Newsworthy campaigns
Original angles built around your expertise, your data or a moment in the news.
Digital PR AgencyDigital PR that gives peoplea reason to remember you.
Sentinel is a digital PR agency that builds stories journalists want to cover and readers want to share, then puts them in front of the editors who serve your market.
CORE DISCIPLINE
Digital PR sits at the centre of every Sentinel programme.
WHAT YOU GET
A campaign plan, a live coverage log and a monthly review.
WE DON'T PROMISE
Guaranteed coverage. Editors decide what they publish.
The idea
Good PR gets attention. Great PR gives people a reason to remember the brand.
Most brands don’t lack news. They lack a reason for a journalist to care today. We find that reason in your expertise, your data or a moment in the news, and we build the story around it.
Links are a benefit, not the identity. Coverage often brings links, and links help search. We report them. But we judge a campaign on who saw your brand, where, and what that coverage said about you.
What we run
Digital PR services built around stories, not volume
Data-led PR
Surveys, studies and industry analysis that give journalists something new to report.
Expert commentary
Fast, quotable responses from your team when your field is in the news.
Founder and executive PR
Interviews, profiles and bylines that make your leaders recognised voices.
Brand announcements
Launches, funding and milestones framed so they read as news, not marketing.
Media relationships
Ongoing contact with the journalists who cover your space.
84%
Digital PR is now an AI visibility programme
AI assistants answer many of the questions your buyers used to type into Google. Muck Rack’s 2026 research found earned media makes up 84% of the sources those assistants cite.
Source: Muck Rack Generative Pulse, May 2026How a campaign runs
From idea to coverage in four steps
- AngleWe test story ideas against what your target journalists have covered in the last six months.
- AssetsData, expert quotes and visuals journalists can use without extra work.
- OutreachPersonal pitches to short, researched media lists you can see and question.
- ReportA live coverage log with outlet, audience, link status and AI citation checks.
FAQ
Digital PR: common questions
What is digital PR?
Digital PR earns coverage for a brand in online publications, podcasts and newsletters through stories, data and expert commentary.
Is digital PR the same as buying links?
No. Bought links are paid placements. Digital PR is pitched to journalists, who decide whether to cover you.
How quickly does digital PR show results?
Reactive commentary can land within days. Campaigns built on original data usually take several weeks from idea to coverage.
How do you measure success?
Relevant coverage, the audiences it reached, brand mentions, referral traffic, links earned and AI citations, all in one log.
When does digital PR not work?
When there’s no story yet, or the brand can’t support journalist questions. We’ll say so before you sign.
How much does a digital PR agency cost?
US retainers commonly run from $3,000 to $15,000 a month. Sentinel’s packages are on our pricing page.
Related services
Often paired with this service
AI Search Visibility
Earned coverage in the sources AI assistants quote.
Explore ai search visibilityFounder & Executive PR
LinkedIn ghostwriting, podcasts and bylines for leaders.
Explore founder & executive prStrategic Outreach
Journalists, podcasts and creators relevant to your story.
Explore strategic outreachHave a story that deserves better coverage?
Tell us what you want people to know about your brand. We’ll tell you which journalists would care, and why.