How do you structure a digital PR focused approach instead of backlinks?

Short answer: A digital PR approach replaces purchased link lists with earned coverage: you produce newsworthy assets and pitch them to relevant publications, so the links you gain are backed by editorial trust rather than a transaction.

How to structure the process

• Create a data-driven asset: an industry survey, an original analysis of open data, or a small free tool.
• Build a target list: trade media, local press, and expert newsletters.
• Pitch a journalist-ready package: a short summary, quotable expert commentary, visuals, and a methodology note.
• After publication, track mentions, referring domains, and changes in branded search queries.

The value works on two levels: editorial links survive algorithm updates better, and answer engines such as ChatGPT, Gemini, Claude, and DeepSeek are more likely to cite a brand that third-party sources confirm. TYS Digital Performance runs this as a measured process: a baseline is captured before every campaign, and gains are reported only against that baseline.