Digital PR is public relations for the web: pitching stories, data and expert comment to journalists and publishers so they mention and link to your brand.
Why it matters
Coverage on respected sites brings awareness, referral visitors and high-quality backlinks, and the sites AI assistants quote are often the same publications.
Example
A roaster surveys its customers about morning routines and shares the results with food and lifestyle writers. A few articles cite the survey and link back.
What to do
Find journalists who cover your topic, offer something genuinely newsworthy or useful (data, expert insight, a timely angle), and keep pitches short and personal.