Digital PR Approach

Cupid PR runs Digital PR the way journalists experience it: fast, credible and grounded in real stories.

We don’t treat PR as a volume exercise or a shortcut to links. Our approach is built around newsroom behaviour, editorial standards and long-term authority — not tactics that briefly spike and disappear.

Our Process

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Plan with Purpose

    We don’t start with ideas for the sake of it.
    We start by understanding what’s realistic, relevant and actually worth commenting on for your brand.

    Every plan is built around:

    Where your expertise genuinely fits

    What journalists are already covering

    What supports long-term authority, not short-term noise

    If there’s no clear purpose, we don’t force the story.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and half circle lines.

    Collaborate Openly

    You’re not handed a black-box PR plan and told to trust the process.

    We keep communication open, share thinking early, and sense-check angles before anything goes out. That way, expert commentary stays accurate, aligned and credible — not manufactured.

    Good Digital PR works best when decisions are shared, not hidden.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and circle lines.

    Adapt as Needed

    No two news cycles are the same, and no Digital PR campaign should be rigid.

    We stay flexible, reacting to real-world moments as they happen, adjusting angles quickly and knowing when to push forward — or when to step back.

    Being selective is part of the strategy.

  • Geometric drawing of an outline square with sections divided by vertical, horizontal, and diagonal lines.

    Deliver with Confidence

    When coverage lands, it’s not just because something was sent — it’s because it was right.

    Every comment, campaign or pitch is backed by real expertise, editorial relevance and confidence in the story itself. That’s what makes coverage land cleanly and continue to compound over time.

    No filler. No forced commentary. Just work that stands up in a newsroom.

NEWSROOM-LED

Campaigns are planned months in advance, experts are retrofitted to angles, and commentary is forced into conversations where it doesn’t belong. Journalists spot this immediately.

Our approach starts with the newsroom.

We monitor what journalists are covering in real time, understand where expert input adds value, and only comment when it genuinely fits the story.

That discipline is what protects credibility and makes coverage compound.

Credibility First, Always

Credibility is the difference between coverage that lands once and coverage that keeps landing.

We only put forward experts who:

  • Have genuine, relevant experience

  • Can speak clearly and usefully on the topic

  • Stand up to scrutiny from journalists and search engines

We don’t create manufactured profiles or inflate credentials to fit an angle. That might work short term, but it erodes trust and limits future opportunities.

Reactive Where It Matters

Reactive PR is one of the most effective tools in Digital PR — when it’s done properly.

We prioritise:

  • Timely commentary linked to real-world news, trends and events

  • Clear angles that slot easily into existing articles

  • Speed without sacrificing accuracy or relevance

Just as importantly, we know when not to comment. Silence can be as strategic as speed.

Search-Led aLWAYS

Digital PR supports search visibility, but it should never be driven by rankings alone.

Our work is designed to:

  • Earn editorial coverage that search engines trust

  • Build brand authority through credible mentions and links

  • Support long-term visibility rather than short-term gains

We don’t optimise PR campaigns purely for algorithms. We optimise them for editorial value first, knowing that strong coverage naturally supports search performance.

How We Work With Clients

Our process is collaborative but focused.

We work best with brands that:

  • Value credibility over volume

  • Understand the importance of timing and relevance

  • Want Digital PR to support wider brand and visibility goals

We take the time to understand where commentary makes sense, where it doesn’t, and how to build authority in a way that aligns with your sector.

WHEN DIGITAL PR IS THE RIGHT FIT

Digital PR is most effective when:

  • You have real expertise to contribute

  • Authority and trust matter in your industry

  • Visibility needs to support long-term growth

  • You’re willing to prioritise quality over quantity

It’s not always the right channel, and being honest about that is part of doing it properly.

LETS TALK

Cupid PR delivers Digital PR built to meet editorial standards, not marketing shortcuts.

If you’re looking for coverage that builds authority, trust and visibility over time, we’d be happy to talk.