Introduction
In a media landscape that changes faster than most brands can keep up, getting noticed requires more than a press release and a prayer. I spoke with Maria Rosey, founder of Viral Nest PR, a digital PR agency that focuses on earned media and search visibility. Rosey shared her candid take on what's working in 2025, what isn't, and how small businesses can compete without a massive budget.
What Makes a Campaign Go Viral Now
Five years ago, virality was often a matter of one big idea and enough ad spend to push it out. According to Rosey, that formula no longer works. "Now, your content has to feel like it belongs on the app it's living on. If you post something on YouTube or Instagram that looks like a repurposed press release, people will scroll right past it." She points out that algorithms now prioritize watch time and saves over simple shares. "You need content people want to watch more than once." Speed also matters more than ever: "If something is trending today, you have hours, not weeks, to jump in." And perhaps most importantly, "people trust creators more than polished brand voices right now. If you want reach, involve real people, not just your marketing team."
Measuring ROI Beyond Media Mentions
Getting your brand name in an article feels good, but Rosey warns against stopping there. "You should be looking at how many people clicked through to your site and what they did once they got there." She recommends tracking branded search volume increases, the quality of backlinks (which helps search rankings), and how your coverage compares to competitors. "Don't ignore tone either. Coverage that sounds skeptical or negative can hurt you even if the numbers look fine." For B2B companies, she advises connecting coverage to actual leads or demo requests. The smartest approach, she says, is to compare campaign performance against a normal period so you don't give the campaign credit for things that would have happened anyway.
The Biggest Mistake Brands Make
Rosey sees one error more than any other: "You're pitching what you want to say, not what the journalist's readers actually want to read." Many pitches are just product announcements dressed up as news, with no real story. She also notes that brands often treat journalists like a one-time favor instead of building relationships over time. "If you send the same pitch to fifty outlets at once, you kill your own chances. Journalists want something that feels exclusive to them." Timing is another common pitfall: "If your story doesn't connect to something happening right now, most reporters won't bite, no matter how good the idea is."
Balancing Storytelling with SEO
Rather than forcing SEO into a finished idea, Rosey recommends starting with keyword research before the creative work begins. "Build your campaign around something genuinely newsworthy, something surprising, timely, or emotional. That's what gets links pointing back to you." The hook itself should be exciting and visual to earn coverage, while the landing page should be built around what people are actually searching for. When done right, "the story and the SEO work together instead of pulling in different directions. The same piece ends up satisfying both your readers and the search algorithms."
Where Small Businesses Should Start
For companies with limited budgets, Rosey's advice is refreshingly practical. "Start by building relationships with journalists. You can do this through source platforms like Qwoted or Featured, or just by reaching out directly. It costs you time, not money, and it builds real backlinks over time." She suggests founders position themselves as go-to sources for reporters covering their industry, especially if they have niche expertise. "Don't overlook local news or trade publications either. They're easier to break into than national outlets, and they still carry real SEO and credibility value." Instead of one big expensive campaign, she recommends taking one strong story and pitching it in slightly different ways to different outlets. "When you're just starting, showing up consistently beats trying to go big once."
Key Takeaways
- Create platform-native content that feels authentic, not repurposed.
- Measure click-throughs, branded search volume, backlink quality, and coverage tone.
- Pitch what readers want, not what you want to say, and build relationships with journalists.
- Start with keyword research, then build a newsworthy story around it.
- For small budgets, focus on consistent relationship-building and niche outlets.
For more insights, visit Viral Nest PR.