Part of Digital Authority Earn the coverage
A digital PR agency in Ghana, earning online coverage nobody paid for.
We pitch editors, publishers and site owners until they mention, cite or link to your business without being paid. No press conferences, and no bought links.
Talk to us about digital PRLooking for a PR company?
Marketing Parasite is a digital PR agency in Ghana. Digital PR here means earning unpaid online coverage, brand mentions and consistent citations for your business. It does not mean press conferences, events, brand activation, or traditional media relations.
That is a different, older kind of PR, the press release kind. We do not run it. No retainer press releases, no acting as your media spokesperson, no crisis communications, no publicity for a launch or an activation. If that is what you need, this is not your service, and we would rather you know in the first minute than after a call.
If what you need is a business that other sites mention, cite and link to without being paid to, keep reading.
What this work is part of
Digital PR is one of the four services inside the Digital Authority programme of Marketing Parasite, a digital marketing and SEO agency serving Ghana. The programme builds a business that gets found, trusted, and chosen.
This service supplies one of its signals, the part of authority that other people's sites contribute. The part your own site contributes is search engine optimisation, and the two are bought and measured separately.
Part of Digital Authority
- Earn the traffic Search Engine Optimization
- Earn the citations AI Search Optimization
- Earn the coverage Digital PR
- Earn the trust Reputation Management
What you get from digital PR in Ghana
Three things, and none of them can be bought.
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Coverage from outreach
Conversations with publishers, editors and site owners that end in your business being covered, referenced or linked, because the story or the resource was worth their space. The work is the persuasion, not the payment.
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Unpaid placement
Placement that costs nothing except being good enough to place. That is the entire point. A mention nobody paid for is evidence about your business, and a mention somebody paid for is evidence about their budget.
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Brand mentions and citation consistency
Your business named the same way, in the right places, often enough that every mention corroborates the others. Scattered near-duplicate namings dilute the record; consistent citations compound it.
Why we never buy a link
No paid link placement or link buying, at any price. That is one of this business's standing refusals, and here it is also the product logic. The value of earned coverage comes entirely from the fact that it was earned.
A bought link proves nothing about your business, carries the risk of being treated as manipulation by the platforms that find it, and turns an authority signal into an advertisement wearing one.
What we never promise
No outlet, placement count or coverage date. Editors decide what they publish, and their decisions are not ours to promise.
We cannot promise when, either. A pitch sent in one month may be published in another, or never. Anyone putting a date on somebody else's editorial calendar is handing you a guess with a deadline attached to it.
Where a mention goes to work
An earned mention does not retire when it is published. It becomes part of what a buyer finds when they check your business before contacting you, which is where earned coverage shows up in reputation, a separate service in this programme that tends that checking surface.
Coverage earns the record; reputation work keeps the record in order.
What earned coverage is worth in Ghana
Three quarters of the country is online; under a quarter is on social media. DataReportal's *Digital 2026 Ghana* report counts 26.3 million internet users, 74.6% of the population, against 8.59 million social media user identities, 24.4%. Both figures are published and you can check them. The buyer deciding whether to trust you is far more likely to be reading a website than scrolling a feed.
A social post also reaches a room you rent for exactly as long as you keep paying the rent. StatCounter Global Stats puts Facebook at 64.83% of all social referral traffic into Ghanaian sites in August 2026, which shows how much of that layer is one company's property. An earned mention sits somewhere else, on a site your buyer arrived at on their own, saying something about you that you did not write and cannot take down.
That matters more here than the sales figures suggest. Statista and ecDB put online retail at 0 to 5% of Ghanaian retail in 2025, so most buying still finishes on the phone, on WhatsApp or in person. The website's job is to be the credible answer when somebody already interested goes looking, and what other sites say about you is what makes that answer credible.
How an engagement runs
Four steps, and you hold the document the last three are judged against before any of them begins.
The audit, and a documented baseline
Which sites already reference you, how consistently they name you, and what on your own site is worth pointing an editor at.
A written itemised scope, within 5 business days
What we are pursuing, in what order, and what we expect it to change.
Outreach runs in that order
The order is the scope's, not whichever pitch feels easiest that week.
A written report, every month
It says what did not land as well as what did, because outreach that never misses is outreach being described dishonestly.
What we need from you before the first pitch goes out
Outreach dies on missing information more often than on a weak angle. Five things have to be in place before the first approach goes out, and all five come from you.
Someone who answers. A named person, senior enough to be quoted, who can reply inside a working day. An editor who asks a question on Tuesday and hears back the following week has already filled the space with somebody else.
The facts you are willing to have checked. When you started, what you actually offer, where you operate, and any figure you can evidence. Anything you cannot evidence stays out of every pitch, the same way it stays out of everything written here.
A way to publish on your own site. Admin access, or a person who holds it. Most earned mentions point at something, and if nothing on your site is worth pointing at, that has to be built before anyone is asked to link to it.
