What Is PR Link Building – How to Get PR Links From Journalists in 2025

If you’ve been in the SEO game for any length of time, you already know that not all backlinks have the same value.

With Google’s algorithms becoming even more refined and user-focused, traditional link building tactics just don’t cut it anymore.

What’s working now? PR backlinks—where credibility, brand value, and authority intersect to create truly impactful results.

PR link building is the evolution of smart SEO strategy.

Instead of chasing directory links or low-authority guest posts, marketers and brands are turning to high-impact digital PR to earn backlinks from respected media outlets, niche publications, and influencers.

These links aren’t just beneficial for SEO; they also enhance brand recognition, build trust, and drive qualified traffic that actually converts.

Plus, PR link building keeps you ahead of the competition. In fact, research indicates that fewer than 18% of marketers utilize digital PR to acquire new links.

This means this approach can give you the edge!

The truth is, Google’s emphasis on E-E-A-T (Experience, Expertise, Authority, and Trustworthiness) means it’s no longer just about links—it’s about who’s linking to you and why.

If you’re serious about sustainable growth and building a strong online presence, it’s time to step up your PR link building game.

In this guide, we’ll break down everything you need to know—from what PR link building really is to the proven strategies that are working in 2025.

Whether you’re a marketer, founder, or SEO professional, you’ll walk away with actionable tactics that can move the needle for your brand.

Let’s get into it.

What Is PR Link Building?

PR link building is the practice of earning backlinks through strategic public relations efforts, most often by securing media coverage, expert commentary, or brand mentions on high-authority websites.

It combines the art of storytelling with the science of SEO, enabling brands to earn links through compelling, newsworthy content naturally.

Unlike traditional link building, which often focuses on bloggers, niche directories, or reciprocal arrangements, PR link building targets journalists, editors, and publications with established editorial standards.

The end goal isn’t just a backlink; it’s credibility, visibility, and lasting brand equity.

At its core, PR link building is about creating content that deserves to be linked to.

That could mean publishing original data, offering expert insights, launching a buzz-worthy campaign, or responding to trending news with timely thought leadership.

These stories, when picked up by media outlets, earn organic backlinks that carry significant SEO weight.

One of the main reasons this approach has become so powerful in 2025 is that it aligns perfectly with Google’s evolving priorities.

Search engines are becoming increasingly adept at identifying genuine authority signals, and backlinks from trustworthy sources, such as Forbes, TechCrunch, or niche industry publications, signal to Google that your brand is worth paying attention to.

PR links aren’t just high in authority—they’re also challenging for competitors to replicate. That’s what makes them so valuable.

You can’t fake a quote in a national newspaper or replicate a viral campaign’s coverage. These are the types of links that help brands climb the rankings and maintain their position.

In short, PR link building is no longer a “nice-to-have” in your SEO strategy. It’s becoming a necessity for brands that want to stand out in a crowded digital landscape.

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Why PR Link Building Is a Game-Changer for SEO

The landscape of search engine optimization has shifted dramatically in recent years, and in 2025, it’s clearer than ever: quality beats quantity.

Google’s algorithm updates continue to reward authority, trust, and user relevance—three things that PR link building naturally delivers.

Traditional link building methods, like guest posts or forum links, still have their place. But they often fall short in terms of long-term impact and scalability.

PR links, on the other hand, originate from authoritative sources, such as industry news sites, mainstream publications, and credible niche blogs.

These are the types of backlinks that search engines trust, making them significantly more influential for rankings.

More importantly, PR link building supports Google’s E-E-A-T principles (Experience, Expertise, Authority, Trustworthiness).

When your brand is mentioned in a reputable media outlet or cited as a source in a journalist’s article, you’re not just earning a link—you’re building your brand’s credibility in the eyes of both users and search engines.

Let’s not forget the human side of SEO.

A well-placed PR link can drive meaningful traffic from highly engaged readers who are already interested in your topic.

These aren’t cold clicks—they’re warm leads. According to a recent 2024 report by Cision, 63% of consumers are more likely to trust a brand they’ve seen featured in a news article, even before visiting the company’s website.
That kind of trust is hard to buy, but PR can earn it.

PR link building also creates a ripple effect. A single mention in a respected publication can lead to multiple citations across various blogs, social platforms, and aggregators.

Your brand message travels farther, faster, and with significantly more impact than a link exchange ever could.

In essence, PR link building isn’t just about SEO metrics. It’s about building a real digital footprint.

One that positions your brand as a leader, earns the trust of your audience, and gives you a competitive edge that’s nearly impossible to replicate.

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5 Benefits of PR Link Building

PR link building offers more than just a short-term SEO boost—it’s a long-term strategy that strengthens your entire digital presence.

When executed well, it becomes a flywheel that drives organic growth, builds brand equity, and earns you links that are virtually impossible for your competitors to replicate.

