[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwinning-digital-pr-buy-in":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":360,"breadcrumbs":361,"reading_minutes":171,"category":369,"head":371},"2023-11-20T17:30:34",{"rendered":6},"\n\u003Cp>Digital PR is a powerful tool to have in your marketing mix, with it embracing all of the core fundamentals and brand-building benefits of traditional PR, it leverages output to drive impact to your website. \u003C\u002Fp>\n\n\n\n\u003Cp>But, it isn’t a direct revenue driver, as we see in paid channels and it is a long-term commitment. Being a necessary cog in a holistic organic strategy, it makes vital contributions to organic search performance alongside supporting on-page tech and content work – all in harmony to produce your organic ROI, it’s here where the pound-for-pound return of Digital PR can be attributed. \u003C\u002Fp>\n\n\n\n\u003Cp>It can also be a challenge to measure, as has been the case for PR generally speaking for years gone by – measurement here is a very different conversation to ROI. Measures of success in PR strategies can differ across the board, with some chosen methods not so conducive to search and business impact or brand. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>But with so much disparity here and with the channel being a vital element of a successful organic and brand strategy, how do marketing teams sell it into the wider business to drive engagement?\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>To shed some light, we spoke to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> professionals leading the strategies internally as part of broader marketing teams to get their take, often reporting directly to the C-suite and having to engage internal teams to feed into activity. What is their advice for engaging your wider business in a PR investment?\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"engaging-stakeholders-in-pr-activity\">\u003Cstrong>Engaging stakeholders in PR activity\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Understanding what good looks like to stakeholders is a good place to start, explains Rachel Fernie, Digital PR Manager at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hillarys.co.uk\u002F\">Hillarys\u003C\u002Fa>…\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, \u003Cbr>Digital PR Manager, Hillarys\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“In an ever-evolving and fast-moving landscape where consumers want to validate their purchase decision-making more than ever, PR is going to make all the difference. It’s one of the most flexible and responsive channels within a business and a PR strategy can adapt according to key business needs and objectives, but understandably it can sometimes be tricky to get the rest of the business engaged in your activity.   \u003C\u002Fp>\n\n\n\n\u003Cp>One of the ways to gain wider buy-in is to present PR differently to your key stakeholders or senior management with a focus on tangible results rather than tactics. Getting stakeholders engaged early in your planning process by asking for their input and listening to any concerns will make them feel heard and ultimately increase their support for any initiatives.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>The sentiment of understanding your stakeholders, such as what they care about and feeding this into how work is reported is echoed by Emma Lumley, PR Manager at \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.trustedhousesitters.com\u002F\">TrustedHousesitters\u003C\u002Fa>…\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>,\u003Cbr>PR Manager at TrustedHousesitters\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“If the wider business goals are communicated effectively to all channels, then ideation which aligns to these should come naturally. In my case, this includes knowing the customer personas inside out, any geographical specifics and what internal resource is required for support. \u003C\u002Fp>\n\n\n\n\u003Cp>Regular team catch-ups and company-wide updates enable the PR team to share the progress of new initiatives and celebrate successes to the global team, with freedom to explain why certain results may mean so much, in that we tie coverage and activity into updates the whole company cares about. For example, positive revenue updates, other teams surpassing quarterly targets and new, customer-facing launches. This rightly credits PR with feeding into those successes, but allows others to make that connection as well, including those in the c-suite, further supporting the value the channel brings.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"involving-the-wider-business-in-the-strategy\">\u003Cstrong>Involving the wider business in the strategy \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>It’s important to establish the best way of working with and including all parties outside of marketing, early on in a PR strategy, explains Emma…\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>,\u003Cbr>PR Manager at TrustedHousesitters\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“When working with other teams, we need to outline exactly why we’re leaning on them from the start, not just putting in a request without any context, and then confirming the granular details such as timelines and deadlines, as well as respecting each others’ workloads and priorities. \u003C\u002Fp>\n\n\n\n\u003Cp>If appropriate, it’s also a nice consideration to share the ‘end product’ of what they assisted with, if this is something that they may not be naturally exposed to. Whether that’s some newly-sourced data which has led to a story achieving amazing coverage or a landing page for PR outreach being turned around quickly. Celebrating the wins from wider team buy-in will contribute to improving the understanding and communication of PR within an organisation.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Rachel explains that you can involve your wider business by celebrating stakeholders’ expertise…\u003C\u002Fp>\n\n\n\n \n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, \u003Cbr>Digital PR Manager, Hillarys\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>“A way to get other colleagues excited about PR is to involve them! There will be experts in every corner of your business and PR provides a platform for their expertise to be heard in a range of high-calibre media outlets.”