The rooms your buyers already read. The sites, trade newsletters, associations and forums your customers mention to you. You know your sector better than any prospecting list does.
Anything you would rather was not raised. A dispute, an old trading name, a story you would not want revived. Better told to us at the start than discovered by an editor in the middle.
Wondering what an editor would actually cover about you?
Bring the one thing your business does that nobody else here does. The call tells you honestly whether it is coverable yet.
Reply within one working day, every enquiry, or WhatsApp us.
How you will know the outreach is working
Four numbers move, and they move in an order. Reading them out of order is how an owner concludes too early that nothing is happening.
First, activity. Pitches sent, sites approached, replies received, refusals recorded. That number exists from the first month, and in the first month it is the only one that does.
Then, placements. Mentions and links published, listed one by one with the date and the outlet, so you can open each of them yourself rather than take a count on trust.
Then, the record. How many separate sites now reference your business, and whether they name it the same way each time. Scattered near-duplicate namings dilute the record; consistent ones compound it.
Last, demand. People searching for your business by name, and enquiries that arrive already knowing who you are. That is the number you actually care about, and it is the slowest one.
A bad month is not a month without a placement. A bad month is one where the report cannot say how many pitches went out, which angles were refused and what we changed because of it. What has to be in that report is set out in the reporting standard.
Who does the work
Two parties do this work, and the line between them is published here rather than discovered in a handover. The founder chooses the sites, writes the pitch and decides what is worth asking an editor to publish. Prospect research, list-building and the follow-up cycle run on a vetted delivery network under his quality control.
The proof is founder proof, not an agency track record — three years of hands-on practice, with sector experience stated by sector, never by name, across airport concierge services, dual citizenship and immigration services, third-party vehicle licensing and registration services, e-commerce retail, and large-scale food distribution.
Founder
Kwasi Wiafe Kwapong
He chooses the sites, writes the pitch, and decides what is worth asking an editor to publish.
Prospect research, list-building and the follow-up cycle run on a vetted delivery network under his quality control.
The strategy, the standards, and the judgement about what is worth pitching stay with him.
What we put in writing
We are new, and there is no trophy shelf here. No outlet logos, no "as seen in", no placement counts, because no engagement has been documented with consent yet and named outlets are promises about other people's decisions.
Questions we get asked about earning coverage
The ones a Ghanaian owner asks before letting anybody pitch on their behalf.
Can you guarantee a particular website will cover me?
No. We never name an outlet, a placement count or a date, because editors decide what they publish and that decision is not ours to promise. What we commit to is the outreach, the order it runs in, and a monthly report that says what was refused.
Is this the same as a sponsored post?
No. A sponsored post is advertising you bought, and an honest publisher labels it as such. This is placement you did not pay for, which is the only reason it carries any weight with a reader or a search engine.
Do you write press releases and send them to journalists?
Not as a retainer product. A release broadcast to a list is the press release model, and that is the older kind of PR we do not run. Here the work is a specific ask to a specific site, about something worth referencing.
We are small and nothing about us is news. Is there anything to pitch?
Usually yes, and it is rarely news. What earns a mention is a resource. A price breakdown, a dataset, a method, a correction to something your sector keeps getting wrong. The audit says whether you already have one or one has to be built.
Will this get us ranking on Google?
Earned mentions and links are one of the signals search engines weigh, so this work supports search rather than replacing it. We will not promise you a ranking, because nobody can honestly promise one.
How is this different from reputation management?
This service goes out and earns new coverage. Reputation management tends the record a buyer already meets when they check you, mostly reviews and search results. Several businesses need the second one before the first.
What does digital PR cost?
Nothing is priced before the audit. The audit produces the written itemised scope and the fee together, and if the work cannot justify the fee we say so and decline.
What drives the cost of digital PR in Ghana
Nothing is priced before the audit.
What moves the number is how much there is to pitch and how far the record has drifted, whether your site already holds something worth referencing or one has to be built, how many sites in your sector are worth approaching, how inconsistently your business is named across the web today, and how much of the follow-up cycle falls to us rather than to your own people.
Volume of coverage is not a lever we offer, so it is not a lever that prices the work. If the work cannot justify the fee, we say so and decline. Our pricing explains what drives cost and quotes nothing.
Start with a call
Tell us what your business should be known for, and which websites your buyers already read. You will hear what we would look at first, whether anything on your site is worth pointing an editor at, and whether we are a fit. Nothing is priced or signed on the call.
Every enquiry gets a reply within one working day.
Talk to us about digital PR- Phone +233 50 716 6102
- WhatsApp +233 50 716 6102
- Email info@marketingparasite.com
- Hours Monday to Friday, 09:00 to 16:00 GMT
We attach. You grow.
Talk to us about digital PR