Let’s break down the core benefits of PR link building and why it’s such a valuable investment.

1. Massive SEO Value and Domain Authority Growth

   Backlinks from reputable publications signal to Google that your site is trustworthy. These aren’t low-tier links—they’re editorial endorsements.

   A single backlink from a site like BBC, TechCrunch, or The Guardian can carry more weight than hundreds of links from lesser-known sources.

   According to Ahrefs, links from sites with a Domain Rating (DR) of 80 or higher can result in 2–3 times stronger SEO signals compared to mid-tier domains.

2. Increased Brand Awareness and Credibility

   Being featured in major media outlets instantly elevates the perception of your brand. These mentions don’t just sit in the background—they show up on Google, get shared on social media, and appear in newsletters or news aggregators.

   This repeated visibility creates top-of-mind awareness and builds trust with new audiences.

   A Nielsen study found that earned media is the most trusted form of content, with 92% of consumers trusting recommendations from news articles over paid ads.

3. Consistent Referral Traffic

   Unlike standard backlinks that might pass link equity but bring little actual traffic, PR links often drive targeted, interested visitors to your site.

   These are readers who discover your brand in context, through stories they care about, which often leads to higher engagement and better conversion rates.

4. Natural Editorial Links That Boost Authority

   Google continues to prioritize natural, editorially placed backlinks. PR campaigns, when executed correctly, yield links that are earned, not requested.

   That means no follow-up emails asking for a placement or offering to “swap links.” It’s organic, authoritative, and precisely the type of signal Google is looking for.

   These links are also more likely to be followed, giving your site stronger authority in the process.

5. Greater Content Distribution and Social Proof

   A successful PR link building campaign doesn’t stop with a single mention. Journalists often syndicate their content across networks, and news stories frequently get picked up by aggregators, newsletters, and social channels.

   This expands your reach dramatically. Plus, when prospects see your brand quoted in a trusted source, it serves as instant validation—proof that your company knows what it’s talking about and is worth paying attention to.

   In short, PR link building doesn’t just help you rank—it enables you to resonate. It builds your brand’s reputation across the web while strengthening your SEO foundation.

   It’s the kind of marketing that continues to work long after the initial pitch has been sent.

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11 Proven PR Link Building Strategies That Work in 2025

While the concept of PR link building may sound straightforward, executing it effectively requires a strategic approach, creativity, and consistency.

The days of sending out mass press releases or cold-pitching journalists with generic messages are long gone. In 2025, it’s all about relevance, originality, and value.

Here are 11 field-tested PR link building strategies that are helping brands earn high-authority backlinks and media mentions this year.

1. Leverage Exclusive Data and Insights for Media Coverage

   Journalists love data—especially if it’s unique, timely, and relevant to their audience. Conducting original research or publishing internal data can position your brand as a go-to source.

   This could include industry trends, consumer behavior reports, or product usage stats.
   For example, Backlinko’s SEO research consistently earns coverage from major outlets because it offers insights that are hard to find elsewhere.

   Pro tip: Pair your data with visual assets like charts or infographics to make it more media-friendly.

2. Newsjacking: Ride the Trend Wave

   Newsjacking is the art of inserting your brand into breaking news or trending topics in a relevant way.

   It’s one of the fastest ways to earn media mentions and backlinks—if you move quickly and add value to the conversation.

   A classic example is how PR teams used Tesla’s Bitcoin investment announcement to pitch experts on crypto volatility and sustainability.

   The result? Widespread coverage and contextual backlinks.

3. Build Relationships With Journalists on Social Media

   Cold outreach works better when you’re already on the journalist’s radar. In 2025, Twitter (now X), LinkedIn, and even Substack have become prime platforms for building relationships.

   Engage with their content, share thoughtful replies, and pitch when there’s a precise fit.

   Relationship-building takes time, but the long-term value is unmatched—journalists often return to familiar names for future quotes and stories.

4. Contribute Expert Commentary via HARO and Similar Platforms

   Help a Reporter Out (HARO), SourceBottle, and Terkel allow you to pitch expert insights directly to journalists working on stories. Responding to relevant queries regularly can land you high-authority mentions without the need for full-scale campaigns.

   For instance, SweatBlock secured coverage in Men’s Health and Healthline by consistently providing clear and helpful quotes through HARO.

5. Launch Campaigns With a Unique Narrative

   Storytelling still reigns supreme. Whether you’re launching a new product or spotlighting a social cause, the way you position the story matters.

   The most successful PR campaigns tap into emotion, curiosity, or controversy to earn attention.

   Think about Airbnb’s “Live Anywhere on Airbnb” campaign—it wasn’t just about travel, it was about lifestyle, freedom, and adaptability. That angle generated massive coverage and backlinks.

