PR Campaigns: how they work

Our digital PR campaigns earn you guaranteed links and coverage from authority news sites, by creating newsworthy stories and pitching them directly to journalists. Rather than paying for placements, we build genuinely interesting campaigns around data or expert commentary and secure coverage because journalists want to run them.

What it is

PR Campaigns is our earned-media digital PR service. We craft compelling stories using original data studies or expert commentary from your brand, then pitch them to journalists until we've secured your guaranteed minimum number of links from authority news sites. Every campaign includes a white label report showing the stories created and the links earned.

Who it's for

This service suits agencies and businesses who want high-authority links and genuine brand coverage, without doing the legwork of story ideation, journalist outreach, and follow-ups themselves. It's built to be resold: reports are white label, so your clients never need to know fatjoe was involved.

What's included

We offer three campaign tiers, each with a guaranteed minimum number of earned links:

Starter Campaign - 5+ links guaranteed
National Campaign - 10+ links guaranteed (our most popular option)
Viral Campaign - 20+ links guaranteed

All tiers include in-content journalist links from sites with a Domain Rating of 50-95 and a minimum of 100k monthly traffic (per SimilarWeb), with most placements far exceeding these minimums. We'll create unlimited stories and keep pitching proactively until we hit your link goal. We aim for a mix of data-led campaigns, expert commentary, and reactive news stories, and create at least two story angles per order. We don't use HARO as a platform for this service.

How it works

Place your order: share your website URL, company name and a named company spokesperson (with a headshot), along with your target market and any key preferences.
We develop your stories: our Digital PR team creates newsworthy stories using data or expert commentary, positioning your brand or spokesperson as the source. We start with your core expertise and may explore related topics where there's a clear connection to your business.
We pitch to journalists: we handle outreach, follow-ups and coverage tracking. We include your preferred URL in our pitches and encourage journalists to credit your brand with a link, but the publication decides the final wording, link placement, anchor text and URL.
We target relevant media: we prioritise your target market, typically the UK or US, though stories may also attract international coverage. Specific publications and countries aren't guaranteed, as journalists decide which stories to cover.

What you'll need to provide

To get started, we'll need your website URL, your company name, the name of the spokesperson who'll be quoted or cited in the campaign, and a headshot of your spokesperson. Let us know your target market and any key preferences too. Our team handles the rest, including the research, writing, and pitching.

Delivery time

Campaigns are delivered within 90 days, giving our team the time needed to pitch and secure your guaranteed minimum number of links.

Guarantees

Every campaign comes with a guaranteed minimum number of links for its tier, and a 100% money-back guarantee if we're unable to secure placements. Links secured are typically a mix of follow and no-follow depending on the outlet, though we make a concerted effort to include follow links in every campaign. Secured links should last indefinitely, but if a placement drops within 12 months of going live and this causes your campaign to fall below the guaranteed minimum, we'll refund or replace it with another link building service of equal or greater value.

Good to know

We can't remove coverage once it's published, as we don't control journalist or publication decisions, though we can try to reach out if there's good reason. Stories are kept positive and informative, steering clear of controversy or politics. The service is also available for iGaming clients. You can view examples of the type of stories we create via the PR Campaigns page, and see current packages on the Digital PR services page.

Still have questions? Chat with our support team or email support@fatjoe.com.