How Digital PR Fuels Backlink Growth for London Brands: 11 Tactics That Work

Standing out as a brand in London is no easy feat. The competition is fierce. Everyone wants the same thing: increased visibility, greater trust, and improved online rankings.

One thing that makes a real difference? Backlinks. And the most powerful way to earn backlinks today is through Digital PR.

In this article, we’ll break down exactly what digital PR is, how it fuels backlink growth, and the best tactics London brands are effectively using.

We’ll also share real examples, common mistakes to avoid, and tips you can apply immediately.

Let’s get into it.

What is Digital PR?

Digital PR is the process of utilizing public relations strategies to establish online brand awareness and acquire backlinks from reputable websites.

Unlike traditional PR, digital PR is not about billboards or TV interviews. It’s about crafting stories that journalists and publishers want to share online, giving brands exposure, traffic, and improved search rankings.

One key difference:

Digital PR focuses on earning links naturally, without relying on paid link building placements.

The goal is to offer value, expert opinions, data, insights, or unique stories that media outlets find useful.

Examples of Digital PR in Action:

• A fintech startup analyzes Londoners’ credit card spending habits and shares the findings. BBC picks it up and links to the report.
• A beauty brand launches a study on eco-friendly products. Vogue features their story with a backlink to their site.

Digital PR isn’t about selling to journalists. It’s about helping them create value-rich stories that their readers or target audience relate to and find helpful.

How Digital PR Fuels Backlink Growth

Good backlinks aren’t bought. They are earned.

When trusted news websites, blogs, and online magazines link to your brand, it sends a strong message to Google:

“This brand is trusted. This brand deserves higher rankings.”

The more relevant and high-authority these backlinks are, the greater the SEO boost. And better SEO means more people find you when they search online.

It also builds your brand’s trust with real customers. Being mentioned on major news sites makes you appear more credible and reliable.

Here’s why digital PR is so effective for backlinks:

1. Google highly values natural links.

Google aims to reward websites that earn attention organically, rather than through paid ads or spammy tactics. Digital PR campaigns create real news that journalists and bloggers genuinely want to link to.

1. Brand mentions lead to better recognition and more organic search clicks.

When your brand name shows up on news websites, more people become aware of you. Even if they don’t click right away, they remember you, and this helps when they search for services or products you offer.

1. Persistent pitching leads to real media placements.

Sending hundreds or even thousands of pitches for a single campaign is a common practice. Success in digital PR is not about luck; persistence, improving your pitches, and staying consistent are key drivers for success.

In short:

Digital PR helps you earn high-quality backlinks that truly move the needle for your SEO and PR growth.

It’s a long game, but it’s the one that builds lasting authority and brand strength.

Tools You Need for Successful Digital PR

Doing great digital PR doesn’t mean you have to do everything manually.

There are tools that can make your campaigns easier, save you time, and help you stay organized when running campaigns.

Here are the most important ones:

Tool	What It Does
Prowly	Helps you create press releases, find journalists, and manage outreach.
Buzzstream	Tracks your email pitches, journalist relationships, and link outcomes.
Roxhill	Gives access to an extensive database of UK- and London-specific journalists.
Muck Rack	Tracks media mentions and helps manage journalist relationships.
ResponseSource	Enables you to respond to journalist requests and capitalize on media opportunities.
Gorkana	Offers media planning, monitoring, analysis, and a comprehensive journalist database, including UK/London contacts.
Cision	Provides media monitoring, press release distribution, and analytics for PR campaigns.
BuzzSumo	Finds trending topics, monitors brand mentions, and identifies key influencers.
Meltwater	Delivers media monitoring, social listening, and analytics for PR performance
CoverageBook	Creates visual PR reports and tracks coverage and backlinks from PR campaigns.

Important tip:

While tools are invaluable, they are only there to support your work. They cannot replace a real human connection.

Every PR outreach email you send should be personalized. Take the time to learn about the journalist’s interests and recent stories, and understand why your pitch would be beneficial to them.

This extra effort is what gets your emails opened and your stories published.

11 Digital PR Tactics That Work: A Deep Dive into SEO Link Building Strategies

Now, it’s time to break down the specific tactics that actually work in digital PR.

