Sophie Coley, Head of AI & Strategy, and Steve Baker, Head of PR, explored how Digital PR has evolved from a link-building tactic into a critical influence layer across both traditional and AI search.
The session covered why PR strategies now need to operate across three concurrent timelines: delivering immediate SEO impact through high-quality earned links, building mid-term brand visibility in AI-friendly media titles, and shaping long-term influence on LLM training data. It also touched on how fan-out query optimisation works in practice, why citation structure matters for generative search, and what the rise of agentic AI means for how brands get discovered next.
To learn more you can watch the full session below.
