Umpf Online PR
For over 15 years, Umpf has created impactful online PR campaigns that combine creative storytelling, strong media contacts and a clear understanding of what journalists want to generate media coverage in targeted outlets, build brand links and improve search visibility to help our clients grow their digital presence while strengthening brand awareness.
Read more about our awards we’ve won for our work, or get in touch with the teams in our Umpf Leeds office or Umpf London office to find out how Umpf can help with your brand’s online PR.
What is online PR?
Online PR is the creation of content designed to generate brand mentions, citations and drive inbound links to optimise a website’s ability to rank higher in search engines, driving more organic traffic to a particular online page to increase online visibility.
Our approach to online PR focuses on relevant digital channels like online news sites, blogs, and social media, where we work closely with journalists, as well as influencers, to secure valuable coverage for our clients.
By sharing stories that engage both readers and search engines, we help build brand authority and improve search rankings for the brand’s website or product page.
Read on for:
- The Benefits of Online PR
- 5 Examples of Successful Online PR Campaigns from Umpf
- Online PR FAQs
- The Impact of Effective Online PR
- Why Choose Umpf for Online PR Campaigns?
The Benefits of Online PR
Online PR offers a range of advantages that can help brands stand out in a crowded digital landscape.
Boosts Search Engine Rankings
- Securing high-quality backlinks and brand mentions improves a website’s authority and visibility in search results.
Increases Brand Awareness
- Gaining coverage in trusted news sites and blogs puts them in front of the audiences that matter most, as well as helping them reach wider audiences.
Builds Credibility and Trust
- When reputable outlets feature a brand, it serves as third-party endorsement, enhancing consumer confidence and positioning the brand as reliable and authoritative.
Drives Targeted Traffic
- Coverage in relevant, niche or industry-specific media channels brings in audiences already interested in what the brand offers, meaning they are more likely to click through and explore.
5 Examples of Successful Online PR Campaigns from Umpf
Here are five example online PR campaigns we have created:
1. Amplifying murmur’s Presence in the Homeware and Interiors Market
For luxury homeware brand murmur, we delivered targeted online PR campaigns that supported their online and retail launches, while building long-term consumer awareness. Through exclusive product reviews and supplying well-timed expert commentary, we kept murmur front-of-mind with key media, securing consistent, high-quality coverage across top national and lifestyle publications, especially around key shopping moments like Black Friday, Christmas, and Mother’s Day.
The results? Over 70 million in campaign reach and 136 pieces of coverage (and counting) in titles including The Independent, MailOnline, and Ideal Home. With more coverage anticipated in leading national and lifestyle titles, the campaigns continue to be valuable for ongoing brand awareness and product visibility.
2. Cook’s Club ‘Bagvertisers’ Online Campaign Driving Brand Awareness
For hotel brand Cook’s Club, we delivered a dynamic online PR campaign that combined influencer trips, a creative ‘Bagvertisers’ PR stunt, and targeted social media content to boost awareness of their new hotel opening, drove bookings and strengthened the brand’s digital presence.
Working with 10 influencers, we generated 132 pieces of engaging Instagram content packed with valuable brand mentions, enhancing Cook’s Club’s online visibility. The standout ‘Bagvertisers’ PR stunt alone achieved an impressive 75.5 million campaign circulation, with some coverage directly linking to the Cook’s Club Calvia Beach webpage and official Instagram profile. Having a dedicated, linkable page is essential for online PR success as it provides a clear destination for all campaign content, making it easier to track engagement.
Read about the ‘Bagvertisers’ campaign through our case study here.
3. Turning Car Parks into Clicks: A Global Online PR Masterpiece for Looking4
To drive brand awareness and earn high-quality backlinks for airport parking comparison site Looking4, we launched the World’s Coolest Car Parks online PR campaign – a visually striking online competition that transformed an unlikely subject into a headline-grabbing story, creating a newsworthy hook for journalists to write about Looking4 and link to the brand website in their online copy.
We compiled a list of standout car parks, hosted them on a dedicated landing page and presented these to a panel of judges to create a shortlist. We showcased the shortlist on a landing page and asked the public to vote for their favourites. To maximise reach, we shared image-rich content with the local media in each of the cities as well as a link to the voting page. The car parks and architects themselves were sent a digital ‘shortlist’ badge and encouraged to promote the competition to gain votes.
