Digital PR
Links you cannot buy, from places that would not sell them
Google has spent two decades getting better at spotting paid links. What it still cannot discount is a national newspaper deciding your story is worth printing. That is the whole business of digital PR, and it is slower and harder than the alternatives for exactly that reason.
Why an SEO agency does PR
Because authority is the part you cannot shortcut
Technical fixes are a matter of weeks. Content is a matter of months. Authority is the slow one, and it is what decides whether you can compete for the terms that actually matter rather than only the ones nobody is fighting over.
Most agencies solve it by buying links, which works until it does not, and then costs more to undo than it ever earned.
Earned coverage does the same job and survives. It also does something links alone never do: it puts you in front of people who were not searching for you, in a context where a stranger's endorsement carries the weight.
And it increasingly matters to AI answers too. Being the brand the press writes about is part of being the brand a machine has read enough about to quote.
Who runs it
Toshi Gupta leads digital PR
Placement is a relationships business, not a volume one. Toshi works the desks directly rather than sending pitches into a mailing list, which is why the coverage below sits in national titles rather than in link farms with newspaper-sounding names. Toshi on LinkedIn.
Recent coverage
Two you can go and read
The Hindu BusinessLine →
Beyond prices: how commodity volatility changes the economics of financing trade. A commodities and trade-finance explainer placed on a national business desk.
The Times of India →
Ardee Foundation unveils the Ardee Legacy Awards at India Art Fair 2026. Arts and culture coverage tied to a live event.
Two very different registers, a commodities explainer and an arts award, which is the point. Coverage is a function of whether the story fits the desk, not of how many journalists you email.
What the work looks like
Story first, list second
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Find what is actually newsworthy about you
Usually not the thing you want covered. Often data you already hold, a shift in your market you can speak to, or a founder with a view worth printing.
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Shape it for a specific desk
A business desk and a lifestyle desk want different things from the same underlying fact. Pitching one story to everyone is how agencies end up with a hundred emails and no coverage.
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Pitch it properly
To named journalists who cover that beat, at a time the story makes sense, with everything they need to write it already attached.
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Report the coverage, not the activity
Placements, the publications, and what they did to your authority profile. Not how many pitches went out.
Honestly
What we cannot promise
A number of placements per month. Anyone quoting you one is either buying them or counting things that are not coverage. Editors decide, and they are not on our retainer.
Speed. A story can take weeks to land and sometimes never does. If you need traffic this quarter, that is Google Ads, and we will say so.
Coverage without a story. If there is genuinely nothing newsworthy, the honest answer is to go and create something worth covering first, usually original data. It is what we did for ourselves with our own research.
Control of the angle. Once a journalist has the story it is theirs. That is precisely why the link is worth something.
Is there a story in your business?
Tell us what you do and we will tell you honestly whether there is something a journalist would print, and which desk would want it.