Although PR and SEO might seem like two separate elements of communications efforts, the reality is quite the opposite. They can be successfully combined by using the power of digital media. Here is how we develop and execute digital PR strategies for our clients in the Polish market.
What is SEO (digital) PR?
SEO PR (digital PR) combines traditional media relations strategies with search engine optimization techniques. Its goal is to increase the brand’s online visibility by securing high-quality coverage across digital media. Unlike traditional PR, which focuses mainly on brand awareness, SEO PR also aims to impact search rankings by generating active backlinks from reputable sources.
Our SEO PR techniques involve creating press materials that appeal to journalists, audiences, and search engines. The content is strategically distributed to media outlets with high digital authority. Thanks to this, each publication promotes the brand and drives more organic traffic to the brand’s website.
Setting KPIs for the SEO PR campaign
The first step of creating an SEO PR strategy for any new client is to determine the objectives they wish to achieve. They influence not only the KPIs (key performance indicators) but also the content of press materials and the media outlets we target.
For example, if the main objective is to build an expert reputation in Poland, we focus on including multiple expert comments from the company’s representatives in each press material. If the client wants maximum brand exposure, we aim to get mentions in as many national media titles as possible. If a brand wants to focus on search engine optimization, we include important keywords in the press content.
We typically use the monthly (or quarterly) number of PR publications and the count of publications on domains with a Domain Rating (DR) of 40+ as KPIs. Choosing domains with a DR 40+ is good both for reputation management purposes and SEO strategies.
What is DR?
DR (Domain Rating) is a metric developed by Ahrefs, which measures a domain’s authority and quality on a scale from 0 to 100. It evaluates the quantity and quality of external backlinks to a website. A higher DR increases the possibility that publications on that domain will positively impact the client’s SEO efforts. So, if you want to boost your SEO, links from websites with high DR can quickly help you in search engine rankings.
Example:
During one of our digital PR campaigns, a client wanted to reach as broad an audience as possible. The KPI was to secure a minimum of 10 publications on domains with a DR 40+ monthly. As a result, we published press materials on websites well-known to Polish readers and highly rated by Google, such as Wprost.pl and Eska.pl.
Planning public relations content
Once the KPIs are set, we move on to building an effective content plan. Our content specialists generate topics that align with current trends and the communications and business objectives of the brand.
How do we choose topics?
- Trend analysis: We observe trending subjects in Poland that resonate with journalists and interest Polish consumers.
- Market knowledge: With years of PR experience in Poland, we know what will likely interest readers.
- Brand alignment: Each topic must be directly or indirectly related to the client’s industry so that we can naturally incorporate mentions about the products or services of the brand and include value-adding expert comments.
Usually, we start our digital PR efforts with a high-quality blog article on the client’s website. We then create our press material based on the blog post and send it out to relevant media outlets. This allows our target audience who find the press article to explore the topic further on the blog.
Creating blog content
The blog content is always consistent with the audience’s needs and the brand voice. Many clients provide us with a document specifying the tone, style (whether friendly or highly professional), overarching site’s goals, as well as any prohibited words or phrases.
We also try to make the content engaging – for Polish audiences, journalists, and Google traffic. We know that now Google loves lists and rankings. For example, for our client in the language learning industry, we prepared a post about the friendliest countries for operating a business.
We create blog content in various ways:
- Based on research: We prioritize data and back our articles with reliable sources, such as studies, reports (from Eurostat for example), or data provided by the client. For guides or fun fact pieces, we always add unique insights that readers can not find elsewhere.
- Using client data: Many companies have valuable internal data that can be a fantastic basis for good PR content.
- Based on paid research: We partner with research companies and commission market research. Polish media value data and reports, as they often lack the budget to commission them themselves.
- Transcreating foreign-language articles: International brands often have a large content resource in other languages. We adapt these articles for the Polish market through transcreation – not just translating and basic localization, but tailoring the content to Polish readers’ needs, interests, and expectations.
The blog article creation process also includes:
- Meta tags and URLs: We optimize these for search engines.