The results spoke for themselves: 68 pieces of media coverage were achieved – 39 of which included backlinks to Looking4’s website – across key outlets such as the BBC, GQ, and Architect’s Journal. The campaign achieved over 20.6m reach and generated international attention across Europe, the US, and Asia. It was also awarded ‘Automotive & Transport Marketing Communications Campaign of the Year’ at the PRMoment Awards, proving the power of creative online PR to boost brand visibility and authority.
Read about the campaign through online PR case study
4. The Recipe for Online PR Success: Belling’s Energy-Saving Campaign
For cooking appliance brand Belling, we developed an online PR campaign to highlight the ‘Energy-Saving Recipe Book’ – a free, downloadable resource offering budget-friendly, low-energy recipes designed to help consumers save money during the energy and cost-of-living crises. We promoted this timely and relevant content through targeted press outreach and social media, highlighting key savings statistics and practical cooking tips to engage audiences and boost its relevance.
Our strategic outreach secured 195 pieces of coverage across major national titles including the Daily Mirror, Daily Express, and Metro, reaching a potential audience of 18 million. We also earned two exclusive double-page spreads in national print magazines, Chat and That’s Life, directing readers directly to the Belling website where the recipe book remains as valuable evergreen content. Alongside media coverage, the campaign generated over 2.8 million social impressions and included influencer partnerships to further amplify reach and create trusted third-party endorsements through brand mentions.
This comprehensive approach effectively increased brand visibility and secured high-quality backlinks, enhancing Belling’s online presence. Read more about the Energy-Saving Recipe Book campaign through our case study here.
5. Trusted Third-Party Endorsements for Cooking Appliance Brands
As part of Umpf’s targeted online PR approach, we positioned cooking appliance brands Belling and Stoves as experts in the home and lifestyle space. We delivered a mix of proactive and reactive expert commentary to tap into seasonal moments like Christmas hosting and Food Waste Day, as well as evergreen topics such as appliance cleaning and energy-saving tips.
In addition, we secured product sampling opportunities with key journalists, enabling them to experience each brand’s standout products firsthand. We also arranged high-impact competitions in key online media titles and achieved recognition through prestigious industry award schemes. This combined approach earned the brands valuable media placements in leading consumer outlets including Woman & Home, Top Ten Reviews, MSN, and Ideal Home. This also helped generate high-quality backlinks to important product webpages, strengthening brand authority and driving targeted, engaged traffic through trusted third-party endorsements.
Online PR FAQs
1. What is online PR?
Online PR is the creation and promotion of content that earns brand mentions, citations, and backlinks from digital publications, blogs, and social platforms. Its main goal is to improve a website’s visibility in search engines, drive organic traffic, and strengthen a brand’s digital presence through strategic media coverage.
2. What is the difference between online PR and digital PR?
Online PR focuses on gaining brand mentions, citations, and media coverage to build visibility and drive SEO, while digital PR is a broader approach that also includes content marketing, influencer outreach, social media, online reputation management, and more. At Umpf, we combine both approaches to deliver maximum impact across all digital channels.
3. How does online PR help improve search engine rankings?
Online PR improves search engine rankings by generating high-quality backlinks and brand mentions from reputable digital outlets like news sites and blogs. These links boost a website’s authority and visibility in search results, driving more organic traffic and increasing a brand’s online presence.
The Impact of Effective Online PR
At Umpf, we know how to elevate your brand’s digital presence by earning authoritative backlinks, boosting visibility, and building trust through authentic third-party endorsements. Our online PR campaigns are designed to strengthen your SEO, drive targeted traffic, and support your broader brand goals.
Why choose Umpf for Online PR Campaigns
We help clients secure standout media coverage in a variety of impactful ways through our use of creative online PR, including:
- Expert commentary that positions brands as thought leaders
- Securing features in product roundups that drive interest and clicks
- Industry features that build authority in important sectors
- Creative and viral media campaigns that generate buzz and spark conversation
These placements don’t just result in coverage but earn our client’s high-value backlinks that help grow online visibility among their most relevant audiences.