As a digital marketing agency, people sometimes raise an eyebrow when we mention that we also handle traditional PR, securing coverage in print editions of newspapers, glossy magazines, and trade journals. You might think it’s slightly old-school in a world obsessed with algorithms, analytics and attribution models, but to us, it makes complete sense.
Digital does not operate in a vacuum, and the most effective marketing rarely stays confined to a single channel. So while a digital marketing agency doing offline PR, as we do, might sound unusual, it really helps to deliver online results for clients.
Let me show you how…
Increased branded searches
High-profile coverage in a newspaper or on the radio tends to increase branded search volumes because many people still trust those types of media outlets.
When a third party implies that a brand or company matters by writing about them, using their data or quoting their spokespeople in an article, it builds credibility. Trusted media creates awareness, reduces doubt, and nudges people to look the company up directly.
Referral traffic
Offline coverage rarely stays offline. A print feature usually ends up on the publication’s website within a few days – sometimes much less. From there, it can be syndicated across other titles, shared on social media, quoted and reused elsewhere.
What started as one piece of coverage suddenly has a second life online. That digital ripple effect really matters as one link suddenly becomes several links, enabling the readers of each publication to click through and find out more.
Backlinks
Backlinks from trusted news domains send strong authority signals to search engines. They act as third-party endorsements, reinforcing that a particular website is credible and worth ranking.
Over time, that strengthens your domain, supports improved keyword positions, and lifts overall SEO performance. In other words, a single piece of offline press can evolve into a web of digital signals that continues to build value long after the original story ran.
Improved CTR
Media exposure strengthens brand authority signals in a way that lasts beyond the initial coverage. When someone later sees the company appear in search results, whether organic listings or paid ads, it no longer feels unfamiliar. The name rings a bell.
That sense of recognition can significantly improve click-through rates because the searcher is not encountering the brand for the first time – even if they can’t remember exactly when or where they came across it previously, something may be lodged subconsciously.
Enhanced engagement
Being featured in traditional media builds trust even before someone reaches a website, and so when they do arrive, they are not starting from zero. That makes them more likely to explore, read properly, and stay longer, rather than bounce.
It also makes them more open to enquiring or signing up, because the trust barrier has already been lowered.
Coverage snowballs
Print and broadcast coverage often has a knock-on effect. One feature can lead to follow-up interviews, podcast invitations, industry comment requests, and even speaking opportunities.
We often receive calls from journalists who say they have seen a comment or some statistics from a client in another publication and would like to be added to our distribution list. One mention sparks another.
When everything is aligned and the marketing activity is pulling in the same direction, website rankings should steadily improve. As visibility increases across a wider range of terms, traffic grows too.
That means more potential customers, but also journalists researching stories and looking for expert sources. The cycle then starts to reinforce itself. It is a beautiful thing when it all comes together.