\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Digital PR is a vital component and if worked correctly as part of an all-encompassing marketing strategy, we see that it can be the lynchpin between multiple services and can show real value throughout your business. \u003C\u002Fp>\n\n\n\n\u003Cp>With this insight into getting wider business buy-in and if you’re interested in knowing more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">Digital PR\u003C\u002Fa> or want to implement it as a tactic within your business, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch here\u003C\u002Fa>!\u003C\u002Fp>\n\n\n\n\u003Cp>Follow our contributors to hear more from them on LinkedIn here: \u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Frachel-fernie-hilarys.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25969\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frachel-fernie-5a1031b9\u002F\">Rachel Fernie\u003C\u002Fa>, Digital PR Manager, Hillarys\u003C\u002Fp>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-rounded\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Femma-lumbly-digital-pr.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25980\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-text-align-center\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Femma-lumley\u002F\">Emma Lumley\u003C\u002Fa>, PR Manager at TrustedHousesitters\u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n",false,"standard",[10],45,[],[13],143,[15,16,17,18,19,20,21,22],"post-25957","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-pr",{"page_content_modules":24,"hero":167},[25,122],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"Captivating stakeholders: Winning Digital PR buy-in from C-suite",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":38,"job_title":34,"specialist_service_links":39,"photo":66},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[40,57],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":56},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"page":58,"link_text":61},{"ID":59,"post_author":43,"post_date":60,"post_date_gmt":60,"post_content":45,"post_title":61,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":62,"to_ping":45,"pinged":45,"post_modified":63,"post_modified_gmt":63,"post_content_filtered":45,"post_parent":51,"guid":64,"menu_order":51,"post_type":53,"post_mime_type":45,"comment_count":54,"filter":55,"url_path":65},37897,"2026-04-13 11:44:52","PR & Social","pr-social","2026-10-13 10:10:21","\u002F?page_id=37897","\u002Fpr-social\u002F",{"ID":67,"id":67,"title":68,"filename":69,"filesize":70,"url":71,"link":72,"alt":45,"author":73,"description":45,"caption":45,"name":74,"status":75,"uploaded_to":51,"date":76,"modified":76,"menu_order":51,"mime_type":77,"type":78,"subtype":79,"icon":80,"width":81,"height":82,"sizes":83},24289,"Pete-Jovetic-NEW","Pete-Jovetic-NEW.png",274057,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&q=90","\u002Fpete-jovetic-new\u002F","12","pete-jovetic-new","inherit","2023-08-02 10:44:57","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":84,"thumbnail-width":85,"thumbnail-height":85,"medium":86,"medium-width":87,"medium-height":88,"medium_large":89,"medium_large-width":90,"medium_large-height":91,"large":92,"large-width":93,"large-height":94,"1536x1536":95,"1536x1536-width":96,"1536x1536-height":97,"2048x2048":98,"2048x2048-width":99,"2048x2048-height":100,"post-thumbnail":101,"post-thumbnail-width":102,"post-thumbnail-height":103,"12_col":104,"12_col-width":105,"12_col-height":106,"default_landscape":107,"default_landscape-width":108,"default_landscape-height":82,"default_portrait":109,"default_portrait-width":82,"default_portrait-height":108,"6_col_and_margin_short":110,"6_col_and_margin_short-width":102,"6_col_and_margin_short-height":106,"11_col_and_margin":111,"11_col_and_margin-width":112,"11_col_and_margin-height":106,"9_col_rectangle":113,"9_col_rectangle-width":114,"9_col_rectangle-height":115,"11_col":116,"11_col-width":117,"11_col-height":106,"staff_image_696_600":118,"staff_image_696_600-width":81,"staff_image_696_600-height":82,"rectangular_thumbnail":119,"rectangular_thumbnail-width":120,"rectangular_thumbnail-height":121},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":123,"reduced":27,"top_overlap":124,"bottom_underlap":124,"disable_observer":-1,"heading":125,"cta_text":126,"cta_link":127,"items":128},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[129,143,155],{"type_key":16,"title":130,"excerpt":131,"to":132,"postedAt":133,"readingTime":134,"image":135,"authors":136,"category":140},"How AI Search turned brand mentions into the new backlink","\u003Cp>Earlier this year, the Impression PR team attended the Digital PR Summit and had the opportunity to learn from some of the industry’s brightest minds, including Ryan Law, Director of Content Marketing at Ahrefs. His talk illustrated exactly why Digital PR and SEO are no longer just complementary disciplines. In the age of AI, they […]\u003C\u002Fp>\n","\u002Fblog\u002Fbrand-mentions-ai-search\u002F","2026-08-24T15:20:39",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fsolen-feyissa-ECTqHPd7Afg-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Hannah Memmott","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002FHannah-Memmott.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":141,"name":142},"\u002Fblog\u002Fcategory\u002Fdigital-pr\u002F","Digital PR",{"type_key":16,"title":144,"excerpt":145,"to":146,"postedAt":147,"readingTime":148,"image":149,"authors":150,"category":154},"Search has moved on. Has Digital PR?","\u003Cp>Why social search is reshaping the future of PR There was a clear theme at the Digital PR Summit this year: Search has already changed. 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PR is a powerful tool to have in your marketing mix, with it embracing all of the core fundamentals and brand-building benefits of traditional PR, it leverages output to drive impact to your website.  But, it isn’t a direct revenue driver, as we see in paid channels and it is a long-term commitment. 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