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When it comes to creating PR for digital campaigns you need to think about where this PR could be and will be seen. If you are launching a new product or service, you need to make sure that all your communication across all online channels not only talks about it but supports what is being pushed into the digital space. 

Let’s go brand side for a second.

When deciding to launch or PR anything you need to make sure that it is the first page anyone will be clicking through that is speaking about the product or service that is promoted.. This is key because when sending a press release to a journalist/publication you need to make sure it’s working –  it’s really important to get right. 

I often get asked how to create PR content to support digital activity. Here I am going to break down some of the key elements that will help you to maximise and support digital communications. Depending on your goals are for the campaign, business and purpose of the use of PR. 

What’s your tone of voice? And why’s it important…

Knowing your tone of voice is important when it comes to creating any form of communication to your desired audience. You could have the most amazing PR story, product or service to scream and shout about. But, if it isn’t targeted towards your audience or publication you’re pitching to or the intended reader it could have an effect on your pitching and outreach. It could be received and read poorly due to the lack of understanding of who you are trying to reach. 

I would highly recommend researching the type of publications you would want to get into and understand their readership/audience. Also, if you are looking to get featured in particular articles and editorial features, look at how they are structured so that when pitching to the journalist you are sending them the relevant information. It is not advised to send a massive press release with irrelevant information and too much noise. 

What are you trying aka ‘What are you saying?’

What are you trying to say with your PR aka press release? 

When crafting a PR piece you need to know what the purpose is and know you’re why. Yes, I know this might sound obvious but sometimes, brands like to add so much information to a press release that isn’t needed. Keep the press release simple, easy to read, with the right information. 

If you are launching a new product, the press release should really only cover that in the body of it. You should always include the Recommended retail price (RRP) and the correct link of where to purchase the product – ideally you would want this to be your website. 

Key things to include… 


Remember a picture speaks a thousand words. It is good to break up the content within the press release to stop it from being boring bulky text

When it comes to adding images to your press release, make sure that you have clear professional images, that are a mix of product shots and lifestyle images. However, when it comes to adding them to your press release, make sure that you don’t attach the high res files. Always embed them into the body of the email. If the journalist is interested in featuring you, they will request the images they require in high res format. 

Spelling is key

Sorry, I don’t want to be the spelling and grammar police but this is key when pitching to a journalist. 

If you don’t feel confident don’t worry. You can use tools such as ‘spell check’ and ‘Grammarly to help you or if you would prefer to ask a family member/friend or fellow colleague to get them to proofread it. This is important as poor grammar and spelling can look lazy – let’s not be lazy. Journalists, in particular, are not a fan and this could determine if they feature you or not. 

In the words of Cee Cee Peniston ‘Finally…’

When it comes to online PR there is no guarantee that if you are featured that your link/links will be used. Across consumer magazines and newspapers a journalist can write and feature you without really using all your copy or even links. This could be for many reasons, but just because you have added it in, doesn’t mean that everything will be included. 

However, depending on what your PR is saying, links could be added. If you are providing value in the PR piece, links could be useful and used. There are a few ways that this can happen, if you’re writing a piece that is data-led, I would advise that you add in as much information as possible around the research and results. 

Make sure that everything is included and presented in an easy to read manner. Many journalists will more than likely link to your content or website as a citation, this could be so their audience can see more information about the research you might have carried out. If you have additional information about your product or service, I would suggest that you keep most of that on your website. This can provide the audience with a little more when clicking through to your website. 

Doing this could provide more reasons for users to stay on your website or social channels and have a look around. It will help keep people engaged with you, your brand and whatever you have on offer. 

One of the key things that I do when working with clients and brands at Rochelle White Agency, is understanding not only their communication across all their channels but why their customers might not be converting. It is all about building a good solid working relationship with them to make sure that we are constantly working towards their business goals. 

For me, it is all about keeping it real and keeping it human.