Digital PR agency since 2013 Digital PR Agency: your brand featured in major news outlets
Quality SMI is a Digital PR agency that distributes editorial content across major Brazilian news outlets such as Valor Econômico, Terra, IG and O Globo, along with industry-specific publications. We work with newsjacking, press releases and editorial production to build brand authority, generate qualified backlinks and create the signals that LLMs use to recognize a company as a reference in its sector.
What is Digital PR?
Digital PR is the practice of building and consolidating a brand's presence in the main digital media channels: news outlets, industry-specific publications and editorial content distribution platforms. The goal is to generate journalistic and editorial coverage that delivers brand visibility, authority backlinks for the site and citation signals that language models use to identify a company as a reference in its segment. Unlike paid ads, the presence generated by Digital PR is editorial, carries journalistic credibility and remains indexed indefinitely.
What newsjacking is and how it works in practice
Newsjacking is the practice of leveraging trending stories and topics in the news cycle to position a brand as an authoritative source in that conversation. When an outlet publishes a story about growth in the logistics sector, a logistics outsourcing company can be the source that comments on the data, explains the causes and projects trends. The result is an editorial piece that cites the company as a reference, without the tone of advertising. This positioning builds the spokesperson's personal reputation as an industry expert, which reinforces the company's E-E-A-T on Google and increases the likelihood of citation by LLMs.
Digital PR and SEO: the direct connection
Dofollow backlinks from outlets like Valor Econômico, Terra, IG and O Globo have some of the highest domain authority in Brazil. A single backlink from these publications has a meaningful impact on the client's domain authority, which directly reflects in organic rankings. Beyond direct backlinks, consistent presence in authority outlets generates social signals for LLMs: AI models crawl these sources to understand which companies are references in each sector.
The difference between press release and newsjacking
A press release is a formal announcement of a new fact about the company: product launch, certification, new location, results from proprietary research. Newsjacking starts from external news and positions the company as an authoritative commentator on a story that already exists. The two strategies complement each other. Press releases work best when the company has a relevant fact to communicate; newsjacking works best for continuous authority building without depending on internal news.
Why hire a Digital PR agency?
Getting editorial coverage in major outlets isn't a matter of sending an email to the newsroom. Each publication has its own editorial criteria, accepted formats, prioritized topics and quality standards that determine what does or doesn't get published. A Digital PR agency with established relationships and an editorial production methodology knows these criteria from the inside. It knows which topics resonate with each outlet, how to structure content to maximize the chance of publication and how to position the spokesperson as a credible source. The difference between a release that gets published and one that gets ignored is rarely about the topic — it's about execution.
Visibility that ads can't buy
Editorial coverage in a reference outlet carries credibility that paid advertising cannot. Readers know how to distinguish advertising from journalistic content. A company cited as a source in a Valor Econômico or O Globo piece carries the editorial weight of those publications. This kind of presence builds reputation in a way that paid media campaigns simply cannot replicate.
Signals for LLMs to recognize your brand
ChatGPT, Gemini and Perplexity build their answers from the sources they index. News outlets are among the highest-weighted sources in that process. A company consistently cited in editorial coverage from authority outlets has a much higher likelihood of being mentioned by AIs when a user asks a question about its sector.
Domain authority from the right sources
For SEO, not every backlink carries the same value. A link from an outlet with high authority and editorial relevance to the client's segment is worth far more than dozens of links from generic sites. We distribute editorial content across national outlets and niche publications, depending on the client's sector. Choosing the right outlet is part of the work.
The spokesperson's personal reputation as an asset
When a company's CEO or director is repeatedly cited as a qualified source in reference outlets, the name becomes recognized in the sector. Potential clients who never heard of the company find the spokesperson in a Terra or IG piece and arrive at the website with a perception of authority already formed. This asset has a direct impact on the sales cycle.
