Digital PR
Authority earned with stories a publication actually wants to run, usually because they carry data nobody else has.
Let's talk about your project- 15
- years getting brands talked about for a reason
- +40
- authority campaigns built on first-party data
- 48 h
- to reply, at most
Brands we've worked with
Do any of these situations sound familiar?
Authority isn't bought and isn't written on your own blog: it's earned when someone outside decides you have something worth telling.
The brand is absent when the sector gets covered
The press quotes competitors as the reference and not you, even though you're the same size with a better product.
Links were bought and now nobody wants to own it
There's a link profile built on buying, and you need a route that doesn't depend on paying every month.
On-page work has hit its ceiling
The site is fine, the content is fine and still nothing moves: what's missing is authority, and you don't write that on your own blog.
The press release interests no newsroom
Something corporate goes out every month and only the sites that publish anything pick it up.
An AI assistant cites sources where your brand isn't
The answer is built from specific media, forums and comparisons. If you're not there, you're not in the answer.
There's internal data nobody has ever looked at
The business generates information its own sector would want to know, and it's only used for internal reports.
Four fronts we always work
The weight changes with how known the brand is and what already gets published about your category, but all four fronts get reviewed in every project.
Territory and angle
Deciding what your brand can speak about with real authority, and which angle has editorial interest rather than just commercial interest.
See the detail
- Conversation territory: what you can credibly be quoted on
- What already gets published in your category and who the usual source is
- Possible angles ranked by interest and by risk
- Which story the brand can hold and which it shouldn't tell
First-party data as the argument
Finding the figure inside your business that turns an idea into news, and defining how it can be published without compromising anything.
See the detail
- Inventory of publishable internal data and its limits
- What still needs measuring or asking for the figure to hold up
- How the data gets aggregated so it's honest and non-identifiable
- What can be repeated yearly and become a reference
Media and voices map
Knowing who genuinely cares about this story: trade press, generalists, newsletters, creators and the forums where decisions happen.
See the detail
- Media and sections covering your category, and their criteria
- Newsletters, podcasts and creators with decision-making audiences
- Forums and communities that later feed the models
- What to ask each one for and what you can offer them
Measured authority, not counted coverage
Defining what counts as a result before starting: which mentions matter, what they move and what you can take to a committee.
See the detail
- Which outlets move authority in your category and which don't
- Mentions with and without links, and why both matter
- Effect on brand visibility and on assistant answers
- A coverage report with a business reading, not a tally
With no data of your own there's no story
A newsroom doesn't publish because your brand is likeable: it publishes because you give it something its readers don't know. That's the decision made at the start.
What can you credibly be quoted on?
Without this, any campaign reads as advertising.
Who is your sector's source today?
Someone occupies that spot: we study why.
Which data do you have that nobody else has?
It almost always exists, inside an internal report.
Can that data be published?
Legal, competition and clients: the three filters.
Which outlet genuinely cares?
A short, argued list, not a database.
Which sources does an assistant cite in your category?
That's where being mentioned in the answer is decided.
Which mention counts as a result?
Agreed beforehand, not when the report lands.
Can it be repeated next year?
A campaign that repeats becomes a reference.
Strategy and execution
The strategy is decided here; the piece gets produced in first-party data studies
Digital PR answers which story deserves to exist, who cares about it and what counts as a result. When that story needs research behind it, we produce it in the first-party data studies service: same direction, two different scopes.
- 01
Deciding what to talk about
Territory, angle and what the brand can stand behind.
- 02
Finding the data
What's inside the business and what would need measuring to be news.
- 03
Producing the piece
This is where data studies come in: research, analysis and report.
- 04
Sustaining the conversation
Distribution, follow-up and what gets repeated next year.
You can hire the strategy alone and run it with your team or your comms agency. We don't need to do all of it.
Who does it?
Profiles from newsrooms and communications, working alongside whoever builds the measurement. Whoever proposes the story defends it.
Why Laika?
Because a brand gets cited when it has something to say, not when it insists.
The expensive part of PR isn't contacting media: it's deciding what to talk about. That's where we put the judgement, and everything else follows.
Data before the idea
A campaign with no data of its own depends on someone doing you a favour. With data nobody else has, the story stands on its own.
Authority machines read too
The same sources a journalist checks are the ones an assistant cites. We choose outlets with both audiences in mind.
No buying what can be earned
Bought links expire and paid placements don't make your brand a source. We work the slow route because it's the one that lasts.
Measured as business
The report isn't a tally of appearances: it's what authority was earned, what visibility moved and what can't be attributed yet.
Frequently asked questions
Do you buy links or placements?
No. We work earned authority: first-party data, a story that's interesting and outlets that publish it because they want to.
What if we don't have first-party data?
There almost always is data, sitting in an internal report. If it genuinely doesn't exist, we define what would need measuring or asking to get it.
Do you guarantee a number of mentions?
No. We agree beforehand what counts as a result and which outlets move authority in your category; promising a number would be selling smoke.
Can we run it with our comms agency?
Yes. We bring the strategy, the angle and the measurement criteria; your team can handle media relations.
How long until I see results?
The first findings and decisions land within weeks. Impact on visibility and revenue depends on your platform and your team's implementation speed: on mid-sized projects we usually talk about three to six months for solid movement.
I worked with another agency and it didn't work. Why now?
What usually fails is judgement, not effort: tasks get executed without deciding what matters. Before proposing anything we review your data, and if the problem isn't visibility we'll tell you, even if it means not selling the project.
Tell us which data you have
With what your business measures and what already gets published about your category, we can tell you whether there's a story a newsroom would want.
Want to be cited as the source?
We look at what gets published in your sector and which data you have before proposing anything.
We look at your project before proposing anything. Reply within two working days at most.
Talk to us about your authority