Services · Digital PR
Digital
PR(9)Get talked about by the sites people, and search engines, already trust.
I pitch your story to the reporters, publications and podcasts your customers follow, and turn that coverage into links, mentions and authority that help you show up in search and AI answers. Earned, never bought.
The outreach pitch is illustrative. Placements and Semrush figures are Ritner Digital’s own, as of Nov 2, 2026.
What is digital PR?
Digital PR is getting your business covered online: in news stories, trade publications, local outlets, podcasts and expert roundups. Each piece of coverage puts your name in front of new people, and often earns a link back to your site from a source search engines already trust.
Why it matters
Search engines and AI tools decide who to show based partly on who else is talking about you. Coverage on respected sites builds that trust in a way your own website can’t, and the links and mentions it earns keep working long after the story runs.
How I do it
- Chapter 01 · 01–03Earn coveragePitches that land, links that count and mentions that add up.
- Chapter 02 · 04–05Build authorityYour expertise, in your own words, where your industry reads.
- Chapter 03 · 06–08Get the word outReal news, podcasts and the local outlets your neighbors read.
- Chapter 04 · 09Write the pitchShort, personal pitches reporters actually answer.
01 · Earn coverage
Media outreach
The right story, to the right reporter.
I build a short list of reporters and outlets your customers actually read, matched to what each one covers, and pitch them one at a time. No mass blasts. Every pitch is tracked from first email to published story, so you always know where things stand.
Illustrative outreach. Outlets and numbers are examples.
02 · Earn coverage
Link building
Links you earn, not links you buy.
The best links come from real coverage: a trade guide that cites you, a feature story, an association’s resource page, an expert roundup. I earn them by giving sites something worth linking to. I never buy or swap links; that breaks Google’s spam policies and can do real damage.
Illustrative links. Pages and numbers are examples.
03 · Earn coverage
Brand mentions
Every mention found, and made to count.
People talk about your business in articles, forums, local groups and reviews, often without linking to you. I track those mentions, ask for a link where it makes sense, thank the people who recommend you and make sure your name shows up consistently in the places AI tools learn from.
Illustrative mentions. Sources and numbers are examples.
04 · Build authority
Thought leadership
Your expertise, under your name.
I help you turn what you know into bylined articles for the publications your industry reads: an opinion piece, a practical guide, a lesson learned the hard way. I interview you, write the draft in your voice and pitch it to the right editors. You become the person people quote.
Illustrative article. Details and numbers are examples.
05 · Build authority
Expert commentary
Be the expert reporters call.
Reporters post requests for expert sources every day, usually with a tight deadline. I watch for the ones that fit you, write a clear answer with a real number from your work and send it fast. Quick, useful answers get quoted, and reporters come back next time.
Illustrative request. Quotes and numbers are examples.
06 · Get the word out
Press releases
For real news, sent to real reporters.
A press release is worth it when you have actual news: a new location, a milestone, a hire, original data. I write it short, with a local angle and a quote that sounds like a person, and send it directly to the reporters who cover it. Releases are for coverage, not links; Google treats links stuffed into releases as link spam.
Illustrative release. Details and numbers are examples.
07 · Get the word out
Podcast guesting
Long conversations with the right listeners.
Podcasts give you 30 minutes with an audience that chose to listen. I find shows your customers actually follow, pitch you with a specific topic, prepare talking points with you and turn each episode into clips and posts. Most shows also link to their guests, which adds up.
Illustrative shows. Names and numbers are examples.
08 · Get the word out
Local press
The outlets your neighbors read.
For a local business, a story in the neighborhood paper or a spot on the morning show can matter more than a national mention. I find the local angle in what you already do, like a new hire, a sponsorship or seasonal advice, and pitch it to the outlets in your area. Local links help local search, too.
Illustrative coverage. Outlets and numbers are examples.
09 · Write the pitch
Pitch writing
Short pitches reporters actually answer.
Reporters get hundreds of pitches a week and skim most of them. Every pitch I write opens with something the reporter covered, offers one story with a real number and an expert ready to talk, and stays under 150 words. Written fresh each time, never from a template.
Illustrative pitch. Names and numbers are examples.
Earned media · Digital PR
As Featured Elsewhere
The same approach, used on my own business.
These are recent articles that feature Ritner Digital and link back to the site, earned the way this page describes: useful ideas pitched to the right publications. Page AS is Semrush’s authority score for each linking page, as of Nov 2, 2026.
From the blog
More on digital PR
- Digital PRWhy New York’s Most Competitive Businesses Are Investing in Digital PR Right NowWhat digital PR is, what it isn’t, and how it feeds AI visibility.Read the post →
- MentionsWhy Your Competitors Appear in AI Answers and You Don’tStarting with signal one: they’re mentioned in more places than you.Read the post →
- VisibilityThe AI Citation Gap: Why Google Rankings No Longer Guarantee AI VisibilityWhy ranking on Google and getting cited by AI are now two different things.Read the post →
- Getting citedHow to Get Your Brand Cited in ChatGPT AnswersHow coverage and mentions on trusted sites shape what AI tools say.Read the post →
- Word of mouthThe South Jersey Referral Economy: Why Word of Mouth and Google Search Work Better TogetherWhy being talked about, online and off, still drives the most business.Read the post →
- CommunityWhat Washington Township’s Winter Village Can Teach Small Businesses About Community MarketingHow showing up in your community turns into local attention.Read the post →
Featured Client
True BlueAutos
A commercial truck dealership in Greensburg, Indiana. We built an SEO content strategy around the questions real truck buyers ask, and in about three months their Google visibility grew fast.
- +48%Google clicks
- +93%Search impressions
First vs. last 30 days, July–October 2026, Google Search Console. Search growth, not verified sales.
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