Digital PR for AI search: how to actually move the needle
AI systems trust what others say about you more than what you say about yourself.
1. Know your authority territories - ask which sources an AI trusts on your exact topic, not which sites have the highest domain authority. Think in tiers: regulators and major media; industry titles; regional media, podcasts and partners.
2. Publish something only you can - original data (an annual index from your own operations) feeds content, PR, coverage and, ultimately, citations.
3. Show up where models read - Reddit and YouTube are heavily cited sources. Contribute genuinely; don't drop links.
4. Keep facts identical everywhere - your site, LinkedIn and directories should say the same thing.
5. Quality over volume - tens of thousands of directory links carry little weight if they say nothing about your topic.
Measure it: track a set of 50-100 prompts monthly - mentioned, cited, and who was named instead.