- Infographics: Our designers create infographics to enhance the article and make it more appealing.
- Keywords and internal linking: We integrate keywords and internal links based on client guidelines or our recommendations.
- Proofreading and editing: Every article undergoes professional editing and proofreading.
Preparing press materials
Writing press materials differs from creating a blog post. In effective PR content creation, it is crucial to use a consistent narrative both in the headline and the lead. We strive for headlines that evoke emotions: curiosity, surprise, joy, or a sense of national pride. Headlines with numerical data or curiosities from recent studies or surprising discoveries also work well.
Examples of press release headlines we created for our clients:
- Fresh flowers in the office increase employee satisfaction, Harvard scientists say
- 276 modern EV charging points next to Stokrotka stores
- Want to sound like a native speaker? You do not need to go abroad!
- Germany is shortening work hours. Poles… work the most in the EU
PR materials usually summarise the most important, interesting points from a blog post. They can also relate to current news and events worldwide or in Poland. We ensure that press content does not feel like sponsored articles, as Polish journalists reject overly promotional materials. Brand mentions appear in strategic locations, smoothly and naturally integrated with the article.
The language and angle of each press material are tailored to the specific types of media it is sent to. For example, if we are targeting business media, the content is directed at business people or those planning to start a business. This approach increases the chances that the material will interest the editorial team and be published.
Each PR material also includes:
- At least two expert quotes from brand representatives
- Infographics or photos, as they increase the chances of publication
- A brand description
- Contact details to our agency representative
- One active link to the brand’s website in the top part of the PR article
Sending content to the media
Our PR outreach team has contacts across various media categories in the top and other tiers. This means we can provide a significant number of PR publications. The client faces no risk of their content not being published in the targeted media category.
We prepare mailouts to both national media (e.g., Superbiz.se, Eska.pl, Biznes.wprost.pl, Forsal.pl, Noizz.pl) and local outlets (e.g., Pomorska.pl, Dziennikzachodni.pl, Dziennikpolski24.pl). We also occasionally send press materials via PAP (Polish Press Agency), the largest news agency in Poland.
Including Active Links
Each press material contains an active link to the brand’s website. We always include just one link; otherwise, journalists will not publish the article. Furthermore, some editors remove all links automatically. However, we have worked in this industry long enough to know which outlets publish press releases with links.
From our experience, about 20% of Polish editorial teams keep links in submitted PR texts. We know which outlets we can skip and which are worth approaching. Sometimes a polite email request asking to add a removed link is enough to bring it back.
Updating the Coverage Tracker
After sending out the materials, we follow up with journalists via phone and email. It is rare for journalists to request text adjustments (e.g. if a text is too promotional or overly technical). We log each publication in a coverage tracker, which we send to the client at the end of each month or week or save in a shared drive. It includes details like the publication link, website DR, and other data we source from our media monitoring service. Unlike most PR agencies in the Polish market, we continue our efforts until the agreed KPIs are achieved.
What Do Polish Media Like to Publish?
In our experience, certain types of content and topics are particularly appealing to Polish media outlets:
- Rankings – preferably based on research (either commissioned by us or conducted by the client).
- Comparisons and lists – Polish journalists and readers love pieces that compare (e.g., various cities in Poland or Poles to other nationalities).
- Breakthroughs and updates – major global events can be an excellent pretext for creating brand-related content.
- Seasonal topics – e.g., Christmas, Valentine’s Day, summer holidays, back-to-school season.
- Finance, salaries, remote work, and career – these topics are evergreen.
- Technological advancements and artificial intelligence – research shows that many Poles are interested in AI, especially in the context of job replacement.
Building a solid SEO and PR strategy in Poland involves a deep understanding of the local media landscape, audiences, superb media contacts, and effective content creation skills. By combining these elements, brands can achieve substantial visibility and credibility across Polish digital media channels.
If your brand is looking for support in creating or enhancing an SEO PR strategy tailored to the Polish market, feel free to reach out to our agency. We are here to help!