Digital PRand outreach
Build authority where audiences already are.
Digital PR is no longer just about media coverage. We’re a digital PR and strategic outreach agency helping organisations strengthen authority, earn trusted visibility, improve discoverability and influence how brands are interpreted across search, AI and digital ecosystems.
Gain visibility and awareness with
digital PR and outreach
Visibility depends on who talks about you – not just what you publish yourself.
Search engines and AI systems increasingly assess authority using broader digital signals.
Media coverage, citations, editorial references, trusted mentions and third-party validation all contribute to how organisations are interpreted across search and AI-driven discovery environments. Visibility today is shaped not only by owned content, but also by where brands appear, who references them and how consistently authority is reinforced across the wider web.
This is where digital PR becomes strategically important.
Submerge combines traditional communications expertise with a modern search-and-discovery strategy. We build campaigns designed to strengthen authority, generate media visibility and create meaningful placements across trade, consumer and digital publications.
Our work spans digital PR campaigns, journalist outreach, expert commentary, reactive media opportunities and even podcast placement. We’re experts at newswire distribution, crisis communications and authority-building outreach campaigns.
We work with journalists and editorial teams across the UK and US using platforms such as PressRanger, HARO, Featured and Prowly, while also leveraging decades of direct publishing and media experience within the team.
Submerge’s leadership team includes former journalists, editors and senior communications professionals – including Matt Bath, former PR Director at Saga PLC, with extensive national TV and radio media experience across broadcasters such as CNBC, Sky News and the BBC.
Good digital PR is not simply about getting coverage.
Our outreach agency work helps organisations strengthen authority, improve search visibility, earn trusted backlinks, increase brand reach, improve AI discoverability, support SEO performance and build long-term digital credibility.
SEMrush Agency Partner
We’re a fully Certified SEMrush Agency Partner – giving you a fast track to tried and tested SEO experts.
WP Engine Agency Partner
We’re a Certified WP Engine Agency Partner delivering professional PPC landing pages for CRO (Conversion Rate Optimisation).
Cyber Essentials Certified
We’re Cyber Essentials Certified and part of HMG’s Communication Marketplace for UK public procurement.
Trusted by brands including
Digital PR and outreach expertise
Digital PR campaigns
Effective digital PR campaigns combine editorial relevance, strategic timing and commercial purpose.
We develop campaigns designed to generate meaningful visibility across media, search and digital ecosystems. This includes campaign ideation, data-led stories, reactive commentary, trend-led outreach, thought leadership positioning and content assets designed specifically for media engagement.
Campaigns are tailored around audience relevance and publication fit rather than mass outreach volume. The objective is to secure coverage that strengthens authority, discoverability and commercial visibility across the right environments.
Our work spans both B2B and consumer markets across the UK and US media landscapes.
Campaign ideation & planning
Editorial content development
Trade & consumer media outreach
Placement & authority reporting
Media outreach
Journalist outreach requires far more than simply sending press releases at scale.
We build targeted media lists aligned with publication relevance, editorial priorities, audience fit and strategic objectives. Outreach is personalised, researched and shaped around how journalists actually work – increasing the likelihood of meaningful engagement and placement.
Submerge works with platforms including PressRanger, HARO, Featured and Prowly to identify opportunities across news, trade, business and specialist media environments. We also support podcast outreach, expert commentary placement and wider editorial relationship development.
The focus is always on relevance, credibility and long-term authority building rather than low-quality outreach volume.
Journalist & media outreach
Podcast placement strategy
HARO & Featured campaigns
Media relationship development
Authority & link acquisition
Editorial coverage remains one of the strongest external authority signals across digital ecosystems.
High-quality placements help organisations strengthen search authority, increase referral visibility and improve discoverability across both traditional search and AI-powered environments. AI systems increasingly rely on trusted third-party references and editorial validation when interpreting brand credibility and expertise.
We focus on securing contextually relevant placements from respected publications, trade media and authority platforms rather than pursuing low-value link volume. This includes digital PR-driven link acquisition, editorial placements, expert commentary and brand mention development.
Authority-building campaigns should support reputation and visibility together – not operate as isolated SEO exercises.
Editorial link acquisition
Brand mention development
AI citation signal support
Media strategy & training
Communications strategy becomes increasingly important as organisations grow visibility and public profile.
We support businesses with media positioning, executive communications, spokesperson preparation and crisis communications strategy across both proactive and reactive media environments.
Matt Bath previously served as PR Director at Saga PLC and has extensive experience across national TV, radio and print media, including appearances on CNBC, Sky News and the BBC. This practical media experience helps shape realistic communications strategies grounded in how journalists, producers and editorial teams actually operate.
Media visibility is not simply about gaining exposure – it is about building trust, authority and message consistency across public-facing environments.
Executive media training
Spokesperson preparation
Crisis communications support
Strategic communications planning
Digital PR helps shape discoverability.
