Keyword Catalog for Digital PR Campaigns: Terms That Earn Mentions, Links, and AI Answers

Hook: Stop wasting PR time on vague keywords — use a catalog designed to earn mentions, links, and AI answers

PR teams and newsroom editors: you spend hours drafting pitches and press releases, yet coverage and backlinks are inconsistent. The missing link is not creativity — it’s a repeatable keyword catalog that prioritizes topical authority, discoverability across social + search + AI, and explicit link-earning signals. This guide gives you a field-ready catalog structure, sample terms, and step-by-step tactics to convert newsroom output into measurable SEO and media outcomes in 2026.

Why a PR-focused keyword catalog matters in 2026

Discoverability today is a multi-channel problem. Audiences form preferences on TikTok, Reddit, and YouTube before they go to search; AI summarizers then consolidate those signals into answers featured in search and chat. Late 2025 and early 2026 saw major search engines widen the use of entity graphs and cross-platform signals when surfacing authoritative answers. That means PR copy that targets only generic brand terms will be ignored by AI and social-first discovery paths.

A PR keyword catalog aligns newsroom language with the search and social signals that drive visibility in 2026: entity mentions, data-led hooks, local relevance, and question-frame queries that AI uses for answers. The result: more mentions, higher-quality backlinks, and a greater chance to be cited inside AI responses.

What this catalog does (fast)

• Maps keywords to PR intent: immediate coverage, link-earning features, or AI answer placement
• Prioritizes authority keywords and entity-focused keywords that build topical strength over time
• Provides plug-and-play pitch templates, newsroom headlines, and asset recommendations tied to each keyword
• Includes volume, competition, and estimated link-earning potential so PR can triage efforts

Catalog framework — fields every PR team needs

Build your catalog as a CSV or in your keyword tool. Keep column names consistent so you can import to CRMs, newsroom CMS, and outreach platforms.

1. Keyword / Phrase — exact text used in pitches and titles
2. Intent — Newsworthy, Data-driven, Evergreen/Resource, Local, Opinion, Transactional
3. Volume Range — High / Medium / Low (use monthly ranges to match your tool)
4. Competition / Difficulty — numeric or low/med/high
5. Entity Tag — brand, product, person, dataset, event
6. Link-Earning Potential — High / Medium / Low (based on past coverage types)
7. AI Answer Potential — Direct Answer / Contextual Mention / Low
8. Suggested Asset — press release, dataset, infographic, multimedia, expert quote
9. Suggested Outreach List — trade, national, local, beat reporters, podcasters
10. Pitch Template — one-line email starter that includes the keyword and the news hook

Why include Entity Tag and AI Answer Potential?

Search engines and AI increasingly surface entities (people, brands, events) rather than isolated keywords. Late 2025 updates emphasized entity salience across knowledge panels and AI answers. Tagging keywords by entity helps PR craft structured data, schema, and canonical boilerplate that search and AI systems consume. AI Answer Potential tells you whether a given phrase is likely to be excerpted into a summary or used as context — and therefore whether to prioritize concise, factual language.

Sample PR Keyword Catalog (practical starter pack)

Below is a compact, actionable starter catalog you can copy into Excel or Google Sheets. Use it to train reporters, spokespeople, and agency partners so everyone uses consistent, discoverable language.

• Keyword: "Dry January trends 2026" — Intent: Newsworthy — Volume: Medium — Entity: Campaign / Cultural Trend — Link-Earning: High — AI: Direct Answer — Asset: trend report + infographic — Pitch: "New data shows evolving Dry January habits — local angles and national trend lines available."
• Keyword: "healthy mocktail recipes holiday" — Intent: Evergreen / Resource — Volume: High — Entity: Product / Recipe — Link-Earning: Medium — AI: Contextual Mention — Asset: how-to video + downloadable recipe PDF — Pitch: "Shareable recipe pack and video for editors covering alcohol alternatives this season."
• Keyword: "workplace mental health benchmarks 2026" — Intent: Data-driven — Volume: Low — Entity: Dataset — Link-Earning: High — AI: Direct Answer — Asset: proprietary survey + press release — Pitch: "New benchmark report reveals X% increase in microbreak adoption at startups — full dataset available."
• Keyword: "best fintech APIs for SMBs 2026" — Intent: Transactional / Guide — Volume: Medium — Entity: Product Comparison — Link-Earning: Medium — AI: Contextual — Asset: comparison guide + interactive tool — Pitch: "Launch of an SMB-focused API that reduces payment latency by X% — demo and case study included."
• Keyword: "hospital readmission rates near me" — Intent: Local / Informational — Volume: Medium — Entity: Location / Hospital — Link-Earning: High (local press) — AI: Direct Answer — Asset: local data release + expert commentary — Pitch: "Local hospital readmission report with patient outcome breakdowns — comment from chief medical officer available."

