What matters is coverage in the publications your buyers read, the backlinks that lift your organic visibility, and whether your sales team hears “I saw you in…” on a call. We report against all of this for every client, so your PR spend has a number attached to it, not just a folder of press cuttings. 

Digital PR turns coverage into traffic and traffic into pipeline: earned backlinks improve your search rankings, syndicated stories put your brand in front of new audiences, and a well-placed feature gives prospects the third-party validation that gets a stalled deal moving again. We build digital PR into every B2B campaign for exactly this reason, not as an add-on. 

The two shouldn’t be separate workstreams. A single insight can become a by-lined opinion piece one week and a LinkedIn series the next, so the work behind one story compounds instead of being used once and shelved. That’s how we run it at Halston B2B: PR and content sit under the same strategy, not in different teams pulling in different directions.