Midnight has been at the forefront of helping businesses forge strong relationships with clients, prospects, stakeholders and investors for around 30 years. From day one, our focus has been on crafting targeted communication strategies that shape audience perception, shape public conversation and drive business growth.
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While the tools and techniques in our kit evolve at lightning speed, our core objective remains constant: human focused communications that position our clients as sector leaders, showcase their expertise and support their business growth.
Our built-in agility, editorial skill and long track record working with digital media outlets helps us deliver an enviable digital profile for our clients that resonates with their ideal customers and stakeholders – all while supporting their SEO.
Today, a focused digital PR strategy is essential for every business to build and maintain a strong online presence, connect with their audiences and stand out in a crowded online marketplace. Google is often the first place that potential investors, clients, employees and wider stakeholders look, so it’s a crucial shop window to get right. As experts in building business reputation, we make that shop window sparkle!
At Midnight, our years of experience in digital media relations and close relationships with influential online media outlets – everything from PA Media, to The Times, to expert sector titles – helps us deliver relevant and authoritative digital PR coverage, Thought leadership is a key component in many of our digital PR campaigns – key to building your reputation with humans – and Google’s spiders are hungry for authoritative, expert advice too!
What is digital PR?
Digital PR is essentially media relations adapted for the evolving digital landscape, in support of your online profile and visibility to search engines. It plays an essential role in advancing a business’ or individual’s objectives. Whether it’s raising a CEO’s profile, attracting investors, drawing in new talent or securing growth opportunities, digital PR agencies work closely with their partners to ensure their business remains top-of-mind with target audiences at those all-important pivotal moments. A strong profile and online reputation is critical for everything from supporting successful mergers and acquisitions to mitigating any issues or crises that might arise in future.
Our approach to digital PR focuses on managing PR through various online platforms to build relationships with journalists, key influencers and relevant audiences, ultimately shaping and promoting a business’s image. We employ a range of tools and techniques, including media monitoring software and social listening to track citations, seeking links where possible and analysing sentiment.
We connect with key online editors in relevant sectors to help amplify our clients’ messages. Social media management tools are part of the process, too, assisting us in scheduling posts, interacting with audiences and analysing performance. We also use SEO techniques to boost search engine visibility. But creating engaging content – including compelling visuals and text – remains absolutely crucial.
We continuously measure and feedback the effectiveness of our PR efforts, tracking website traffic and assessing campaign performance to ensure a strategic and impactful approach that aligns with a company’s overall marketing objectives.
Businesses of all sizes can benefit from Midnight’s proactive approach to digital PR.
”Midnight PR’s campaign has played a significant role in driving consumers to our website and, ultimately, business growth. Their inventive and effective approach achieved impressive results for us.
Kevin ByrneFormer Owner, Checkatrade.com
Why choose a leading digital PR agency?
To make a meaningful difference, it’s important to partner with a PR agency that understands the connection between human and digital strategies. At Midnight, we view AI as a supportive tool rather than a replacement for human brilliance – ours and yours!
Looking at our history, Midnight was the first agency in the country to specialise in dotcoms when the internet was shiny, new and exciting. We’ve always been ahead of the digital curve, and now we are harnessing AI in the most effective way.
We’re training our team to use AI as a productivity and efficiency tool – not to replace our copywriting expertise, but to enhance it. AI helps us accelerate research, expand our scope and improve our overall efficiency. This ensures that we remain the most effective and successful PR agency possible and continue to deliver the exceptional value that keeps our clients coming back. It also ensures that we’re never ubiquitous or derivative – our digital PR strategies are always specifically tailored to your specific and individual goals.
AI can help us speed up tasks such as competitor research and media topic analysis, while we humans bring creativity and emotional intelligence to the content. Establishing clear guidelines for AI use and promoting collaboration between AI-generated outputs and human insights is key to producing authentic and engaging content.
It’s worth remembering that effective digital PR is not just about securing backlinks – it’s also about getting meaningful mentions and expert profiles on relevant high domain authority websites. This holistic approach ensures that brand messages are impactful and that clients remain relevant in a rapidly changing environment.
At Midnight, we specialise in utilising the best of the digital landscape without ever forgetting that PR is all about forging human connections. It’s the human touch – creativity, emotional intelligence and nuanced understanding – that truly drives authentic and engaging content and growth.
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Digital PR strategy
Digital-first media relations
Thought leadership
Social media
Content creation
What to expect
Digital PR strategy
We specialise in crafting and implementing comprehensive PR strategies tailored to the digital landscape. Our campaigns resonate with online audiences, utilising the latest digital tools and techniques to ensure effective communication. By prioritising digital channels, outreach, link building and SEO, we help clients reach wider audiences and achieve their communication goals.
Digital-first media relations
Our media relations focus on securing press coverage on top-tier, relevant websites with a high domain authority. This not only boosts our clients’ visibility but also significantly enhances their digital footprint. Our approach ensures that the press coverage drives meaningful traffic to our clients’ websites, contributing to their overall online presence and business objectives.
Thought leadership
We are committed to expanding our clients’ digital footprint by positioning their spokespeople as authoritative experts in their fields. Our targeted efforts secure mentions and features on high domain authority websites, enhancing their credibility and influence. As Google and LinkedIn algorithms favour content delivered by recognised experts, our services are essential in establishing our clients as trusted voices in their industries.
