Public relations (PR) and SEO are no longer siloed departments. In fact, when done well, PR can be one of the most powerful tools in your link building toolkit. Strategic PR campaigns not only drive awareness and brand credibility, but they also attract high-authority backlinks from respected media outlets, industry publications, and bloggers.
In this guide, we’ll break down how you can use PR for link building, covering everything from digital press releases to data-driven campaigns, and providing real-world examples of what works.
What Do We Actually Mean by PR in a Link Building Context?
When SEOs talk about PR, it’s important to clarify that we’re not just referring to traditional corporate communications or crisis management. Instead, PR in a link building context is about proactively earning editorial coverage, media mentions, and authoritative backlinks by making your brand newsworthy and relevant.
This includes a variety of tactics such as targeted media outreach, timely commentary on trending industry topics, publishing original research or data, securing guest bylines or thought leadership columns, and launching creative campaigns designed to generate buzz and attention.
By positioning your brand as a trusted and authoritative voice, these efforts help attract natural, high-quality links from credible sources. This organic approach is far more valuable than manipulative link schemes and aligns well with Google’s emphasis on editorial integrity.
Additionally, modern PR involves cultivating relationships with journalists and influencers, understanding editorial calendars, and creating assets that journalists want to reference, such as compelling visuals, data reports, or expert quotes. These strategies create a virtuous circle where your brand becomes a regular go-to source, earning links consistently over time.
Why PR Is Such a Powerful Link Building Strategy
PR’s power in link building comes down to two main factors: domain authority and editorial relevance.
First, the authority of the linking domains. A single backlink from a top-tier publication like Forbes, TechCrunch, or the BBC carries immense SEO weight. These sites have strong domain authority, trust signals, and large audiences. Links from such sources can boost your rankings far more than dozens of low-quality links scattered across less reputable sites.
Second, editorial relevance. Google distinguishes between earned editorial links and paid or spammy ones. When a journalist or editor links to your site because your content or expertise is genuinely valuable to their story, that’s considered the gold standard. Unlike guest posts or link exchanges, PR backlinks are “earned”, meaning they result from merit, newsworthiness, and relevance rather than artificial link building tactics.
Furthermore, editorial links tend to have better contextual relevance and often come with brand mentions that build your authority and trustworthiness in the eyes of both users and search engines. In other words, PR helps you build a high-quality, natural backlink profile that is aligned with Google’s guidelines, making it sustainable for long-term SEO growth.
Use Press Releases Strategically (Not Just for the Sake of It)
Press releases have a mixed reputation in SEO, often dismissed as spammy or ineffective when used poorly. However, a well-crafted, genuinely newsworthy press release can still be an excellent way to attract meaningful coverage and links.
The key is to focus on announcements that matter, such as product launches, strategic partnerships, major funding rounds, executive hires, or timely data insights. Avoid generic or overly promotional releases that journalists won’t find relevant.
To maximize impact:
- Personalize your outreach. Instead of sending a mass distribution to generic media lists, research journalists who cover your industry or niche and craft custom pitches that explain why your news matters to their readers.
- Include multimedia assets. Photos, videos, infographics, or downloadable reports make your press release more engaging and easier for journalists to use.
- Target niche and trade publications. These outlets may not have the mass audience of mainstream media but often have highly engaged readers and a strong online presence, which can lead to valuable backlinks.
- Leverage wire services carefully. While press release wire distribution alone rarely earns quality backlinks, combining it with personalized media outreach can amplify your chances of coverage.
For example, a fintech startup announcing a new AI-driven fraud detection tool might send a press release to major tech outlets but also pitch fintech bloggers and industry analysts directly, offering exclusive demos or interviews.
Get Featured in the News by Reacting Fast (Newsjacking)
Newsjacking is a PR tactic that involves quickly inserting your brand’s perspective or data into a trending news story. This strategy can result in timely media mentions and backlinks from news sites looking to provide expert context.
To succeed at newsjacking:
- Monitor relevant news channels. Use tools like Google Trends, BuzzSumo, Mention, or social listening platforms to spot breaking stories related to your industry or expertise.
- Act quickly. The news cycle moves at lightning speed; journalists often need expert commentary within hours or a day. Being one of the first to respond improves your chances of being cited.
- Provide unique value. Share exclusive data, expert opinion, or analysis that helps journalists tell a richer story.
- Maintain relevance. Only respond to news where you have genuine expertise or a relevant viewpoint to avoid appearing opportunistic.
Position Yourself as a Reliable Source for Journalists
Journalists are constantly searching for credible experts to quote in their stories. Platforms like HARO (Help a Reporter Out), Terkel, and Help a B2B Writer connect experts with reporters, offering a streamlined way to earn mentions and backlinks.