Search engines and AI systems increasingly evaluate brands based on broader authority ecosystems rather than just website content.
Editorial coverage, trusted mentions, citations, expert commentary and external references all contribute to how organisations are interpreted across digital environments. AI-powered systems particularly rely on trusted third-party sources when generating responses and surfacing recommendations.
This means digital PR is becoming increasingly important not just for brand visibility, but for discoverability itself.
Start with a digital PR and outreach review
Understand how effectively your organisation is building authority, media visibility and discoverability across digital ecosystems.
We assess areas such as media visibility, outreach opportunities, authority signals, backlink quality and AI citation presence. We also review competitor PR activity, spokesperson positioning and campaign opportunities.
Visibility success stories
Opportunity Green
Learn how Submerge redesigned and developed Opportunity Green's new WordPress website to support tackling climate change.
Bill Wyman
Explore our web design and content marketing work with Bill Wyman, former bass player with the Rolling Stones. Full site design and build.
Ascentor
Discover our work with Ascentor. Learn how our web development delivered impressive results, driving Ascentor's online growth and success.
Orion Registrar, Inc.
Read our web development and migration case study detailing how Submerge transformed Orion Registrar's website with a focus on SEO.
ISO 9001
Building global search visibility for a certification leader – 312% organic traffic growth and 400% CTR boost in six months.
Laithwaites
Learn how Submerge worked with Laithwaites UK team boosting SEO, content strategy, and performance monitoring for success.
The strongest authority signals often come from outside your website.
Media coverage, expert commentary and trusted editorial placements increasingly influence how audiences, search engines and AI systems interpret organisations online. Visibility depends not only on owned content, but also on third-party validation across wider digital ecosystems.
Businesses investing in thoughtful digital PR and outreach strategies are often better positioned to strengthen authority, improve discoverability and build longer-term trust across both search and media environments.
59%
Of PR professionals say AI and automation will grow in importance over the next five years.
67%
Of PR pros believe producing measurable results is the top priority when it comes to showing leadership.
61%
Of brand content is driven by editorial media.
21%
Of journalists are receiving too many AI-generated pitches.
Source: MuckRack, Hard Numbers, Onclusive
“Submerge is a fantastic agency to work with. They have helped us bring the brand to life, build multi-channel customer journeys and rethink how we communicate with customers.”
Ben Hitchock
Sales & Marketing Director, Riviera Travel
Say hello to Submerge
Matthew Bath
Lynn Wright
Marc Bodger
Aimee Lashko-Sayers
Lara Palamoudian
Nicole Percival
Jesse Hopkins
Digital PR builds visibility beyond your own channels
Successful PR campaigns strengthen authority across search, media and digital ecosystems. Coverage from trusted publications, podcasts and editorial platforms helps organisations improve visibility, expand reach and reinforce credibility across both audiences and search systems.
We help businesses generate:
- authoritative media coverage
- high-quality backlinks
- brand mentions
- podcast placements
- search visibility improvements
- AI citation signals
- referral traffic
- and broader digital authority growth.
Our reporting frameworks also track placements, outreach performance, authority metrics and commercial impact across campaigns.
Grow organic traffic at scale
Expand commercial keywords
Trusted coverage strengthens discoverability and credibility
Digital PR creates value far beyond press mentions alone, and editorial coverage can support:
- SEO authority
- AI discoverability
- referral traffic
- brand positioning
- audience trust
- executive visibility
- campaign amplification
- and long-term reputation development.
Our coverage from respected publications also helps reinforce external authority signals, increasingly used by search engines and AI systems to evaluate expertise, trust and relevance across digital ecosystems.
Unlike short-lived campaign impressions, high-quality media placements often continue generating visibility and authority long after publication.
Our digital PR services
Digital PR campaigns
We offer campaign development from concept creation through to outreach, placement and reporting.
Media outreach
We focus on targeted journalist and publisher outreach across trade, consumer and national media.
Link acquisition
We deliver authority-focused link building through editorial placements and trusted media coverage.
Reactive PR
We’re experts at fast-turnaround commentary and media response opportunities linked to breaking stories and trends.
Podcast placement
Listen up! Executive and spokesperson placement across relevant podcasts and interview opportunities.
Newswire distribution
We secure press release distribution across major syndication and media networks, including Reuters and global newswires.
Crisis communications
We offer strategic communications support during sensitive reputational or operational situations.
Expert commentary
We work with clients to develop thought leadership and expert positioning across industry and consumer media.
AI citation authority
We create authority-building campaigns designed to support discoverability across AI-powered search environments.
Campaign ideation
We provide creative PR concepts designed around data, trends, audiences and media relevance.
Placement reporting
Get detailed reporting across outreach activity, placements, links and authority growth.
Media training
We offer spokesperson preparation and executive communications coaching for press and broadcast appearances.
