THE DIGITAL PR OBSERVER NEWSLETTER ISSUE 12

Hey everyone. Welcome to Issue 12 of The Digital PR Observer Newsletter.
If you missed last week’s issue, or any others, you can always catch previous issues of The Digital PR Observer Newsletter here.
Here’s what you’ll get in this newsletter:
The latest Digital PR news and resources
5 quick fire tips to enhance your Digital PR activity
5 data sources you can use for Digital PR campaigns
5 successful campaigns from the archives
The latest Digital PR jobs
If you're not already signed up, you can do so at using the button below.


Here is the latest Digital PR news and resources from the last week that you might have missed.
BuzzStream: State of Digital PR Report (2025)
CoverageBook: CoverageBook Benchmarking Report 2025: The Analysis
The HOTH: The Ultimate Guide to Digital PR: How It Drives SEO Success in 2025
Muck Rack: State of AI in PR 2025 Report
Rosie Taylor: Press Deadlines: The 2025 Guide
PRmoment: Clever PR tricks that elevate small brands
colourful comms: What is digital PR anyway?
colourful comms: Tips for new freelancers
BuzzStream: New Data Suggests AI Prefers High DA Publishers
The HOTH: The Future of Digital PR: Trends to Watch in 2025
The HOTH: How Digital PR Boosts Your Domain Authority and Search Rankings
The SEO Works: How to Use Expert Quotes in Digital PR Reactive Campaigns
NOVOS: Introducing the Relevancy Tool by NOVOS
NOVOS: 4 Ways We’re Using Link Relevance to Supercharge our Digital PR Strategies
Grace Burton on LinkedIn: What's happening in February for social and PR opportunities?
Sheriden Okey on LinkedIn: PRs, Are You Guilty of Killing Your Own Pitch?
The Digital PR Podcast: Controversy of Coverage Guarantees with Paul Stollery
Embracing Marketing Mistakes Podcast: The £400 Billboard That Made Headlines - Mark Rofe’s Love-Seeking PR Stunt
Digitaloft: The Digital PR Summit Event, May 8th
Connective3: In person Digital PR Training, February 27th


Five quick fire Digital PR tips to help make you better and more efficient at getting SEO results via Digital PR:
1️⃣ Created an index ranking the best blah blah blah? Don’t forget to reach out to any brands/places/etc that are at the top of your rankings. It's great promotional content for them that they'll likely be happy to share themselves to help drive extra traffic to your landing page.
2️⃣ The amount of ideas that are truly unique is far less than you think when you're first starting out. Take inspiration from successful content and adapt it to make it your own. There are very few truly never been done before content campaigns in our industry (and that's ok!).
3️⃣ How to be more efficient and more effective finding Journo Requests on Twitter. Search for #journorequest but then follow it up with AND followed by your relevant keywords to only show the requests relevant to your brand/clients. Save this search. Now you just have to spend seconds checking it.
4️⃣ A high number of opens of your pitch doesn’t mean the same person has opened it that many times. If the original recipient forwards the email on the opens will still be attributed to the original email. Same for if you send to a group email.
5️⃣ If you do a lot of outreach, pay attention to what people are writing about email marketing. The principles of email marketing and Digital PR outreach are the same, both are trying to get cold emails opened and a CTA converted. Find the leaders in email marketing and follow them for tips you can use in outreach.


Each week I’ll be sharing five data sources that you can use, either for content inspo, or as data sources for your campaigns.
1️⃣ ONS Employment in the UK Report
Each month the Office of National Statistics releases fresh data about the state of employment in the UK. These reports are great starting points in brainstorms if you have any business related clients. The reports cover a lot of different data points including employment rates, weekly hours worked, redundancies, part-time workers, and much more.
2️⃣ ONS Drug misuse in England and Wales: year ending March 2024
Another ONS report, this one looking at illicit drug use in England and Wales. A very interesting dataset if you work with a Health brand for example. The report looks at trends in drug use, the growth and decline of different drugs, and more, all of which is broken down by your usual demographics data, including levels of drug use by household income which I thought was interesting.
3️⃣ Housecreep
This is a bit of an unusual one. Housecreep is a database of houses with a “creepy, curious, or criminal past”. I’ve had a play with it and it seems to be more geared towards the US and Canada than the UK as the results for UK locations weren’t great but were much better for US and Canada locations. Obviously Halloween is a long while away, but this could be an interesting data source to keep bookmarked for any spooky themed campaigns you might want to run.
4️⃣ IMDb Movies Data
Kaggle is full of ready to use datasets and this is another gem that I recently discovered on there - a dataset of over 1.4 million movies with 19 different datapoints for each movie. So many great campaigns ideas you can execute based on this data around the movie’s runtime, revenue, budget, ratings, popularity, and more.
5️⃣ Reddit r/CasualUK Subreddit Dataset
Another interesting find on Kaggle. This dataset has scraped nearly 300,000 comments from the r/CasualUK Subreddit, a UK based subreddit for non-political news, commentary and discussion. There could be some very creative uses for this around text, language and sentiment analysis, looking at the most common words used, most frequent emotions, etc. All posts are recent too from the last three months.


