October 20, 2025
A strong Digital PR strategy is one of the most effective ways to increase your online visibility and build valuable backlinks. But there’s no one-size-fits-all approach. There are different types of Digital PR campaigns, each with its own unique advantages. Depending on your brand, target audience, and goals, one type might work better than another.
At Seeders, we use several types of Digital PR campaigns to achieve maximum results. In this article, we’ll explain the main types of Digital PR: Classic Digital PR, Reactive Digital PR, Product Digital PR, and Investment Digital PR.
Bij Seeders zetten we verschillende typen Digital PR-campagnes op om maximale resultaten te behalen. In dit artikel leggen we uit welke soorten Digital PR er zijn: Klassieke Digital PR, Reactive Digital PR, Product Digital PR en Investment Digital PR.
1. Classic Digital PR
Classic PR campaigns are more strategic and carefully planned. Instead of reacting spontaneously to the news, we develop a creative idea well in advance. That said, Classic Digital PR can still tap into relevant trends and timely topics, just with a bit more preparation time than Reactive PR. For instance, we can build campaigns around recurring moments such as Valentine’s Day, King’s Day, or Christmas. These dates are always relevant, so campaigns can be prepared ahead of time, knowing they’ll hit during a period of high attention.
Together, we define your main objective: do you want to increase brand awareness, build backlinks, or position your brand as an expert? Then we collect supporting data (internal or through research) and craft a story that’s both newsworthy and relevant.
Why it works: A Classic Digital PR campaign often results in multiple publications and backlinks, helping you build your brand’s online authority and improve your visibility in Google and in AI-driven search engines.
Example: For a beauty brand, we conducted research into skincare habits. We turned the findings into a campaign supported by a press release and landing page, which gained widespread media coverage.
2. Reactive Digital PR
Reactive PR is all about speed and tapping into the news cycle. Think of a major storm, a viral social media trend, or unexpected developments within your industry or the nation.
We monitor news and trends daily. When an opportunity arises, we quickly create a strong angle that connects your brand to the conversation, also known as newsjacking. This can be done by sharing internal data, offering expert commentary, or providing practical insights.
Why it works: Journalists are always looking for timely and reliable content. Reactive PR meets that need by delivering relevant input at exactly the right moment. Once journalists pick it up and mention your brand, your online visibility increases instantly.
Example: An insurance company shares data about the number of damage claims during a major storm and provides an expert’s insights. This hooks into a trending topic and increases the chances of national media coverage.
3. Product Digital PR
Product PR focuses on putting a specific product or service in the spotlight. The goal isn’t immediate sales, but rather building brand awareness and earning high-quality backlinks.
A product campaign goes beyond just announcing a launch. We look for a creative angle that connects the product to trends or social themes. That gives the story genuine news value and makes it interesting for journalists.
Why it works: Media outlets rarely publish stories about a product on its own. By linking it to research, data, or consumer trends, your campaign becomes newsworthy. Increasing your brand visibility and earning valuable SEO links that improve your search rankings.
Example: A sports brand launching a new running shoe links it to research on the most popular running routes in the Netherlands. This gives the campaign a broader social perspective, resulting in more media attention and backlinks, without directly focusing on sales.
4. Investment Digital PR
Investment PR focuses on bringing attention to a major funding round or investment milestone, such as a Series A, B, or C round, or even reaching unicorn status. The goal isn’t direct revenue, but rather strengthening your brand image, showcasing growth ambitions, and building trust among customers, investors, and partners.
We craft a compelling story around the investment: who’s investing, what it means for the company’s growth, and how it impacts the industry. This narrative is then turned into a press release featuring quotes from an expert and can be supported by a dedicated landing page.
Why it works: Journalists and business media are always interested in growth stories and funding news. By presenting your investment in a newsworthy way. For example, using strong figures, market trends, or expert commentary, you increase your chances of publication in major outlets. This, in turn, boosts your brand’s visibility and reputation.
Example: A tech startup reaches unicorn status after a multi-million investment. We create a press release, a visual landing page showing the growth journey, and founder interviews. The result: national coverage, mentions in leading business outlets, and a boost in online authority.
How to Choose the Right Type of Digital PR
The right type of Digital PR depends on your goals:
- Want to build long-term visibility and authority? Go for Classic Digital PR.
- Want to react quickly to the news cycle and grab attention? Choose Reactive Digital PR.
- Launching a new product or service? Opt for Product Digital PR to boost brand awareness.
Want to highlight your investment or growth milestone and build trust with stakeholders? Then Investment Digital PR is the right fit.
Conclusion
Digital PR comes in many forms, and each type brings its own value. The right strategy, whether you choose Reactive PR, a Classic campaign, Product PR, or Investment PR, will strengthen your online presence, boost your authority, and generate high-quality backlinks that contribute to long-term success.
Curious which Digital PR strategy fits your brand best? Our team of Digital PR specialists is ready to help you define and execute the perfect approach.
Digital PR Specialist
Danique focuses on making brands more visible online. At Seeders, she oversees campaigns from start to finish, guiding clients every step of the way while keeping projects on track. With experience in content marketing , she creates press releases and landing pages that really connect with audiences. Working across industries and borders, her bilingual skills help deliver results that make an impact for both local and international clients.
