Backlinks through PR can be a valuable benefit of earned media coverage, however they are not something a public relations agency can guarantee. At Durée & Company, media relations is focused on earning meaningful editorial opportunities, building relationships with journalists and positioning brands and their leaders as credible sources. While a media placement may include a link to a company’s website, that decision ultimately belongs to the editor and publication.
It is easy to understand why backlinks have become part of the PR conversation. A link from a media outlet can drive website traffic and support search engine optimization (SEO). However, public relations and link building are not the same thing, and evaluating media coverage solely on whether it includes a backlink can overlook the value PR provides.
Earned Media Is Earned, Not Controlled
When a PR team pitches a journalist, it is presenting a story, expert, company, product or perspective for editorial consideration. The journalist, editor and publication ultimately decide whether to pursue the story, which sources to include, what information appears in the final piece and whether external links are included.
That editorial independence is part of what gives earned media its value. Earned media provides a level of third-party endorsement that a brand cannot create through its own marketing channels.
Unlike advertising or sponsored content, a brand is not purchasing the space or controlling the final product. An independent journalist or outlet has determined that the company, executive or story is relevant to its audience. That third-party endorsement is a significant part of the value of earned media, whether or not the resulting coverage includes a backlink.
Why Asking for a Backlink Can Work Against a PR Strategy
While backlinks can add value to online coverage, asking a journalist to add a link solely for SEO purposes is not a media relations best practice. Journalists are focused on reporting stories that inform and engage their audiences, and a backlink request that does not add value for readers can make an otherwise successful interaction feel transactional.
Media relations is also built on long-term relationships. PR professionals work to establish trust by consistently providing journalists with relevant ideas, credible sources and useful information. Protecting those relationships and creating opportunities for future coverage can be far more valuable than securing a backlink from a single placement.
Focus on the Story, Not the Link
Effective media pitching begins with the story.
Instead of approaching media outreach with a backlink as the primary objective, brands should consider what they can contribute to a journalist’s reporting. That may include original research, a unique data point, access to a knowledgeable expert, a timely perspective on current news or an interesting story that has not already been told.
The more relevant and useful the information, the more valuable the source becomes to the journalist.
PR teams can also provide supporting resources that help reporters develop their stories. If a company has original research, industry data, a report or an educational resource that genuinely adds context, the journalist may choose to reference and link to it.
The distinction is important: the resource earns the link because it adds value to the story, rather than the link being requested simply to benefit the brand.
The Value of PR Goes Beyond Backlinks
A quality media placement can introduce a brand to new audiences, strengthen credibility, establish executives as experts and provide valuable third-party validation.
Backlinks can add another benefit through referral traffic and SEO, but their absence does not make a media placement unsuccessful.
This distinction is becoming even more important as AI changes how people discover information.
What Do AI and GEO Mean for Earned Media?
Generative engine optimization (GEO) is expanding the conversation beyond traditional SEO and backlinks. Research into AI citations shows the significant role earned media and journalism can play in the sources surfaced by AI platforms.
Muck Rack’s 2026 research found that earned media accounts for approximately 84% of AI citations, with journalism representing 27% of cited sources. Paid and advertorial content accounts for just 0.3%.
For brands, the takeaway is significant: earned media can have digital value even when an article does not link directly to the company’s website. Being accurately mentioned in authoritative media can help establish a brand, executive or organization within the credible information AI platforms use.
Backlinks still matter. But as search evolves, being cited and mentioned in trusted sources matters, too.
Build Relationships, Not Just Links
Successful media relations is about more than one placement. Consistently providing journalists with relevant stories, responsive experts and credible information can lead to repeat coverage and future opportunities.
A backlink can be a valuable result of earned media. The larger goal is visibility, credibility and long-term relationships that continue building a brand over time.
For businesses and organizations looking to build brand awareness and meaningful media relationships through an integrated public relations and marketing strategy, contact Durée & Company at 954-723-9350 or visit dureeandcompany.com.
About Durée & Company, Inc.
Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. Durée & Company was named Fort Lauderdale Magazine’s Best PR Agency for four consecutive years, from 2023 to 2026. Founder Durée Ross was also recognized as a “Media Industry Champion” at PRNEWS’ 2025 Top Women Awards. To learn more, call 954-723-9350; go to dureeandcompany.com;cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube, and LinkedIn at @DureeCoPR.