6. Use Interactive Visual Content

   Content that’s visually engaging is far more likely to be shared and cited. Infographics, maps, interactive tools, and even calculators are great for earning links organically.

   Venngage’s infographic strategy is a perfect example—they create design-driven, data-rich content that gets picked up by blogs, news sites, and newsletters alike.

7. Thought Leadership Through Guest Editorials and Interviews

   Media outlets are always looking for credible experts. Positioning your CEO, CMO, or subject matter experts as thought leaders can open doors to guest editorials, podcast interviews, or bylined articles.

   Neil Patel’s rise as an SEO authority wasn’t an accident—it was built through consistent thought leadership across multiple channels.

8. Announce Product or Service Launches the Smart Way

   Product launches are natural PR opportunities—but they only work if the story is compelling. Go beyond the feature list and highlight the “why” behind the product.

   Apple’s approach to product storytelling focuses on emotion, lifestyle, and innovation. The tech press eats it up—and the backlinks follow.

9. Collaborate on Industry Reports With Influencers

   Co-branded reports or surveys with influencers or industry peers offer two major benefits: credibility and reach. These collaborations often lead to shared promotion, multiple media mentions, and more organic backlinks.

   It’s also a great way to leverage someone else’s audience while positioning your brand as a key player in the space.

10. Run Ethical Controversy or Charity Campaigns

    Done right, campaigns that address social issues, support communities, or take bold stances can attract meaningful media coverage. These stories often go viral because they tap into real emotions and values.

    Nonprofits and startups have used this tactic to gain attention from national media, industry blogs, and social media, all of which lead to backlinks and visibility.

11. Create Link-Worthy Content Assets on Your Website

    Some of the best PR links come not from pitching, but from building content that naturally attracts attention. Consider resources such as industry glossaries, statistical hubs, or original tools.

    Moz’s Domain Authority checker, for example, is a simple tool that earns thousands of backlinks because it’s useful and unique. What can your brand create that others will want to reference?

Case Studies: Brands Winning Big With PR Link Building

Sometimes, the best way to understand the power of PR link building is to see it in action.

The following real-world examples demonstrate how brands, both large and small, are utilizing effective PR strategies to acquire high-authority backlinks, enhance visibility, and achieve significant SEO outcomes.

Case Study 1: Buffer’s Thought Leadership Strategy

Buffer, a well-known social media scheduling platform, built a reputation not just through its product but through its people.

By consistently publishing transparent company updates, in-depth research, and expert commentary, Buffer established itself as a trusted voice in the digital marketing space.

Their leadership team frequently contributed guest posts and featured in industry interviews, allowing the brand to earn mentions and backlinks from publications like Fast Company, Forbes, and Inc.

These placements helped Buffer grow its organic traffic and dominate high-intent keywords in the social media management niche.

The key takeaway: You don’t need a massive PR budget if you have credible voices and valuable insights. Positioning team members as experts can open doors to media opportunities that earn links and elevate brand authority.

Case Study 2: Zendesk’s Relationship-First PR Model

Zendesk, a customer support software company, didn’t rely solely on product announcements or press releases.

Instead, they built long-term relationships with journalists and editors across key publications. Their PR team focused on timely, human-centered stories—such as how businesses handled customer support during a crisis or the role of empathy in digital communication.

This approach led to consistent coverage in outlets like TechCrunch, The Verge, and Business Insider.

Importantly, these weren’t one-off mentions—they were part of ongoing narratives that aligned Zendesk with larger industry conversations.

By focusing on relevance and building real connections, Zendesk maintained a steady stream of editorial backlinks while reinforcing its brand message across trusted platforms.

Case Study 3: Startups Using HARO to Scale Mentions

Smaller companies and startups often don’t have the budget for full-scale PR campaigns—but that doesn’t mean they can’t win big with PR link building.

Many lean brands have successfully used Help a Reporter Out (HARO) to build early visibility and secure valuable backlinks.

Take the example of a DTC wellness brand that consistently monitored HARO queries and responded with quick, expert quotes.

Over time, they were featured in niche wellness blogs, mainstream health sites like Healthline, and even roundup articles on BuzzFeed.

Each placement came with a do-follow backlink, positioning the brand as an emerging authority.

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Top Digital PR Agencies to Watch in 2025

If you’re ready to scale your PR link building efforts but don’t have the in-house resources to do it effectively, partnering with a digital PR agency can be a smart move.

The right agency doesn’t just pitch your brand—they craft stories that resonate, build media relationships, and secure placements that move the needle for both SEO and brand recognition.

Here are some of the most reputable digital PR agencies making waves in 2025:

1. Nexa Growth – Best for ROI-Focused Link Building

   As a Google Partner agency, Nexa Growth brings a unique perspective to PR link building by tying media coverage directly to performance metrics.

   With experience across SaaS, travel, local services, and B2B sectors, Nexa Growth prioritizes long-term authority and sustainable traffic growth.

