Definition

Digital PR is a marketing strategy that simultaneously secures brand awareness and high-quality backlinks through online media, bloggers, and influencers.

TL;DR

After HARO shut down in 2024, digital PR emerged as the key alternative for link building. You publish newsworthy data and research, then pitch it to the press to earn natural links. In the AI era, media citations are also reflected in LLM training data, simultaneously strengthening E-E-A-T and AI citation authority.

What Changed After HARO Shut Down

HARO (Help A Reporter Out) discontinued its service in December 2024. Featured.com acquired and relaunched it in 2025, but it has not yet recovered the influence it once had. Digital PR is a proactive link-building strategy that moves beyond dependence on HARO.

Core Digital PR Tactics

1. Data-Driven Content

Publish the results of proprietary surveys, polls, and analyses. Data such as "The State of AI Search Usage in Korea 2026" is worth citing for the press.

2. Expert Commentary

Provide expert opinions on industry issues to the media. When a journalist includes an expert comment while writing an article, a natural link results.

3. Visual Assets

Create assets that media can embed, such as infographics, interactive tools, and calculators.

The Value of Digital PR for AEO

Media citations earned through digital PR provide two AEO benefits in addition to SEO backlinks:

LLM training data: Content from major media outlets is included in LLM training data at a high proportion. When a brand is cited in the press, the LLM recognizes the brand as an authoritative source.
Real-time search citations: When press coverage ranks high in search, AI answer engines cite that coverage and the brand mention is surfaced alongside it.

Related Sources

BuzzSumo (2025). The State of Digital PR. https://buzzsumo.com/resources/digital-pr/

Digital PR — Link Building in the Post-HARO Era