Digital PR campaign ideas that earn coverage
The best PR ideas are rarely brand new. They are proven formats adapted to your expertise and data. Here are formats that journalists use again and again, and how to make each one yours.
Key takeaways
- Proven formats lower risk; your data and angle make them unique.
- Regional and sector cuts multiply the number of outlets.
- Tie ideas to moments already in the news calendar.
- Always have a relevant page to link to.
Data and research formats
- City or country index: rank places on factors your audience cares about.
- National survey: one sharp question, one surprising answer.
- Price tracker: how the cost of something changes over time.
- Search trend study: what people are searching for more this year.
Expert-led formats
- Reactive comment on breaking news in your sector.
- Myth-busting: experts correcting common misconceptions.
- Predictions: what will change next year and why.
- Practical tips timed to seasonal moments.
Creative and evergreen formats
- Free tools and calculators that keep earning links.
- Definitive guides that replace outdated resources.
- Visual explainers of complex topics.
- Historical comparisons: then versus now.
How to pick the right idea
- Start with your expertise or data, not the format.
- Check that journalists covered similar stories recently.
- Make sure there is a page on your site the story connects to.
- Plan regional or sector versions to reach more outlets.
Frequently asked questions
Do we need a big budget for campaigns?
No. Expert-led formats and small surveys can work on modest budgets.
How do we know an idea will land?
Look for recent coverage of similar stories. If journalists wrote about it before, they will again with a fresh angle.
Where can we see examples?
Our coverage file shows real placements with the service behind each one.