Digital PR Campaign
A digital PR campaign is a coordinated outreach effort to earn links and mentions from journalists and editorial publications — typically built around a research report, data release, or newsworthy hook.
In context
Modern digital PR is the most reliable scalable link-building tactic for Canadian businesses. Format: produce a substantive research piece (industry survey, data analysis, original benchmark study) that contains a journalism-friendly story, prepare a press release and a tailored pitch list of 50–100 relevant journalists, then outreach individually with custom angles. Successful campaigns earn 20–80 links in 4–12 weeks. Failing campaigns are usually under-researched ('here's our blog post, please cover it') or over-targeted (every pitch identical).
A Canadian B2B SaaS released a survey on Canadian remote-work productivity and earned 45 backlinks from outlets including the Globe and Mail, BNN Bloomberg, and trade publications — six-figure CAC reduction compared to running paid acquisition for the same exposure.
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