| Discovery & Ideation | - Find topics or data that are newsworthy or angleable (e.g. trends, studies, surveys).
- Use keyword and competitor gap analysis to see what your competitors get press for.
- Identify target publications, journalists, and influencers covering your niche.
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Relevance of topics, number of possible publication targets, potential reach, and domain authority of target outlets. |
| Content Creation & Asset Development | - Create link-worthy assets: data reports, infographics, expert roundups, white papers.
- Develop pitchable elements: quotes, visuals, or regional tie-ins.
- Ensure SEO optimization: on-page SEO, schema, and internal links to core pages.
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Quality of content, number of assets, time to create, and cost per asset. |
| Outreach & Media Relations | - Build relationships with journalists, bloggers, and editors.
- Use HARO, contributor networks, podcasts, or guest posts.
- Send personalized pitches — not mass spam.
- Use both reactive (trend-based) and proactive (planned) campaigns.
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Pitches sent, positive replies, number of placements, and % including backlinks or unlinked mentions to reclaim. |
| Amplification & Follow-Up | - Share coverage via newsletters, social media, or online communities.
- Repurpose assets (e.g., snippets, visuals, quotes).
- Monitor unlinked mentions and request attribution.
- Track performance and refresh or replicate what works.
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Referral traffic, uplift in branded search, domain authority growth, and keyword ranking improvements. |
| Technical & SEO Hygiene | - Ensure PR-linked pages are indexed and canonicalized correctly.
- Use structured data (e.g., Article Schema) where relevant.
- Optimize for page speed and mobile performance.
- Internally link PR pages to product or conversion pages.
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Crawl errors, index coverage, load times, and dwell time on PR-linked pages. |
