[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Feu-google-news":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":362,"breadcrumbs":363,"reading_minutes":173,"category":371,"head":373},"2016-08-30T15:27:24",{"rendered":6},"\u003Cp>The European Commission wants to give publishers the power to charge the likes of Google and Facebook for listing links and snippets of their content. If approved, the draft plan to give news sites ‘exclusivity’ over their published content (in a similar way to record labels or broadcasters) would be a bold intervention in the long-running debate between the people who tell the news and the people who enable many of us to see it.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Ch2 id=\"publisher-vs-platform-whats-the-story\">\u003Cstrong>Publisher vs platform – what’s the story?\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>This issue is the latest battle in the ongoing conflict between publishers and platforms. On the one hand you’ve got the likes of The Guardian and The Telegraph, reporting the news and trying, year-after-year, to keep high-quality journalism profitable in the digital world.\u003C\u002Fp>\n\u003Cp>On the other side there are the platforms; Google and Facebook mainly, giving the publishers unrivalled access to millions of visitors through their news listings, displaying and linking to their content but not paying for the privilege.\u003C\u002Fp>\n\u003Cp>The debate’s not a new one and the right solution is far from clear. Publishers might lament the search giants’ actions, but they also rely on them for significant amounts of their web traffic and, as such, would be loathe to take them on directly. Collectively neither side could live without the other, but a single publisher taking a stand at the moment would undoubtedly take an unsustainable hit to its web traffic.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cblockquote>\u003Cp>“The sustainability of publishing industries in the EU may be at stake, with the risk of further negative consequences on media pluralism, democratic debate and quality of information. As online giants such as Facebook and Google have continued to generate growing advertising revenues, the EC [European Commission] has faced increasing pressure to level the playing field for those who create and invest in original content.”\u003Cbr \u002F>\nThe European Commission\u003C\u002Fp>\u003C\u002Fblockquote>\n\u003Ch2 id=\"\">\u003C\u002Fh2>\n\u003Ch2 id=\"can-a-new-law-solve-the-issue\">\u003Cstrong>Can a new law solve the issue?\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>That’s less than clear. Some have tried and failed already – first Spain, then Germany and Belgium all introduced legislation to redress this perceived imbalance. The result each time was a sharp drop in traffic to publisher sites followed by a backtrack. And all the while, Google and Facebook continue to grow in influence, both in their online reach and in cash terms through online advertising spends or changing publisher fortunes.\u003C\u002Fp>\n\u003Cp>A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2016\u002Faug\u002F24\u002Ffacebook-uk-news-industry-newspapers-social-media?\">recent report\u003C\u002Fa> in The Guardian recently forecast that Facebook would take £450m of revenue away from the news industry over the next decade. Perhaps our current trajectory is unstoppable and news sites just need to get used to the new normal – or perhaps there is another way.\u003C\u002Fp>\n\u003Cp>The European Commission’s EU-wide approach could settle the question of ownership, but it remains to be seen whether this draft proposal (due to be published in September) makes it into law and how or if the platforms will respond if it does.\u003C\u002Fp>\n\u003Cp>Under the proposals publishers could ‘opt out’ of charging platforms, and it remains to be seen how many would hold their nerve in the face of falling traffic should Google choose to respond by delisting participating websites. Alternatively, Google could just simply shut down its Google News service in response – a move guaranteed  to shake up publishers’ search traffic and site visibility significantly.\u003C\u002Fp>\n\u003Ch2 id=\"why-this-matters-to-your-digital-pr-strategy\">\u003Cstrong>Why this matters to your digital PR strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003Cp>It matters to anyone involved in telling the news. A big part of any successful digital PR team’s job is to understand what motivates the journalists and publishers they’re pitching to in order to achieve the best possible results for their clients. Keeping up with this changing tug-of-war is vital; take Facebook’s preference for moving images and news sites’ subsequent rush to video content for example.\u003C\u002Fp>\n\u003Cp>We’ll be watching the debate closely once the report’s published next month and then discussed for months afterwards. The outcome – whatever that will look like – could set the tone of online news publishing for years to come.\u003C\u002Fp>\n",false,"standard",[10],45,[],[13],146,[15,16,17,18,19,20,21,22],"post-2767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":169},[25,124],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The EU wants to let publishers charge Google: Why this matters for your digital PR",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},70,"\u002Fabout\u002Four-team\u002Ftom-craig\u002F","Tom Craig","Chief Operations Officer","Co-founder of Impression. I oversee the operational side of the business, ensuring we deliver first-class work and impressive results for our clients.