   What sets them apart is their ability to blend traditional PR strategy with advanced SEO insight, ensuring every link not only builds trust but also drives results.

   One Backlink Can Change Your Business!

   A single high-quality PR link can boost your rankings and traffic overnight. Are you ready for the leap?

   Contact Us

2. Siege Media

   Known for its data-driven approach, Siege Media blends content marketing with digital PR to create assets that earn links at scale.

   They specialize in creating linkable content pieces, such as surveys, infographics, and industry reports, and have earned backlinks for clients from reputable outlets like Forbes, USA Today, and CNBC.

3. AWISEE

   AWISEE is a Europe-based agency that focuses on helping tech and SaaS companies grow through high-quality digital PR strategies.

   Their team emphasizes building relationships with niche journalists and publications, making them a strong choice for B2B brands looking to gain authoritative links in competitive spaces.

4. REQ

   REQ has established a reputation for collaborating with enterprise-level clients and government organizations.

   Their PR services are part of a broader digital reputation management strategy, which includes crisis comms, media training, and strategic messaging. They’re a good fit for brands that need a comprehensive PR solution.

5. Fractl

   Fractl is recognized for crafting emotionally driven, research-backed content that garners coverage across mainstream media.

   They employ a journalistic approach to storytelling and frequently produce original data studies that capture the attention of publishers.

   Their campaigns consistently secure links from high-DR domains, including The Washington Post, TIME, and MarketWatch.

Common PR Link Building Mistakes to Avoid

While PR link building can deliver exceptional results, it’s also easy to get wrong, especially if you’re rushing campaigns, chasing shortcuts, or applying outdated tactics.

In 2025, media fatigue is real, and journalists are more selective than ever.

To get the best outcomes, you need to avoid the common pitfalls that can waste your time, damage your credibility, or get your pitches ignored altogether.

Here are the mistakes we see far too often:

1. Relying on Generic Press Releases

   Sending out templated press releases through syndication services might result in a few low-quality backlinks, but it rarely leads to meaningful media coverage.

   Journalists want original stories, not cookie-cutter announcements. If your release isn’t timely, relevant, or newsworthy, it’s likely to be ignored—or worse, flagged as spam.

2. Pitching Without a Strong Angle

   A pitch is only as good as its hook. If you’re reaching out with a product update that lacks a broader story or cultural relevance, it’s unlikely to get picked up.

   The best pitches frame your content within a trend, data insight, or emotional narrative that makes it newsworthy. Think less “Here’s our product” and more “Here’s why this matters now.”

3. Ignoring the Journalist’s Beat

   Mass-pitching journalists without checking what they actually cover is one of the fastest ways to land in the trash folder.

   Every journalist has a specific beat—whether it’s tech, health, business, or culture. Failing to align your pitch with their interests not only hurts your chances of coverage but can also damage relationships with the media.

4. Overlooking Follow-Ups and Timing

   A great pitch doesn’t end with a single email. Journalists are busy, and your message can easily get buried. However, there’s a fine line between being persistent and being pushy.

   Sending a thoughtful follow-up after 2–3 days can make all the difference. Equally important is timing your outreach to align with news cycles or seasonal trends for maximum relevance.

5. Focusing Only on Link Quantity, Not Quality

   Not all backlinks are created equal. One well-placed link from a credible publication can outperform dozens of backlinks from irrelevant or low-authority sites.

   Chasing volume for the sake of link count can dilute your brand reputation and harm your long-term SEO goals. Focus on quality, relevance, and editorial value.

6. Not Tracking the Right Metrics

   Many businesses fall into the trap of only measuring the number of links earned. While that’s important, it’s not the whole picture.

   Referral traffic, brand mentions, domain authority impact, social shares, and audience engagement are all equally valuable metrics.

   Without proper tracking, it’s hard to prove ROI or learn what’s actually working.

7. Underestimating the Value of Relationships

   PR isn’t a one-time tactic—it’s a long-term play. Brands that view journalists as transactional contacts rather than strategic partners tend to struggle.

   Building real relationships takes time, but it leads to ongoing opportunities, repeat features, and a stronger reputation in your space.

Conclusion

PR link building has emerged as one of the most effective strategies to grow your brand online. It’s all about telling stories that matter, building relationships that last, and showing up in places that shape public perception.

Unlike traditional link building, PR links are rooted in credibility. They come from trusted sources, carry real SEO weight, and position your brand as a thought leader in your industry.

Whether you’re running a startup or managing enterprise-level growth, PR link building is no longer optional—it’s a core part of any modern, white-hat SEO strategy.

If you want to grow sustainably, rank higher, and create a digital footprint that sets you apart, now is the time to invest in PR link building.

Start with one strategy, build momentum, and stay consistent. The results will follow—and they’ll last.

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