Resources

Digital PR guides

Understand the whole workflow, not just the tactic. Meet Lula guides explain how opportunity discovery, evidence, outreach, submissions and reporting fit together. Use them to design a safer, more consistent digital PR programme before deciding which parts to automate.

Published guides

How to build a digital PR programme that keeps moving

Build the operating system behind individual campaigns: goals, approved evidence, opportunity sources, relevance tests, campaign routes, approval rules, contact safeguards and honest reporting.

Read the digital PR programme guide

The practical guide to journalist outreach and request responses

Qualify journalist opportunities, answer requests directly, build evidence-led pitches, research contacts, follow up responsibly and handle bounces, out-of-office replies and opt-outs.

Read the journalist outreach guide

The practical guide to AI visibility and source footprints

Define the questions that matter, map mentions and cited sources, identify meaningful source gaps and connect them with credible digital PR work without promising an AI citation.

Read the AI visibility guide

Guide topics

Build the programme one system at a time.

Digital PR foundations

How earned coverage, expert contributions, citations and third-party source pages support brand discovery.

Opportunity matching

How to judge relevance across journalist requests, publications, podcasts, events and placement gaps.

Outreach quality

How to define an audience, research contacts, personalise the reason to care and protect sender reputation.

Approval design

How to decide which actions need human review and which can proceed within rules.

AEO and source footprints

How external evidence can support representation in search and AI-generated answers.

Measurement

How to report activity, response and outcome without overstating attribution.

A practical approach

Each guide should help you make a decision.

Start with the goal

Define the business and communication outcome before choosing the channel.

Use approved evidence

Build claims and contributions from information the company can support.

Choose the right route

Decide whether the next step is a pitch, request response, form, correction or no action.

Set safeguards

Apply contact, approval and sending rules before the campaign begins.

Measure honestly

Track the source and outcome while recognising independent editorial decisions.

Frequently asked questions

How are guides different from blog posts?: Guides provide a broader, structured treatment of a workflow. Blog posts usually answer a narrower question.
Do I need PR experience?: No. The guides explain the process in plain language and include practical decisions.
Can agencies use the guides?: Yes. The principles apply to internal teams, agencies and consultants.
Do the guides recommend mass outreach?: No. The focus is relevant audiences, credible evidence and controlled action.
Will guides include templates?: Where useful, a guide can link to a separate reusable template or checklist.
Do the guides guarantee outcomes?: No. They explain process and evidence, not guaranteed editorial or search results.

Build the system before scaling the activity

Use the guides to define your approach, then brief Lula to carry it forward.