1.0BuzzStreamhttps://www.buzzstream.comVince Nerohttps://www.buzzstream.com/blog/author/vincenero/rich600338<blockquote class="wp-embedded-content" data-secret="u8C8Zgyap3"><a href="https://www.buzzstream.com/blog/digital-pr-relevance-podcast/">Why Relevancy in Digital PR is More Important Than Ever (With Olivia Bence)</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.buzzstream.com/blog/digital-pr-relevance-podcast/embed/#?secret=u8C8Zgyap3" width="600" height="338" title="“Why Relevancy in Digital PR is More Important Than Ever (With Olivia Bence)” — BuzzStream" data-secret="u8C8Zgyap3" 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/2025/06/olivia-bence.png1280720What’s one thing that will keep your campaigns successful? Relevance. In this podcast, I speak with Olivia Bence, Head of Digital PR with Bring Digital. I met during a panel at BrightonSEO in 2024 where she dropped some tips on the subject. Since then, relevance continues to be a buzzword in the industry. So I wanted to get back in touch with her and discuss the growing need for relevance in digital PR given everything that’s been happening in the industry in the past few years. Try to meet relevance for clients and journalists—although it’s a tough ask, this is how you need to be thinking in 2025. Test ideas with trusted journalist contacts before launch to validate interest and improve success rates. Smaller, targeted outreach lists drive better results than high-volume email blasts (we’ve also found that in our study). If starting from scratch, start with smaller wins to build brand credibility before launching large national campaigns. Unlinked brand mentions still have value, especially when your brand is the focal point of the story. Google is increasingly ignoring irrelevant links, so campaign relevance directly impacts SEO value. Use journalist promotions and job changes as opportunities to build new relationships. Olivia thinks relevancy will increasingly outweigh vanity metrics like raw link volume in digital PR. Below is a slightly edited transcription of our chat. What is Bring Digital and what do you do? Olivia Bence: Yeah, of course. So we are an award-winning digital marketing agency based in the heart of Manchester. So we launched in 2012, so we are 13 years old. And we specialize in helping sort. Commerce businesses grow with that kind of high-performance campaign. So we specialize in organic search, paid search, paid socials, affiliates, digital pr, SEO content, and all that jazz. But we kind […]