THE DIGITAL PR OBSERVER NEWSLETTER ISSUE 75

Hey everyone. Welcome to Issue 75 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

If you're not already signed up, you can do so at using the button below.

The latest post on Digital PR Tips comes from Erica Prush - Your Digital PR Team Lacks Editorial Judgement

Want to contribute a post of your own to the Digital PR Tips blog?

If you have an idea for a topic that you want to write about, please fill in this quick form here.

Here is the latest Digital PR news and resources from the last week that you might have missed.

BuzzStream: Which Prompt Types Get the Most AI Citations?

The PR Insider: The Best OOH Campaigns and Billboard Advertisements We’ve Seen So Far This Month

Get Featured: Why the pitching landscape isn’t as gloomy as you might think

Off The Record: What Comms Pros Need to Know About Pitching Sports Reporters During World Cup 2026

Distinctly: Future-proof PR: turning PR into an overall brand strategy

Minty Digital: Passive Link Building: Creating Statistic Pages that Generate Backlinks

Cision: 5 Search Metrics Your PR Dashboard is Missing

Shakira Sacks on LinkedIn: The latest Pinterest Summer 2026 trend report is out now and is a dreamy source of inspiration for PR’s. These are 10 of the stats I’d personally be taking notice of and building something around

Grace Tranter on LinkedIn: You're missing a trick if you think Google Alerts is a tool just for finding client coverage. It can be one of the most useful tools in a PR's toolkit, and here's why

Jasmine Maguire on LinkedIn: AI isn't killing Digi PR. It’s just opening more tabs

BuzzStream Podcast: How Digital PR and SEO Can Work Together w/ Re:signal and Root Digital

Digital PR Explained Podcast: Rand Fishkin on Why the Zero-Click Web is PR’s Biggest Opportunity

Five quick fire Digital PR tips to help make you better and more efficient at getting SEO results via Digital PR:

1️⃣ Agendas are vital for productive brainstorming sessions. Share them with your colleagues as far in advance as possible so they have a solid idea in advance of what to bring to the table and what to research.

2️⃣ Mail Metro Media's Moments That Matter Calendar is a great resource if you're putting together a content calendar and want a calendar that has some extra insight into when search terms peak and what events generate the most news articles.

3️⃣ How you report on your Digital PR campaign is one of the most important stages. Think beyond just how many links your content built. How much traffic did they send? What impact did it have on brand awareness? How often was the coverage shared on social? What happened to rankings?

4️⃣ An underrated metric to measure the success of your Digital PR work is branded searches. If more people are searching for your brand then the Digital PR content is working!

5️⃣ Not every campaign will be a success, no matter how good you are. When reporting on these campaigns, make sure you understand why and what you can learn from it. Communicating this with your client can become an opportunity to build trust and turn a negative into a positive.

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 Global Electricity Prices

This dataset from GlobalPetrolPrices.com could be a useful data source for index campaigns centred around the cost of living in different countries. The data covers the average electricity price in major countries around the world which can be quickly downloaded at the click of a button. The site also distinguishes between residential and business electricity prices which could present a good angle for business costs campaigns.

2️⃣ Average Price of Electricity by U.S. State

Staying on the topic of electricity prices, if you want to go more localised at a state level in America, this dataset from the U.S. Energy Information Administration provides the latest average prices for all 50 states as of March 2026. The rates are also split between residential, commercial, industrial, and transportation sectors which helps to provide better data for industry specific angles.

3️⃣ European Labour Force Surveys

Labour Force Surveys are popular data sources in the UK and the US but they can be difficult and time consuming to replicate for index campaigns that rank countries against each other. Eurostat is a great place for a curation of datasets covering EU nations, and here you can find the series of datasets they offer around different employment topics.

4️⃣ Body-Mass Index by Country

This tool from the NCD Risk Factor Collaboration is a great resource for data relating to BMI and obesity prevalence around the world which could be used as a ranking factor in many different types of indexes or as additional data to support expert comments. The data also shows yearly trends dating back to 1980 which is great for spotting which countries have the fastest growing rates.

5️⃣ U.S. Children’s Bureau Datasets

If you have a U.S. client looking to create campaigns around family and parenting topics, these Children’s Bureau datasets from the Office of the Administration for Children and Families could be a great resource to keep bookmarked. There are nearly 500 datasets to explore here around topics such as child abuse, adoption, foster care, and child welfare.

