At Lattice Publishing, we know that digital PR campaigns are powerful tools for earning high-quality backlinks and media mentions. But when executed strategically, they can also become substantial drivers of referral traffic.
A recent campaign we produced for Construction Coverage — an online publication focused on the construction sector — demonstrates this perfectly. We used newly released data from the U.S. Department of Transportation’s Federal Highway Administration to publish a timely and relevant report: States with the Worst Roads.
Our campaign strategy included:
- Syndication to a network of 1,000+ publishers
- Targeted email outreach to journalists covering infrastructure and government spending
The results were impressive. The report was picked up by hundreds of media outlets, earning Construction Coverage dofollow backlinks, media mentions, and boosted brand authority.
But what really stood out about this campaign was the referral traffic. Because of the widespread media coverage and the timeliness of the topic, Google Discover picked up the report. In just two days, the page:
- Reached over 456,000 impressions
- Generated more than 43,000 clicks from Discover alone
Why This Campaign Worked
Several key ingredients contributed to its success:
- Data synthesis – We made complex data digestible and compelling.
- Brand alignment – The topic fit Construction Coverage’s editorial voice and audience.
- Timeliness – The story tapped into current conversations around infrastructure and government spending.
- Local relevance – The state-by-state angle helped drive regional engagement and political interest.
Conclusion
While we can’t promise viral results, this case study underscores a key point: when the right topic hits at the right time, a digital PR campaign can punch well above its weight. Backlinks and mentions are great—but the right story can also become a top-performing source of organic referral traffic.