Jacob Riggs
With just one PR we achieved national and international coverage with an estimated audience reach of over 65 - 70 million readers
Client name: Jacob Riggs
Market: UK and Australia
Timeframe: 5 days
Service: PR writing with media distribution
Reach: Approximately 70 million readers (this is a deliberately conservative estimate, which doesn’t reflect the full readership of each title in order to rule out cross-over audience members)
The PR challenge
The objective was to secure high-authority media coverage for Jacob Riggs, a UK cybersecurity expert. Jacob was keen to achieve visibility across both the UK and Australian markets while building trust and credibility through earned media rather than paid promotion.
The PR strategy
Dakota Digital developed a single news-led PR built around a strong human-interest hook combined with genuine technical credibility.
We created a targeted media distribution list for both the UK and Australia. Upon approval of the PR draft, we pitched the release to tier-one national titles, respected technology publications, and influential regional outlets to maximise reach, relevance, and authority across multiple audiences.
The results
Our single PR generated widespread coverage across major UK and Australian publications, including national broadsheets, mass-market news sites, and specialist technology media. We also fielded several interview requests for radio and TV.
Outlets covering this story include The Daily Mail (two articles), The Metro, The Telegraph, MyLondon, The Sydney Morning Herald, MSN, The Australian, Information Age, and WAtoday.
- Dozens of unique media outlets secured
- 6 tier-one national publications
- 3 specialist technology and cybersecurity titles
- Estimated net audience reach of 65–70 million (with cross-overs removed)
- Earned media impact of £1.4m – £1.75m
Outlet-by-outlet breakdown with estimated audience reach
Figures are approximate monthly digital reach and are intentionally conservative. Each outlet is counted once, even where multiple articles appeared.
UK outlets snapshot
| Outlet | Type | Est. Monthly Reach |
| Daily Mail (MailOnline) | National news | 24,000,000 |
| The Telegraph | National broadsheet (paywalled) | 8,000,000 |
| Metro | National news | 9,000,000 |
| MyLondon (Reach plc) | Regional news | 6,000,000 |
| MSN UK | Aggregator / syndication | 10,000,000 |
Subtotal (UK gross reach): ≈ 57 million
Australian outlets snapshot
| Outlet | Type | Est. Monthly Reach |
| Sydney Morning Herald | National broadsheet | 11,000,000 |
| The Age | National broadsheet | 9,000,000 |
| WA Today | Regional (state-level) | 5,000,000 |
| News.com.au | National digital news | 12,000,000 |
| The Australian | National broadsheet (paywalled) | 4,000,000 |
Subtotal (Australia gross reach): ≈ 41 million
