[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":13,"coauthors":14,"class_list":17,"acf":28,"head_links":439,"breadcrumbs":440,"reading_minutes":84,"category":448,"head":452},"2020-12-07T10:20:02",{"rendered":6},"\n\u003Cp>Before starting my career in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa>, I studied for a degree in International Journalism. It is a popular choice for those working in the industry, especially if they had some prior media experience. Most focus on the more practical aspects of working in the media – shorthand writing, editing copy and ethics. \u003C\u002Fp>\n\n\n\n\u003Cp>However my degree focused on the study of journalism as an industry, analysing patterns of reporting on different issues across the world. My dissertation looked into how our national tabloid newspapers here in the UK covered the EU Referendum in 2016. This experience has helped me understand the bigger picture with journalism and where PR can add value – especially with Britain’s main national newspapers. \u003C\u002Fp>\n\n\n\n\u003Cp>This blog will discuss how the print traditions of these newspapers shape their online content, and therefore the content our industry produces for links to those sites. I’ll then talk about how to produce campaign ideas with those specific sites in mind, with some examples from the industry.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-tabloids-take-over\">\u003Cstrong>The tabloids take over\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s fair to say that there are mixed feelings among digital PRs towards the nationals. On the one hand, the majority of them have a nofollow linking policy and two of the most authoritative sites – the Times and Telegraph adopt the subscription model and carry a paywall. Some desks won’t put links in their articles altogether.  As a result, outreaching these sites can be frustrating at times.\u003C\u002Fp>\n\n\n\n\u003Cp>On the other hand, these sites have high domain authorities (95 for Guardian, 94 for Independent), clients will value the PR benefit of national press coverage, and they can often lead to more natural pick-ups, particularly with the Daily Mail. For these reasons, any digital PR outreaching a campaign will most likely target relevant national journalists first.\u003C\u002Fp>\n\n\n\n\u003Cp>Our newspapers continue to have a massive influence on British society and politics, despite an irreversible decline in print sales. In February this year, the Sun managed to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.pressgazette.co.uk\u002Fnational-newspaper-abcs-daily-mail-closes-circulation-gap-on-sun-to-5500-copies\u002F\">sell\u003C\u002Fa> just over a million newspapers, down from almost 4 million in its peak in the late 1980s. However, its 34 million online readers and the continued influence of Rupert Murdoch make it the most influential (if divisive) newspaper in Britain.\u003C\u002Fp>\n\n\n\n\u003Cp>Though many of Britain’s newspapers were formed in the era of the printing press revolution of the early 20th century, the Sun’s rise to prominence in the 1980s revolutionised print journalism in the UK and cultivated the sensationalised media landscape we as digital PRs operate in today. \u003C\u002Fp>\n\n\n\n\u003Cp>Though many remember their over-the-top \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thesun.co.uk\u002Fnews\u002F10322916\u002Fcelebrating-the-suns-fifty-greatest-ever-front-pages-as-britains-favourite-paper-turns-50\u002F\">headlines\u003C\u002Fa> the Sun’s most effective reporting technique is through its personal tone. It wants to create a community among its readers by using “we”, “us”, “Brits” or “Sun readers” when reporting on human interest stories. It also contrasts that with the perceived threat of opposition with “they”; “them”; or crass nicknames; “Argies” for example. \u003C\u002Fp>\n\n\n\n\u003Cp>Other newspapers like the Mirror, Express and Daily Mail have more recently adopted this style of reporting, creating a strong culture of tabloid journalism in Britain which is now being played out online.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"creating-the-perfect-campaign-idea-for-national-journalists\">\u003Cstrong>Creating the perfect campaign idea for national journalists\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As digital PRs, we know that tabloid journalists are constantly looking for great stories with attention-grabbing headlines that drive traffic to their site – ideally ahead of their competitors. Before producing any digital PR campaign idea, I would suggest asking yourself the following:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\u003Cli>Does the idea generate headlines that will catch a journalist’s eye?