This document explains/Simplify our company Evergreen Media’s approach to Digital PR, how it works, and how to use it for your SEO strategy, and how our team works on it, the tools we use, and the workflow we follow to achieve the best results for our clients.This structured research helps me as developer to develop tools that exactly fit the needs of the Digital PR team and help them automate the most time-consuming parts of their workflow.
- SEO strategy
- Market research
- Media relationship management
- Content ideation
- Outreach campaigns
The goal is to place high-value editorial mentions and links in authoritative publications.
Objectives of Digital PR
Primary goals:
- Build high-quality backlinks
- Generate editorial media mentions
- Improve organic rankings
- Increase brand authority
- Establish client expertise in their industry
Digital PR differs from traditional link building because:
| Traditional Link Building | Digital PR |
|---|
| Transactional | Editorial |
| Often automated | Human-driven |
| Low editorial standards | High editorial value |
| Direct link placement | Story-driven outreach |
Roles in the Digital PR Process
| Role | Responsibilities | Person(s) Responsible |
|---|
| Digital PR Manager | Strategy, campaign direction, topic ideation, outreach supervision | Johanna & Sibylle |
| Market Research | Research studies, data insights, story creation, creating PR-worthy statistics | Sandra |
| Outreach | Contact research, journalist relations, email outreach, follow-ups | Either unknown to us or entire team |
| Tool | Purpose |
|---|
| ChatGPT / AI Tools | Idea generation, drafting outreach |
| Prowly | Media contact database |
| Blinq | Contact management |
| Google Search | Media research |
| LinkedIn | Journalist discovery |
| Email / Outreach Tools | Communication |
| Client Website | Topic understanding |
High-Level Workflow
Based on my understanding, the Digital PR workflow consists of five major phases:
- Client Understanding
- Topic Development
- Contact Research
- Outreach Campaign
- Follow-ups & Relationship Management
Phase 1 - Client Understanding
When a Digital PR project starts, the responsible team member first analyzes the client.
Step 1: Review Client Website
Understand:
- Business model
- Products or services
- Target audience
- Industry positioning
Questions to answer:
- What does the company sell?
- What topics are relevant for media?
- Who are the competitors?
- What expertise does the client have?
Step 2: Identify PR Opportunities
Sources of PR angles include:
- Client expertise
- Industry trends
- Data insights
- Consumer studies
- Seasonal trends
- News relevance
Possible outcomes:
- Expert commentary
- Data-driven stories
- Opinion pieces
- Guides and resources
Phase 2 - Topic Development
Topics are generated based on several sources.
Sources for Topics
Topics can come from:
Client
Example:
- Media preferences
- Industry-specific angles
- Campaign themes
Internal Strategy
The team may create topics based on:
- SEO opportunities
- News trends
- Research insights
Market Research (MaFo)
Market research campaigns create data-driven PR stories.
Example workflow:
- Define research topic
- Conduct study
- Generate insights
- Create story angles
Example topics:
- Consumer behavior studies
- Industry surveys
- Trend analysis
Contact research identifies the right journalists or editors for outreach.
This step is critical because targeting the correct person determines campaign success.
Search for:
- Publications covering the topic
- Journalists writing about related subjects
- Editorial departments relevant to the topic
Sources:
- Google
- Media databases
- Industry publications
Example search/Google queries:
news.com topic keyword
keyword journalist
keyword study report
Step 2 - Identify Journalists
After identifying articles:
- Check the article author
- Determine if they cover the topic regularly
- Add them to the contact list
Example signals:
- Frequent articles on the topic
- Editorial role
- Subject expertise
Possible locations for contact information:
- Author bio
- Website editorial pages
- Contact pages
- LinkedIn
- Media databases
Step 4 - Search in Prowly
The team checks if the contact already exists in Prowly.
If contact exists
Add them to:
- Campaign list
- Topic-specific outreach list
If contact does not exist
Create a new contact including:
- Name
- Publication
- Email
- Position
- Topic category
Media lists organize contacts by:
- Campaign
- Topic
- Industry
- Geography
Example lists:
German Finance Journalists
Travel Editors Germany
Health Magazine Editors
Tech Journalists Austria
Phase 4 - Outreach Preparation
Before contacting journalists, preparation is required.
Creating Outreach Content
Step 1 - Draft Pitch
The outreach pitch contains:
- Story angle
- Key insight
- Supporting data
- Expert quote
AI tools may assist with drafting.
Step 2 - Personalization
Each email should reference:
- Journalist’s previous work
- Their editorial focus
- Relevant topic alignment
Example:
I saw your article about housing trends and thought you might find our new study interesting.
Step 3 - Supporting Materials
Outreach may include:
- Study results
- Graphics
- Data summaries
- Expert quotes
Phase 5 - Outreach Execution
The outreach process follows a structured flow.
Sending the Outreach Email
Steps:
- Finalize pitch
- Copy email template
- Personalize introduction
- Send email
Tools used:
- Email client
- Outreach platform
After outreach:
- Add contact to database
- Tag campaign
- Record outreach status
Possible statuses:
- Contacted
- Response received
- Follow-up required
- Published
- Declined
Phase 6 - Follow-Up Management
Journalists often respond after reminders.
Typical follow-up schedule:
| Timing | Action |
|---|
| Day 3 | First follow-up |
| Day 7 | Second follow-up |
| Day 14 | Final follow-up |
Response Handling
Possible outcomes:
Positive Response
Actions:
- Provide additional information
- Share quotes or data
- Coordinate publication timing
Neutral Response
Actions:
- Clarify pitch
- Offer additional insights
No Response
Actions:
- Follow-up email
- Re-evaluate pitch
Publication Monitoring
Once coverage is published:
- Record article
- Check backlink
- Save URL
- Report to client
Data Management
Contacts and campaigns must be tracked.
Information stored:
| Field | Description |
|---|
| Name | Journalist name |
| Email | Contact email |
| Publication | Media outlet |
| Topic category | Relevant industry |
| Outreach status | Campaign progress |
| Last contacted | Timestamp |
Target Relevance
Always prioritize:
- Journalists covering the topic
- Relevant editorial departments
Avoid generic outreach.
Personalization
Every pitch should reference:
- Journalist work
- Publication focus
- Current topic relevance
Story Value
Journalists care about:
- New insights
- Exclusive data
- Clear angles
Relationship Building
Successful Digital PR depends on:
- Long-term journalist relationships
- Trust and reliability
- High-quality information
Common Challenges
Often:
- Articles lack author contact
- Editors change roles
- Contact information outdated
Solutions:
- LinkedIn
- Media databases
- Editorial pages
Low Response Rates
Possible causes:
- Weak story angle
- Overly generic pitch
- Wrong contact
Time-Intensive Research
Contact research is one of the most manual parts of Digital PR.
Opportunities for Automation
Tedi Digital PR tools may automate:
- Journalist discovery
- Topic clustering
- Email personalization
- Outreach tracking
- Media database building
Summary
Digital PR at Evergreen Media follows a structured workflow:
- Client understanding
- Topic generation
- Contact research
- Outreach campaign
- Follow-ups and monitoring
The success of a campaign depends heavily on:
- Strong story angles
- Accurate journalist targeting
- Personalized outreach
