Toucan International

Digital PR

Digital PR that gets you front of the queue and front of the mind.

Toucan’s approach to Digital PR revolves around delivering results that matter for your brand and your bottom line.

We are an extension of the organic search team and look beyond empty metrics that might look good on paper but are doing nothing to move the dial. We operate this way because of our client-side experience and a self-developed perspective of what matters.

What we do

Digital PR: Always-on strategy

The most effective way to move the needle to ensure all areas of Organic Search are being maximised. From SEO metrics like improving keyword rankings and improving visibility in SERPs, to targeting visibility in AI Search and getting your brand appearing with links in overviews, recommendations and citations. This approach allows for the versatility and range of activity that can mirror the constantly shifting news agenda, while maintaining the consistency of links and coverage that drives performance.

  • Data-led campaigns

  • Expert-led strategy

  • Reactive activity

  • All stages from kick off and analysis through to outreach and execution delivered

  • Reactive and detailed reporting

AI Search Digital PR

Available as a standalone service or combined with SEO for the full Organic Search package. This offering runs on Toucan Intelligence, our proprietary AI citation analysis tool, which pinpoints exactly which sources and publications LLMs reference when answering prompts in your space. We then build a Digital PR strategy to win placements in those sources, turning citation gaps into AI Overview visibility.

  • AI Search citation gap analysis via the Toucan Intelligence tool

  • A tailored Digital PR strategy targeting the sources and publications LLMs are trained on and cite most

  • Ongoing live reporting and competitor tracking

  • Brand-focused video content aimed at improving LLM visibility

  • Reactive live reporting along with detailed monthly reporting

Interviews and Podcast Outreach

Developing a strategy beyond backlinks alone, Interviews and Podcasts are a significant activity for building brand visibility and becoming more visible on AI Search. Toucan’s team amplifies existing partnerships and brand ambassadors to ensure brand awareness and authority is visible across channels and sources, ranging from video content to posts on social media. We get you seen.

  • Arranging and liaising with sports and celebrity talent to conduct interviews

  • All stages of the interview process and content creation covered

  • Generating social media-first content for brand awareness and AI visibility

  • Outreaching and engaging with journalists to add to interview questions

  • Reactive and detailed reporting

B2B Strategy and Execution

We combine brand PR and Organic Search to implement a strategy that lands you coverage to drive leads and makes you the go-to name in your field. We cover a range of activities including: press releases for business announcements and product launches, securing editorial opportunities, industry reports, case study creation, award entries, securing podcast opportunities, arrange for interviews and organise industry speaking events.

  • SEO and AI Search benchmarking and analysis through Toucan Intelligence

  • B2B PR strategy tailored to your industry and sales/marketing strategy

  • Organic Search performance PR

  • Reactive and detailed reporting

Interviews and Podcast PR

It's more than links

Find out more

Amplifying your brand activity to be more visible in LLMs and SEO means going beyond backlinks. Interviews and podcasts are a serious driver of brand awareness – and an increasingly important route to being seen on AI Search. Our approach team amplifies your existing partnerships and brand ambassadors so your authority shows up everywhere it counts, from video content to social posts. We get you seen.

How we do it

  • Sourcing and liaising with sports and celebrity talent to secure interviews
  • Full coverage of the interview process and content creation, start to finish
  • Social-first content created for brand awareness and AI visibility
  • Journalist outreach to shape and sharpen interview questions
  • Reactive updates alongside detailed reporting

AI Search Digital PR

Locking on to LLMs

Find out more

Available on its own, or bundled with SEO as part of our complete Organic Search package. It’s powered by Toucan Intelligence, our proprietary AI citation analysis tool, which reveals the exact sources and publications LLMs lean on when answering prompts in your space. From there, we build a Digital PR strategy designed to land you in those sources, turning citation gaps into AI Overview visibility.

How we do it

  • UX review and journey analysis
  • Conversion opportunities prioritised by impact
  • Testing plan and iteration support
  • Analytics improvements and clean measurement
  • Dashboards that tie activity to outcomes

  • Insights

    Collaborate with key stakeholder input - establish spokespersons and roles on the account SEO benchmarking and analysis AI Search insights from Toucan Intelligence Compliance guidance kick off Keyword research GA4 and conversion data Client reports and analysis

  • Research

    Additional brand fact finding Initial discovery phase to tie ideas to maximise organic performance Additional insights gained from client Further research done following ideation

  • Ideation

    Generate ideas through a variety of team collaboration SWOT analysis of potential ideas Viability check and Selection of idea(s) Sign off initial idea from client

  • Creation

    Data gathering/analysis Gathering client expert input Onsite content creation Media list creation Press release creation Visualisation of data Final content and asset sign off

  • Outreach

    Contacting journalists on media list Monitor media for additional opportunities Reactive and updated press releases Sharing additional requests from journalists Link reclamation

  • Reporting

    Coverage tracking and reporting Live reporting of Digital PR results Monthly reporting of active campaigns and impact on SEO and AI Search metrics Collaboration with client team to create improved output

Our Clients

Clients we have worked with

We’ve worked to launch brands and helped them rise to become established names through to industry leaders, supporting them as they consolidate their grip across the industry. Our vast experience has seen us enjoy success across finance, fintech, iGaming, health, home and more.

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Case Studies

Here’s an idea of what our Digital PR can do for you.

Do you need Digital PR to kickstart your SEO and AI Search?

We work with you to identify the route to success, leverage our internal toolkit and deliver the strategy that gets you the most impact for your brand.

Get in touch