\u003C\u002Fli>\u003Cli>Does the idea have human interest? Can the average member of the public relate to it?\u003C\u002Fli>\u003Cli>Can the idea appeal to a wide range of journalists and audiences in the same way?\u003C\u002Fli>\u003C\u002Fol>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"headlines-and-deadlines\">\u003Cstrong>Headlines and Deadlines\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For ideas that produce bold headlines, following the media cycle and spotting trends for stories that get picked up is crucial. As we recently saw with the Woolworths twitter hoax, national journalists will scramble to cover a story if it has a headline they know will generate clicks. \u003C\u002Fp>\n\n\n\n\u003Cp>It might seem simple enough, but it’s the most difficult thing to get right with ideation. When producing ideas, I always try to visualise the ideal headline and work out how best to provide journalists with the information necessary to credibly write that story – whether that be data, a survey, visual content or a PR stunt. \u003C\u002Fp>\n\n\n\n\u003Cp>This was the case with Impression’s most successful \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.envirobuild.com\u002Fblogs\u002Farticles\u002Fdonald-trump-amphibian\">campaign\u003C\u002Fa> – the Donald Trump amphibian. Trump’s presidency has dominated the news agenda for the last four years, so creating a novel way to generate a fun headline by naming a new species of worm in his honour gave journalists all they needed. The Sun, Guardian and Independent all ran with an identical headline – \u003Cstrong>\u003Cem>“Blind creature that buries head in sand named after Donald Trump” \u003C\u002Fem>\u003C\u002Fstrong>– another telltale sign of a successful campaign.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-do-brits-find-interesting\">\u003Cstrong>What do Brits find interesting?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Human interest is an easier quality to find in campaigns but still requires knowing your audience. It helps to know the quirks and nuances of British life and culture, as campaigns can often feed into this. When working with GoCompare for Verve Search, we ran a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thesun.co.uk\u002Fmotors\u002F7220971\u002Fworst-drivers-uk-roads-bmw\u002F\">survey\u003C\u002Fa> that found BMW drivers were considered worse drivers than ‘white van men’ – two common sights on British roads. The results proved popular with national journalists as the story is relatable to their audience. \u003C\u002Fp>\n\n\n\n\u003Cp>My colleague Damian Summers got this spot-on with ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.greatbeanbags.com\u002Fthe-lazy-scale\u002F\">The Lazy Scale\u003C\u002Fa>’ for Great Bean Bags. The campaign pulls together various metrics to see how lazy or active you are compared to the average Brit. Launched just after the New Year when everyone says they’re going to the gym, the campaign proved a big hit with the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mirror.co.uk\u002Fscience\u002Ftake-test-see-how-lazy-21205644\">nationals\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>PR stunts can also work for this. Journey Further knew to tap into the public’s love of the Sunday roast with their Yorkshire Pudding taste test \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.mirror.co.uk\u002Fnews\u002Fuk-news\u002Fyou-could-paid-250-eat-13483464\">campaign\u003C\u002Fa> – likewise Rise at Seven with their Christmas-themed \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.dailymail.co.uk\u002Ftravel\u002Fescape\u002Farticle-8989421\u002FWorlds-mulled-wine-hot-tub-opens-Shrigley-Hall-Cheshire.html\">mulled wine\u003C\u002Fa> spa.  The key is to get inside the mind of an average Brit – the type of individual newspaper editors seek to build a community around. