Your agency for
Digital PR

Digital PR creates visibility where opinions, brand awareness and purchasing decisions are shaped today: in the digital space. Claneo is one of the most experienced digital PR agencies in Germany. For years, we have been placing our clients in the media outlets that matter. In doing so, we draw on our expertise in PR-driven initiatives across content marketing, Generative Engine Optimisation and SEO. On this page, you will find everything you need to know about digital PR and how we help brands achieve the visibility they deserve.

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Our Digital PR Services: Data and Brands in Focus

For us, digital PR is not a one-size-fits-all concept. As an experienced agency, we offer a broad range of services that bring together two core disciplines: data PR and brand PR.

At the heart of our work are data-driven PR campaigns where a strong story takes centre stage. Depending on the objective and starting point, we work with survey data, clients’ internal data, or publicly available external sources to create unique content that the media actually want to cover.

Alongside this, we support businesses across many areas of traditional corporate communications. Whether it is the targeted positioning of executives and experts as credible voices in relevant media, the professional distribution of press releases to the right contacts, or regional PR initiatives designed to create local impact: we see brand PR as the foundation of a strong brand presence in the digital space.

Data PR: the Story Takes Centre Stage

Journalists are looking for stories, not advertising. That is why nothing opens editorial doors more reliably than new, relevant data. With data PR, we create unique datasets that did not previously exist in this form and turn them into stories the media want to report on. Your brand is not front and centre, but it is carried by the story. The result: authentic media coverage, high-quality backlinks and stronger brand perception. We use the following approaches:

Internal Data

Many companies are sitting on a wealth of data they have not yet unlocked. With our experience in data-based PR, we analyse internal data and evaluate it strategically, for example by region, demographic characteristics or developments over time. This allows us to identify unique trends and tell compelling stories. Authentic and exclusive..

External Data

There is no shortage of publicly available data. The difference lies in how it is used. We research valid sources such as public authorities, statistical offices and academic institutions, obtain data through direct requests and hands-on research, and combine existing datasets in new and unexpected ways. In this way, familiar data points become entirely new perspectives – and stories that make editorial teams take notice.

Digital Data Collection

Digital sources provide a wealth of publicly accessible data, provided you know how to unlock it systematically. Using targeted web scraping, we collect large volumes of data from across the web: from price comparisons and review platforms to job listings and regional offer data. The strength lies in scalability: analyses that would never be possible manually become the basis for unique comparisons and media-ready stories..

Surveys

Using professional market research tools, we survey carefully defined target groups in a way that is representative and methodologically robust. This creates reliable snapshots of opinion that address socially relevant issues, or bring a niche audience’s perspective into the public discourse for the first time. Data that did not previously exist – and precisely for that reason are of real interest to editorial teams.

Our Digital PR campaigns are known from

Brand PR: the Brand Creates the Story

Not every PR initiative needs a dataset. Sometimes it is an expert opinion, a well-placed press release or a regionally targeted message that makes the difference. With our brand PR services, we support companies in traditional corporate communications while bringing the same care and network that define our data PR work. Whether reactive or proactive, a one-off measure or a long-term strategy: we know how the media work – and how to get your message in front of them.

Expert Positioning

Every company has people worth listening to – and we make sure they are heard. Through targeted topic analysis, we identify relevant speaking opportunities and place them in the right media outlets. Whether trade press, national newspapers or leading digital publications, we approach editorial teams directly and position your experts where they belong.

Press Distribution

A strong press release is only as effective as its distribution. With many years of expertise in the creation and distribution of press releases, we ensure that company news reaches the right places through carefully maintained media lists and direct press contacts. Fast, professional and with the right instinct for timing and relevance.

GEO PR

AI systems such as ChatGPT or Google AI tend to cite trustworthy media sources. With GEO PR, we ensure that your brand is mentioned where AI systems source their answers. This includes high-reach trade media, news portals and industry directories.

What is Digital PR?

Digital PR is the modern evolution of traditional public relations. It includes all measures that help a brand build authority within its industry. This is achieved through media coverage, brand mentions and links across the digital space.

What makes digital PR distinctive is that it approaches reach holistically. Alongside media outreach, it brings together content marketing, SEO and targeted distribution with the aim of placing content not only in editorial environments, but also in search engines and increasingly in AI-generated answers. Because if your brand is mentioned by credible media today, it is more likely to be cited tomorrow by AI systems such as ChatGPT or Google’s AI Overviews.

For German-speaking audiences, it is worth noting that the terms “digitale PR” and “Digital PR” are used synonymously, although “Digital PR” is often defined more narrowly and focuses on clippings and backlinks, while “digitale PR” can also include digital public relations in the broader sense, closer to traditional corporate communications.

