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.