Social media
Our social media services encompass strategy development, training, audits and management of organic as well as promoted campaigns. We work closely with clients to ensure their social media presence is robust and aligned with broader marketing goals, maximising their reach and impact on social platforms.
Content creation
We deliver high-quality content tailored for clients’ websites, social platforms, award entries, e-brochures, white papers, e-newsletters and more. Our content creation process is grounded in a digital-first approach, ensuring materials are optimised for SEO and resonate with online audiences. We often collaborate with clients’ in-house or external SEO teams to align efforts and achieve shared objectives, ensuring impactful and strategically sound content.
Our dedicated team of journalists and content experts adds a crucial human touch, bringing out the best in our clients and ensuring they respond to the media agenda, position themselves as key players and establish their businesses as sector powerhouses.
Crafting a winning digital PR strategy
Our exclusive focus on B2B (business-to-business) PR allows us to understand the challenges and changes across the sectors in which we specialise. We deliver long-term value through strategic advice and act as catalysts for positive change, helping clients stand out in their sectors.
A successful digital PR strategy aligns perfectly with your business strategy. We start by clarifying your business objectives and target market – often bringing much-needed clarity to fuzzy thinking. Your digital PR efforts should be based on thorough research and align with these objectives to ensure success in the chosen market.
Key components of a successful digital PR strategy include content creation, media relations and social media, all closely aligned with broader marketing objectives such as brand awareness, audience engagement and lead generation. Developing a tailored digital PR strategy involves a systematic process of audience research, goal setting and detailed campaign planning.
We measure the success of digital PR campaigns by focusing on key metrics such as audience engagement, website traffic and conversions, providing valuable insights into the campaign’s impact and overall effectiveness – and we adapt at speed whenever necessary.
Case Studies
Checkatrade.com
Midnight helped reshape perceptions of Checkatrade.com, a leading trades directory, positioning it as a consumer champion in a market flooded with competitors and rogue traders. Our national consumer surveys and targeted digital PR efforts secured significant media coverage, bolstering Checkatrade.com’s brand values and national expansion goals. The campaign successfully repositioned the brand, increased memberships and contributed to the company’s rapid growth, culminating in its acquisition by Homeserve for £1 billion in 2017.
“Midnight PR’s campaign has played a significant role in driving consumers to our website and, ultimately, business growth. Their inventive and effective approach achieved impressive results for us.”
Kevin Byrne, Former Owner, Checkatrade.com
BCIS
For BCIS (Building Cost Information Service), the leading provider of independent cost data to the UK built environment for construction, insurance and life cycle costing, we crafted a thought leadership campaign to establish the brand as a leader following its departure from RICS (Royal Institution of Chartered Surveyors). Our strategy led to over 250 press coverage items and a 47% increase in annual recurring revenue. And the campaign earned us a nomination for Best B2B Campaign at the PRCA Dare Awards!
“Midnight has exceeded every expectation, smashing our first-year ambitions and continuing to accelerate. They are professional, approachable, passionate and fun to work with.”
Richard MacLean, Chief Markets Officer, BCIS
Newhaven Enterprise Zone
Our strategy for Newhaven Enterprise Zone aimed to enhance local pride and attract investment to the south coast town. Since 2022, our digital-first approach has led to a 140% increase in website traffic and significant social media growth. The campaign in 2024 secured 76 press coverage items in the first eight months with a potential reach of over 61.5 million, surpassing our success benchmarks.
“Midnight has become an integral part of our team, helping us expand our networks and positioning us positively through impactful PR.”
Corinne Day, Director, Newhaven Enterprise Zone
Boundless
In collaboration with various partner agencies, Midnight’s PR campaign for Boundless, a membership club for public sector workers, significantly and successfully boosted membership and brand awareness. Recently our efforts have secured 127 press coverage items with a potential reach of over 653 million, enhancing the website’s visibility with increased backlinks.
“I’ve been a client of Midnight for three years and consider them a valuable partner. They are creative, responsive, organised and incredibly passionate. They are a good size for an agency – big enough to have a great network of journalists, experience and contacts, but small enough to care and to treat everyone like their most important clients. And perhaps most importantly, they are great fun to work with, full of energy and ideas to help increase reach and generate growth.”
Darren Milton, CMO, Boundless
Thomas Eggar
Over a 13-year partnership, Midnight helped Thomas Eggar transform from a regional law firm into a national powerhouse. Our multi-faceted strategy led to over 300 pieces of coverage in top-tier national outlets in a single year and contributed to the firm’s expansion and merger with Irwin Mitchell.
“Midnight worked so closely with the firm that they felt like an extension of the in-house marketing team. They understood our objectives; knew our lawyers personally and liaised directly; and they secured us impressive coverage which consistently supported our profile and growth ambitions. Their relationship with the business was, in fact, so intrinsic that it was woven into the fabric of our operations. That kind of relationship with a third party is rare, and one we very much appreciated.
“Their informal, personable style very much mirrored our own, making for an ideal working relationship, but was complemented by professionalism and an excellent understanding of the commercial requirements underpinning their work.
“The contacts and relationships they forged with publications in our chosen industry sectors were strong, and the team worked them hard to secure the firm the best possible opportunities to comment and feature.”
Chris Wilsher, Former Head of Marketing, Thomas Eggar
