Public Relations Consulting Firms

By the time a keyword shows search volume in your SEO tools, you're already too late. Discovery now happens on social feeds and AI platforms long before it registers in keyword tools. By the time demand appears, competitors have already defined the narrative. Here's the new playbook for 2026: 1. Identify Emerging Entities Before They Become Keywords Modern search operates on entities, not just keywords. Google's AI Overviews and ChatGPT organize information around concepts and relationships. Tools like Exploding Topics surface emerging themes while they're still forming. Example: Weighted sleep masks showed rising signals in mid-2025, but search volume remained low. Adjacent topics were rising (deep pressure sleep, anxiety sleep tools). Questions signaling intent were increasing. Most brands wait until search demand becomes obvious. By then, the entity already exists and the story has been written by someone else. 2. Validate Through Social Search After spotting a potential entity, search for it on TikTok, Reddit, and YouTube. Look for: - Multiple creators independently explaining the concept - Comments asking "Does this actually work?" - Early how-to or comparison content These signals show curiosity is turning into understanding. This always precedes measurable search demand. If social signals are weak, pause. If strong, scale with confidence. 3. Shape the Narrative Early Most PR works backward. A trend hits, journalists write about it, brands scramble to comment. Better approach: Position your brand as a source before the narrative forms. When a topic is everywhere, journalists are aggregating. When it's emerging, they're asking questions. There's no consensus yet. Supply journalists with expert explanations and early insight. This earns links, builds brand mentions, and signals authority that AI systems cite. 4. Create Content That Grows Into Demand Stop briefing content around search volume. Brief around problems people are beginning to articulate and concepts not yet clearly defined. Design content that explains a concept clearly, connects it to adjacent ideas, and answers questions in conversations still forming. This content grows into demand rather than chasing it. The Reality: Search demand develops across social platforms and AI discovery long before it registers as keyword volume. Trend tools surface what's emerging. Social search validates it. PR shapes how it's defined. SEO compounds that work. Search no longer starts on Google. The teams that act on that reality will influence what people search for next.

Most brands spend lacs pushing products on social media. We spent ₹0 on and focused on this type of content to grow 10X faster. Here's the shift that changed everything: Most brands fail at social media because they focus too much on selling. Their feeds are: - endless product catalogs - discount announcements - and sales pitches. That's why audience growth stays stagnant and selfish content becomes the norm. To flip the script, you have to stop selling continuously and start gaining people's trust. When we created a strategy with 80% focus on audience-centric content and 20% promotion, everything changed. - Engagement tripled - DMs flooded with queries - and sales grew organically The blueprint that works for brands is as follows: - Answer audience's questions, break myths, misconceptions, and more - Create how-to content that makes your audience trust your knowledge - Share behind-the-scenes that makes others feel like a community - Turn product features into relatable content for everyone Simply put, we must shift the focus from the product to the people and make them the hero of your brand. As a result, you can have a growing community of engaged individuals who trust you and your products. Your social media isn't your shopping catalog. Make it your classroom, your stage, your way to make a difference. 💭 Are you making selfish content or selfless? #socialmedia #brands #strategy

There is only one reason brands fail on social media, and it's entirely preventable. The one reason is simple: Strategy Most brands follow the same, outdated approach: Our Brand -> Target Market -> Channels & Platforms -> Social Media Strategy The starting point always being your brand. This model creates a sea of sameness. Every brand follows the same cadence, posting similar content, and doing nothing to guide consumer discovery into conversion. The solution is easy: Flip it upside down. The process to get to a winning social media strategy should look like this -> 1) Audience Break out your 3-5 target personas into 15-25+. 2) PAC: Platforms & Cultures Identify both the platforms they exist on and the micro-cultures inside of each. 3) Winning Content Deep Dive into the content inside of those platforms and micro-cultures to understand what your audience targets are already consuming. 4) Brand Integration Finally, find the thread to introduce your brand into those styles, formats, and messaging. Don't copy your competitor. Copy the content your audience is already watching!

