How to use online PR to grow your business

Posted by Sharp Minds on 18th September 2025, 10:30am

Public relations used to mean trying to get your brand into print. But with most people relying on online media for news and information these days, PR has also shifted online. There are similarities with traditional PR, but also new opportunities, as well as distinctions which require refining your strategies to deliver results on the digital stage. Our guide will help you weave successful online PR into your marketing strategy to help you grow your brand awareness and engagement.

The key benefits of online PR

Online PR blends the credibility of traditional media with the reach and agility of digital platforms. Like traditional PR, it aims to build brand awareness and trust – but it also offers measurable benefits such as SEO gains, backlink generation and real-time engagement.

Whether it’s securing a guest post on a respected industry blog or being quoted in an online article, these tactics help SMEs to:

Build brand authority

Engage new audiences

Improve search engine rankings

Drive customer loyalty

A study by uSERP of more than 800 SEO professionals found that 67.5% think that backlinks have a big impact on search engine rankings, with 85% agreeing that backlinks improve brand authority. Sprout Social’s 2024 Influencer Marketing Report found that nearly half of those surveyed make a purchase at least once a month because of influencers.

For SMEs, leveraging these strategies can be transformative.

Before you start online PR

Before launching into online PR, it’s important to lay the groundwork to ensure your efforts are strategic, compliant, and set up for success.

1. Get your digital toolkit in place.

Online PR relies on a few essential tools to help you research, reach out and track results:

Media monitoring tools like Google Alerts or Mention help you stay on top of brand mentions and industry trends.
Outreach platforms such as BuzzSumo, HARO (Help a Reporter Out), or Prowly can connect you with journalists and bloggers looking for expert input.
CRM systems (even free versions like HubSpot Starter) allow you to manage contacts and track conversations with media outlets.
Analytics tools like Google Analytics and UTM trackers help you measure the impact of your PR efforts.

Many of these tools offer free tiers, making them accessible for SMEs looking to test the waters before committing to paid plans.

2. Understand your compliance responsibilities

Online PR often involves collecting and managing personal data – especially when reaching out to journalists, bloggers or influencers. That means GDPR compliance is essential:

Only contact individuals who have given consent or whose contact details are publicly available for PR purposes.

Keep records of consent and outreach to demonstrate compliance.

Secure your data using encrypted systems and limit access to authorised team members.

If you’re using email marketing tools or storing journalists’ details, make sure your systems are GDPR-compliant and that your privacy policy reflects these practices.

3. Clarify your brand messaging

Before you start pitching stories or writing guest posts, ensure your brand messaging is clear and consistent. Ask yourself:

What are the core values and tone of your business?

What do you want to be known for?

How do you want your audience to feel when they read about you?

Key strategies to include in online PR that will deliver returns on investment

To make your online PR efforts worthwhile, it’s essential to approach them with a clear strategy that aligns with your broader marketing goals. Here are the key components to include:

1. Set clear, measurable goals

Before launching any campaign, define what success looks like. Are you aiming to:

Increase brand visibility?

Drive traffic to your website?

Generate backlinks for SEO?

Position your business as a thought leader?

Having specific objectives will help you tailor your tactics and measure outcomes effectively.

2. Identify your target audience and media

Know who you want to reach and where they spend their time online. For example:

If you’re targeting local SMEs, look for regional business publications or local networking blogs

If your audience is industry-specific, seek out niche trade publications or sector influencers

Use tools like BuzzSumo or Ahrefs to identify high-authority sites that accept guest contributions and have engaged audiences.

3. Craft compelling, value-led content

Whether you’re writing a guest post, press release or expert comment, your content should:

Offer genuine insight or advice

Be tailored to the publication’s audience

Reflect your brand’s tone and values

Avoid overt self-promotion – focus on being helpful and informative. This builds trust and encourages editors to publish your content.

4. Build relationships with journalists and bloggers

Online PR is as much about people as it is about platforms. Take time to:

Follow and engage with relevant journalists on LinkedIn or X (formerly Twitter)

Personalise your outreach emails

Offer exclusive insights or data they can use

Relationship-building increases your chances of being featured and invited back.

