💡 The New Digital PR Playbook: Getting Search & AI to CITE Your Brand for Years
When everyone loses organic traffic, create assets that gets links and clicks for years!
As AI is influencing organic search and changing buying journeys, digital PR is making an impressive comeback, only it is not the “PR” many marketers think it is.
It is not about press release syndication
It is not just about backlinks
So what is digital PR that can help your brand get surfaced in search and AI answers?
>>> JOIN us to discuss this topic LIVE on LinkedIn
Let’s go back to why digital PR is deemed important (again) these days:
LLMs need relevant context that would help them understand your brand better (and quickly associate it with relevant problems/questions)
LLMs need brand mentions to “remember” your brand (just like humans do)
LLMs LOVE fresh content
LLMs will likely cite you if you rank in Google (this is where you need good backlinks)
It is more about quality than quantity. There’s a lot to achieve here:
When preparing a digital PR campaign, we spend a ton of time brainstorming topics that could:
Be interesting and unique enough for journalists and Reddit to pick up on them
Be relevant to the problems the client’s business is solving
Have searchable keywords (it can rank for)
Have visual potential (for better sharability and discoverability).
It is that combination of goals that helps our PR assets not only drive useful signals during and immediately after the active promotion, but also for months and even years afterwards.
I was inspired to write this newsletter after our client messaged me the following:
[Let’s make sure to take our last year’s studies and update those for 2026 – those are getting great traction – [one of the infographics] has over 1M impressions, and we don’t want to lose that momentum!]
>>> Read the full case study here!
I ran a quick statistics for a one-year-old campaign we did for him:
One year ago:
~30 strong backlinks from media outlets (Fox and Digg were among the stronger ones)
57 organic keyword rankings bringing about 250 clicks a month
More than 10,000 on Reddit
Results after a year:
~200 backlinks (Publications that were able to discover our asset organically included Forbes, Investpedia, Moneywise, and quite a few official educational establishments)
1.1K organic keywords driving about 6.2K organic search clicks monthly
It is an impressive organic growth of a PR asset driving great SEO signals on autopilot for more than a year now.
Everyone loves shortcuts, but if you aim higher, you can achieve much better results on a much lower budget.
If you need help brainstorming your digital PR strategy, get in touch!