However the discipline is defined, we at Claneo support you as an agency with all services related to digital PR.

Digital PR as the Key to Visibility in Large Language Models (LLMs)

At a time when large language models (LLMs) and generative AI systems such as Google’s AI Overviews are transforming the way people search for information, the importance of digital PR is expanding significantly. AI models draw their knowledge from the internet and assess the trustworthiness of information using authority signals such as brand mentions. This is exactly where digital PR has a future-proofing effect: by generating high-quality media mentions, topically relevant backlinks and positioning your brand as an authority in reliable sources, you directly shape the data foundation of these systems. Digital PR is therefore a key lever for increasing visibility in ChatGPT, Perplexity, Claude and AI Overviews.

Digital PR as part of content marketing

The core idea behind content marketing is to encourage users to engage with your website or channels through compelling and informative content. As a marketing discipline, it operates at the beginning of the well-known AIDA marketing funnel and is intended to help businesses gain attention among their target audience without directly promoting products or optimising purely for conversion-driven KPIs.

This is exactly where digital PR comes in. It is about creating content that is relevant both to a defined target audience and to journalists and media professionals. Ideally, the chosen topics are engaging enough to attract coverage across the media landscape and on social networks. Depending on the specific objectives and target audience, there are various formats, measures and strategies available, all of which have proved highly effective in our many years of work at Claneo.

Media Relations and News Value Begin at the Concept Stage

A digital PR campaign stands or falls on two things: a story that interests journalists – and the ability to get it to the right people.

The news value of a piece of content determines whether an editorial team picks it up or ignores it. That is why we critically assess ideas at the concept stage: is it new? Is it relevant? Is there an angle that fits the current news environment? Whether it is a data-driven analysis, a representative survey or a concise city comparison, the format always follows the story.

However, even the best content is of little use without targeted seeding. Distribution to the right media contacts – at the right time, with the right approach – is what turns a campaign into a successful one with substantial reach. Mentions, links and coverage in relevant media are not the result of luck, but of consistent and professional media relations work.

Digital PR: More Than the Sum of Its Parts

Digital PR brings together elements that are already powerful on their own: the strength of a good story, the reach of professional media relations, the sustainability of SEO and the future-readiness of GEO. Those who create content that the media want to report on gain visibility in editorial outlets, in search engines and in the AI systems that together shape how information is discovered today and tomorrow.

Our Digital PR success stories

HelloFresh

Digital PR Campaign

An increase in visibility of more than 100%? With the help of digital PR campaigns, this and much more is possible! If you want to know how we helped HelloFresh achieve these great results, read our Case Study.

Coop Bau+Hobby

Digital PR Campaign

Increase brand awareness with the help of bees? It’s possible! In this case study, we show how a digital PR campaign perfectly tailored to the target group was able to increase both the brand awareness of Coop Bau+Hobby and the “bee awareness”.

Doctolib

Digital PR Campaign

To increase brand awareness while underscoring its status as a healthcare expert, we partnered with Doctolib to implement a digital PR campaign with a strong local focus.

Lieferando/ Just Eat Takeaway

Digital PR Campaign

Lieferando wanted to further strengthen their online presence by increasing their media coverage via an increase in media clippings with a special focus of local media coverage. To achieve this goal, we created a digital PR campaign that would spark the interest of as many Germans possible.

This is how we work with you

01 – Goal definition & analysis

The cornerstone of a successful digital PR campaign are the goals and a joint exchange about them. To this end, we get to know each other in a kick-off meeting, conduct a joint needs analysis and set goals for the campaign. In addition, the most important technical and content-related possibilities and conditions are clarified here.

02 – Concept

A digital PR campaign lives from its idea. Once the goals have been set, we start designing exciting content formats that fit your target group and the media that could report on them. To do this, we use various brainstorming and evaluation techniques based on experience from numerous successful projects.

03 – Production

After we have agreed on an idea in exchange with you, we start with the research or data collection. For this, we use only proven market research methods and sources to deliver the best possible data quality. With experienced in-house experts, we design meaningful digital content in image and writing and then take care of the technical implementation of the landing page ourselves or in consultation with your experts.

04 – Distribution

Distribution, also known as seeding, determines the success of a digital PR campaign. For the best possible results, we work with professional structures and tools to give our project the media attention it deserves. Of course, we keep you continuously informed about all developments.

05 – Reporting

The final step is to measure the successes and results: How well did the digital PR campaign work and in which media was the information picked up and how?