Practical criteria, methods and guides for researching opportunities, interpreting data and building more responsible strategies. Specific media and data remain private.
A practical protocol for selecting specialists, verifying what they can say, and coordinating their availability before responding to an editorial opportunity.
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A practical framework for deciding whether a news story is genuinely relevant to your brand, what you can contribute, and when it is better not to get involved.
Before turning third-party data into a media story, check who publishes it, what terms apply, and what uses the licence permits. A practical guide to documenting the process and reducing risk.
Learn how to assess a resource page’s usefulness, upkeep, and editorial fit before reaching out. A method for making thoughtful pitches without assuming inclusion or promising SEO results.
A link in a PDF can be useful to someone reading the document, but it should not be evaluated as if it were an HTML link. Learn what to check before accepting or dismissing the opportunity.
A broken URL alone is not enough to justify a pitch. Learn to verify the link, understand what need it served, and decide whether your alternative is genuinely useful.
A sponsorship can bring an audience and visibility even if it does not generate a followed link. Learn how to review deliverables, relevance, and publication details before committing your budget.
A method for matching each link-building opportunity to a relevant area and landing page, without duplicating effort or mistaking a local mention for a genuine connection with the community.
A practical guide to defining an embargo’s scope, agreeing on a date and time, confirming who accepts it, and responding thoughtfully if plans change or something is published early.
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