How to create link-earning terms (practical rules)

Link-earning keywords are different from ranking keywords. They attract journalists, bloggers, and industry resources that link naturally. Use these rules to create them:

1. Use data as bait: Numbers and percent changes show tangible newsworthiness. E.g., "X% rise in remote-first hires 2026."
2. Make it localizable: Add "near me" or city/state modifiers for local media pull-through.
3. Create contrast: Phrases like "vs." or "compared to" invite comparisons and commentary.
4. Format for snippets: Questions and short fact statements increase the chance of being used in AI answers. E.g., "What is the average churn rate for SaaS in 2026?"
5. Tag the entity: If your keyword references a person, event, or dataset, ensure the press materials include structured entity information (see schema guidance) for crawlable signals.

Pitch templates that include authority keywords

Each pitch should include the priority keyword in the subject line, the first sentence, and the anchor text for a suggested link. Here are three templates tuned for different intents.

1 — News + Data (for national outlets)

Subject: New report — "Workplace mental health benchmarks 2026" shows X% shift

Hi [Name], our new workplace mental health benchmarks 2026 report reveals key shifts in employee behavior post-2024 hybrid reforms. We have the national dataset, regional breakdowns, and spokespeople for quick interviews. Would you like the short take or the dataset for a deeper piece?

2 — Local hook (for local reporting)

Subject: Local data: "hospital readmission rates [CITY]" drop/increase

Hi [Name], we can provide a city-level breakdown of hospital readmission rates [CITY] for your coverage this week, plus comment from the CMO. Local figures show a X% change vs. last year — perfect for a local health beat article.

3 — Resource roundup (for lifestyle / trade)

Subject: Shareable asset: "healthy mocktail recipes holiday" pack + video

Hi [Name], holiday audiences love quick, visual recipes. Our healthy mocktail recipes holiday pack includes video clips, a downloadable PDF, and calorie breakdowns. Free to use with attribution.

Newsroom SEO checklist — convert press assets into discoverability wins

When publishing a press release or newsroom article, run this checklist to maximize pick-up and AI usage.

• Include the catalog keyword in the title and first 100 words.
• Embed structured data: Use schema.org/NewsArticle or Dataset markup and tag the primary entity.
• Provide a one-paragraph summary formatted as a factual bullet for AI summarization.
• Include raw data and charts as downloadable CSVs and PNGs — journalists link to primary sources.
• Offer expert quotes with full name, title, and LinkedIn/Twitter for entity confirmation.
• Localize multiple versions for city pages when relevant (don’t rely on a single national release).
• Optimize anchor text suggested to journalists for link context (e.g., link text: "2026 workplace mental health benchmarks").

Measuring success: signals that matter

Traditional KPI: placements and backlinks. In 2026 expand measurement to include AI visibility and entity authority.

• Mentions & Links: Number of unique domains linking and domain authority-weighted link score.
• Entity Mentions: Instances where your brand or dataset is referenced as an entity in articles and knowledge panels.
• AI Answer Appearances: Whether your content is used verbatim in AI answers or cited as source material (track via SERP snapshotting and AI content trackers). See a practical KPI dashboard approach for tracking authority across search, social and AI.
• Social Referral Signals: Uplift in shares from TikTok/Reddit/YouTube that correlate to spikes in search queries.
• Newsroom Conversion: Traffic from press pages to product pages, signups, or leads.

Advanced strategies: entity-focused campaigns and schema-first releases

To win AI answers and knowledge panel positions, adopt an entity-first approach:

1. Create canonical entity pages for products, spokespeople, and datasets. These pages should include structured bios and canonical facts.
2. Bundle data with micro-stories — a dataset alone is useful; a dataset + 3 micro-insights is linkable and shareable (— see microbundle tactics).
3. Publish synchronized multi-format assets (press release, short video, tweet thread, data table) on the same day. Cross-platform signals boost entity salience; learn how legacy broadcasters amplify digital launches in podcast-to-TV distribution.
4. Use persistent IDs: If you produce datasets, add persistent identifiers (DOIs or stable URLs) so third parties link to the same canonical source.
5. Monitor entity drift: Track how AI and knowledge graphs represent your entity and correct inaccuracies via schema updates and outreach.

Sample mini-catalogs by niche, intent, and volume

Below are curated keyword packs you can copy. Each pack includes 10 high-ROI terms with suggested intent and asset types.