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"breadth-of-appeal\">\u003Cstrong>Breadth of Appeal\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>One of the great debates in digital PR – do you create something that carries emotional appeal, or something that will broadly appeal to a range of journalists? Personally, I’m more confident knowing I can build links on a campaign knowing I have a number of angles that could work for different sections of a publication. \u003C\u002Fp>\n\n\n\n\u003Cp>A recent Impression campaign for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.asktraders.com\u002Fanalysis\u002Fbank-in-crisis\u002F\">AskTraders\u003C\u002Fa> is a good example of what I mean. Our study looked at high street bank closures to find out where the decline of traditional banking is hitting people the hardest. It appeals to financial \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.express.co.uk\u002Ffinance\u002Fpersonalfinance\u002F1342099\u002Fbank-branches-uk-cash-access\">journalists\u003C\u002Fa> as it tells a story about the decline of high street banks, consumer\u002Freal-life writers who focus on how this affects the customer, and a technology angle with the switch to banking apps like Monzo and Starling. When you can contact three national news desks with one story, you only increase your chances of building links.\u003C\u002Fp>\n\n\n\n\u003Cp>Broad appeal of campaigns was a hot topic when I was part of Verve’s outreach team. One of my favorite campaigns of theirs was ‘\u003Cem>Wheeler Dealer’\u003C\u002Fem> for GoCompare, mainly because of its breadth of appeal. It could target personal finance journalists on the value of vintage toy collections, lifestyle \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.thesun.co.uk\u002Fmoney\u002F5682275\u002Fdo-you-have-a-toy-car-in-your-home-worth-thousands-of-pounds\u002F\">writers\u003C\u002Fa> asking whether you might have a hidden fortune in your attic toy box, and motoring \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Finews.co.uk\u002Fessentials\u002Flifestyle\u002Fcars\u002Fare-you-old-toy-cars-worth-thousands-143557\">journalists\u003C\u002Fa> to talk about the £4,800 Opel Diplomat model someone owned. \u003C\u002Fp>\n\n\n\n\u003Cp>To make this work, try widening your focus when considering new campaign ideas. You may be working for a car insurance brand, or a bean bag company, or a water softener provider, yet any market will have a target audience that extends beyond just cars or beanbags or water softeners. Ideas that can target those readers in different verticals as well as specific trade press or section desks give you a much better chance of picking up national publications consistently.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"conclusion\">\u003Cstrong>Conclusion\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Whatever our opinions on our national newspapers, we as digital PR professionals rely on their journalists to cover and link to the content we produce. However, these journalists also look to our industry for relevant stories that their audience engages with – driving traffic to their site ahead of their competitors. Next time you’re sitting down for some ideation, consider these publications, and how their editorial style shapes the campaigns our industry continues to produce. We’re both looking for the same thing – a headline that writes itself, and a story that appeals and emotionally connects with a broad audience – the Great British consumer. \u003C\u002Fp>\n",false,"standard",[10,11,12],39,45,1,[],[15,16],99,95,[18,19,20,21,22,23,24,25,26,27],"post-5812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-pr","category-seo",{"page_content_modules":29,"hero":80},[30,35],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"How Print Journalism traditions shape our digital PR campaigns",[],{"acf_fc_layout":36,"reduced":32,"top_overlap":37,"bottom_underlap":37,"disable_observer":-1,"heading":38,"cta_text":39,"cta_link":40,"items":41},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[42,56,70],{"type_key":19,"title":43,"excerpt":44,"to":45,"postedAt":46,"readingTime":47,"image":48,"authors":49,"category":53},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[50],{"name":51,"image":52},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":54,"name":55},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":19,"title":57,"excerpt":58,"to":59,"postedAt":60,"readingTime":61,"image":62,"authors":63,"category":67},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[64],{"name":65,"image":66},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":68,"name":69},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":19,"title":71,"excerpt":72,"to":73,"postedAt":74,"readingTime":75,"image":76,"authors":77,"category":79},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[78],{"name":65,"image":66},{"to":68,"name":69},{"type":81,"style":82,"heading":33,"date":4,"updatedAt":83,"reading_minutes":84,"image":85,"imageAlt":33,"categories":86,"collections":438},"blog-post","light","2022-02-07T16:48:14",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXYExAETS-050720211625503500_man-reading-newspaper-while-sitting-near-table-with-935979.