How Quality SMI executes Digital PR: a 6-step process
Every Digital PR project has defined deliverables, timelines and metrics. The process is the same for press releases and newsjacking, with content adaptations in each case.
Diagnosis and topic mapping
We understand the business, the sector, the brand positioning and the goals of the action. We monitor the segment's news cycle to identify newsjacking opportunities and map the editorial angles with the best fit for the target outlets.
Topic and spokesperson definition
We align the topic with the client, define the spokesperson who will sign the piece as a source (CEO, director or area lead) and structure the editorial angle. The client can suggest the topic or approve our suggestion based on monitoring.
Editorial content production
We write the press release or newsjacking piece following the editorial criteria of the outlets where the content will be distributed. Format, tone, length and structure are calibrated to maximize the chance of publication.
Approval and adjustments
The content is submitted to the client for approval before distribution. Positioning, data and tone adjustments are incorporated at this stage.
Distribution to outlets
We distribute the content to major Brazilian news outlets such as Valor Econômico, Terra, IG and O Globo, and to industry-specific publications according to the client's sector. The choice considers the editorial fit and the domain authority of each outlet.
Monitoring and coverage report
We track publications, verify the backlinks generated, monitor reach across outlets and deliver a coverage report with published URLs, domain authority of each outlet and impact on the site's backlink profile.
What's included in Quality SMI's Digital PR service
Our service is end-to-end. None of the items on the side are charged separately.
Each project is tailored. The distribution frequency, number of pieces and target outlets are defined according to the client's goals.
Stories we placed in major Brazilian outlets
Versatility by sector, with editorial production calibrated for each outlet. Cases by segment — client names preserved per confidentiality policy.
TECHNICAL EDUCATION Shortage of technical professionals and employability
A newsjacking piece for a distance-learning technical education institution addressing the shortage of qualified professionals in specific technical fields, and the impact on salaries and employability in the sector. The story positioned the institution as an authoritative source in the conversation about technical professional training in Brazil, with distribution across education, employment and general news outlets.
REAL ESTATE Mortgage credit and the middle class
Press release for a homebuilder about the new tier of the Minha Casa Minha Vida program and its impact on expanding mortgage credit access for the middle class. The piece leveraged the national coverage of the program to position the homebuilder as a qualified source on the affordable real estate market, with distribution across economy and real estate outlets.
B2B LOGISTICS Logistics outsourcing on the rise
Newsjacking piece for a logistics outsourcing company about the growth of workforce outsourcing in the Brazilian logistics sector. The story positioned the company as a reference in the segment at a moment of high media coverage of the topic in specialized outlets, with distribution across logistics, supply chain and general news publications.
What our clients say
My immense gratitude for the quality of SMI's work. Matheus came to our office in Miami for a meeting to present his work, and it has been a success ever since. We receive several quote requests daily from different countries. I recommend this company without reservations.
Henrique Ruiz — Quality SMI Client
A very honest company; I can only thank them for the work and the partnership. I highly recommend this company! Mr. Matheus Silveira always provides us with top-tier support and service whenever requested. 1000/10 for Quality SMI.
Anderson Lopes Rangel — Quality SMI Client
Quality SMI is incredible in customer service. They have a highly qualified team that solves everything quickly and in a personalized way. The service is always friendly and efficient, and their services are of the highest quality.
Walter Ferlotti — Quality SMI Client
From the first contact, the service was very professional and attentive. They demonstrated great knowledge in marketing and understood exactly what we needed.
Gustavo Piantoni — Quality SMI Client
Outlets where we place editorial coverage
Distribution across major Brazilian news outlets and industry-specific publications, according to each client's sector.
Digital PR integrated into the strategy or an isolated media action?
Most Digital PR actions in the market are executed in isolation: a company hires release distribution, the content is published in a few outlets, the backlinks appear in the site's link profile and the work ends there. The SEO impact exists, but it's punctual. The branding impact is hard to measure. The GEO impact, which depends on consistent citations over time for LLMs to recognize the brand as an entity, doesn't happen with sporadic actions. At Quality SMI, Digital PR is part of a continuous strategy integrated with SEO and GEO.