1 — Consumer Brands (Holiday season / High volume)

• holiday mocktail ideas (Evergreen / Video pack)
• limited edition flavor launch 2026 (Newsworthy / Press kit)
• gift guide sustainable brands (Resource / Editorial roundup)
• best stocking stuffer [category] 2026 (Transactional / Affiliate-friendly guide)
• brand X holiday charity initiative (Local/News / Localized release)

2 — Fintech & SaaS (Business buyers / Medium volume)

• fintech fraud trends 2026 (Data / Whitepaper)
• open banking adoption rates [country] (Data / Dataset release)
• best APIs for small business accounting (Guide / Comparison)
• customer onboarding benchmarks SaaS (Benchmark / Press release)
• API latency case study [client name] (Case study / Asset)

3 — Health & Local Services (Low volume / High trust)

• local vaccination rates [city] (Local / Data release)
• telehealth satisfaction survey 2026 (Survey / Report)
• how to reduce hospital readmissions (Resource / Guide)
• patient success story [condition] (Human interest / Multimedia)
• mental health benefits small businesses (B2B / Whitepaper)

Operationalize the catalog in your PR workflow

Integrate the catalog into weekly planning so it informs story calendars and pitches rather than being an afterthought.

1. Weekly keyword sync: PR + SEO meet for 30 minutes to review 5 priority keywords and assign owners.
2. Asset readiness checklist: For each keyword, confirm a one-paragraph summary, one visual, and one data file are ready.
3. Pitch rehearsal: Draft 3 subject lines that include the keyword and test which produces the best open rates.
4. Track pickup within 72 hours: Early monitoring predicts long-tail link growth; escalate outreach if no pickup.
5. Post-campaign audit: After 30 days, report on links, mentions, AI appearances, and conversions; add findings back into the catalog as notes.

Case example: Turning a Dry January insight into links and AI answers

Scenario: Your CPG client ran a January survey and found that 42% of Gen Z prefer low-ABV options for balance rather than sobriety. How to proceed:

1. Keyword selection: target "Dry January trends 2026" and "balance drinking Gen Z 2026".
2. Asset build: publish a one-page executive summary, a downloadable dataset, and two social short-form videos demonstrating low-ABV recipes.
3. Schema & entity markup: Add Dataset schema for the survey; mark the brand, spokespeople, and study name as entities.
4. Pitch: Send press release to national food writers, local health editors, and trend reporters with the subject: "New survey: 42% of Gen Z choose low-ABV for balance — Dry January trends 2026." Include an exclusive chart to one key outlet for early pickup.
5. Amplify: Post the short videos on TikTok with the same keyword in captions and a link to the dataset. Reddit AMA with the study lead can surface organic backlinks. Monitor AI answer appearance for queries like "what are Dry January trends 2026?"

Result: within 7–14 days you should see local and national mentions, several authority backlinks to the dataset, and potential inclusion in AI summaries for Dry January queries.

Checklist: Quick start to build your first PR keyword catalog (under 2 hours)

1. Open a spreadsheet and create the framework columns (Keyword, Intent, Volume, Entity, Asset, Pitch).
2. Pick 10 current PR opportunities (product launches, surveys, events).
3. For each opportunity, craft 1–2 authority keywords and assign an asset type.
4. Write one pitch template per keyword and add the suggested outreach list.
5. Publish the assets with schema and schedule the pitches.

Final thoughts: Why topical authority beats single-keyword ranking in 2026

Search and discovery in 2026 reward consistent, entity-backed storytelling across platforms. A dedicated PR keyword catalog turns sporadic press efforts into a system that builds topic authority — the kind of authority that wins links, press mentions, and inclusion in AI answers. Start with a lean catalog, measure what matters, and iterate your packs by niche and intent. The payoffs are compounding: each linked dataset, structured entity, and cross-platform asset makes future picks easier and more authoritative.

Call to action

Ready to stop guessing which phrases earn links and AI answers? Get a ready-made PR keyword catalog tailored to your niche — with intent labels, pitch templates, and asset checklists. Contact our keyword products team to preview a sample pack and see how it maps to your newsroom calendar.

Related Reading

• KPI Dashboard: Measure Authority Across Search, Social and AI Answers
• Microbundle Funnels & Live Commerce: Growth Strategies
• Scaling Vertical Video Production: DAM Workflows for AI-Powered Content
• Neighborhood Market Strategies for 2026
• Ethics & Trust: Should Quantum Systems Ever Decide Ad Targeting?
• Quick Guide to Verifying Promo Codes and Avoiding Phishing Offers
• The Best Smart Plugs for Kitchen Appliances: Which Ones Are Safe for High-Power Use?
• Why 'Games Should Never Die': Lessons from Rust Exec's Take on New World's Shutdown
• Scent, Sound and Service: Creating a Memorable Fitting Room Experience Inspired by Craft Brands