Standalone digital PR campaigns
A campaign built around a story worth telling and getting in front of the right journalists.
I create data-led Digital PR campaigns designed to earn relevant media coverage and links for your business. Every campaign starts with proprietary data, original research or an interesting angle, then gets put in front of carefully selected journalists.
Choose your campaign:
Regional £500
For businesses looking to build visibility through relevant local and regional media.
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Bespoke campaign concept
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Proprietary data and original research
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Supporting public sources where useful
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Campaign copy and assets
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Targeted regional journalist research
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Initial media outreach
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1 follow-up round
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Four weeks of active outreach
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Campaign reporting
Regional + Selected National £650
For businesses with a story that has potential beyond their immediate area.
Everything included in Regional, plus:
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Broader journalist targeting
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Regional and selected national media
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2 follow-up rounds
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Wider opportunities for relevant coverage
National £850
For campaigns with UK-wide relevance and a story capable of reaching a national audience.
Everything included in Regional + Selected National, plus:
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Extensive national journalist targeting
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Broader range of relevant media sectors
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3 follow-up rounds
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Multiple relevant angles developed from the campaign
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Maximum outreach breadth
Every campaign includes four weeks of active journalist outreach. Coverage and links are earned media and therefore cannot be guaranteed.
How it works
I turn your knowledge, proprietary data and original research into a campaign with a clear, newsworthy angle .
You’ll have the opportunity to review and approve the campaign before it reaches a journalist. You can be as involved in development as you like, but final sign-off is always yours.
Once approved, I begin four weeks of targeted journalist outreach, including the follow-up rounds included in your chosen package.
At the end of the campaign, you’ll receive a clear report covering outreach, coverage and results.
Payment
Standalone Digital PR campaigns are paid in two stages:
50% upfront to begin campaign development.
50% before outreach begins, once the campaign has been completed and approved.
The four-week outreach period begins once final approval has been received and the remaining balance has been paid.
You don't need to be involved in every stage. I'll do the research, develop the campaign and manage the outreach, while keeping you in control of what ultimately goes out under your name. Your campaign is always approved by a named client contact before journalist outreach begins.
DIGITAL PR CAMPAIGN EXAMPLE
5 WAYS TO SAVE MONEY ON YOUR HEATING BILL
Illustrative example
This example demonstrates how an expert-led Digital PR campaign could be developed for a local trades business. It is an example of campaign methodology, not a case study or claim of results.
THE CAMPAIGN IDEA
Heating costs are a familiar concern for homeowners, particularly during the colder months.
A heating or plumbing business has first-hand expertise that can answer practical questions homeowners are already asking.
THE INITIAL STORY
5 simple ways to save money on your heating bill, according to a heating expert. The business provides practical, genuinely useful advice based on its experience. The advice itself is useful, but the PR opportunity becomes stronger when the story is developed beyond a simple advice piece. Newsrooms regularly run seasonal stories like this each year, to get your tips noticed you need to have something new to say.
Potential tips could include:
• Bleed radiators regularly
• Check your thermostat settings
• Keep radiators unobstructed
• Insulate hot water pipes
• Have your heating system serviced regularly
THE DATA ANGLE
Use publicly available information on regional heating costs, energy usage or household expenditure to identify where homeowners face the highest costs. This creates a second story: The UK's most expensive areas for heating revealed
The research could compare:
• Average heating costs
• Average household energy expenditure
• Regional energy consumption
• Changes in heating costs over time
The exact dataset would depend on what reliable, current data is available when the campaign is developed.
One campaign can create multiple angles. Expert tips and tricks combined with regional data can expand outreach to multiple news desks and beats.
NATIONAL
The UK's most expensive areas for heating revealed
REGIONAL
Homeowners in [area] spend more on heating than anywhere else in the UK
EXPERT
5 simple ways to reduce your heating bill, according to an expert
CONSUMER
The heating mistakes that could be adding to your energy bill
SEASONAL
The heating habits costing homeowners the most this winter
CAMPAIGN EXECUTION
EXPERTISE
Start with the client's knowledge.
Identify practical questions homeowners commonly ask and the advice the business can credibly provide.
DATA
Find a reliable dataset that adds a newsworthy dimension to the advice.
Look for regional differences, rankings or changes over time.
STORY DEVELOPMENT
Combine the expert commentary and data into a campaign with multiple legitimate angles.
The objective isn't to force data into an advice article.
It's to use the data to make the advice more interesting and newsworthy.
CAMPAIGN ASSETS
Create clear supporting assets, such as:
• Regional ranking
• Data table
• Simple map or graphic
• Expert commentary
TARGETED OUTREACH
Different angles go to different journalists.
National data
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National news & consumer journalists
Regional findings
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Regional press
Homeowner advice
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Property, lifestyle & consumer media
Trade angle
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Relevant industry publications
FOLLOW-UP
Follow up with relevant journalists and look for opportunities to adapt the campaign to current news stories or journalist requests.
REPORTING
Track coverage, links, publications and the angles that generated interest, then, use the findings to identify further opportunities from the campaign.
An expert-led campaign can start with something as simple as:
"Here are five ways to save money on your heating bill."
But the stronger PR opportunity comes from asking:
"What can we add that makes this genuinely newsworthy?"
By combining expert knowledge, useful data and a regional angle, a local trades business can create a story with relevance beyond its immediate service area.
Illustrative campaign methodology. No campaign results or coverage are implied.
Interested in seeing what Digital PR can do for your business?