Digital PR · Link earning
Authority cannot be declared; someone else has to confer it. Links and mentions from respected publications remain among the clearest signals search engines have, and they are the sources AI assistants quote when they explain why a firm is worth considering. We earn them the slow, legitimate way: with expertise, data and stories worth covering.
Digital PR is the work of earning coverage, mentions and links from credible publications and websites through expert commentary, original data, stories and partnerships. It builds the authority search engines use to rank pages, and supplies the third-party sources AI assistants cite, without buying links or using private networks.
Before / after
Typical patterns we see before Digital PR work begins, and what the work is designed to change. Patterns, not promises.
Few credible sites link to or mention the business
A growing record of earned coverage from relevant, respected publications
Links come from directories, swaps or vendors of unknown quality
Links that would be worth having even if search engines ignored them
Expertise sits inside the firm, unseen by journalists
Partners and practitioners quoted as sources on the topics they know best
AI answers cite publications where competitors appear and the business does not
A presence in the sources assistants cite in the category
The work
6 workstreams, run as one program by one senior team.
Who links to and mentions you and your competitors, where the gaps are, and any past links that carry risk.
Positioning your partners and practitioners as sources for journalists covering your field, with every response prepared with you and approved by you.
Research, indexes and stories built from your expertise and data, offered to the publications that cover your market.
The associations, awards, directories and reference sites where respected peers already appear.
Collaborations, sponsorships and community coverage with a genuine connection to the business.
Coverage earned, links gained, the sites they came from, and how they support rankings and AI citations.
We do not buy links, rent placements on private blog networks, trade links at scale or publish undisclosed sponsored content. Google treats these as link spam, and they put a client's reputation at risk. Where a sponsored placement makes sense, it is labeled as one.
When AI assistants explain why they recommend a business, they often cite publications, lists and industry sources. Digital PR is how a brand earns a credible place in them. It is the off-site half of answer engine optimization, and the same coverage strengthens reputation on page one.
FAQ
Answers from the White Tie team. Open any question.
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Digital PR earns coverage, mentions and links from credible publications and websites through expert commentary, original research, stories and partnerships. It builds search authority and the third-party record that people and AI assistants rely on.
They overlap. Link building is often transactional. Digital PR earns links and mentions as a result of coverage that is worth having for its own sake. We focus on the latter.
Yes. Google still uses links to discover pages and judge authority, but quality and relevance count far more than volume. A single link from a respected publication in your field is usually worth more than many from unrelated sites.
No. Editors decide what they publish. We can make strong, timely offers to the right journalists, and we report honestly on what is earned.
Yes, with care. We avoid claims and testimonials where professional rules restrict them, and your compliance team or counsel approves every comment and article before it goes out.
Rarely. Google ignores most low-quality links on its own. A disavow file is useful mainly when there is a clear pattern of manipulative links, from past work or an attack. We review the evidence before recommending one.
AI assistants lean on publications, lists and industry sources when they describe and recommend businesses. Earned coverage puts you in those sources, described in your own words, which makes an accurate mention more likely. It cannot guarantee one.
Who this is for
Digital PR
Tell us about the expertise inside the firm and the publications your clients read. We will show where competitors are earning coverage and where you could be.