all year round
✓ Follow the trends of your community to maximise opportunities
✓ Meet deadlines comfortably with plenty of time to plan, pitch and generate ideas
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Relationship Building
Build a network of journalists and influencers through genuine connections.
Ultimately, the success and reach of your PR campaigns can highly depend on your relationships with journalists in your industry.
We believe in genuine, natural relationship building across everything we do, and our journalism and influencer outreach is no different. People are people, not tools to break a story and achieve our own goals. We recognise that journalists are individuals with goals of their own, so we take the time to get to know them and what they really care about.
Genuine connections come from listening and building trust. Through this, you build a network of people who consider you worth listening to when you have a new campaign and, if you prove valuable enough, they may even start coming to you for stories.
✓ Build strong, lasting relationships with journalists in your industry
✓ Improve the reach of your stories with a network of contacts
✓ Increase your email-to-link conversion rate
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Press Release Writing
Send journalists clear and effective press releases that actually get read.
Here at Good Signals, we’ve written countless press releases, so we know what you should and shouldn’t include, and have our own defined formula on how to write and format a clear and succinct press release that journalists actually want to read.
A press release is designed to share interesting news with journalists. The key word here is interesting. We understand that journalists receive tons of press releases on topics that simply aren’t newsworthy, which is why we focus our PR efforts on what journalists think their readers will actually find gripping, not spamming them with whatever great idea pops into our heads.
It all starts (and usually ends) with that first sentence. That’s what makes or breaks a press release, alongside good, credible quotes. And while we answer each of the five Ws, we’re particularly focused on communicating “why should anyone care”, which tends to get the highest levels of success.
✓ Get featured on some of the biggest news publishers
✓ Build a positive relationship with journalists
✓ Increase your brand's credibility by providing authentic and informative news in exactly the format journalists like
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Journalist Research
Discover the right people to reach out to with your story.
So you’ve got a great story, how do you decide who to reach out to with it? It all comes down to quality and relevance. You don’t want to send your content to writers, bloggers, journalists or news desks who will never feature it. Not only is it a waste of time, but you could damage your relationship with them before you even started. It's about sending the right story to the right journalists.
We use PR tools and existing relationships combined with our research process to search for recent, relevant articles in your space and who has written them. This way its easy to identify active people potentially interested in your story.
✓ Quickly find journalists who will actually feature your stories
✓ Increase your email-to-link conversion rate
✓ Build strong, lasting relationships with journalists in your industry
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Source Experts
Position your brand as an industry expert and build credibility.
One way to develop a story or campaign is to find topic experts and include their analysis and comments. Not only is it valuable from an SEO perspective (Google’s E-A-T factor), but it’s also more likely to catch a journalist’s interest when reviewing your press releases and shows you’ve done in-depth research.
The improved credibility adds weight to your research and opinions for readers, potential clients/customers, journalists and search engines alike. It helps position your brand as an industry expert or thought leader.
Good campaigns have a combination of stats, a news hook and a selection of sources to either support your point or balance out a view. We’ll typically start by asking you as the client for your own quotes, if relevant, as no one knows your business and industry like you do. We may also reach out to external industry experts for an independent take on the topic.
✓ Build credibility for your brand within your industry
✓ Develop stories and improve the success rate of your press releases
✓ Position your organisation as a thought leader or industry expert
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Corporate and Trade Communications
Build a reputable corporate identity within your industry.
Corporate communication is essentially a B2B PR strategy and is all about communicating with the decision makers of other businesses, whether that’s selling your services to other companies, being recognised by suppliers, highlighting your contribution to the community, or even positioning your company as a good employer.
This is primarily done through activities that build your reputation as an industry leader and identify you as an authority in your field of expertise such as thought leadership pieces, announcing new products, entering for awards and building relationships with professionals and other businesses in your space.
The idea is to strengthen your corporate identity - the way you introduce yourself to the public as a business. You want to be reliable, professional and memorable - all of which can be demonstrated with the right PR strategy.
✓ Build your reputation as a thought leader within your industry
✓ Increase demand and generate leads
✓ Stand out and demonstrate credibility, increasing trust
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Monitoring News and Trends
Identify media opportunities based on current trends and news.
By using real-time monitoring for news, trends and your brand, we can quickly understand what’s going on in your industry, predict where a story is heading and use this data to take action. This allows us to get ahead of any evolving news or trends.
With real-time monitoring, we’re alerted to any major discussions about your industry and products meaning we’re always aware of any potential opportunities. We also track any mentions of your brand, which means we can react quickly and respond accordingly, putting you in control of the dialogue rather than missing out to your competitors or leaving a story to spiral out of control.
We’ll always be on hand to give you the information you need to make the best decisions for your brand and also use this data to influence future PR activities.
✓ Understand exactly what’s happening in your industry in real-time
✓ Publish content that’s relevant and timely, increasing engagement
✓ Have a dynamic PR strategy that reflects the real world
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Link Building
Earn high-quality links that are difficult for others to replicate.
Links are an important signal to search engines, acting as a “vote of confidence” for your website. However, not all links are equal.
Earning coverage and links from high-quality websites such as national and regional news, industry publications, well-known magazines and high-traffic websites help grow traffic, increase brand awareness and give you a better chance of performing well in the search engines. Buying or building spammy links, however, is not a sustainable strategy, it’s against Google’s webmaster guidelines, will potentially harm your website’s visibility and result in penalties.
Our approach is to focus on earning you those high-quality links through creative campaigns, well-told stories and producing relevant content.
✓ Get featured on some of the biggest websites on the planet
✓ 100% white hat with no worries of toxic links or penalties
✓ Increase your website’s traffic, leads and sales organically
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Content Marketing
Publish attention-grabbing content that drives traffic, earns links and gets shared.
Content marketing is the perfect tactic to gain a competitive advantage by creating and publishing creative campaigns that are engaging and earn results. Our favourite types of campaigns are the ones that are difficult for others to replicate that get competitors thinking they wished they’d thought of that!
From concept to launch, we take care of everything. Starting with assessing your previous campaigns and your competitors’ content, so that we are always thinking bigger than the rest and launching something that has never been done before. We’ll then research, create and develop newsworthy, useful, and attention-grabbing campaigns. Once launched, we’ll amplify the story and get it in front of the right journalists, influencers, and bloggers.
We’ve set Guinness World Records’ records, entered whacky championships, partnered with popular television shows, but of course, we do the regular stuff as well to earn coverage and links.
Our content marketing campaigns have featured in publications such as The Times, The Telegraph, ABC News, Huffington Post, The Metro, Evening Standard, The Sun, Daily Mail, Daily Star, Mirror, Sunday People, The Express, Buzzfeed, Mashable, and many more.
✓ Publish content that people actually read, bookmark and share
✓ Improve organic rankings by earning high-quality links
✓ Get featured on some of the biggest websites on the planet
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