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[87,269,354],{"id":10,"count":88,"description":89,"link":68,"name":69,"slug":90,"taxonomy":91,"parent":92,"meta":93,"acf":94,"head_links":96,"resource_count":97,"yoast_title":98,"yoast_meta":99,"yoast_json_ld":144,"_links":241,"path":68},282,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",0,[],{"sub_title_override":95,"title_override":95,"hidden":7},"",[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[100,102,105,108,111,114,117,119,121,123,126,129,132,135,138,141],{"property":101,"content":98},"title",{"property":103,"content":104},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":106,"content":107},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":109,"content":110},"canonical","https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"name":112,"content":113},"og:locale","en-GB",{"property":115,"content":116},"og:type","article",{"property":118,"content":98},"og:title",{"property":120,"content":104},"og:description",{"property":122,"content":110},"og:url",{"property":124,"content":125},"og:site_name","Impression",{"property":127,"content":128},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":130,"content":131},"og:image:width",1200,{"property":133,"content":134},"og:image:height",630,{"property":136,"content":137},"og:image:type","image\u002Fjpeg",{"property":139,"content":140},"twitter:card","summary_large_image",{"property":142,"content":143},"twitter:site","@impressiontalk",{"@context":145,"@graph":146},"https:\u002F\u002Fschema.org",[147,155,164,174],{"@type":148,"@id":149,"url":149,"name":98,"isPartOf":150,"description":104,"breadcrumb":152,"inLanguage":154},"CollectionPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F",{"@id":151},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website",{"@id":153},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F#breadcrumb","en",{"@type":156,"@id":153,"itemListElement":157},"BreadcrumbList",[158,162],{"@type":159,"position":12,"name":160,"item":161},"ListItem","Home","https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":159,"position":163,"name":69},2,{"@type":165,"@id":151,"url":161,"name":125,"description":95,"publisher":166,"inLanguage":113,"potentialAction":168},"WebSite",{"@id":167},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization",{"@type":169,"target":170,"query-input":173},"SearchAction",{"@type":171,"urlTemplate":172},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":175,"@id":167,"name":125,"url":161,"logo":176,"image":182,"sameAs":183,"@context":187,"email":188,"foundingDate":189,"legalName":190,"vatID":191,"description":192,"telephone":193,"address":194,"location":201,"areaServed":234},"Organization",{"@type":177,"inLanguage":113,"@id":178,"url":179,"contentUrl":179,"width":180,"height":181,"caption":125},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[184,185,186],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[202,211,223],{"@type":203,"name":204,"geo":205,"address":209,"photo":182,"telephone":210},"Place","Impression Digital - Nottingham",{"@type":206,"latitude":207,"longitude":208},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},"+44 01158 242 212",{"@type":203,"name":212,"geo":213,"address":216,"photo":221,"telephone":222},"Impression Digital - London",{"@type":206,"latitude":214,"longitude":215},"51.50237208377361","-0.09229841534284115",{"@type":195,"streetAddress":217,"addressLocality":218,"addressRegion":219,"postalCode":220,"addressCountry":200},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":203,"name":224,"geo":225,"address":228},"Impression Digital - New York",{"@type":206,"latitude":226,"longitude":227},"40.726722746949","-74.00527778220652",{"@type":195,"streetAddress":229,"addressLocality":230,"addressRegion":231,"postalCode":232,"addressCountry":233},"160 Varick St","New