5. Align with your brand tone and voice

Consistency is key. Every piece of content you publish externally should reinforce your brand identity, ideally communicating core values that resonate with your audience 

6. Repurpose and amplify your content

Maximise the value of each PR win by:

Sharing it across your social media channels

Including it in newsletters

Linking to it from your website

This not only extends the reach of your content but also reinforces your credibility with your existing audience.

Pitfalls to avoid with online PR

Online PR can be a powerful tool – but only if approached with care. Here are some common mistakes that can undermine your efforts and how to avoid them:

1. Over-promoting your business

One of the biggest missteps in online PR is turning every opportunity into a sales pitch. Journalists and bloggers are looking for valuable insights, not advertisements. If your content reads like a brochure, it’s unlikely to be published – or read.

Avoid this by focusing on thought leadership. Share expertise, industry trends or helpful advice that positions your business as a credible source. Mention your company naturally, but don’t make it the centrepiece.

2. Targeting the wrong platforms

Not every blog or media outlet is right for your business. Reaching out to irrelevant or low-authority sites can waste time and dilute your brand.

Avoid this by researching each outlet’s audience, domain authority and content style. Prioritise platforms that align with your target customers and have a strong reputation in your industry.

3. Ignoring your brand voice

Inconsistent messaging can confuse your audience and weaken your brand identity. If your online PR content doesn’t reflect your tone and values, it may feel disconnected from your other marketing efforts.

Avoid this by developing clear brand guidelines and ensuring every piece of content – whether a guest post, interview or press release – reinforces your business’s personality and values.

4. Neglecting follow-up and relationship-building

Online PR isn’t just about one-off placements – it’s about building long-term relationships with media contacts. Failing to follow up or engage after a successful pitch can close the door on future opportunities.

Avoid this by thanking journalists for coverage, sharing their articles on your channels, and staying in touch. A simple “thank you” or comment on social media can go a long way.

Optimising your online PR strategy

Online PR isn’t a one-off campaign – it’s an ongoing process that requires regular review and refinement to ensure it continues to deliver value. Here’s how to optimise your strategy for long-term success:

1. Monitor performance regularly

Tracking the impact of your online PR efforts is essential. Use tools like Google Analytics, Moz or SEMrush to measure:

Referral traffic from published articles

Backlink quality and quantity

Engagement metrics such as time on page, bounce rate, and social shares

These insights will help you understand what’s working and where improvements are needed.

2. Review content effectiveness

Not all content performs equally. Analyse which types of PR content – guest posts, interviews, press releases – are generating the most engagement or conversions. Look at:

Headlines and topics that attract attention

Platforms that deliver the best ROI

Audience responses and feedback

Use this data to refine your content strategy and focus on formats that resonate most with your target audience.

3. Refresh your media list

The media landscape evolves quickly. Journalists change roles, blogs shut down, and new influencers emerge. Keep your outreach list up to date by:

Regularly checking contact details

Adding new relevant platforms

Removing inactive or low-authority sites

This ensures your efforts are focused on the most impactful opportunities.

4. Align with evolving brand goals

As your business grows, your PR goals may shift. Whether you’re launching a new product, entering a new market, or repositioning your brand, your online PR strategy should reflect these changes. Review your messaging and ensure it aligns with your current objectives.

5. Repurpose and amplify successful content

Maximise the value of your best-performing PR pieces by repurposing them across other channels:

Turn a guest post into a LinkedIn article

Share media coverage in your email newsletter

Create social media snippets from interviews or quotes

This not only extends the reach of your content but reinforces your brand message across multiple touchpoints.

5. Schedule regular strategy reviews

Set a quarterly or biannual review to assess your online PR strategy. Include key stakeholders, revisit your goals, and adjust your tactics based on performance data and market trends.

This proactive approach ensures your strategy remains relevant, effective and aligned with your evolving business goals.

Online PR is a powerful tool for SME owners to build credibility, boost visibility and drive growth — when approached with strategy, consistency and care.