How E-Innovate secured 35 published media opportunities through digital marketing expert PR
E-Innovate
Digital marketing and technology services
E-Innovate worked with Fair Public Relations on a 12-month expert PR campaign.
The objective was to position founder Karim Salama as a credible media expert on digital marketing, advertising, branding, technology, social media and online consumer behaviour. Karim had grown E-Innovate from a web development company into a full-service digital marketing agency, giving the campaign a broad base of genuine expertise to work with.
Over the 12-month campaign, E-Innovate secured 35 published media opportunities, including coverage in The Guardian, Daily Express, Digiday, The Grocer, IT Pro, The Fintech Times, Business Leader, Creative Bloq and People Management.
The client
E-Innovate is a digital marketing agency founded by Karim Salama. Karim started building websites at the age of 14 and grew E-Innovate from a web development company into a full-service digital marketing agency. Today, the business works across web design, SEO, digital PR, PPC, software development and wider digital strategy.
That breadth of experience gave Karim a strong base for expert-led PR. He could contribute credible insight not only on digital marketing itself, but also on advertising, branding, social media, technology, online retail, customer behaviour and broader business trends.
The opportunity
Digital marketing is a competitive area for expert PR.
There is no shortage of marketers, agency founders and technology commentators available to journalists. The challenge was therefore not simply to present Karim as a digital marketing expert. We needed to identify the subjects where his experience could add something genuinely useful to a journalist's story.
That meant looking beyond straightforward articles about SEO or websites.
Karim's experience could be relevant to stories about changing social platforms, advertising trends, retail technology, branding, consumer behaviour, creative campaigns and the way businesses communicate online.
This gave the campaign a much wider range of possible media opportunities.
The strategy
Fair Public Relations ran a 12-month expert PR campaign, positioning Karim as a credible source on digital marketing, advertising, branding, technology and online consumer behaviour.
Rather than relying on one or two proactive stories, the campaign used Karim's expertise across a broad mix of journalist-led opportunities.
The aim was to make him useful to different kinds of media.
A business journalist might want his view on CEO bonuses.
A technology publication might need insight on WhatsApp Channels, Threads or changing social platforms.
A retail title could use his expertise on digital advertising or online shopping.
A creative publication might want commentary on advertising, rebrands or film marketing.
This allowed the campaign to move with the media agenda while keeping the commentary connected to Karim's genuine professional experience.
The expertise and angles
Karim contributed to stories spanning digital marketing, advertising, branding, technology, social media, retail and business.
Early in the campaign, this included commentary for Daily Express on business funding, CMSWire on smart technology and changing customer expectations, and Business Leader on whether CEOs should sacrifice their bonuses.
His knowledge of digital advertising and social platforms also generated opportunities with Digiday, including stories about Reddit advertising and the platform going dark.
The campaign then expanded into retail and technology, with The Fintech Times covering online retail and embedded finance, while IT Pro used Karim's expertise for a piece looking at WhatsApp Channels, Bluesky and Threads.
Advertising and branding became another particularly strong area. Karim contributed repeatedly to Creative Bloq, discussing advertising from different decades, iconic film posters, historic rebrands, supersized branding and some of the best car advertisements ever created.
Other opportunities ranged from The Grocer discussing whether X remained relevant to FMCG brands, through to The Guardian examining Gen Z's growing use of lowercase communication.
That breadth was important. The campaign did not depend on E-Innovate having company news every month. Karim's existing knowledge became the media asset.
The coverage
Over the 12-month campaign, E-Innovate secured 35 published media opportunities.
Coverage appeared across national, business, technology, marketing, retail and creative media, including The Guardian, Daily Express, Digiday, The Grocer, IT Pro, The Fintech Times, Business Leader, TechRound, People Management, Yahoo Life, Creative Bloq, Speciality Food, Croner-i, CMSWire and TechInformed.
The campaign also generated repeated coverage with several publications.
Creative Bloq used Karim's expertise across numerous features covering advertising, branding, rebrands and film marketing. Creativepool featured his commentary twice, while Croner-i and Speciality Food also returned to his expertise for additional stories.
That repeat use helped demonstrate that Karim could contribute across a range of editorial subjects rather than being relevant to a single story.
