Digital PR earns your brand mentions, links, and citations in publications that search engines and AI systems already trust. We run it like a marketing channel: targeted outreach, newsworthy assets, and reporting that ties coverage to the rankings and AI citations it exists to move.
Traditional PR counts clips. Digital PR done right treats every placement as an authority signal with a measurable job, and reports whether it did that job.
Search engines and AI systems both decide who to trust by watching who credible sources cite. Every campaign we run targets publications those systems already treat as authoritative, so coverage does double duty.
Journalists don't cover companies, they cover stories. We build the assets that earn coverage: original data, expert commentary, and angles tied to what reporters are actually writing about.
Our digital PR, SEO, and GEO practices share one authority strategy. Placements target the gaps the SEO data exposes, and the GEO audits show which citations actually changed AI answers.
Digital PR compounds over quarters, not days, and no one can guarantee specific outlets. We scope campaigns around realistic targets and report misses alongside wins.
Five disciplines, one team. Expand each to see what's actually included.
Where competitors earn coverage and citations you don't, turned into a prioritized target list.
The narratives your industry's reporters will actually want, mapped to your expertise.
Your leaders built into quotable, citable sources with the profiles to match.
Campaigns timed to the news cycles and seasonal beats your targets cover.
Surveys and data analyses that give journalists a statistic worth citing, with your name on it.
Fast, useful quotes into journalist requests, the steady engine behind earned mentions.
Guides, tools, and research pages built to be the reference other sites point to.
Releases and pitch kits written like the story matters, because it has to.
Personal pitches to named journalists who cover your space, not blasts to a database.
Contributed articles in relevant industry publications, the same engine behind our SEO packages.
Shows your buyers hear, briefed and prepped so the appearance earns its citation.
The regional and industry outlets that matter disproportionately for service businesses.
Executive and company profiles aligned across the sources machines treat as ground truth.
The credible awards and lists in your industry, pursued deliberately, skipped when they're pay-to-play.
The third-party review footprint that reporters, buyers, and AI tools all check.
The owned assets and relationships that make bad news survivable, built before you need them.
Every placement logged with its authority metrics and the link or mention it earned.
Coverage mapped against the keyword movement it was targeted to support.
Whether new coverage changed what AI tools say about you, checked in scheduled re-audits.
What earned coverage, what didn't, and where the next quarter's effort goes.
For years digital PR was sold as a nice-to-have: brand awareness, a trophy logo wall, a clippings report nobody read. Then two things happened. Google made authority signals central to who ranks, and AI systems started answering buyers' questions by citing the sources they trust. Suddenly the question 'who talks about you, and where' decides whether you're recommended or invisible.
You can't buy your way into that trust, and machines are getting better at spotting the shortcuts. What works is the slow, compounding version: real stories, real data, real relationships with the people who cover your industry. It's harder than buying links. It's also why it keeps working after the shortcuts get penalized.
Every credible mention is a vote that search engines count today and AI systems count tomorrow. Digital PR is how you earn votes on purpose.
We run digital PR as the authority engine underneath our SEO and GEO work, one strategy, measured end to end. If you just want a clippings folder, we're the wrong agency and we'll tell you so.
| Most agencies | Two Trees | |
|---|---|---|
| The goal | Clips and impressions in a monthly PDF | Authority signals that move rankings and AI citations, tracked |
| The placements | Paid posts and link networks dressed as coverage | Earned mentions in publications machines already trust |
| The assets | Press releases about your new hire | Original data, expert commentary, and stories reporters want |
| Integration | PR in one silo, SEO in another, billed twice | One authority strategy shared with SEO and GEO |
| Accountability | “Brand lift” and vibes | Coverage mapped to links, rankings, and citation share, misses reported too |
The same three-stage framework as everything we run, tuned for a channel where trust is the product.
Authority gap analysis, competitor coverage mapping, and story development. We identify where your expertise meets what journalists in your space actually cover, and build the target list and asset plan around it.
Assets ship and outreach runs: data studies pitched, commentary placed, contributed articles landed. Every placement is logged with the job it was built to do, and the pipeline is reported openly, including the passes.
Winning angles get sequels, relationships warm into repeat coverage, and the measurement shows which publications actually moved rankings and citations, so effort concentrates where the machines are listening.
A commentary program and a multi-study data campaign are different animals, and pretending one price fits both is how this industry earned its reputation. Scope comes from the authority gap analysis, and you'll see the number before anything starts.
“Two Trees PPC has successfully met all timelines and delivered according to my needs. The team has communicated effectively through virtual meetings, email, and messaging apps. Overall, the team has acted as an extension of my in-house team, which has impressed everyone here.”Alisha Blake @ Fortis Solutions Group
Digital PR pays hardest where buyers research heavily and one trusted mention tips the decision. That describes every industry we serve.
Signed-case attribution, intake-quality tracking, and campaigns built for plaintiff-side growth.
Long consideration cycles, family decision-makers, and tour-to-move-in tracking.
Compliant campaigns for firms where a single client relationship is worth six figures.
Policy-level attribution and lead quality controls in one of the most expensive auctions online.
Multi-location budget pacing, store-level reporting, and creative that stays on brand at scale.
Tribal and commercial resort operations, from player acquisition to occupancy campaigns.
Higher-quality bids and recruiting pipelines for firms competing on reputation.
The questions we hear most from marketing leaders weighing digital PR against another quarter of ads.
Digital PR earns coverage, links, and citations for your brand in online publications, with the explicit goal of building the authority signals that search engines and AI systems use to decide who to trust. Traditional PR optimizes for visibility and impressions. Digital PR optimizes for durable, machine-readable trust, and it's measured against rankings, links, and citation share rather than clip counts.
Links and mentions from credible publications are among the strongest authority signals in search. Digital PR earns them at a quality level that outreach-only link building can't reach, because journalists link to stories and data, not to requests. At Two Trees, PR targets are chosen from the same gap analysis that drives our SEO work, so coverage lands where your rankings need it.
Increasingly, yes. AI systems like ChatGPT and Google's AI Overviews lean on sources they consider authoritative when answering buyers' questions, and coverage in those sources is how your brand becomes citable. We monitor AI answers before and after campaigns, so you can see whether new coverage actually changed what the machines say about you.
No, and anyone who can is describing paid placement, not earned coverage. What we control is the quality of the story, the relevance of the asset, and the precision of the outreach, and we scope campaigns around realistic target tiers. We report the pipeline openly, including pitches that didn't land, because that's what measurement means.
First placements typically land within 30 to 60 days of assets shipping. The authority impact, movement in rankings and AI citations, compounds over one to three quarters as coverage accumulates. Digital PR is a program, not a stunt, and we structure engagements and reporting around that reality.
They're stronger together. SEO builds the content and technical foundation; digital PR earns the third-party trust that makes machines take that foundation seriously. Our SEO packages include a baseline of offsite placements, and digital PR is the escalation when authority is the constraint, which the ranking data will tell us honestly.
Send us your site and your three biggest competitors. We'll show you who's earning the coverage and citations in your space, what it's doing for them, and what a realistic campaign against that gap looks like. If your authority is already where it needs to be, we'll say so.