To stand out:
- Respond promptly and clearly. Journalists often work on tight deadlines. Provide concise, insightful answers with clear data or examples.
- Showcase your credentials. Include a short professional bio highlighting your expertise, and provide a link to your website or relevant content.
- Be genuine and helpful. Avoid overt self-promotion; instead, focus on providing useful information that enriches the journalist’s story.
Getting quoted in outlets like Forbes, The Guardian, or niche industry publications not only earns you authoritative backlinks but also builds your brand’s credibility. Over time, repeated contributions can establish you as a trusted expert journalists turn to regularly.
Write for Niche Publications as a Thought Leader
Thought leadership is a powerful form of digital PR that builds your brand’s authority and generates contextual backlinks. By writing guest articles, columns, or opinion pieces for relevant industry sites, you position yourself as an expert and earn valuable links.
Steps to get started:
- Identify suitable publications. Look for trade journals, association magazines, niche blogs, and business publications that accept guest contributions.
- Pitch unique, valuable ideas. Your topics should provide insight or advice that the publication’s audience will appreciate, avoid overt self-promotion.
- Maintain consistency. Regular contributions or a recurring column build recognition and a steady stream of backlinks.
For example, a marketing software company might write a monthly guest column on marketing automation trends for a popular marketing association’s website. Each article links back to their resources or case studies, driving traffic and boosting SEO.
Use Your Data to Tell Stories That Journalists Want to Cite
Original data is one of the most potent tools for PR link building. When you conduct surveys, analyze customer behavior, or aggregate industry trends, you create content journalists want to reference because it adds credibility and fresh insight.
To make your data count:
- Create compelling, well-designed reports. Use charts, infographics, and clear narratives to tell a story.
- Focus on timely or niche topics. Data about emerging trends or industry benchmarks attracts more attention.
- Promote directly to journalists and influencers. Share your findings via email pitches, PR platforms, or social media.
- Offer exclusive access or insights. Give key journalists early access to your data to build relationships and encourage coverage.
Run Creative Campaigns That Get People Talking
Creative PR campaigns don’t need to go viral to be effective; even modestly sized campaigns can attract meaningful links if they resonate with the right audience.
Ideas include:
- Interactive tools or calculators. These often get linked as resources by bloggers and media.
- Humorous or emotional videos. Content that entertains or moves viewers can gain organic shares and links.
- Social challenges or community initiatives. Campaigns with a cause or community focus can attract local and niche media attention.
A tech company running a “digital detox” challenge for its employees might generate local press and industry blog coverage, earning backlinks that help SEO while reinforcing the brand’s values.
Build Relationships with Influencers and Local Media
Influencers—especially micro-influencers—can be valuable for both exposure and backlinks. While many focus on social media, some also blog or get interviewed by media outlets.
At the same time, local media (TV, radio, newspapers) often cover business stories from the community. If your company hosts an event, partners with a nonprofit, or hits a growth milestone, local outlets may be willing to feature it—and link to your site.
Make It Easy for Journalists to Feature You (With a Media Kit)
A press-friendly media kit improves your chances of getting covered. Journalists working on tight deadlines will often choose sources that are easy to reference.
Your media kit should include high-quality executive photos, product screenshots, logos, key stats, and a clear “About” section. Hosting this on your website’s press page allows reporters to cite and link directly to your content.
Join Industry Reports and Roundups
Many writers and marketers curate expert roundups or annual trend reports. Getting included in these pieces often involves offering a concise, expert quote.
To increase your chances, proactively network with editors and content creators on platforms like LinkedIn or X. Keep an eye out for requests in industry Slack groups or newsletters. Contributing regularly helps you become a known expert—making you a go-to source.
Repurpose PR Hits into SEO Assets
Once you’ve earned a PR mention or link, don’t let it go to waste. Repurpose the content to drive long-term value. Link to your mentions in blog content, use the logos on your homepage, and cite them in case studies or landing pages.
This reinforces your brand’s authority for both users and search engines. In time, PR backlinks can contribute not just to SEO metrics, but to your sales and content performance as well.
Final Thoughts: Combine PR and SEO for Long-Term Growth
The best PR for link building doesn’t happen in a vacuum. It requires coordination between your marketing, SEO, and communications teams. When done right, it can:
- Earn links from high-authority sites
- Drive referral traffic
- Improve your site’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
- Strengthen your brand
Whether you’re working with a PR link building agency or doing outreach in-house, combining strategic PR with SEO objectives leads to sustainable, compounding growth.Contact Novo Marketing today to discover how we can craft compelling campaigns that drive real results and sustainable growth for your website.