In this next section, I take a look at five campaigns from my archive of campaign inspo, with some quick fire analysis of what I liked about them and what made them work. Referring Domains (RDs) figures are taken from ahrefs.
1️⃣ TikTok Statistics You Need to Know by Backlinko
📊 742 RDs DR 50+
I’ve talked before in this newsletter about how I think Digital PR has a bit of a creativity issue atm. Well, I’m gonna completely contradict myself here… sometimes Digital PR doesn’t need to be super creative never been done before ideas. A lot of the most successful link building pages are actually just really good pieces of content that have the ability to rank for keywords and earn both traffic and links organically over time. Statistics posts are a great example of how really well executed content can be super effective at earning links at scale.
This example from Backlinko isn’t super creative, or really high budget. It’s a basic blog post with some nice tables and charts, but it’s really well researched, and most importantly, it adds value that people are genuinely searching for. Obviously having a DR of 90 gives Backlinko a great head start, however there are still plenty of less competitive statistics based keywords you can create content around and rank for.
The beauty of these type of statistics posts, from a Digital PR pov especially, is that these are the kind of pages that Journalists will be searching for when writing an article on that topic. It helps to flesh their piece out, and if you can get your content ranking on page 1, there’s a good chance they’ll use some of the stats you provided, and hopefully credit you as the source with a backlink. And the best part? You can earn those links without having to do any outreach!
2️⃣ How much do I need to retire? by Fidelity
📊 326 RDs DR 50+
Another fantastic example of how a well researched piece of content that helps people with a genuine question/problem they may be facing, can become a beast of a link building asset. Again, this blog by Fidelity isn’t a massive dev and design job, but it targets search traffic, and that’s something I think Digital PR looks past a lot of the time.
The page has been live since 2018, and didn’t really take off until after 2-3 years, showing that this strategy is often a long game. But the results can be incredible. The page now ranks for over 7,500 keywords driving over 33,000 monthly organic visits. No doubt that organic visibility has massively contributed towards the page earning 1,262 RDs, 326 of which are DR 50+.
Again, Fidelity have a bit of a head start with a DR of 86, but the same strategy can be replicated for any brand, just on a smaller less competitive level.
3️⃣ How much should you tip in each country by Hawaiian Islands
📊 27 RDs DR 50+
This campaign by Hawaiian Islands is a really well researched piece of content with some stunning graphics to match. Using TripAdvisor they researched how much their tipping guides recommend you tip in each country around the world.
I love how they’ve also broken the tips down by Restaurant Staff, Hotel Staff, and Drivers too. Sadly the page 404s now 🫠
4️⃣ Which States Have the Most Binge Drinkers & Alcohol Deaths? by NiceRX
📊 8 RDs DR 50+
Another really well researched campaign with a great methodology. This piece by health brand NiceRX, researched which States have the most binge drinkers and alcohol deaths. An interesting piece of data but also one that has a great message from a brand pov about the dangers of excessive alcohol consumption.
I love how they’ve not just looked at alcohol consumption, but also worked out how much each State spends on alcohol per capita, finding that Alaska spends nearly twice as much as Utah.
5️⃣ Which area is most competitive for primary school admissions? by The Access Group UK
📊 5 RDs DR 50+
I really like the data side of this campaign by The Access Group looking at where in the UK primary schools are hardest to get into. The methodology is great and the campaign page is really well executed too. I think campaigns like this are always great to revisit as an annual report. You can benefit from the knowledge and experience from the previous year’s outreach, and recurring research can be great for establishing brand recognition and topical authority.
If you ever want even more data sources on top of the five that I share each week, also check out the methodology sections in these campaigns that I share for some more great resources to keep bookmarked 😉


In this section, you’ll find some of the latest Digital PR roles being advertised. If you’re currently hiring for a Digital PR role and want the position advertising here, you can add it using this form.
Likewise, if you’re looking for a new Digital PR role and are happy to have that advertised, drop me an email and I’m happy to give you a “looking for work” plug in this section too!
Position: Senior PR Executive at FATJOE (Agency)
Location: UK
Remote/Office Split: Remote
Salary: £28,000 - £32,000
How to Apply: https://fatjoewho.typeform.com/SrPRExec2025
Position: Digital PR Associate (entry-level position, part-time or full-time) at Prosperity Media (Agency)
Location: Sydney, Australia
Remote/Office Split: 4 days a week in the office, one day from home
Salary: Around A$55,000 inc super/yr (depending on experience and pro-rated if part-time)
How to Apply: https://www.linkedin.com/jobs/view/4130090425
Position: Senior Digital PR Executive at Business Waste (In House)
Location: York, UK
Remote/Office Split: 2 days a month in office + ADHOC
Salary: £26-29k Per annum
How to Apply: https://uk.indeed.com/job/senior-digital-pr-executive-da02aaf40d9c2499

And that’s a wrap for Issue 12. Same time again next week ✌️

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Each week in the newsletter, you’ll get:
The latest Digital PR news and resources
5 tips to enhance your Digital PR activity
5 data sources you can use for Digital PR campaigns
5 successful campaigns that we liked
The latest Digital PR jobs
If you’ve missed any previous editions of the newsletter, you can go through the archive of issues on the Digital PR Tips website.

Have any feedback for the newsletter? Anything you liked, disliked, or want to see more of? Send an email to matt@digitalprtips.com and let me know 🙂

29 January 2025