Sneaky way brands like Ramp and SoFi are earning PR hits by the dozen. You know these brands are hiring journalists, but have you peeled the onion one level deeper? Here's the playbook: 1. Recognize that every org has unique stories to tell. This is really step zero. But every org has so much unique data and/or subject matter experts, they can now tell stories that no one else can tell. Ramp on how businesses are spending, Flexport on shipping trends, and everything in between. Look inward. 2. Hire a journalist. Everyone's doing it. Can be full-time or freelance, but having great editorial talent - not content marketers - to put these pieces together, is table stakes. 3. Put out actual editorial. Not press releases, not buyer's guides that recommend features only your product has. Tell stories that you could actually see being published on another news outlet, and write them as such. Bonus: create and publish your editorial standards/guidelines. Have a code, and make sure your team lives by it. 4. Give them away for free to news outlets, let them republish in full. This is one of PR's best kept secrets right now. News outlets are looking for great features to complement their own coverage, and if you have done the pre-work of producing original coverage and make it easy for those outlets to access it… They will literally publish your story, word for word, with your writer's byline. Not as a press release, but as earned media. You can do this yourself, or you can take the easy route. We do this for about 150 brands at Stacker, have built out the full distribution infrastructure to push content directly into the CMS' of 3,000+ publications. Zillow and NerdWallet godfathered this 15 years ago, but its come back in a big way, as GEO prioritizes brand mention/PR volume. Regardless, don't sleep on the opportunity.

I once had a client who was posting 5 times a week, and still not seeing results… They thought the answer was to bump up the pumping schedule to 7 times a week. And look, it’s natural to think more posting would get better results. But let me tell you, Simply posting MORE isn’t a smart strategy. Not unless the content you’re already posting is working a TREAT. So here’s what we did instead: → Cut them back to 3 posts a week → Built a clear strategy around their goals → Created a content calendar where every piece of content had a purpose → Then created content that actually gave people a reason to engage Because here’s the thing: - No one cares if you’re just posting company updates. - No one comments if all you do is shout about your product. - No one follows if they think they’ll just see more of what they’re already bored by. But when your content is: ✨ Clear ✨ Valuable ✨ Relatable ✨ And most importantly, human That’s when people start to pay attention. And that’s when people start to feel part of the community you’re creating. The result? Higher engagement. More reach. And content that actually converts into enquiries and opportunities. If you’re posting often but still not seeing results…it’s not the quantity that’s the problem. And if you want help building a strategy that works smarter, not harder, my inbox is open. Hey, I’m Jess 👋🏼 I share tips and advice on how to build your best social content and strategies! Hit ‘follow’ to keep up to date! ♻️ Found this post helpful? Hit that repost button to help others 😊

How to align your social media strategy with business goals: 🧵 Most businesses have pretty much the same goals: • Increase product awareness to get customers • Get more new customers to make more money • Deepen engagement with customers to make more money Line them up with your social media strategy: • Boost impressions → increase awareness • Solve pain points → get more customers • Show product utility → deepen engagement Think about how to drive impressions and engage your followers on social media. Get tactical about how this informs your content: • Boost impressions: Publish zero-click content on social media. Summarize blog posts directly on LinkedIn. Repurpose content into carousels for Instagram. Make sure every social post offers standalone value that doesn't need additional context. • Solve pain points: Zero-click content should solve your potential customers' multiple problems. Example: An email service provider should offer ideas for clickbaity subject lines. Educate your audience on the broader problems you solve, nudging them toward your solution. • Show product utility: Demonstrate how your existing customers can get even more value from your product. Host Office Hours that demo the latest features. Offer a VIP sale to only select customers. For ecommerce, promote complementary products your customers haven't seen yet. Rinse and repeat over and over again. Experiment accordingly. • Just getting started and need an engagement boost? Don't forget to comment on similar brands' or creators' accounts. • Not seeing likes & engagement? Try different hooks, create new designs, consider different publishing times. • Seeing good engagement with certain content types? Try expounding on sticky ideas and turn the content into a series.

Digital PR has a hugely important role to play when it comes to dominating Google’s AI results. Google’s Search Generative Experience (SGE) have swiftly stepped in when it comes to finding the answer to a majority of search queries nowadays — and suddenly, everyone’s scrambling to understand how to show up in *those* answers. Fear not! Digital PR is more relevant than ever in this AI results era! Why? Because AI is hungry for trustworthy, authoritative content—and that’s exactly where Digital PR shines. If you work in Digital PR the REALLY good news is, if you've been doing your job well up until this point, you don't really need to change your approach too much. If you're a brand wanting to show up in the AI results, here's how Digital PR can help: 🔗 Building Authoritative Links - Google’s AI pulls its insights from high-quality, credible sources. By securing coverage and backlinks from top-tier publications, Google will see you as a trustworthy expert on the topic your content is about. 🍔Showcasing E-E-A-T - Experience, Expertise, Authority, Trust. This is what Google’s AI looks for. A well-executed PR campaign highlights your expertise, aligns you with authoritative sources, and shows that your brand knows its stuff. 🌿 Creating Evergreen Content - Digital PR doesn’t just chase trends; it creates lasting, valuable resources that AI can reference again and again. A great campaign generates content and covers topics that live on long after the initial buzz. 🧮 Data-Driven Insights - AI loves unique, original data. Incorporate data-led campaigns that answer real-world questions, and you’re feeding the AI exactly what it needs to feature your brand in its results. Give it a unique perspective that genuinely answers real life search queries. 💪🏼 Strengthening Topical Relevance - The more your brand is already associated with a specific topic (through consistent, high-quality content and PR campaigns), the more likely Google’s AI is to connect the dots and include you in related queries. 🔑 Using the Right Keywords - If you consider all the above AND your Digital PR campaign includes keywords that answer relevant and specific search queries, you're going to get fast tracked into the AI results. So, the next time someone asks if Digital PR still has a place in an AI-driven search world, the answer is a resounding YES. In fact, it’s never been more important.