These are strategies that London-based brands and SEO teams are currently using to earn backlinks, gain coverage, and enhance their online visibility.

You don’t have to use them all at once. Select a few that align with your strengths or brand story, and then build upon them.

1. Reactive PR

What it is: Jumping on trending news or stories and pitching something relevant fast.

Why it works: Journalists often need quotes, insights, or fresh angles on the latest headlines. If you can respond quickly, you can become part of the story.

Example:

A finance brand comments on the UK budget within hours of its announcement. Due to its prompt response to the latest topic, it is easily featured in the national press.

How to stay on top of it:

• Check Google News and Twitter Trends every morning.
• Set up alerts for your niche (e.g., “UK housing crisis,” “tech layoffs,” “electric cars”).

1. Expert Commentary

What it is: Positioning a person at your company (like a founder or specialist) as a credible voice.

Why it works: Journalists love having quotes from real experts. It adds depth to their stories.

How to get started:

• Create a media bio for your expert, including photos, areas of expertise, and past media appearances.
• Sign up for platforms like Qwoted or JournoLink.
• Reach out directly to journalists writing about your field.

Example:

A dietitian from a health brand gives insight into new food regulations. Its expert comments about this new guideline helped it get quoted in The Guardian.

1. Data-Driven Online PR

What it is: Using numbers, facts, and original analysis to tell a unique story.

Why it works: Journalists are more likely to share content backed by real data, especially if it’s surprising or easy to visualize.

Ideas:

• Analyze data from the Office for National Statistics.
• Request information using Freedom of Information (FOI) laws.
• Combine two unusual data sets to find patterns (e.g., pollution levels + home prices).

Example:

A tech company studies the rise of electric scooter usage in London and turns it into a viral infographic.

1. Survey-Based Stories

What it is: Running your own small survey and turning the results into headlines.

Why it works: Original insights stand out, especially when tied to current trends or controversial topics.

Tips:

• Keep questions short and simple.
• Use Google Forms, Typeform, or SurveyMonkey.
• Promote the survey via Facebook or Instagram Ads to get quick responses.

Example:

A London startup finds that 65% of locals want a 4-day workweek. The survey results were so interesting that they were featured in City A.M. and various HR blogs.

1. PR Stunts and Creative Activations

What it is: Doing something bold, surprising, or fun that grabs attention, resulting in earned media coverage.

Why it works: Journalists are drawn to visual, emotional, or unusual content that people will discuss and share.

Ideas:

• Host a pop-up experience in Shoreditch.
• Launch a campaign where your team works from a glass office in a public setting.
• Create the world’s largest product version (e.g., the biggest vegan sausage roll).

Example:

A fitness brand installs treadmills in London bus stops. It was so odd that it got coverage across lifestyle and health sites.

1. Interactive Tools and Content

What it is: Building small online tools that help users explore something fun or helpful.

Why it works: Journalists link to useful or shareable tools. They also increase engagement and time on your site.

Ideas:

• “Find the safest cycling route in your London borough” map.
• Cost of Living Calculator for Students in Different London Zones.

Tip:

Keep the tool mobile-friendly and straightforward. Include a story or data explanation to make it newsworthy.

1. Thought Leadership Content

What it is: Publishing insightful blog posts, guides, or essays under a leader’s name.

Why it works: These posts can be pitched to the media, cited in articles, and contribute to long-term authority building.

Best practices:

• Keep it opinionated, but back it up with examples or data.
• Avoid generic fluff — focus on specific lessons or predictions that are relevant to your audience.
• Format clearly: headings, short paragraphs, and actionable insights.

Example:

A London agency founder wrote “What AI Will Do to Creative Jobs.” It is indeed a pressing issue that a reputable leader addresses. Hence, it ends up being quoted in marketing newsletters and podcasts.

1. Exclusive Industry Reports

What it is: A well-researched PDF or microsite that covers trends, stats, and predictions in your industry.

Why it works: Journalists love referencing solid reports, especially if they’re original, nicely designed, and easy to pull stats from.

What to include:

• Key data insights (new or interpreted differently).
• Quotes from your experts.
• Visual content such as charts, maps, or timelines.

