Digital PR Links for Law, Recruitment and Education

In legal, recruitment and education the coverage that carries a link is almost always attached to a document with a date on it: a Fair Work Commission full bench decision, a bill between second reading and assent, a change to a provider's CRICOS registration, the monthly ABS Labour Force release. We build the pitch calendar backwards from those dates and cap the run at two campaigns a quarter per client, because a newsroom that hears from the same firm every fortnight stops opening the email. How a campaign is built: The asset is what your people can defensibly say in public and nobody else can. A partner who has run seven unfair dismissal matters this year has something to say about the reinstatement remedy that a generalist writer does not. We take one recorded session with that spokesperson, write the position from it, then check every claim against the source material: AustLII for the judgment text, the Commission's own decisions database, Hansard for the parliamentary record, departmental circulars for education policy. The pitch goes out with the position first, the source link second and the offer of a fifteen-minute call third. Outreach runs in Pitchbox against a list built by hand from the last ninety days of bylines on the beat. We do not buy media lists. A journalist who has not written about workplace relations since 2023 is not a prospect, and a masthead's general tips address is not a contact. Placement standards: Before pitching an outlet we check three things and write down the answers: whether its organic traffic in Ahrefs has fallen more than sixty per cent across the trailing eighteen months, whether its recent output contains placements that read as paid whether or not they are marked, and whether the section we are pitching sits on a subdomain the publisher has effectively rented out. Any one of those and it comes off the list, including when a client asks for it by name because they saw the Domain Rating. What we refuse: No paid placements, no link inserts bought into existing articles, no guest post networks. We do not pitch anything that would sit badly against the advertising restrictions in the Legal Profession Uniform Law: no comparative claims about outcomes, no testimonials from represented clients, no superlatives about the firm. For education clients we do not pitch student outcome figures the provider or the department has not already published. If a story only works because a number is unattributed, we kill the story rather than soften the attribution. And coverage that runs without the link stays in the report marked as coverage, because it is a real result and calling it a link is how agencies end up reporting numbers a client cannot verify. Who this is not for: Firms who need a link count this quarter because somebody else set the target. Sites whose destination page is a three-hundred-word service page: the page has to be worth citing before anyone cites it, and we will say so during scoping rather than after invoicing. Anyone who wants their spokesperson quoted without giving the spokesperson any time. The recorded session cannot be replaced by a written brief, because the sentences that get published are the ones said out loud first. What you receive: The written position with its source pack, the prospect list with qualification notes attached, every pitch sent and every reply received in full, and a placement record carrying the URL, date, link target and rel attribute as published. Debriefs happen at the end of a campaign, not weekly. There is nothing useful to say about outreach on day four.