A shared goal of digital and traditional PR is getting your product and brand in front of the right audience. Product placements are a great way to create brand awareness, support your backlink profile and generate revenue.

From product launches and round-ups to expert tips and data-led releases – providing the journalists with interesting stories and news is key for generating high-value, organic backlinks.

In today’s media and PR landscape campaigns can only be successful if they are versatile and adaptable. I have seen small scale campaigns with a data-led or case study approach to deliver the best resulsts.

Some call it hygiene work, other BAU linkbuilding - it entails converting broken links, unlinked mentions and other methods.