THE DIGITAL PR OBSERVER NEWSLETTER ISSUE 7
Hey everyone. Welcome to Issue 7 of The Digital PR Observer Newsletter.
Here’s what you’ll get in this newsletter:
The latest Digital PR news and resources
5 quick fire tips to enhance your Digital PR activity
5 data sources you can use for Digital PR campaigns
5 successful campaigns from the archives
NEW - The latest Digital PR jobs
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First of all though, a huge thank you to Pressflow for sponsoring this edition of the newsletter!
Pressflow is a new free journorequest tool collating X, BlueSky and Linkedin requests, as well as receiving unique ones posted by media. Join now and benefit from a forever free plan with no pitch limits.
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Drop me a message to matt@digitalprtips.com
Here is the latest Digital PR news and resources from the last week that you might have missed.
Digital PR Tips: Digital PR Learning Resources You May Have Missed From November
BuzzStream: 10 Best HARO & Connectively Alternatives (Since it Shut Down)
NOVOS: 9 Proven Ways To Build Links During Christmas & New Year
All You Can E-E-A-T: How To Protect Yourself From A Negative News Cycle
PR Newswire: How to Write a Media Pitch: Examples & Template
Ahrefs: Who’s Winning Off The Back Of The Affiliate Publication Drops?
NOVOS: 5 Data Sources to Supercharge Your 2025 Digital PR Campaigns
PRmoment: A stress free guide to handling client demands over the holidays
TechRound: Expert Predictions For PR In 2025
Tanya Gains on LinkedIn: Why media intros should never be skipped
BuzzStream Podcast: Owning In-House Digital PR with Victoria Schmid from KURU Footwear
BuzzStream Podcast: How to Earn Coverage With Source of Sources w/ Founder Peter Shankman
Mail Metro Media: 2025 Insights Calendar
Five quick fire Digital PR tips to help make you better and more efficient at getting SEO results via Digital PR:
1️⃣ Asking for links to be added to your coverage? Don’t just ask for a link to be added, tell the Journalist why it will be beneficial to them and their readers for a link to be added, e.g. - it will make it easier for your readers to find our more about the story
2️⃣ If the only reason to link to your site is that you supplied a story the Journalist completely covered every aspect of in their article, your link request is weak. Having a blog post with additional detail to the story that can be linked to as a “read more” will always make your link rec much easier to covert.
3️⃣ Personal relationships aren't at all essential for securing great coverage. They may help you stand out in their inbox a little better but you're not getting your content covered if it's not strong/relevant enough, regardless of if they recognise your name in their inbox.
4️⃣ Pay attention to what is going on in other areas of marketing and advertising such as TV, OOH, Social, etc. Most creative concepts that perform well in other channels will be great inspiration for Digital PR content too.
5️⃣ At the end of each week, and the end of each day, spend a few minutes writing out your to do list for the following day/week. It will help you make a more productive start from the get go the following day, and help manage your time and workload better.
Each week I’ll be sharing five data sources that you can use, either for content inspo, or as data sources for your campaigns.
1️⃣ 2025 Trends Reports
If you're looking for 2025 Trends Reports, this Google Drive folder of nearly 200 Trends Reports for 2025 likely has what you're looking for. So much great content in the folder that Digital PRs can use for content inspiration.
2️⃣ ONS Baby Names in England and Wales: 2023
The latest edition of the baby names report for England and Wales has just been released. Cue the influx of baby names inspired by different topics campaigns.
3️⃣ Behind The Name
A cool site with information about different names. The charts showing the popularity of each name in 34 different countries over time is a great snapshot of which names are on the rise/decline and in which countries. The Ratings tab is also super interesting with data on how people rate each name based on a number of different metrics, such as is it a good name vs a bad name, is it a feminine vs a masculine name, an upper class or common name, and many more.
4️⃣ Open Library
An online reviews database of books. A great resource for any data related to books. I love the reviews section for each book that tells you how readers grade the book against 14 different metrics such as pace, difficulty, mood and credibility.
5️⃣ Website Carbon Calculator
I’m not sure if I find the idea of the carbon footprint of a website interesting or a bit weird. But it’s definitely unique! I’ve seen this used for quite a few campaigns over the years.
In this next section, I take a look at five campaigns from my archive of campaign inspo, with some quick fire analysis of what I liked about them and what made them work. Referring Domains (RDs) figures are taken from ahrefs.
Since it’s the festive season, I’m focusing on Christmas themed campaigns here this month ☃️
1️⃣ The Job Of Hosting Christmas by Wethrift
📊 50 RDs DR 50+
I love this concept that Wethrift came up with in 2021 to work out how much the costs of each aspect of hosting Christmas would add up to if they were paid positions. They looked at different jobs such as doing all the cooking, cleaning, buying presents, wrapping points, and more, and then added up the cost of each job, finding out that the job of hosting Christmas would earn you £885 if it were a paid position. Lovely bit of creativity.
2️⃣ The Christmas Tree Bauble Calculator by Admiral
📊 5 RDs DR 50+
A classic campaign from way back in 2018 by Admiral. I love the simplicity of the landing page here, effortlessly showing you how many baubles you need for your Christmas tree. Simple and concise, and an idea that is genuinely useful for people.