Example:

A legal tech company publishes the “2025 UK Law Firm Tech Adoption Report.” The content is backed by thorough research, making it credible and thus featured by Legal Week and law blogs.

1. Visual Content Campaigns

What it is: Infographics, data visuals, or branded illustrations that tell a story on their own.

Why it works: Visuals grab attention. They also make journalists’ jobs easier because they can embed them into articles.

Tips:

• Use real data.
• Focus on one simple idea per visual.
• Brand it lightly (don’t turn it into an ad).

Example:

A travel site creates a “Most Instagrammable Spots in London” map. The trendy niche will mostly be linked to by BuzzFeed and lifestyle blogs.

1. Product-Based PR (Without the Sales Push)

What it is: Showcasing a product by attaching it to a broader, newsworthy angle.

Why it works: Product-only pitches usually fail, but if your item solves a timely or trending issue, you’re in.

How to angle it:

• “We built this to help solve X problem in London.”
• Tie the product launch to a cultural moment or season.

Example:

A sleep tech brand launched a device to help mitigate tube noise, which has been featured in Wired and Time Out.

1. Partnerships or Collaborations with Non-Competing Brands

What it is: Teaming up with another business to create a story or campaign that benefits both of you.

Why it works: You double your reach and combine media contacts. Plus, collaborative stories often sound less promotional.

Ideas:

• A fashion brand partners with a mental health charity for a pop-up.
• A delivery app partners with a local coffee chain for a data-driven report on breakfast habits.

Example:

A plant-based food brand teams up with a zero-waste shop. They co-launch a “Plastic-Free Challenge” in London and land features in eco blogs.

Quick Notes on Tactics:

Not every tactic will work for every brand.

But all of them share the same key ingredients:

• They offer value to journalists
• They create something worth linking to
• They connect to a bigger topic that people care about

Start with the ones that match your audience, brand voice, and internal strengths — and build from there.

Local Campaign Ideas for London Brands

Local stories matter.

Journalists are always looking for content relevant to their city or region.

For London brands, tapping into local culture, trends, and issues can increase your chances of getting picked up.

Campaign ideas that work:

• Best Rooftop Bars in London Ranked by Public Survey Data.
• Remote Working Cafes with the Fastest Wi-Fi in Different Boroughs.
• The Impact of ULEZ Expansion on Small Businesses in Central London.
• Top Eco-Friendly Shops Based on Sustainability Ratings.

Pro tip:

Tie national trends to local effects.

For example: “How the 2025 Budget Impacts London’s Small Retailers.”

Advanced Tips for London-Specific PR Campaigns

If you want to stand out even more in London’s crowded media space, these local-focused strategies can make a big difference.

They show you understand the city and its local audience, making journalists more likely to pick up your story.

Tip #1: Leverage London seasonality.

London is packed with events that draw media attention every year. Use them to your advantage by tying your PR campaigns to key moments like:

• Wimbledon (June-July): Ideal for health, sportswear, or luxury lifestyle brands.
• London Fashion Week (February and September): Perfect for fashion, beauty, and retail stories.
• Christmas Markets (November-December): Great for retail, travel, and hospitality brands.
• London Pride (June-July): Opportunity for brands supporting diversity and inclusion.

Our best tip:

Plan your campaigns at least 2-3 months early. Journalists often work with long lead times for significant events.

Tip #2: Partner with local influencers to amplify stories.

Sometimes, journalists notice stories after they have gained online traction. Collaborating with London-based influencers can help your PR campaigns gain that first wave of attention.

• Partner with micro-influencers (5k–50k followers) for authenticity.
• Focus on influencers who have engaged London audiences, not just large followings.

Example:

A new eco-fashion line partners with sustainable living bloggers in London → The story is picked up by lifestyle editors at Time Out London.

Tip #3: Use local government and council news as PR angles.

Council decisions, city developments, or mayoral projects are great hooks. Brands that align with or comment on these news pieces get more coverage.

Example 1: New cycling lanes launched? A fitness brand pitches a guide to the best cycling routes.

Example 2: Council announces green initiatives? A sustainable brand shares tips for eco-living in London.

Monitor local council websites, City Hall press releases, and London Assembly newsrooms.