Published Media Coverage
Over the 12-month campaign, E-Innovate secured 35 published media opportunities across national, business, technology, marketing, retail and creative media.
| Article topic / feature | Publication | Date published |
|---|---|---|
| How to secure funding for a novice in business | Daily Express | 30 May 2023 |
| The Impact of Smart Tech On Customer Demands | CMSWire | 31 May 2023 |
| When Should CEOs Sacrifice Their Bonuses? | Business Leader | 13 Jun 2023 |
| Reddit Ad Format | Digiday | 14 Jun 2023 |
| Reddit Going Dark | Digiday | 16 Jun 2023 |
| Online Retail and Embedded Finance | The Fintech Times | 16 Jul 2023 |
| The Best Ads of the 1940s | Creative Bloq | 24 Sep 2023 |
| The Best Ads of the 1950s | Creative Bloq | 24 Sep 2023 |
| Creative Industry | Creativepool | 6 Dec 2023 |
| Creative Industry | Creativepool | 19 Dec 2023 |
| Potential for WhatsApp Channels & The Usefulness of Bluesky and Threads | IT Pro | 20 Dec 2023 |
| The Best Ads of the 1930s | Creative Bloq | 22 Jan 2024 |
| Is Twitter/X Now Dead in the Eyes of FMCG Brands and Retailers? | The Grocer | 5 Feb 2024 |
| The Best Film Posters of all Time | Creative Bloq | 11 Mar 2024 |
| Best ads of the 2000s | Creative Bloq | 30 Mar 2024 |
| Best ads of the 2020s | Creative Bloq | 30 Mar 2024 |
| Love Island will need to make changes for its upcoming new series | Daily Star | 12 Apr 2024 |
| Best horror movie posters of all time | Creative Bloq | 13 Apr 2024 |
| The Best Romance Film Posters of all Time | Creative Bloq | 19 May 2024 |
| Harry Potter's enduring popularity | Reach Plc / Mirror | 11 Jul 2024 |
| Content creators losing faith in social media apps | TechRound | 23 Jul 2024 |
| Best Rebrands of the 1980s | Creative Bloq | 11 Aug 2024 |
| Best rebrands of the 70s | Creative Bloq | 17 Aug 2024 |
| Advertisers are divesting from X (Twitter), and GARM's dissolution impacts advertising strategies | TechInformed | 23 Aug 2024 |
| Supersizing your branding tips and advice | Creative Bloq | 1 Oct 2024 |
| Strategies for creating a unique brand identity | Croner-i | 28 Oct 2024 |
| Selling food at Christmas | Speciality Food | 6 Nov 2024 |
| Why Christmas window displays are so joyous | Yahoo Life UK | 20 Nov 2024 |
| Film marketing experts | Canvas8 | 17 Dec 2024 |
| Gen Z's shift to lowercase communication, diminishing capitals | The Guardian | 21 Feb 2025 |
| Improving online presence: website and socials | Speciality Food | 23 Mar 2025 |
| Best car advertisements in history | Creative Bloq | 23 Apr 2025 |
| TikTok's potential role in corporate learning and development | People Management | 12 Jun 2025 |
| Attracting local customers with local SEO strategies | Croner-i | 17 Jun 2025 |
| Avoid vanity metrics in digital marketing | BoostMyDomain | 29 Sep 2025 |
The outcome
The campaign built a substantial body of third-party media coverage around Karim's professional expertise.
Instead of positioning E-Innovate purely as a company selling digital marketing services, the campaign gave journalists a person they could turn to for informed commentary on the issues affecting brands, businesses and consumers online.
That resulted in 35 published media opportunities during the 12-month campaign, with coverage ranging from major national publications to respected business, technology, retail and creative titles.
It is also a good example of how expert PR can work for a professional services business.
The business does not always need to be the news.
Sometimes the expertise inside it is enough.
Results
12-month PR campaign
35 published media opportunities
Coverage included: The Guardian, Daily Express, Digiday, The Grocer, IT Pro, The Fintech Times, Business Leader, TechRound, People Management, Yahoo Life, Creative Bloq, Creativepool, Speciality Food, Croner-i, CMSWire and TechInformed.
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