Link Building
Digital PR for global brands that cannot afford a big agency retainer.
Coverage across multiple markets is possible on a lean budget if you stop chasing tier-one press and start building relationships with the journalists who actually cover your niche.
8 min
Pick newsworthy angles, not company news
A funding announcement or a new hire is not news to anyone outside your company. A data point extracted from your own product usage, an opinionated take on a trend affecting your industry, or a genuinely useful comparison of options in your category gives a journalist something their readers will actually want.
Startups with no budget for a PR agency win coverage by being the fastest, most quotable source when a relevant story breaks, not by manufacturing their own news cycle.
Build a short list of journalists per market instead of a mass list
Buying a database of ten thousand contacts and blasting a press release produces near-zero response and burns your domain's sender reputation. A list of twenty journalists per target market who have written about your category in the last six months, contacted with something tailored to their specific beat, converts far better with a fraction of the effort.
This approach also compounds. A journalist who gets one useful, relevant pitch from you is far more likely to open your next one, which a mass blast never earns.
Localise the pitch, not just the translation
The same data point lands differently depending on the market. A German outlet wants the methodology and the caveats. A Brazilian outlet wants the human angle and a quote they can use directly. Sending an identical press release translated three ways signals that you have not actually thought about the audience.
This means your PR programme needs either a local contact in each market or a very close working relationship with someone who understands the media culture there, not just the language.
Repurpose one piece of research across the whole calendar
A single well-designed survey or dataset can support a year of pitches if you release different cuts of it at different times. This is what makes digital PR affordable on a lean budget: the expensive part is producing one credible piece of original research, and the cheap part is finding new angles into it.
Want this applied to your own site?
We start with a free website and search audit, then show you exactly where the revenue is leaking.