Why PR Is Your SEO Superpower for Unlocking Brand Authority in the Age of AI
Once upon a time, SEO was a purely a numbers game. More backlinks = higher rankings. Simple, right? Not anymore.
Today, search isn’t just about who has the most links – it’s about who’s being talked about, by whom, and in what context. And that’s where PR steps in to flex its muscles as SEO’s newest indispensable sidekick.
Google’s AI Overviews are rewriting the rules. And PRs and SEOs alike are frantically trying to swot up on the new pages in the rule book.
But it’s simple. If your brand isn’t being cited by credible sources, AI search will not surface your content.
No mentions in trusted publications? No visibility up top when people search.
Good PRs are wising up quick as to how to steer the digital conversation so that AI sees your brand as a legit, credible authority.
If your agency isn’t offering digital PR as part of its SEO and content strategies, you’re basically leaving rankings, revenue, and reputation on the table.
Why PR Is Now an SEO Power Move
1. Links Take a Back Seat as Citations Become a Driving Force
Google has evolved past its old-school link-building tactics. AI-driven search now assesses so much more beyond a link when determining value for its users. Brand mentions, citations, calls to action and links are all trust signals, and just so happen to be the foundations that good old “traditional” (read: non-link-building PR) has been focused on.
Just when you thought you needed Digital PR in silo to cut the mustard, Google flips the switch and adds weight to the value that your PR team has been generating all along.
A mention in Forbes? A game-changer for AI credibility.
Your brand quoted in TechCrunch? AI sees that as an authority signal.
A backlink from a random blog or niche title? Alright, but maybe holds less impact than before.
Even unlinked brand mentions contribute to your authority. If credible sources talk about you, AI sees you as a trusted entity worth surfacing in search.
2. We’re Tired of Ads, And So Is AI
Traditional ads, sales-heavy marketing campaigns, and hard-sell tactics just don’t hit like they used to.
Consumers are jaded, and Google knows it.
That’s why AI search favours real conversations, organic citations, and high-authority sources over ad-heavy content.
People trust journalists, experts, and communities, not banner ads or boosted posts.
AI has gotten quite good at reading the room, and as such, is now prioritising media sources with reputation, credibility, and influence above all else.
PR is about earning attention, not buying it. So, it might just be the superpower SEO has been searching for to bridge the gap into the AI age of search.
If you’re only running paid activity and ignoring investing in PR, you’re missing out on organic credibility created through consistent narratives and creative storytelling that AI-driven search seems to actually care about.
3. PR Gives Extra Life to High-Performing Content
The best-performing content doesn’t just rely on good copy or clever headlines; it comes into its own when translated into authoritative media coverage.
A brand study does better when journalists cover it.
A thought leadership piece ranks higher when it’s cited by experts.
A campaign has more staying power when reputable sources pick it up.
Content has more efficacy when communicated through trusted external sources.
PR can fuel content distribution in a way paid activity can’t replicate, and AI is paying attention to that.
So, What Should Brands Do?
The entire game of PR is figuring out what journalists naturally want to cover, perhaps link to, and cite. If your content and PR strategies doesn’t align on that, you’re potentially missing a huge opportunity.
Here’s what you should focus on:
- Create Data-Backed Stories – Journalists love research, trends, and insights to cite.
- Be Newsworthy, Not Noisy – AI prioritises original, credible sources. Press releases alone won’t cut it.
- Leverage Thought Leadership – Get execs and brand experts quoted in reputable media.
- Earn Natural Mentions – AI values real conversations over forced placements. Build relationships with respected partners – media, influencers, creators, third parties – rather than just gunning for coverage and links. Sometimes the best outcome of a pitch is being remembered six months down the line, rather than an instant low-impact win.
Is PR Getting a Glow-Up?
It seems, maybe yes. PR might be moving from an afterthought to an essential part of an integrated comms strategy.
At a time where AI-driven search, trust signals, and reputation-building rules the roost, PR isn’t just important for brands, it’s essential.
Importantly, this isn’t about quick (or guaranteed) returns, and more about long-term brand building that prioritises narrative relevance and credibility to secure AI-driven visibility, built on trust signals that no amount of ad spend or marketing campaigns can replicate.
By securing authoritative media placements, understanding AI’s emphasis on trust signals, and delivering content that resonates with both journalists and consumers, brands can enhance their authority, visibility, and consumer trust.
In short… the brands that get cited in credible spaces win. Those that don’t? AI might not see them.
The real question: Is your strategy giving PR the love it deserves to help you make the cut?
