The Real Goal of Digital PR (and What Most Business Owners Really Want)

Digital PR is more than just getting your name out there. It’s about building real connections with your audience through compelling stories, strategic exposure, and authentic content that resonates.

But let’s be honest—as a business owner, you’re also looking for visible, measurable results. You want to see momentum. You want to know it’s working. And usually, that means three things:

1. Getting featured in relevant online publications You want your business—or even better, your customer success stories—to be written about on trusted media platforms. Whether it's a well-known magazine, industry site, or digital news outlet, these mentions boost both visibility and credibility.

2. Collaborations or mentions from respected voices/influencers that directly lead to more website visits, social media followers, and customer inquiries.

3. Earning high-quality backlinks Mentions from authority platforms that also link back to your website are a strong signal to search engines—and boosting your SEO strategy.

   
   

So how do you actually get all of this? That brings us full circle: the real goal of Digital PR isn’t just press—it’s connection.

And that’s where many businesses get stuck. It feels like a Catch-22: to get featured, you need a story. But to tell a story that gets featured, you need some visibility to begin with.

That’s where we come in.

We help you break out of the loop by crafting the kind of content that earns attention and opens doors—strategic, story-driven, and ready for the right audience.

Let’s talk about how we can put that strategy to work for your business.

What Makes a Good Story for Digital PR?

So, what kind of stories actually get attention—and more importantly, build real connection?

Here are some of our suggestions:

You should invest time and thought into stories that go beyond “what” you do and start touching on the “why” and “who” behind your business. These types of stories are more likely to resonate with both media outlets and potential customers:

• The founder’s story – Share your journey. Why did you start this business? What obstacles have you overcome? What values drive your work?

• Community involvement – How is your business connected to the people around you? Have you sponsored local events, collaborated with a school, or contributed to a neighborhood initiative?

• Customer success stories – Real-life experiences and testimonials are powerful. They offer social proof and demonstrate the impact of your service or product in a way that builds trust.

• Helpful, empowering content – Think beyond promotion. Share something your audience can actually benefit from. Tips, how-to guides, resources, or thoughtful advice—this positions you as a valuable voice, not just a seller.

  
  

For example, if you want to post about your business in a local community Facebook group, try offering something people can use—like a seasonal home maintenance checklist if you’re in home services, or a quick healthy recipe if you run a café—instead of just saying “Hey, come visit us!” This way, people feel empowered and interested, not like they're being marketed to without consent.

In summary, you should invest time and thought into stories that go beyond “what” you do and start touching on the “why” and “who” behind your business. These types of stories are not only more likely to resonate with your audience—they’re also easier for media outlets to pick up and include in their own content. After all, journalists and editors are storytellers, not advertisers—they’re looking for narratives that enrich their publications, not just business announcements.