Communications expertise built around discoverabilityBook a consultation
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Digital PR and outreach FAQs
Digital PR is the process of building visibility, authority and brand awareness through online media coverage, editorial placements and strategic outreach.
Unlike traditional PR, digital PR often combines media relations with SEO, authority development and discoverability strategy. Campaigns may include journalist outreach, reactive commentary, data-led stories, podcast placement, thought leadership and editorial link acquisition across digital publications.
The objective is not simply gaining press coverage, but strengthening broader visibility and authority across search, AI and digital ecosystems.
Related expertise:
- Digital PR campaigns
- Media outreach
- Authority development
Editorial coverage from trusted publications can strengthen search authority and discoverability.
High-quality backlinks, contextual brand mentions and authority signals help search engines better understand reputation, relevance and trustworthiness across digital ecosystems. Strong media placements may also increase referral traffic, improve branded search demand and support wider visibility growth.
Modern search systems increasingly evaluate broader authority ecosystems rather than just website content, making digital PR an important part of a long-term organic visibility strategy.
Related expertise:
- Link acquisition
- Search authority development
- AI discoverability strategy
Yes. AI-powered search systems increasingly rely on trusted third-party sources and authority signals when generating responses.
Editorial placements, expert commentary, citations and references from recognised publications can all contribute to how AI systems interpret brand credibility and expertise. We find that this is particularly important as AI-generated discovery environments continue evolving beyond traditional search rankings alone.
Digital PR increasingly overlaps with entity development, authority building and broader discoverability strategy.
Related expertise:
- AI citation analysis
- Entity authority development
- Search ecosystem strategy
Digital PR campaigns often combine outreach platforms, media databases and editorial monitoring tools. At Submerge, we’re transparent about the tools and platforms we use, including:
- PressRanger
- HARO
- Featured
- Prowly
- media monitoring tools
- journalist databases
- placement reporting systems
- SEO authority analysis platforms, such as SEMrush
The tools themselves are only part of the process. We find that successful outreach depends heavily on campaign quality, relevance, timing, editorial understanding and relationship management.
Related expertise:
- Journalist outreach
- Campaign ideation
- Placement reporting
Reactive PR involves responding quickly to breaking stories, news trends or media opportunities with relevant commentary or expertise, and Submerge has lots of experience supporting organisations in being quick off the mark to secure coverage.
Journalists frequently seek expert opinion, industry insight or rapid-response commentary as stories develop. We find that businesses that can respond quickly and credibly often secure high-authority media placements and visibility opportunities.
Reactive PR requires both subject expertise and operational agility. Timing, relevance and clarity are often critical factors in securing placement.
Related expertise:
- Expert commentary
- Media outreach
- Strategic communications
Good campaigns combine editorial relevance, audience interest and strategic purpose.
We find that campaigns built purely around link acquisition often struggle to generate meaningful media engagement. Instead, we focus on campaigns that usually align with genuine audience interest, emerging trends, useful data, expert insight or commercially relevant themes that journalists can realistically use within coverage.
Campaign planning also needs to consider publication fit, timing, spokesperson readiness, amplification potential and long-term authority value rather than focusing solely on short-term placements.
Related expertise:
- Campaign ideation
- Editorial strategy
- Authority-building outreach
Media training helps spokespeople communicate more clearly and confidently across interviews, press interactions and broadcast environments. We provide media training, and have been extensively media trained – including numerous TV, radio and print/web media coverage. We support with live video prep, crib sheets and playbooks to help ensure your key messages land.
Training may include:
- interview preparation
- message discipline
- handling difficult questions
- live broadcast techniques
- spokesperson positioning
- crisis communications preparation
- and presentation coaching
We think this becomes particularly important for organisations building public profiles or engaging regularly with journalists, podcasts and broadcast media.
Related expertise:
- Executive communications
- Spokesperson preparation
- Crisis communications
PR measurement should go beyond simple coverage volume, and we use a range of tools to measure effectiveness.
Useful reporting can include placement quality, publication authority, backlink value and referral traffic. We also track and monitor search visibility impact, AI citation growth, audience reach, branded search trends, engagement quality and commercial contribution.
Different campaigns may also have different strategic objectives. Some campaigns focus on authority-building while others prioritise reach, awareness, thought leadership or conversion support.
Learn more about our analytics and tracking services.
Related expertise:
- Placement reporting
- Authority measurement
- Visibility analysis
Search engines and AI systems increasingly evaluate authority, trust and contextual reputation when surfacing information.
Businesses with stronger editorial coverage, trusted references and broader digital authority signals are often easier for search systems to interpret confidently across competitive search environments.
Authority-building increasingly supports not only PR visibility, but also SEO performance, AI discoverability and long-term digital trust.
Related expertise:
- Authority development
- Search & AI strategy
- Entity visibility optimisation
If you’re not visible
nothing else matters.
Let’s understand where you stand today – and where the opportunities are.
Get in touch and let’s chat about your project.
