Digital PR earns coverage and links on publications that search engines and readers already treat as credible sources. Aerovector approaches it as editorial work first, with the link as a natural result of a story worth citing. That order matters because a link from a relevant article carries more weight than a placement chased only for its address.
The service connects naturally to how people now find answers, including through AI driven search. When trustworthy publications describe your expertise and link to your own pages, those signals reinforce each other. You supply expertise, data, and access to spokespeople, and we turn that material into stories editors can use.
Finding Topics Worth Citing
Work starts by mapping the questions your buyers ask and the subjects where your company can add something original. We review your existing content, the knowledge held by your spokespeople, and any data you hold that can be shared responsibly. The aim is a short list of topics where you have a genuine right to be referenced. Journey research sharpens that mapping, because it shows the order in which people actually ask those questions, as our visitor journey research for a museum demonstrates, where the questions visitors asked before, during and after a visit were traced to reveal which topics deserved a citable page first.
The Media Map guides which publications and writers cover those topics and what they have cited before. We look at the kind of evidence they favour, the formats they publish, and the audiences they serve. That research prevents generic outreach to titles that would never use the material, however well written it might be.
Each proposed idea is checked for accuracy risk and for overlap with your other campaigns. A data led idea needs a clear method the client can explain if an editor asks how the figures were gathered. Ideas that cannot survive that questioning are dropped before they consume drafting time.
Creating Assets Editors Can Use
Assets take different forms depending on the story, from a concise expert briefing to a fuller report summary or a practical guide extract. Whatever the form, the asset states its sources, defines its terms, and separates fact from interpretation. Editors return to suppliers who make verification easy, so clarity is a competitive advantage.
Your own website has a part to play because a link needs a worthwhile destination. We advise on which existing page should receive attention or whether a new resource page is justified by the campaign. The page must answer the reader question fully rather than acting as a thin doorway to a sales pitch.
Drafts go through internal checks for claims, consistency with your Message House, and any legal or compliance concerns the client has flagged. The client approves factual content and any named contribution from their team. Only approved material moves into outreach, with the final version recorded for later reference.
Outreach That Respects the Editor
Outreach is targeted and personal, built around why a particular writer would find the material useful for their readers. Each approach references recent coverage by that writer and explains the new angle in a few clear lines. Bulk messages that could apply to any publication are avoided because they signal that the sender has not done the reading.
Follow up is measured and purposeful rather than persistent for its own sake. If an editor asks for extra detail, a different format, or comment from a named expert, we respond with exactly that material. If there is no interest, we record the outcome and redirect the asset toward a better fitting audience.
Timing is coordinated through the Newsroom Calendar so digital PR does not collide with announcements that need their own space. A resource led story can often support a launch by building topical authority around it, provided the two are not pitched as the same item. Good sequencing protects both efforts and keeps relationships with regular contacts in good health.
Measuring Links and Coverage Properly
Results are captured in Coverage Reporting with the publication, the story, the linking page, and the exact destination on your site. We distinguish editorial links inside an article from mentions without a link and from listings that carry little editorial weight. That separation gives you an honest picture of what the campaign actually earned.
Reporting also looks at relevance, not just volume. A link from a publication your buyers read, on a page about your core topic, is recorded differently from a passing reference on an unrelated page. Reviewing relevance helps decide which themes deserve another campaign and which have delivered what they can.
This is the service where the Aerovector differentiator is most visible in the reporting. Authority links from credible coverage help clients rank for AI search results because those systems draw on trusted sources when composing answers. Since Aerovector guarantees media coverage as part of its approach, that earned authority in turn generates leads from readers who arrive already persuaded of your credibility.
Where this service fits
Digital PR fits inside an Aerovector engagement as the bridge between traditional coverage and your owned content. Media relations creates news moments, messaging keeps the language consistent, and digital PR turns expertise into lasting references that continue working after a news cycle ends. It suits companies whose buyers research carefully before they ever make contact.
The other services
If your expertise is strong but other sites rarely reference it, tell us which topics you most want to be cited for and which of your pages deserve more attention. Send those digital PR and authority link details through the form on the contact page.