York","NY","10013","USA",[235,238,240],{"@type":236,"name":237},"Country","Worldwide",{"@type":236,"name":239},"GBR",{"@type":236,"name":233},{"self":242,"collection":248,"about":251,"wp:post_type":254,"curies":265},[243],{"href":244,"targetHints":245},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F39",{"allow":246},[247],"GET",[249],{"href":250},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories",[252],{"href":253},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftaxonomies\u002Fcategory",[255,257,259,261,263],{"href":256},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=39",{"href":258},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=39",{"href":260},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=39",{"href":262},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=39",{"href":264},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=39",[266],{"name":267,"href":268,"templated":32},"wp","https:\u002F\u002Fapi.w.org\u002F{rel}",{"id":11,"count":270,"description":271,"link":272,"name":273,"slug":274,"taxonomy":91,"parent":92,"meta":275,"acf":276,"head_links":277,"resource_count":61,"yoast_title":278,"yoast_meta":279,"yoast_json_ld":298,"_links":331,"path":272},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>","\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR","digital-pr",[],[],[],"Digital PR Blog | PR Tips, Advice & Guides | Impression",[280,281,283,284,286,287,288,289,290,291,292,293,294,295,296,297],{"property":101,"content":278},{"property":103,"content":282},"Keeping up to date with the latest digital PR trends, strategies, and announcements can be difficult. Browse our tips and advice in our latest blogs!",{"name":106,"content":107},{"property":109,"content":285},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"name":112,"content":113},{"property":115,"content":116},{"property":118,"content":278},{"property":120,"content":282},{"property":122,"content":285},{"property":124,"content":125},{"property":127,"content":128},{"property":130,"content":131},{"property":133,"content":134},{"property":136,"content":137},{"property":139,"content":140},{"property":142,"content":143},{"@context":145,"@graph":299},[300,305,309,313],{"@type":148,"@id":301,"url":301,"name":278,"isPartOf":302,"description":282,"breadcrumb":303,"inLanguage":154},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F",{"@id":151},{"@id":304},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F#breadcrumb",{"@type":156,"@id":304,"itemListElement":306},[307,308],{"@type":159,"position":12,"name":160,"item":161},{"@type":159,"position":163,"name":273},{"@type":165,"@id":151,"url":161,"name":125,"description":95,"publisher":310,"inLanguage":113,"potentialAction":311},{"@id":167},{"@type":169,"target":312,"query-input":173},{"@type":171,"urlTemplate":172},{"@type":175,"@id":167,"name":125,"url":161,"logo":314,"image":182,"sameAs":315,"@context":187,"email":188,"foundingDate":189,"legalName":190,"vatID":191,"description":192,"telephone":193,"address":316,"location":317,"areaServed":327},{"@type":177,"inLanguage":113,"@id":178,"url":179,"contentUrl":179,"width":180,"height":181,"caption":125},[184,185,186],{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},[318,321,324],{"@type":203,"name":204,"geo":319,"address":320,"photo":182,"telephone":210},{"@type":206,"latitude":207,"longitude":208},{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},{"@type":203,"name":212,"geo":322,"address":323,"photo":221,"telephone":222},{"@type":206,"latitude":214,"longitude":215},{"@type":195,"streetAddress":217,"addressLocality":218,"addressRegion":219,"postalCode":220,"addressCountry":200},{"@type":203,"name":224,"geo":325,"address":326},{"@type":206,"latitude":226,"longitude":227},{"@type":195,"streetAddress":229,"addressLocality":230,"addressRegion":231,"postalCode":232,"addressCountry":233},[328,329,330],{"@type":236,"name":237},{"@type":236,"name":239},{"@type":236,"name":233},{"self":332,"collection":337,"about":339,"wp:post_type":341,"curies":352},[333],{"href":334,"targetHints":335},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F45",{"allow":336},[247],[338],{"href":250},[340],{"href":253},[342,344,346,348,350],{"href":343},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=45",{"href":345},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=45",{"href":347},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=45",{"href":349},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=45",{"href":351},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=45",[353],{"name":267,"href":268,"templated":32},{"id":12,"count":355,"description":356,"link":54,"name":55,"slug":357,"taxonomy":91,"parent":92,"meta":358,"acf":359,"head_links":360,"resource_count":361,"yoast_title":362,"yoast_meta":363,"yoast_json_ld":382,"_links":415,"path":54},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[364,365,367,368,370,371,372,373,374,375,376,377,378,379,380,381],{"property":101,"content":362},{"property":103,"content":366},"Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. Browse our tips, advice and opinions in our latest SEO blogs!",{"name":106,"content":107},{"property":109,"content":369},"https:\u002F\u002Fadmin.