PR examples: 12 types of digital PR campaigns
The quickest way to understand public relations is through examples. Rather than retelling other brands’ campaigns, which are easy to misremember, this guide explains the twelve formats behind most digital PR coverage, with illustrative examples of how each one works.
Use it to spot which formats suit your data, experts and budget, and see our coverage file for real placements with the service behind each one.
Key takeaways
- Most coverage comes from about a dozen repeatable formats.
- Data and expertise are the raw materials; timing turns them into stories.
- Pick formats that match your strengths rather than the most famous examples.
- Always plan the page on your site that coverage will point to.
Data-driven examples
- The index: ranking places or products on a set of factors, such as the best cities for remote workers.
- The survey: one sharp question to a representative sample, such as how many people lie about their salary.
- The tracker: how a cost or behaviour changes over time, such as the price of a weekly shop.
- The search study: what people search for more this year, by region or season.
Data formats work because they give journalists something new to report and a reason to name you as the source.
Expert-led examples
- Reactive comment on breaking news in your sector
- Myth-busting by qualified experts
- Predictions for the year ahead
- Seasonal tips at peak moments, such as tax deadlines or holidays
Expert formats need less budget and land faster, because they attach your brand to stories that are already being written.
Creative and evergreen examples
- Free tools and calculators that keep earning links
- Definitive guides that replace outdated resources
- Visual explainers of complex topics
- Then-and-now historical comparisons
Example: how an index story is built
- Choose factors your audience cares about, such as cost, time or quality.
- Collect public or proprietary data for each place.
- Score and rank the places with a transparent method.
- Write the headline around the top and bottom results.
- Pitch nationally, then each city to its regional press.
One index can produce dozens of regional stories, which is why the format is so common in digital PR.
Example: how reactive commentary works
A regulator announces a change that affects your customers. Within the hour, your expert sends a short comment to journalists covering the story: what it means, who is affected and one practical tip. Several outlets quote the comment, some with a link. The whole process can take less than a day and costs very little beyond preparation.
Example: how a tool earns links for years
An illustrative mortgage broker builds a simple calculator showing how much a rate change adds to monthly payments. It launches with a short data story, but its real value appears later: every time rates change, journalists and bloggers link to the calculator as a resource. Unlike a one-off story, the tool keeps earning links with each new news cycle.
What makes an example work
- A clear headline in one sentence
- Evidence journalists can verify quickly
- Relevance to a specific audience
- Timing that matches what is already in the news
- A good page on your site to link to
Choosing your first campaign
- List what you have: data, experts, budget and time.
- Pick the format that uses your strongest asset.
- Check recent coverage of similar stories.
- Plan the source page and target pages.
- Set realistic measures before launch.
Choosing an example to copy
Match the format to your strengths: data, experts or creativity. Check that journalists covered similar stories recently. Make sure you can explain the method in one sentence. Then plan the page on your site the coverage will point to. If you would like help choosing, send us what data and experts you have and we will suggest the format most likely to land.
Frequently asked questions
Where can we see real examples?
Our coverage file shows placements with the service behind each one.
Which format is easiest to start with?
Expert commentary needs the least budget and lands fastest.
Do these work for B2B?
Yes. Industry reports and expert comment are especially strong for B2B.
Can small brands run these campaigns?
Yes. Smaller surveys and regional data stories suit smaller budgets.
How long does a data campaign take to build?
Typically a few weeks from approved idea to launch.