What does a private digital PR arrangement cover?
Digital PR develops an editorial story from your evidence, expertise or original research, then brings it to relevant journalists. Your named contact coordinates each stage, from the first angle discussion to the final record of published links and mentions.
A considered story should give an editor something useful to assess, not simply restate a company announcement. Your team shares what can be substantiated and what must remain confidential. We prepare the pitch and supporting material for your sign-off before approaching media. For a formal announcement, press release distribution may be a more suitable route. The broader PR and media offering can also help place this work alongside other communications.
The arrangement is suited to a project with a meaningful finding, a knowledgeable spokesperson or a subject its audience would value understanding. The work can include research into a suitable angle, story and asset preparation, media selection, outreach, appropriate follow-up and coverage tracking. We agree the intended outlet tier and topic before outreach begins.
A story begins with evidence, not exposure
Discretion starts with a clear boundary: only approved material leaves the desk.
A strong pitch gives a journalist a relevant point, credible support and access to someone who can explain it. We begin by understanding your project and the audience you want to reach, then consider which evidence could support a story. Where a claim is not established by the material, it does not become the central point.
The story may take the form of original research, an expert comment or a data-led finding. If a founder’s perspective is central, interviews and features offer a more personal editorial format. A recurring point of view can instead be developed through thought leadership.
Useful preparation usually includes the source and method behind any data, a plain-language account of the product or issue, and a spokesperson who can clarify technical context. Note any restrictions on naming partners, sharing information or discussing forecasts. These details help your contact distinguish what may be pitched from what remains private.
The material your contact coordinates
The campaign brings together the story, its supporting material and a focused route to relevant media. Your named contact keeps the working record together and coordinates the parts that need your attention.
Depending on the agreed story, the work may include:
- Angle research based on your project, available evidence and audience.
- A pitch and supporting assets, prepared for your review and sign-off.
- A media list selected for topic and editorial relevance.
- Outreach, appropriate follow-up and a report of published mentions and links.
Your team remains the authority on product facts, data sources and spokesperson availability. We handle the preparation and journalist communication, then bring questions back to the appropriate person. Before any approach, the approved pitch gives you a clear view of the angle being presented and the material attached to it.
The outlet list is agreed by topic and tier, rather than presented as a promise of publication. Where an editorial story is not the right fit and paid placement is being considered, sponsored articles in crypto media are a distinct option. The two routes should be kept clear in planning and in the final record.
The arrangement in five stages
The work moves through 5 stages, with your contact coordinating the handoffs and approvals. You approve the story and supporting claims before outreach; later, the report records what appeared.
| Stage | Who is involved | What you approve |
|---|---|---|
| Brief | Your lead and our named contact | Audience, story priorities and confidentiality boundaries |
| Angle | Our contact, with your subject expert | The central point and evidence supporting it |
| Preparation | Our contact and your approver | Pitch wording, assets and spokesperson details |
| Outreach | Our contact and relevant media | No new claim; your approved material guides the approach |
| Coverage record | Our contact and your team | The completed record of live sources, links and mentions |
The working plan is agreed before the campaign begins, with timing shaped by preparation needs and the editorial cycle. Your contact brings questions to the right person rather than asking the wider team to manage each exchange. If an editor requests clarification, we coordinate the response with your approved spokesperson.
Where editorial control remains
The campaign can control its research, preparation, agreed outreach, follow-up and accuracy of reporting; publication decisions stay with editors. Coverage is earned, so we agree targets by outlet tier and topic, not by promising a particular placement or link. Editors may also determine publication timing, final wording and whether a link appears.
The practical measure of fit is whether a publication’s subject and readership make the story useful. Before outreach, consider whether the evidence is clear, whether the spokesperson can respond and whether the proposed link would help a reader understand the story. The report then separates live links from unlinked mentions, rather than treating every appearance as the same outcome.
For a wider media mix, your contact can consider whether mainstream finance media suits the topic alongside crypto publications. The choice is made during planning, with the editorial reason recorded before pitches are prepared.
A quiet first conversation
The first conversation can stay focused on the story opportunity, the people who can speak to it and the material already available. A short project overview, audience, relevant research and spokesperson roles give your named contact enough context to identify what needs substantiation.
Confidential information can be marked clearly, along with any restrictions on disclosure or approval. Your contact can then separate background context from material proposed for a pitch. Nothing is shared with journalists until the campaign material has been presented for your written sign-off.
If your priority is a single announcement, a release may be the more direct format; if the value lies in analysis or expertise, digital PR can make that editorial case. The next step is a discreet conversation about the story and its approval path. An indication of your launch window is enough to begin; your named contact will map the preparation and sign-off sequence with you.
How it works
- Share the essentialsProvide a project overview, intended audience, available evidence and spokesperson details. Note any confidentiality boundaries or approval requirements.
- Consider the angleYour named contact assesses the story against the evidence and audience, identifying claims that need clarification.
- Approve the materialThe pitch and supporting assets are shown to your team. Outreach follows your sign-off.
- Coordinate outreachYour contact approaches relevant media, handles appropriate follow-up and coordinates responses with the approved spokesperson.
- Receive the coverage recordThe report records live source URLs and distinguishes earned links from unlinked mentions.
Frequently asked questions
What should we prepare for the first conversation?
A short project overview, the audience you hope to reach, available evidence and suitable spokesperson details are useful starting points. Include the source and method behind any data, plus any confidential material or approval boundaries. Your named contact can then distinguish what supports a story from what needs more substantiation.
Can original research become part of the arrangement?
Yes, original research or a data-led angle can be considered during planning. The material needs to be checkable and explained clearly, including what it does not establish. Your contact will identify the evidence already available and discuss any additional preparation before presenting a pitch for sign-off.
How does this differ from a press release?
A press release presents an announcement in a structured format. Digital PR develops an editorial angle, such as a finding or expert perspective, and takes it to selected journalists. A release may support the story, but it does not replace the angle. The separate press release service is useful when an announcement is the main purpose.
How is the campaign timing arranged?
Timing is agreed after the story, available material and intended outlets are understood. Research and preparation happen before outreach, while journalist responses and editorial schedules shape what follows. Your contact sets out the working sequence with you before the campaign begins, including when your team needs to review material.
In practice, can you promise a named publication or an editorial link?
No. Editors decide whether to cover a story, when it appears and whether a link is included. We agree targets by outlet tier and topic, then deliver the agreed research, preparation, outreach, follow-up and reporting. Your contact records published links separately from unlinked mentions.
How will we know which coverage was published?
The final report includes live source URLs and relevant story details. It distinguishes published links from mentions without links, so your team can see what appeared and where. Your named contact can also clarify the record before it is shared internally.
Tell us about your project
Answer four quick questions and a manager will send you a plan, timing and a price range within the hour. Everything stays confidential.
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