Quality SMI Frequently asked questions about Digital PR
What is Digital PR and how does it work?
Digital PR is the practice of building brand presence in news outlets and digital editorial publications through journalistic content, such as press releases and newsjacking pieces. The goal is to generate editorial coverage that produces visibility, authority backlinks for the site and citation signals recognized by AI models. At Quality SMI, the process includes topic identification, content production following the editorial criteria of the target outlets, distribution across national and niche publications, and a coverage report with published URLs and impact metrics.
What is newsjacking?
Newsjacking is the practice of using a topic or trend already prominent in the news cycle to position the company as an authoritative source in that conversation. Instead of creating a story from scratch about the company itself, the brand comments on, analyzes or contextualizes an external fact relevant to its sector, being cited as an expert in a piece that already has editorial traction. The result is journalistic coverage with credibility that paid advertising cannot replicate. At Quality SMI, the topic may come from our monitoring of the client segment's news cycle or from the client's own suggestion.
Which outlets do you distribute to?
Distribution includes major Brazilian news outlets such as Valor Econômico, Terra, IG and O Globo, as well as industry-specific publications according to the client's sector. A project in the education segment has different distribution than a project in the industrial or real estate segment. The choice of outlets considers the editorial fit of the topic, the domain authority of the outlet and the relevance to the client's target audience. Niche outlets with high authority in the segment often generate more SEO and branding results than generalist outlets with lower traffic.
What's the difference between Digital PR and buying backlinks?
Digital PR generates editorial backlinks: links placed in journalistic content published by editorial decision of the outlet, not by direct payment for the link. This kind of backlink has different weight in Google's algorithm compared to purchased links or links placed on sites without editorial criteria. Furthermore, editorial content remains indexed and continues to generate traffic and authority indefinitely. Buying backlinks violates Google's guidelines and can result in manual penalties to the domain. Well-executed Digital PR is the sustainable way to build authority through external links.
Does Digital PR work for any industry?
Yes, as long as the segment has topic angles with editorial traction. Sectors such as education, healthcare, construction, logistics, technology, agribusiness and industry in general have natural angles: labor shortages, regulatory changes, market growth, new technologies, the impact of public policies. The challenge in some more technical segments is to build the right editorial angle so the topic is accepted by outlets. That work is part of what Quality SMI does in the diagnosis and production stages.
How does Digital PR connect with SEO and GEO?
The three channels feed each other. Backlinks from authority outlets improve the domain's link profile and contribute directly to organic rankings on Google. Editorial citations in reference outlets are sources that LLMs like ChatGPT and Gemini crawl to identify which companies are references in each sector, which increases the likelihood of citation in AI answers. For clients who have SEO, GEO and Digital PR with Quality SMI, the three fronts are planned in an integrated way, with each PR action generating simultaneous impact across all three channels.
Does the spokesperson need to write the content?
No. Quality SMI produces the complete content. The spokesperson participates by providing information about the topic, validating the data and approving the content before distribution. In some cases, a quick interview with the CEO or director is enough to extract the necessary positioning. The editorial work — structuring the text to the outlets' standards and adapting to each outlet's format — is our team's responsibility.
How much does Quality SMI's Digital PR service cost?
The investment varies according to the number of pieces per period, the target outlets and the degree of integration with SEO and GEO. Projects with distribution in higher-authority and broader-reach outlets have a different scope than projects focused on niche publications. Each proposal is built after analyzing the client's segment, mapping topic opportunities and defining the goals of the action, whether brand visibility, backlink building or signals for GEO. We don't work with generic packages.
Your brand in the outlets
where your clients read
Our team analyzes the client's segment, identifies the topic angles with the best editorial fit and presents a Digital PR proposal integrated with SEO and GEO. Every diagnosis is free.
