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Only 13% of consumers trust brand messaging directly from companies, according to a 2025 Edelman Trust Barometer Special Report on Brand Trust. This stark figure highlights a critical challenge for marketers: how do you build genuine credibility when your audience is inherently skeptical? The answer lies in effective digital PR and a sophisticated content strategy that prioritizes newsworthy expert content.

Key Takeaways

  • Invest in original research or proprietary data to differentiate your content and establish thought leadership.
  • Develop a clear expert profiling strategy, identifying and training internal subject matter experts for media engagement.
  • Prioritize long-form, data-rich content formats that provide deep insights and support media narratives.
  • Build relationships with journalists and editors by offering genuine value and understanding their editorial needs.
  • Track media mentions and content performance beyond vanity metrics, focusing on audience engagement and conversion pathways.

Only 41% of journalists consider press releases a reliable source of information.

This statistic, reported by the 2025 Cision State of the Media Report, is a wake-up call for anyone still relying on traditional press release distribution as their primary media relations tactic. It shows a fundamental disconnect between what companies often provide and what journalists actually need. Journalists are inundated with generic announcements. They are looking for substance, unique angles, and credible expertise. A press release announcing a minor product update or a new hire, without any broader context or compelling data, simply won’t cut through the noise.

My interpretation is that the traditional press release, in its unadorned form, has lost much of its power. It’s not that press releases are entirely obsolete, but their role has evolved. They now function more as a formal record or a distribution mechanism for genuinely significant news, rather than a primary tool for generating media interest. To be effective, a press release must be anchored by truly newsworthy content, perhaps original research, a significant trend analysis, or a bold innovation that directly impacts a large audience. Without that underlying value, it’s just another email in a journalist’s overflowing inbox.

Content featuring expert quotes sees a 30% higher engagement rate on average.

Data from a 2025 HubSpot report on content performance shows the power of expert voices. This isn’t just about quoting someone. It’s about integrating authoritative insights that add depth and credibility to your content. When a recognized expert, whether internal or external, lends their perspective, it immediately improves the piece beyond mere marketing copy. This holds true for blog posts, whitepapers, social media updates, and especially for content aimed at securing media coverage. Journalists seek out experts for interviews and quotes because those voices provide gravitas and a unique viewpoint their audiences crave.

To capitalize on this, organizations need a strong strategy for identifying and nurturing their internal subject matter experts. This involves more than just listing their titles. It means training them on media interactions, helping them articulate their expertise concisely, and positioning them as go-to sources for relevant industry topics. We often see companies with incredible internal knowledge bases, but they fail to translate that into outward-facing expert content. The opportunity cost here is immense. Imagine the impact of having your head of AI research quoted in a major tech publication versus a generic company statement. The former builds trust and authority. The latter often gets overlooked.

Original research published by brands generates 3x more backlinks than other content types.

A study by Moz, analyzing backlink profiles in 2025, revealed this compelling advantage for brands that invest in original research. Backlinks are a fundamental signal of authority and relevance for search engines, and earning them organically is a foundation of effective digital PR. When you publish unique data, a proprietary survey, or an in-depth analysis that no one else has, you create a resource that other publications, journalists, and industry peers will naturally want to reference and cite. This isn’t just about SEO. It’s about becoming a primary source of information within your industry.

The conventional wisdom often suggests that content creation is primarily about repurposing existing information or commenting on current trends. While those tactics have their place, relying solely on them means you’re always reacting, never setting the agenda. Producing original research positions you as a thought leader, a source, rather than just another commentator. This requires a significant investment, both in time and resources, but the long-term benefits in terms of authority, media pickup, and search engine visibility are undeniable. Consider conducting an annual industry survey, analyzing a specific data set, or even publishing a detailed case study with verifiable results. These become invaluable assets for your digital PR efforts.

58% of journalists use social media to find story ideas and sources.

This figure, reported by a 2025 Muck Rack survey, highlights the evolving field of media relations. Journalists are not just waiting for emails. They are actively scanning platforms like LinkedIn and even niche forums for emerging trends, interesting data, and credible experts. This means your expert content strategy cannot solely live on your website or in your email outreach. It needs to be visible and accessible where journalists are looking.

My take on this is that many companies still treat social media as a one-way broadcast channel for marketing messages. This is a missed opportunity. For digital PR, social platforms are discovery engines. Your internal experts should be actively sharing their insights, engaging in relevant industry discussions, and building their personal brands online. This isn’t about self-promotion in a vacuum. It’s about demonstrating expertise and availability. When a journalist is researching a story on, for instance, the future of generative AI in content creation, they are likely to search LinkedIn for experts discussing that very topic. If your lead AI scientist has a strong profile filled with insightful posts and analyses, they become a far more attractive source than someone with no discernible online presence. It’s about being findable and demonstrating your value before the outreach even begins.

The conventional wisdom about “newsjacking” is often overplayed.

While the idea of inserting your brand into a trending news story sounds appealing, the reality is far more complex and often less effective than proponents suggest. The rapid pace of the news cycle means that by the time you’ve crafted a coherent, expert-led response to a breaking story, the moment may have passed, or the narrative may have shifted. More importantly, poorly executed newsjacking can come across as opportunistic or insensitive, damaging your brand’s reputation rather than enhancing it.

Instead, I advocate for a more proactive, foundational approach to expert content. Focus on creating evergreen, authoritative content that positions your organization as a leader on specific topics, regardless of daily headlines. This involves deep dives, original research, and complete guides that demonstrate your expertise over time. When a major news story does break, you already have a library of credible content and established experts who can speak to the issue with genuine authority, not just a hastily prepared comment. For example, if a new regulation concerning data privacy is announced, a company that has consistently published expert analyses on data governance for the past two years will be seen as a far more credible voice than one attempting to jump on the bandwagon for the first time. It’s about being consistently relevant, not just momentarily topical.

Crafting newsworthy expert content is not a passive endeavor. It requires intentional strategy, a commitment to original insights, and a proactive approach to media relations. By focusing on genuine expertise and valuable data, organizations can cut through the noise and build lasting credibility with both their audience and the press.

What is the difference between digital PR and traditional PR?

Digital PR focuses on earning online mentions, backlinks, and coverage from digital publications, blogs, and social media, often with an emphasis on SEO benefits and online visibility. Traditional PR primarily targets print, radio, and television media, with less direct emphasis on digital metrics.

How can I identify internal experts for media opportunities?

Look for individuals with deep knowledge in specific areas, strong communication skills, and a willingness to engage externally. Consider department heads, lead researchers, product managers, or senior analysts who can articulate complex topics clearly. Develop a formal process for vetting and training these individuals.

What types of original research are most effective for digital PR?

Effective original research includes industry trend reports, complete surveys of target audiences, data analyses of proprietary information (anonymized, of course), and detailed case studies showing measurable results. The key is to provide unique insights that are not available elsewhere.

How do I measure the success of my digital PR efforts beyond media mentions?

Beyond simple media mentions, track metrics like website traffic referrals from earned media, organic search ranking improvements for targeted keywords, backlink acquisition, social media engagement around covered content, and in the end, lead generation or conversions attributed to PR activities. Tools like Google Analytics and various PR monitoring platforms can help.

Should I focus on national media or niche industry publications?

Both have value, but your strategy should align with your objectives. Niche industry publications often provide higher-quality, more targeted backlinks and reach a highly relevant audience. National media offers broader brand awareness. A balanced approach often involves targeting niche outlets for authority building and national outlets for significant announcements.