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 Who’s in Your Wallet? by The Pudding

📊 66 RDs, 28 DR 50+

This week’s first campaign is another classic data piece produced by The Pudding. This data story is a deep dive analysis of famous figures whose faces appear on banknotes around the world, exploring themes such as the occupations, genders, and how long after someone dies before they appear on a banknote.

For those of you less familiar with data studies posted by The Pudding, I highly recommend just spending a few hours going through the way that they analyse and present their data findings as they really are best in class examples of how to pull out stories from large datasets, a very valuable skill for PRs that are producing data-led campaigns. Obviously the data vis elements are harder for brands to replicate with their campaign pages, but there is so much that can be learned from stories like this to help advance your data analysis skills.

2️⃣ Borrow-a-Burglar by Boundary

📊 29 RDs, 28 DR 50+

In recent weeks we’ve focused a lot on campaigns that are a bit different and do a great job of cutting through the noise. This is another terrific example of a campaign that has the unusual factor but in a way that creates a compelling PR story.

For this campaign, Boundary launched their ‘Borrow-a-Burglar’ service where you could hire a former burglar to test your home security. Expert commentary campaigns using “ex burglars” sharing home security tips is a fun format that I see get done seemingly every year and it always works because it easily generates headlines that are quick and punchy with a strong intrigue factor. This campaign takes it a step further by turning it into a more developed service that their customers can purchase.

The campaign proved to be a super link building asset earning links from lots of UK regionals, but what may have been even more valuable to the brand is all of the sign ups for the service that helps to give them future exposure with potential customers if they also get them to sign up to their mailing list for example. It’s a good example of how campaigns can go beyond just the usual metrics for success focused directly around the coverage and links earned.

3️⃣ The Most Famous Mythical Creature of Every US State by CashNetUSA

📊 75 RDs, 18 DR 50+

Speaking of campaigns which produce headlines capable of capturing people’s attention, this is another great example. In 2019, CashNetUSA revealed what the most famous mythical creature located in every U.S. state was.

Campaigns based around niche topics like this can be risky concepts to produce as it’s very easy to fall into the trap of going too niche with a story that ultimately not enough people really care about, or only appeals to a very small number of publications resulting in you needing a very high conversion rate with your outreach in order to justify the campaign budget. This campaign seemed to find a good middle ground however earning links from regional stories on Penn Live and Oregon Live, as well as a cool CNET piece based around Halloween.

4️⃣ The Most Abused Football Players on Twitter by Ofcom

With the World Cup now well under way, this is an interesting Football related data study that might spark some creative ideas for similar ideas that could be produced towards the end of the tournament or as Reactive ideas following a team’s exit. In 2022, Ofcom analysed 2.3 million tweets during the first half of the 2021/22 Premier League season to reveal which players received the highest number of abusive tweets directed at them.

As well as being an interesting and very well produced data story, it also worked really well from a brand point of view. Ofcom is the UK's regulator for communications services and this report was produced as part of a wider crackdown on online abuse.

This is a good lesson for PRs in how to combine data-led studies which the Digital PR space are great at producing, with some more of the Traditional PR elements that Digital PR teams sometimes maybe lack, such as brand positioning, audience perceptions, and wider communications around important topics to a brand’s target audience.

5️⃣ Host Earnings Calculator for FIFA World Cup 2026 by Airbnb

📊 36 RDs, 9 DR 50+

Staying on the topic of World Cup campaigns but with a more modern example, our final campaign this week is another excellent Airbnb campaign. Earlier this year they released their host earnings calculator which helped to make it easy for potential hosts to research how much they could potentially make by making their home an Airbnb during the tournament.

On top of being a cool tool that people can use, it’s also a great way to position Airbnb at the front of people’s minds that may be considering renting out their properties during one of the world’s biggest tourism events that now lasts well over a month.

Sure, other brands could easily produce a similar tool to this and there’s a decent chance it might also land them links on sites such as Inquirer and Travel and Tour World. But brands will see the biggest long term returns from PR activity when campaigns are tied into wider brand and commercial goals. As a PR ask yourself, how does this campaign help this brand connect with their target audience and potentially move readers along in their journey from discovering a brand to becoming a customer.

And that’s a wrap for Issue 75. Same time again next week ✌️

Found this useful? You can sign up to receive The Digital PR Observer Newsletter in your inbox each week for free by clicking the button below.

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

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 🙂