Common Mistakes Brands Make in Digital PR Campaigns

Digital PR is powerful, but many brands still fall into the same traps.

Here’s what to avoid if you want your campaigns to succeed:

Mistake #1: Over-relying on mass press releases.

Sending out a standard press release to hundreds of journalists rarely works. Journalists seek genuine stories, not corporate press releases.

Our best tip:

Instead of mass emailing, craft personal pitches that show you know the journalist’s beat.

Mistake #2: Generic, non-personalized pitches.

Nothing gets deleted faster than an email that says, “Dear journalist,” or obviously wasn’t customized.

Journalists expect you to:

• Reference their past work.
• Demonstrate why your story resonates with their audience.
• Offer something unique to their readers.

Take the time to personalize each pitch — it shows you respect their work.

Mistake #3: Giving up after a few sends.

Most campaigns don’t succeed with the first few emails.

It’s normal to send:

• 2–3 follow-ups spaced a few days apart.
• A slightly different angle or subject line to rekindle interest.

Persistence, done politely, often distinguishes between being ignored and being featured.

Mistake #4: Not maintaining journalist relationships after a successful story.

One placement is excellent, but you’ll be forgotten if you only pitch when you need something.

Strong PR players:

• Thank journalists for the coverage.
• Share their articles on social media.
• Keep them informed with relevant tips, even when you’re not pitching a story.

Building trust leads to more inbound journalist requests over time.

In short:

Digital PR and backlinks are not about shortcuts. It’s about building relationships, offering genuine value, and maintaining consistency.

Real Success Stories from Brands Who Nailed It

Let’s examine two examples illustrating how effective digital PR for London brands drives significant backlink growth.

Story 1: Travel Brand Analyzing UK Holiday Trends

A small travel booking website decided to create a campaign around domestic holiday trends.

They pulled Office for National Statistics (ONS) data on domestic travel habits and turned it into:

• A colorful map showing the most popular UK cities for “staycations.”
• A short report with key insights (e.g., average spend, length of trips).

What happened next:

• The story tapped into the growing trend of UK-based vacations, especially following the pandemic.
• It was easy for journalists to use because it had precise numbers and pleasant visuals.
• It was featured in BBC Travel, Lonely Planet, and The Daily Mail.

Impact:

• Over 80 new backlinks from national and regional media.
• A sharp spike in referral traffic.
• A 12% boost in organic rankings for key holiday-related search terms.

Story 2: E-commerce Brand Mapping Electric Car Interest by Region

An e-commerce brand that sold eco-friendly products wanted to capitalize on the electric vehicle boom.

They used Google search trend data to find:

• Which London boroughs had the highest increase in searches for electric cars?
• Where infrastructure, such as EV charging stations, was growing the fastest.

They packaged the findings into a press release and a heat map showing the results.

What happened next:

• They timed the launch to coincide with the government’s announcement of the EV grant.
• Journalists loved having localized data and clear visualizations.
• Tech blogs, auto news sites, and several London lifestyle outlets picked up the story.

Impact:

• Over 100 backlinks from relevant, high-authority domains.
• Massive increase in brand visibility among eco-conscious buyers.
• Several direct sales are tied back to referral traffic.

What Made These Campaigns Successful:

• Timing: Both brands tied their stories to trends or government news.
• Originality: They didn’t recycle news; they added fresh insights.
• Journalist Usability: They made the stories easy to understand, quote, and publish.

Conclusion

Digital PR is the modern growth engine for London brands. It helps you earn high-quality backlinks, build real authority, and gain visibility in ways that traditional PR link building methods can’t match.

But it’s not easy. It takes creativity, persistence, and a true journalist-first mindset to succeed.

You need to offer value, tell stories that matter, and be ready to send dozens (or hundreds) of personalized pitches to get just one great link.

If you’re just getting started, don’t stress.

You don’t need to run a huge campaign right away. Start small, see what works, and adjust as you go. Every campaign is a chance to learn, grow, and get better results.

And if you’d rather have someone experienced to guide you through it?

Book a free consultation with Daryl, who has years of hands-on experience running successful link building and digital PR campaigns. He’ll help you map out the perfect strategy for your brand.

Let’s turn your brand stories into real links — and real results!