I may have mentioned it once or a thousand times, but there’s a shift happening in how people get known (and found) online. And if you’re still relying on old-school PR tactics (or only posting on social media), you might be missing the boat.
I recently went live on Instagram with PR expert Pippa Goulden, from The PR Set, to chat about what this shift means. In particular, how PR and SEO are converging, and what this all means in a world where even Instagram profiles are now being indexed by Google.
Here’s what we covered, and why you might need to rethink your visibility strategy.
What’s the Difference Between PR and SEO (And Why Do They Matter Together?)
PR and SEO have always had the same end goal: getting seen by the right people. But both camps approach it differently.
So… What Even Is PR?
PR (Public Relations) is about building trust, credibility, and awareness by being featured in other people’s platforms, whether that’s podcasts, blogs, news outlets, or social media.
And spoiler: it’s not just about “the press.”
PR also includes:
- Guest blogs
- Expert Q&As
- Brand collabs
- Mentions in newsletters
- Social media shoutouts
Basically, PR is anything that helps you build visibility away from your own curated content.
SEO, on the other hand, is about being found through search, making sure your content is discoverable by Google, by AI search tools, and by people actively looking for what you offer.
But now? Those lines are blurring.
You can’t build authority without being mentioned in credible places. And you can’t fully maximise your PR without making sure those features are optimised for search.
It’s no longer a case of either/or, it’s both.
Why PR Boosts Your SEO (and AI Rankings Too)
Here’s the truth: Google doesn’t just care what you say about yourself; it cares who’s saying it about you.
According to Moz’s 2024 Ranking Factors Report, links and brand mentions remain among the top five SEO ranking factors. But it’s not just about links; brand signals (like mentions in trusted publications) play a growing role in how search engines evaluate trust.
That’s where PR becomes an SEO superpower.
Whether it’s being featured in a roundup, interviewed on a blog, or quoted in an article, those mentions tell Google (and now AI tools like Google’s AI Overviews and ChatGPT):
“This person is credible. This brand is trusted. Show them.”
Even without a backlink, a mention in a high-authority publication strengthens your digital presence, boosting the ‘authority’ aspect of EEAT.
The more you’re mentioned across the web, the more likely it is that AI tools will pull you into their curated answers and recommendations.
How to Get Featured in AI Search (and Not Get Left Behind)
You know those top-of-Google answers that now show up in the AI box? That’s where the game is heading.
And guess what? It’s not just about keywords anymore; it’s about authority. I wrote a blog post about it, How to Get Featured in Google AI Overviews, but the TL;DR version is this:
- Optimised content that AI tools can find
- Consistent mentions across credible websites, blogs, and platforms
- A visible, findable digital footprint that reinforces who you are and what you do
And the best way to build that? PR + SEO together.
If you’re only focusing on one, you’re playing small.
How to Start Doing Your Own PR (Even If You’re Not “Ready”)
In our chat, when I asked Pippa how can businesses start doing PR, even if they’re total newbies to it, she dropped this gem: “There’s no secret sauce. The businesses getting featured? They’re just doing it.”
Here’s where to begin:
1. Get Your Assets Together
Before you pitch yourself, have a few basics ready:
- A short, engaging bio
- High-quality headshots or brand imagery
- A press release (if you’re a product-based business)
- A clear story or angle that’s relevant to your audience
2. Learn the Basics
PR isn’t rocket science. A bit of upfront learning will go a long way:
- Understand what a good pitch looks like
- Learn how to position your expertise around what people want to read
- Remember: it’s not an advert. You’re offering value, not just visibility.
3. Think About the End Reader
Journalists don’t care about promoting your business, they care about their audience. Ask yourself:
- Why would someone care about this?
- How does it help, educate, inspire, or inform?
Reframe your pitch from “here’s what I do” to “here’s what I can offer your readers.”
4. Be Strategic (But Keep It Simple)
Don’t spray and pray when it comes to sending out pitches. Start by thinking:
- Who is my ideal client?
- What do they read, watch, listen to, or scroll?
- Where could I show up that would actually reach them?
And no, you don’t need a 25-page PR strategy doc. A simple Google Doc with a few dream outlets is enough.
5. Use Your Network
This is the part most people overlook.
- Who do you already know?
- What podcasts could you guest on?
- What online communities could you contribute to?
Visibility doesn’t always start with Vogue. Sometimes it starts with a collab post on your biz mate’s blog.
6. Find Journalists’ Contact Info (Without Paying for a Database)
You don’t need to pay for access to journalist lists. Try:
- Looking on X (formerly Twitter), many journos list their email in their bios
- Checking bylines on online articles and searching the author
- Searching LinkedIn or using contact pages on media sites
- JournoLink (UK-based PR platform for small biz)
- SourceBottle (AU + UK journalist requests)
- HARO (US-based media request service)
7. Repurpose Everything
- One quote in an article? Turn it into an SEO blog, an Instagram post, a Reel, and a highlight
- PR fuels your entire content strategy when done right
Final Word: PR Gets You Talked About. SEO Gets You Found
If you’re tired of being invisible online, or relying on social media reach that changes with every algorithm update, the future isn’t in more posting.
It’s in building authority, earning visibility, and claiming your space on platforms you don’t have to fight daily to win on.
PR makes people take notice. SEO makes sure they find you when they go looking.
👉 Use both. Get found. Stay visible.
And remember: you don’t need to post more. You need to be found by people ready to work with you.
If you’re ready to layer PR, SEO, and AI visibility into a strategy that compounds, I’ll show you how.