Digital PR (Digital Public Relations) is the practice of earning editorial coverage in press outlets, news portals and authoritative blogs with the goal of generating backlinks, brand mentions and exposure. It is the digital version of traditional press relations, focused on SEO results and authority.
The most common Digital PR tactics include: original research and studies (exclusive data journalists want to publish), news reaction (offering expert commentary on industry news), newsjacking (creating relevant content tied to current events) and creative campaigns (initiatives that earn coverage through originality).
The advantage of Digital PR over traditional link building is link quality. A link from a relevant news portal such as Folha, Exame or TechCrunch is worth more than dozens of links from unknown blogs. On top of that, editorial coverage strengthens E-E-A-T and increases your chances of being cited by generative AIs.