1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="qDWtAj0RK3"><a href="https://www.buzzstream.com/blog/digital-pr-audit-podcast/">How to Start a Digital PR Client (Step-by-Step Audit Guide)</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/digital-pr-audit-podcast/embed/#?secret=qDWtAj0RK3" width="600" height="338" title="“How to Start a Digital PR Client (Step-by-Step Audit Guide)” — BuzzStream" data-secret="qDWtAj0RK3" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script type="text/javascript"> /* <![CDATA[ */ /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); /* ]]> */ </script> https://www.buzzstream.com/wp-content/uploads/2025/12/chloe-osunsami.png1280720Start audits with brand immersion, then benchmark against 3–5 direct or challenger competitors. Prioritize backlink quality, relevance, and link intersections over sheer quantity. Incorporate AI Overviews (AIOs) and LLM citations into audits, but report cautiously due to evolving tools. Use tools like Ahrefs, Moz, and GSC, but tailor audits to available data and always sense-check AI outputs. Leverage existing content for timely, expert-led pitching—especially for quick wins like thought leadership. Refresh PR audits at least annually, with quarterly or monthly competitor scans to adapt to fast-moving industries. One of my favorite questions to ask PR pros is simple: Where do you start? When a new client comes in, those first steps matter more than people think. In this episode, I sat down with Aira’s Head of Digital PR, Chloe Osunsami, to walk me through her digital PR audit process. She talks about how she understands a brand, sizes up competitors, and turns all that data into a real strategy. This isn’t just something you should do at the start of a client engagement; you should repeat this process throughout the engagement to ensure your strategy stays on point. If you or your team feel like your digital PR strategy is wavering, you might want to give this a listen! What are some of the first things you do to get your bearings with a new client? Great question Vince. So I first start with making sure I really understand the brand and the client. So I like to understand where they’re at, how they’re doing, their objectives and any particular focuses before I jump in and why they believe PR should be a part of that puzzle. Once I really know that I can then start to look at specifics to do with them. However, can’t look at that bigger […]