Links & Digital PR
Journalist Outreach And Expert Commentary
Become the person journalists call when your topic is in the news.
Reactive commentary is the cheapest form of digital PR, because the story already exists and the journalist already needs a quote. The constraint is speed rather than budget, since requests are frequently answered within hours.
You probably need this if
- You have genuine expertise that journalists would find useful
- Competitors are quoted in industry press and you are not
- You want ongoing coverage rather than one campaign
- You need authoritative links without a large data project
What you get
- Expert positioning and biography assets ready for media use
- Monitoring of relevant journalist requests across the main platforms
- Rapid response drafting within journalist deadlines
- Direct relationship building with correspondents covering your sector
- Coverage and link tracking
How we approach it
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Define the expertise
Establish precisely what your spokesperson is credible on, since narrow and specific gets used far more than broad and general.
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Prepare the assets
Have biography, headshot and credentials ready, because requests move too quickly to assemble them on demand.
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Respond fast
Answer within hours with a usable quote, as most requests are filled long before the stated deadline.
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Build the relationship
Follow up with journalists who use your commentary, since becoming a repeat source is worth more than any single placement.
Journalist Outreach: common questions
How quickly do I need to respond?
Within a few hours, and ideally within one. Journalists typically receive many responses and use the first credible ones that arrive. A perfect quote submitted the following day is almost always too late.
Do journalist requests always produce a link?
No. Many publications credit the person and organisation without linking, and some have a policy against outbound links entirely. The brand exposure and authority still have value, and follow-up can sometimes secure a link where coverage ran without one.
Which platforms should I monitor?
The main journalist request services plus the relevant hashtags on social platforms, and increasingly direct relationships with correspondents on your beat. Direct relationships consistently outperform broadcast request platforms once established.
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Find out what is actually holding you back
A short conversation and a look at your site is usually enough to tell you where the real problem is. No obligation, and no pressure to sign anything.