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"name":112,"content":113},{"property":115,"content":116},{"property":118,"content":362},{"property":120,"content":366},{"property":122,"content":369},{"property":124,"content":125},{"property":127,"content":128},{"property":130,"content":131},{"property":133,"content":134},{"property":136,"content":137},{"property":139,"content":140},{"property":142,"content":143},{"@context":145,"@graph":383},[384,389,393,397],{"@type":148,"@id":385,"url":385,"name":362,"isPartOf":386,"description":366,"breadcrumb":387,"inLanguage":154},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F",{"@id":151},{"@id":388},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fcategory\u002Fseo\u002F#breadcrumb",{"@type":156,"@id":388,"itemListElement":390},[391,392],{"@type":159,"position":12,"name":160,"item":161},{"@type":159,"position":163,"name":55},{"@type":165,"@id":151,"url":161,"name":125,"description":95,"publisher":394,"inLanguage":113,"potentialAction":395},{"@id":167},{"@type":169,"target":396,"query-input":173},{"@type":171,"urlTemplate":172},{"@type":175,"@id":167,"name":125,"url":161,"logo":398,"image":182,"sameAs":399,"@context":187,"email":188,"foundingDate":189,"legalName":190,"vatID":191,"description":192,"telephone":193,"address":400,"location":401,"areaServed":411},{"@type":177,"inLanguage":113,"@id":178,"url":179,"contentUrl":179,"width":180,"height":181,"caption":125},[184,185,186],{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},[402,405,408],{"@type":203,"name":204,"geo":403,"address":404,"photo":182,"telephone":210},{"@type":206,"latitude":207,"longitude":208},{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},{"@type":203,"name":212,"geo":406,"address":407,"photo":221,"telephone":222},{"@type":206,"latitude":214,"longitude":215},{"@type":195,"streetAddress":217,"addressLocality":218,"addressRegion":219,"postalCode":220,"addressCountry":200},{"@type":203,"name":224,"geo":409,"address":410},{"@type":206,"latitude":226,"longitude":227},{"@type":195,"streetAddress":229,"addressLocality":230,"addressRegion":231,"postalCode":232,"addressCountry":233},[412,413,414],{"@type":236,"name":237},{"@type":236,"name":239},{"@type":236,"name":233},{"self":416,"collection":421,"about":423,"wp:post_type":425,"curies":436},[417],{"href":418,"targetHints":419},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories\u002F1",{"allow":420},[247],[422],{"href":250},[424],{"href":253},[426,428,430,432,434],{"href":427},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts?categories=1",{"href":429},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwhite_papers?categories=1",{"href":431},"\u002Fwp-json\u002Fwp\u002Fv2\u002Ftools?categories=1",{"href":433},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fwebinars?categories=1",{"href":435},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fevents?categories=1",[437],{"name":267,"href":268,"templated":32},[],[],[441,443,445,446],{"path":442,"name":160},"\u002F",{"path":40,"name":444},"Blog",{"path":68,"name":69},{"path":447,"name":33},null,[449,450,451],{"id":10,"name":69,"path":68},{"id":11,"name":273,"path":272},{"id":12,"name":55,"path":54},{"title":453,"script":454,"meta":533,"link":561},"How Print Journalism traditions shape our digital PR campaigns - Impression",[455],{"type":456,"key":457,"innerHTML":458},"application\u002Fld+json","yoast-json-ld",{"@context":145,"@graph":459},[460,484,491,494,503,507,525],{"@type":461,"@id":462,"isPartOf":463,"author":465,"headline":33,"datePublished":468,"dateModified":469,"mainEntityOfPage":470,"wordCount":471,"commentCount":92,"publisher":472,"image":474,"thumbnailUrl":476,"articleSection":477,"inLanguage":113,"potentialAction":478},"Article","https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns\u002F#article",{"@id":464},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns\u002F",{"name":466,"@id":467},"Team Impression","https:\u002F\u002Fadmin.