Your press hit dies in 24 hours because you're wasting it. Got featured in the WSJ last month? Congrats 🥳 Now what? Most companies treat press coverage like a lottery ticket—celebrate when you win, then move on to chasing the next hit. Meanwhile, the coverage you fought so hard to get disappears into the digital void after less than a day. One good press placement should fuel your content engine for weeks, not hours. Companies of all sizes are missing the mark on this one. That WSJ feature? Turn it into: - A LinkedIn multi-post series exploring each key point from the article - Sales enablement content your team can reference in conversations - Website copy that reinforces the narrative the journalist highlighted - Press page content that shows your media wins - Newsletter content for current and target stakeholders - Social proof for your marketing campaigns and investor materials The companies maximizing their PR understand that coverage isn't the finish line—it's raw material for everything else they're building. I've watched clients turn a single media mention into three months of marketing content, sales conversation starters, and follow-on coverage opportunities. The story keeps working for them long after publication. Your press hits aren't trophies to collect. They're assets to deploy across your entire go-to-market strategy. Most PR agencies hand you the article and consider their job done. The smart ones help you squeeze every ounce of value from the coverage you earned.

Ever wonder how to go from liking a journalist's post to landing a story in their inbox? It's not as daunting as it seems. The bridge from social media to email is real, and you can cross it without setting it on fire. Let’s dive into how to build that bridge effectively! 1️⃣ Engage Like a Human First and foremost, don't be creepy. Journalists are people too. Comment on their posts with genuine thoughts. Share their articles adding your personal insights. Show interest in their work, not just their potential to boost yours. 2️⃣ Show Your Value Become a resource, not a nuisance. If they’re discussing industry trends or challenges, add your two cents where relevant. Your expertise should shine through naturally. This builds trust and increases your chances of a welcomed pitch later. 3️⃣ Respect the Boundary Once rapport is established, mention that you have a story idea. But be clear: their social media isn't the place for your pitch. Here's a friendly script: I have a story idea I think you'd love—it aligns with [their beat]. I'd rather not pitch here since I know this space is for fun. Is there an email you prefer for pitches? No rush, totally understand if not right now! 4️⃣ Pitch Perfectly If they share their email, that's your cue. Craft a pitch that's tailored and references their recent work. Show them you know their beat. Keep it concise and relevant. 5️⃣ Maintain the Relationship Whether they take your pitch or not, keep engaging. Relationships are investments. They’re not just onetime transactions. Journalists appreciate thoughtfulness and professionalism. Respecting their space shows you’re a reliable source. Want help crafting your first email pitch after getting that green light? Let’s connect—drop me a message! The key to success in PR is not just making connections but maintaining them. And it all starts with that first thoughtful interaction. #media #mediatraining #publicity

If your goal with B2B PR is driving traffic to your website, you might want to rethink that in 2025. AI is quickly making traditional SEO obsolete - and using web traffic to measure the results of press and social media is no longer as useful (especially if you aren't doing e-commerce). Most people aren't interested in consuming content on your website. It's time to prioritize providing valuable thought leadership content to decision makers directly, on the channels they're already spending time: 👉 In the feed on social channels (asking people to click to get info = losing 99% of the potential audience) 👉 Via influencers whom your target audience already follows 👉 Podcast interviews and sponsorships (many B2B podcasts offer vendor-sponsored interviews at low cost) 👉 Press coverage from outlets that don't block ChatGPT and other AI crawlers (to ensure your brand is considered in responses from AI agents) 👉 Niche industry newsletters 👉 At industry conferences and events 👉 Bylines and paid articles in respected industry trade publications I remember not too long ago when clients adored ✨ PRINT COVERAGE ✨ and considered digital coverage much less valuable. This changed rapidly, and brands who didn't invest in digital PR during the transition period struggled to catch up. We're in another period of transition right now where we still consider coverage on highly-ranked websites the key to success - but we're slowly starting to recognize that people are getting information from more dispersed sources today. Smart brands will start to diversify their PR strategies now to eke out remaining value of SEO while they can, while laying the foundation for the future.