Written and reviewed by Jenny Moris
Jenny Moris is Co Founder of Editorial Backlinks and leads editorial outreach, campaign messaging, media relationships and content quality. Last reviewed July 29, 2026.
Define the agency-client-provider relationship
The agency should remain clear about who owns strategy, client communication, approvals, reporting and commercial decisions. Ambiguous roles create missed deadlines and inconsistent expectations.
Choose the supported methods
A fulfilment partner may handle journalist-source outreach, proactive digital PR, contributed content or commercial publisher opportunities. The agency should know which method is being used for every result.
Create an approval matrix
Record who can approve expert profiles, claims, story angles, target pages, publishers, costs and final reports. Sensitive sectors need additional review.
Protect confidentiality and client relationships
Use written confidentiality, non-solicitation and communication boundaries. The provider should not contact the end client unless the agency authorizes it.
Standardize reporting
Reports should distinguish activity, live coverage, link status, acquisition method, target page, syndication and unresolved risks.
Pilot before scaling
Start with one or two clients whose expertise and approval access are strong. Review communication, quality and reporting before adding volume.
Frequently asked questions
Yes, when communication and reporting boundaries are agreed in writing.
The named expert or authorized client representative should approve sensitive facts.
Yes. The agency should understand and accurately represent how each placement was obtained.