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Digital PR can earn links as a by-product of coverage, while link building is explicitly focused on acquiring links.
Where it fits
Use this tactic when it genuinely helps communicate a useful story or gives an audience better context.
What good execution looks like
Focus on goals, tactics, editorial value and risk. Keep claims specific and make supporting information easy to verify.
Common mistake
Do not confuse attention mechanics with guaranteed outcomes. Distribution, pitching, mentions, links and coverage each have different levels of control.
Connection to press releases
A press release can be a source document for this work when there is real news, but it should not replace targeted communication where targeting matters.
How to measure
Choose metrics tied to the objective: qualified mentions, referral visits, responses, earned coverage, branded discovery or conversions.