Digital PR is where smart storytelling meets search visibility. It’s about creating the kind of coverage that gets seen by the right people, builds trust in your brand and makes sure you show up where it matters – whether that’s Google, ChatGPT, LinkedIn or the front page of your industry’s trade press.
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Boosting your digital footprint
with human-first PR
At Midnight, we’ve been helping businesses shape conversations online for more than 30 years. We were the UK’s first agency to specialise in dotcoms back when the internet was brand new – and we’ve stayed ahead of the curve ever since. Today, we combine strong journalist relationships and media savvy with digital know-how and smart use of AI tools to build reputations that last.
Quick answer
We run digital PR campaigns that build your online profile, support your SEO and AI search, and connect you with the audiences that matter most. That means securing coverage (or citations) on high-domain-authority websites, creating content that positions you as an expert and making sure your brand is visible across the channels your stakeholders use every day.
The result is a stronger reputation, a bigger digital footprint and measurable impact on your business growth.
”“Their creative ideas and hard work resulted in some fantastic coverage in the national media. The PR campaign played an instrumental role in moving the dial for us in 2024, helping to increase our reach around the UK and boost brand awareness and web traffic.
Darren MiltonCMO, Boundless
“With a great network of journalists and a diverse set of tactics they have helped us achieve growth…”
What is digital PR?
Think of digital PR as media relations built for the digital age. It’s about earning coverage, mentions and backlinks on high-authority websites that both people and search engines trust.
Done well, it raises awareness, builds credibility, and ensures that when someone searches for you – on Google or via an AI assistant – they find more than just your own marketing.
That’s vital today. Research from Hard Numbers shows 61% of large language model (LLM) responses are shaped by editorial content. Put simply, the best way for AI to learn about your brand is for respected journalists to write about you in credible outlets. That’s exactly what Digital PR delivers.
For B2B brands, this visibility is business critical. Whether you’re attracting investors, winning clients or drawing in talent, trust makes the difference – and with 81% of buyers citing brand trust as a key factor (Edelman Trust Barometer), digital PR is essential, now more than ever.
Who it’s for
- B2B brands that want to strengthen their digital reputation
- Companies preparing for investment, M&A or rapid growth
- Businesses in competitive markets where visibility equals credibility
- Leadership teams who want to be seen as experts in their sector
- Marketing teams who need PR activity that directly supports SEO and AI search
Results you can expect
- Coverage and mentions on high-authority national, trade and online outlets
- Backlinks that support your SEO and help you rank higher in search
- A stronger digital footprint that reassures investors, clients and employees
- Thought leadership content that positions you as an expert voice in your sector
- Increased share of voice in the online spaces where your competitors are active
- Clear measurement that links PR outcomes to traffic, engagement and enquiries
Digital PR case studies
Checkatrade
We built a digital PR campaign that drove consumers to the website and boosted brand growth. “Midnight’s inventive and effective approach achieved impressive results for us…” — Kevin Byrne, Founder.
→ Read case study
BCIS
By aligning BCIS’s expertise with the media agenda on building costs and carbon, we secured coverage across trusted outlets that strengthened both reputation and SEO.
→ Read case study
Boundless
During the cost-of-living crisis, our digital PR helped Boundless raise its profile and connect with new members by securing consistent online coverage.
→ Read case study
Certified B Corp
As a certified B Corp, we believe digital PR should be about more than algorithms and clicks. It’s about authentic stories, genuine impact and reputations built to last.
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Discovery
Story angles
Targeting
Campaign delivery
Amplification
Measure & adapt
Our digital PR process
1. Discovery
We start by digging into your goals, audiences and current digital reputation.
2. Story angles
We uncover stories and insights from your business that can cut through digitally.
3. Targeting
We build tailored media lists and identify the high-authority websites that matter for your audience and SEO.
4. Campaign delivery
From thought leadership and digital-first media pitching to creative content, we deliver activity that gets traction.
5. Amplification
We use social and digital channels to maximise the reach of every piece of coverage.
6. Measure & adapt
We track backlinks, traffic, engagement and share of voice, refining the strategy as we go.
Digital PR
FAQs
Is digital PR just about backlinks?
No. Backlinks are valuable, but so are meaningful mentions, quotes and expert profiles on high-authority sites. Our approach balances SEO with reputation building.
How soon will I see results?
Coverage can land within weeks, but building a strong digital footprint takes 3–6 months to start driving lasting impact.
How do you measure digital PR success?
We track coverage quality, domain authority, backlinks, website traffic and share of voice – and we link those to your business goals.
Do you use AI in digital PR?
Yes – but as a tool, not a replacement. We use AI to speed up research and analysis, while our human team brings the creativity, relationships and emotional intelligence.
Can digital PR support SEO?
Absolutely – and not just traditional SEO. Google rewards content from trusted human experts, so every credible mention and backlink helps boost your search visibility and authority. But digital PR now also plays a key role in AI search. Since AI models are trained on editorial content, being quoted in influential publications increases the chances of your brand showing up when someone asks an AI assistant about your sector.