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F401562873f414eb98c8fb548c6a15fb6","2020-12-07T10:20:02+00:00","2022-02-07T16:48:14+00:00",{"@id":464},1444,{"@id":473},"https:\u002F\u002Fadmin.impressiondigital.com\u002F#organization",{"@id":475},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns\u002F#primaryimage","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXYExAETS-050720211625503500_man-reading-newspaper-while-sitting-near-table-with-935979.jpg?auto=compress%2Cformat&q=90",[69,273,55],[479],{"@type":480,"name":481,"target":482},"CommentAction","Comment",[483],"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns\u002F#respond",{"@type":485,"@id":464,"url":464,"name":453,"isPartOf":486,"primaryImageOfPage":487,"image":488,"thumbnailUrl":476,"datePublished":468,"dateModified":469,"breadcrumb":489,"inLanguage":154},"WebPage",{"@id":151},{"@id":475},{"@id":475},{"@id":490},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fhow-print-journalism-traditions-shape-our-digital-pr-campaigns\u002F#breadcrumb",{"@type":177,"inLanguage":113,"@id":475,"url":476,"contentUrl":476,"width":492,"height":493},2048,1376,{"@type":156,"@id":490,"itemListElement":495},[496,497,499,501],{"@type":159,"position":12,"name":160,"item":161},{"@type":159,"position":163,"name":444,"item":498},"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002F",{"@type":159,"position":500,"name":69,"item":149},3,{"@type":159,"position":502,"name":33},4,{"@type":165,"@id":151,"url":161,"name":125,"description":95,"publisher":504,"inLanguage":113,"potentialAction":505},{"@id":167},{"@type":169,"target":506,"query-input":173},{"@type":171,"urlTemplate":172},{"@type":175,"@id":167,"name":125,"url":161,"logo":508,"image":182,"sameAs":509,"@context":187,"email":188,"foundingDate":189,"legalName":190,"vatID":191,"description":192,"telephone":193,"address":510,"location":511,"areaServed":521},{"@type":177,"inLanguage":113,"@id":178,"url":179,"contentUrl":179,"width":180,"height":181,"caption":125},[184,185,186],{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},[512,515,518],{"@type":203,"name":204,"geo":513,"address":514,"photo":182,"telephone":210},{"@type":206,"latitude":207,"longitude":208},{"@type":195,"streetAddress":196,"addressLocality":197,"addressRegion":198,"postalCode":199,"addressCountry":200},{"@type":203,"name":212,"geo":516,"address":517,"photo":221,"telephone":222},{"@type":206,"latitude":214,"longitude":215},{"@type":195,"streetAddress":217,"addressLocality":218,"addressRegion":219,"postalCode":220,"addressCountry":200},{"@type":203,"name":224,"geo":519,"address":520},{"@type":206,"latitude":226,"longitude":227},{"@type":195,"streetAddress":229,"addressLocality":230,"addressRegion":231,"postalCode":232,"addressCountry":233},[522,523,524],{"@type":236,"name":237},{"@type":236,"name":239},{"@type":236,"name":233},{"@type":526,"@id":527,"name":466,"image":528,"description":531,"url":532},"Person","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Fperson\u002F401562873f414eb98c8fb548c6a15fb6",{"@type":177,"inLanguage":113,"@id":529,"url":530,"contentUrl":530,"caption":466},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96124cc556989aa8a89f2f74da512d68e4","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fimpression-team\u002F",[534,535,537,538,539,541,542,543,546,548,550,552,553,554,555,557,558,560],{"name":106,"content":107},{"property":112,"content":536},"en_GB",{"property":115,"content":116},{"property":118,"content":453},{"property":120,"content":540},"Before starting my career in Digital PR, I studied for a degree in International Journalism. It is a popular choice for those working in the industry, especially if they had some prior media experience. Most focus on the more practical aspects of working in the media – shorthand writing, editing copy and ethics.  However my […]",{"property":122,"content":464},{"property":124,"content":125},{"property":544,"content":545},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":547,"content":468},"article:published_time",{"property":549,"content":469},"article:modified_time",{"property":127,"content":551},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FXYExAETS-050720211625503500_man-reading-newspaper-while-sitting-near-table-with-935979.jpg?auto=compress%2Cformat",{"property":130,"content":492},{"property":133,"content":493},{"property":136,"content":137},{"name":556,"content":466},"author",{"name":139,"content":140},{"name":559,"content":143},"twitter:creator",{"name":142,"content":143},[]]