Backlinks are the lifeblood of SEO, but in today’s competitive landscape, not all links are created equal. Digital PR is the most effective way to earn high-authority, natural links from major news outlets like the ABC, News.com.au, or industry-specific Australian publications that search engines truly trust.
By creating newsworthy stories and sharing them with the right journalists, you can transform your brand's online authority and outrank your competitors. This guide will show you exactly how to execute a Digital PR campaign from scratch.
Prerequisites
Before you begin, ensure you have:- A functional website with a blog or 'Insights' section.
- Access to Google Trends or basic data tools.
- A professional email address (avoid @gmail.com for media outreach).
- A list of your key business USPs (Unique Selling Propositions).
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Step 1: Identify Your "Hook"
Digital PR isn't about promoting your product; it’s about providing value to a journalist's audience. You need a hook that is timely, relevant, or surprising. Common hooks include:- Data-driven stories: Analysing public data (like Australian Bureau of Statistics reports) to find a new trend.
- Expert commentary: Providing a unique professional opinion on a current news event.
- The "Hero" campaign: Creating a unique tool, calculator, or survey that reveals something new about your industry.
Step 2: Research Local Trends
To get covered by Australian media, your story needs local relevance. Use Google Trends and filter by "Australia" to see what people are currently searching for. Screenshot Description: You should see the Google Trends dashboard with a blue line graph. Ensure the location dropdown in the top right is set to 'Australia' to capture local sentiment.Step 3: Create Your "Linkable Asset"
Before reaching out to journalists, you need a place for them to link to. This is your "Linkable Asset." It should be a high-quality blog post or landing page on your website containing the full details of your story, including charts, infographics, or detailed data tables.Pro Tip: Make your asset visually appealing. Journalists are much more likely to link to a page that provides a helpful infographic their readers will enjoy.
Step 4: Build a Targeted Media List
Don't spray and pray. Use tools like LinkedIn or Twitter (X) to find journalists who specifically cover your industry. If you are a Brisbane-based real estate agent, look for property editors at the Courier Mail or Domain.Create a spreadsheet with:
- Journalist Name
- Publication
- Recent articles they’ve written
- Email address
Step 5: Craft a Compelling Press Release
An Australian press release should follow the "inverted pyramid" structure: the most important information goes at the top.- Headline: Punchy and contains the main finding.
- First Paragraph: Who, what, where, when, and why.
- Body: Supporting data and a quote from your company spokesperson.
- Notes to Editors: Links to high-res images and your Linkable Asset.
Step 6: The Art of the Personalised Pitch
Journalists receive hundreds of emails a day. Your subject line must stand out. Bad Subject: Press Release from [Business Name] Good Subject: DATA: 45% of Brisbane Homeowners are doing [Trend]In the email body, mention a recent article they wrote to show you've done your homework. Keep it under 200 words.
Step 7: Time Your Outreach
Timing is everything in PR. In Australia, the best time to pitch is usually Tuesday, Wednesday, or Thursday between 8:30 AM and 10:30 AM. Avoid Mondays (planning meetings) and Friday afternoons (deadlines/weekend mode).Step 8: Manage Responses and Requests
If a journalist replies, move fast! They often work on tight deadlines. If they ask for a high-resolution version of a photo or an extra quote, provide it within the hour if possible.Step 9: Monitor Your Mentions
Sometimes a journalist will write the story but forget to include the link. Use Google Alerts or Talkwalker to set up alerts for your brand name or the specific campaign title. Screenshot Description: The Google Alerts setup screen where you enter your brand name in quotes (e.g., "Local Marketing Group") and select 'As-it-happens' for delivery.Step 10: The "Link Reclamation" Reach Out
If you find a mention without a link, send a polite follow-up: "Hi [Name], thanks so much for featuring our data! Would you mind adding a link to the original study so your readers can see the full methodology? It’s located here: [URL]."Step 11: Amplify on Social Media
Once you land a piece of coverage, share it! Tag the journalist and the publication on LinkedIn and Facebook. This builds a relationship with the journalist and shows them that your content drives engagement, making them more likely to work with you again.Step 12: Analyse and Repeat
Look at your SEO tools (like Ahrefs or Semrush) to see how the new backlink has impacted your Domain Authority and keyword rankings. Take note of which journalists were most receptive and keep them on a "Warm List" for your next campaign.---
Common Mistakes to Avoid
- Being too "Salesy": If your pitch sounds like an ad, it will be deleted. Focus on the news value.
- Mass BCC-ing: Never send a mass email to 100 journalists at once. It’s the fastest way to get marked as spam.
- Forgetting the ABN/Local Context: If you're claiming to be an Australian expert, ensure your website clearly displays your local credentials and contact details.
Troubleshooting
- No one is opening my emails: Your subject line is likely the culprit. Try a "split test" where you send two different subject lines to small groups to see which performs better.
- Journalists are interested but not linking: Ensure your Linkable Asset is actually useful. If it's just a repeat of the press release, they have no reason to link to it.
- The story is "too small": If national news isn't biting, pivot to local community papers or niche industry blogs. A link from a highly relevant industry site is often more valuable than a generic news link.
Next Steps
Digital PR is a long-term strategy, but the rewards are massive for your SEO. Once you've mastered the basic pitch, start looking into "Newsjacking"—the process of reacting to breaking news stories with expert commentary.If you need help identifying your most linkable assets or building a media list that actually converts, the team at Local Marketing Group is here to help. Contact us today to discuss a bespoke Digital PR strategy for your Australian business.