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":68},"\u003Cp>Chief Operations Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I started my career in internal systems development at a global engineering consultancy. This is where I learnt to code in a professional environment, having previously only built websites as a hobby. After four years in this role, I decided to pursue further education and studied at the University of Leeds. My next role was a digital marketing manager for a fast-growth cleantech company in Nottingham. Both the company and my responsibilities grew, and I held the position as Head of Marketing for 3 years, before leaving to co-found Impression. My role has evolved every year at Impression as the agency has grown and we’ve realigned responsibilities along the way, but it’s safe to say that I’ve worked in all areas of the business over the years.\u003C\u002Fp>\n\u003Cp>Day to day, Aaron and Mikey and I work closely to ensure we’re leading the agency forwards within our respective remits; performance, commercial and operations. I work closely with the management team, helping to ensure we’re all aligned in achieving our objectives. Much of my day is spent speaking with the team, where I work to improve systems and processes, and preempt future operational challenges. I really enjoy all aspects of planning and can easily get lost in a complex spreadsheet, but I work hard to ensure I stay in the big picture to provide the team the support they need to do the best job they can.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nIt has to be our baby boy!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nSkiing is number one, but when I can’t do that I enjoy cycling, swimming, playing tennis and squash, listening to music, (occasionally) playing guitar, cooking and seeing friends and family.\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":58,"link_text":67},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":64,"guid":65,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":66},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F","Strategy",{"ID":69,"id":69,"title":70,"filename":71,"filesize":72,"url":73,"link":74,"alt":45,"author":75,"description":45,"caption":45,"name":76,"status":77,"uploaded_to":51,"date":78,"modified":78,"menu_order":51,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},24283,"Tom-Craig-new-2023","Tom-Craig-new-2023.png",397051,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FTom-Craig-new-2023.png?auto=compress%2Cformat&q=90","\u002Ftom-craig-new-2023\u002F","12","tom-craig-new-2023","inherit","2023-08-02 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more posts","See all articles","\u002Fblog\u002F",[131,145,157],{"type_key":16,"title":132,"excerpt":133,"to":134,"postedAt":135,"readingTime":136,"image":137,"authors":138,"category":142},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139],{"name":140,"image":141},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":143,"name":144},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":146,"excerpt":147,"to":148,"postedAt":149,"readingTime":150,"image":151,"authors":152,"category":156},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. That shift was brought to life in a standout talk by the brilliant Isa Lavahun, who unpacked how TikTok and social search are reshaping brand discovery. The way people discover, […]\u003C\u002Fp>\n","\u002Fblog\u002Fsearch-has-moved-on-has-digital-pr\u002F","2026-05-06T10:41:56",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F05\u002Falexander-shatov-I4p0FcjDBJI-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[153],{"name":154,"image":155},"Hannah Craig","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FHannah-Craig.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":143,"name":144},{"type_key":16,"title":158,"excerpt":159,"to":160,"postedAt":161,"readingTime":162,"image":163,"authors":164,"category":168},"Platforms for seamless SEO and Digital PR collaboration","\u003Cp>Your tech stack should be the connective tissue between creative outreach and technical precision. At Impression, we’ve built an ecosystem where industry-leading platforms and our own proprietary technology, like Velocity, work in tandem to turn qualitative coverage into quantitative growth. In this blog, we’re looking under the hood of our current toolkit. We’ll evaluate how […]\u003C\u002Fp>\n","\u002Fblog\u002Fseo-and-digital-pr-platforms\u002F","2026-04-29T10:22:16",15,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F04\u002Frohit-choudhari-Cy2ZMN9_DP8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[165],{"name":166,"image":167},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":143,"name":144},{"type":170,"style":171,"heading":28,"date":4,"updatedAt":172,"reading_minutes":173,"image":174,"imageAlt":28,"categories":175,"collections":361},"blog-post","light","2022-02-07T16:48:42",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FycY7XrgJ-050720211625526333_EU-proposal-publishers-vs-platforms-Impression-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[176],{"id":10,"count":177,"description":178,"link":143,"name":144,"slug":179,"taxonomy":180,"parent":51,"meta":181,"acf":182,"head_links":183,"resource_count":184,"yoast_title":185,"yoast_meta":186,"yoast_json_ld":231,"_links":329,"path":143},148,"\u003Cp class=\"p1\">Here at Impression, ongoing research and training is a huge part of how we keep our team up-to-date with the latest happenings in the world of digital PR. We regularly share our thoughts on the latest digital news right here on our blog, so you can keep up to date too!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","digital-pr","category",[],[],[],13,"Digital PR Blog | PR Tips, Advice & Guides | Impression",[187,189,192,195,198,201,204,206,208,210,213,216,219,222,225,228],{"property":188,"content":185},"title",{"property":190,"content":191},"description","Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. 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