It also has this beast of a backlink from Cardiff University, which is such a great example of how to earn links from University sites. To work out the formula for their bauble calculator, they worked with a lecturer from Cardiff Uni’s School of Mathematics. A lot of experts, in particular Academics, like to share how they’ve used their expertise outside of their day job, which can lead to amazing extra links like this one on the Dr. Matthew Lettington’s Biography tab.
3️⃣ Christmas Tree Decoration Calculator by Christmas Tree World
📊 20 RDs DR 50+
Yes this is extremely similar to the campaign above. But I love this as an example of how just because a concept has been done before, it doesn’t mean that it can’t be done again in the future, provided it’s not a carbon copy rip off of the original idea of course.
What I also love about this campaign is that it’s been re-outreached every year since 2021, based on what I can see via Ahrefs. Which is something I mentioned a few times in last week’s issue. Seasonal campaigns are generally seen as Reactive campaigns but they can be evergreen too! Content that was useful and earned links last Christmas, is very likely still going to be helpful and worthy of coverage again in future years.
4️⃣ Which European city uses the most energy to light up for Christmas? by Uswitch
📊 7 RDs DR 50+
Another Uswitch classic. The methodology for how they worked out how much energy each city uses on their Christmas lights is so clever. They used satellite data from NASA’s Black Marble night-time lights dataset to work out the change from October to December in each city. There’s a lot of other aspects of it too that are worth reading cause it’s really clever and makes for a fascinating bit of content.
5️⃣ Christmas Lingerie Tester by Pour Moi
📊 10 RDs DR 50+
How do you do a Christmas campaign as a lingerie brand while still staying on brand? This is how! I know Dream Job campaigns can be divisive but when they allow you to tell a fun story, they can be a great link building asset.
I’m not always a fan of redirecting old campaign pages to commercial pages, but this one definitely makes sense in terms of being redirected to a similar page.
In this section, you’ll find some of the latest Digital PR roles being advertised. If you’re currently hiring for a Digital PR role and want the position advertising here, you can add it using this form.
Likewise, if you’re looking for a new Digital PR role and are happy to have that advertised, drop me an email and I’m happy to give you a “looking for work” plug in this section too!
Position: Campaign Manager at Shout Bravo (Acquired by Incubeta) (Agency)
Location: Manchester
Remote/Office Split: 2 days a week in office
Salary: Up to £40,000
How to Apply: hello@shoutbravo.com
Position: Digital PR Executive at Shout Bravo (Acquired by Incubeta) (Agency)
Location: Manchester
Remote/Office Split: 2 days a week in office
Salary: £26,000
How to Apply: hello@shoutbravo.com
Position: Digital PR Specialist at Evoluted (Agency)
Location: UK, Sheffield
Remote/Office Split: Hybrid working - no expectation for regular office commitments
Salary: £28-37k
How to Apply: https://www.evoluted.net/about/careers
Position: US Digital PR Specialist at Legend (In House)
Location: London or Malta
Remote/Office Split: Remote
Salary: Starting salary at €35,000
How to Apply: https://www.linkedin.com/jobs/view/4045802900
Position: Digital PR Specialist - ROW at Legend (In House)
Location: London or Malta
Remote/Office Split: Remote
Salary: Starting at €35,000 depending on experience
How to Apply: https://www.linkedin.com/jobs/view/4047827537
Position: PR and Senior PR Executives at Connective3 (Agency)
Location: UK, Leeds and Manchester
Remote/Office Split: Hybrid but we often come in two days per week
Salary: Up to £28,000/£30,000 but this is dependent on the role, experience, native expertise, etc
How to Apply: https://connective3.com/careers/
Position: Senior Digital PR Manager at Reboot Online (Agency)
Location: Fully remote - UK
Remote/Office Split: Remote - 4 day weeks (we don't work Fridays)
Salary: £45K starting
How to Apply: email your CV and cover letter to HR@rebootonline.com - addressed to Zoe Blogg
Position: Senior Digital PR Executive (German) at Reboot Online (Agency)
Location: Fully remote - UK
Remote/Office Split: Remote - 4 day weeks (we don't work Fridays)
Salary: £28-£32K
How to Apply: email your CV and cover letter to HR@rebootonline.com - addressed to Zoe Blogg
Position: Digital PR Specialist at Career.io (In House)
Location: Remote
Remote/Office Split: Full Time Remote
Salary: Approximately €35,000
How to Apply: https://talentwwinc.applytojob.com/apply/iaSKIzOI7c/Digital-PR-Specialist?source=Bethany+Referral or drop Bethany Watson a message on LinkedIn with any questions!
And that’s a wrap for Issue 7. Same time again next week ✌️
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Each week in the newsletter, you’ll get:
The latest Digital PR news and resources
5 tips to enhance your Digital PR activity
5 data sources you can use for Digital PR campaigns
5 successful campaigns that we liked
The latest Digital PR jobs
If you’ve missed any previous editions of the newsletter, you can go through the archive of issues on the Digital PR Tips website.
Have any feedback for the newsletter? Anything you liked, disliked, or want to see more of? Send an email to matt@digitalprtips.com and let me know 🙂
11 December 2024
