Our EVP, Becks Wiper, recently shared her perspective with PA Media on how SEO is transforming the role of PR and why search visibility has become a critical consideration for brands.
For many years, PR success was largely measured by audience reach and media coverage. Today, however, the landscape looks very different. As digital behaviour evolves and AI-powered search tools become increasingly influential, brands need to think beyond coverage alone and consider how they are discovered, understood and referenced online.
As Becks explains, the worlds of SEO, digital marketing and PR are becoming more interconnected than ever before:
“Historically from a PR point of view, it was measured by how many people saw the story and today it’s far more whether that story and brand is showing up when people actively search for it.”
This shift is changing how campaigns are developed from the outset. Rather than relying solely on creativity and media opportunities, brands can now use search insights to understand what audiences are actively looking for, where competitors are gaining visibility, and where there are opportunities to own conversations within specific sectors or topics.
At PHA, this means incorporating SEO, Digital PR and Generative Engine Optimisation (GEO) considerations into campaign planning from the very beginning. By understanding search demand, analysing competitor visibility and identifying content gaps, communications strategies can be built around genuine audience interest rather than assumptions.
The rise of AI is also reshaping the search landscape. Consumers are increasingly turning to large language models and AI-powered search experiences to find information, making it even more important for brands to build authoritative, credible digital footprints across a wide range of online sources.
As Becks notes, PR teams must think beyond traditional search engines:
“We are also thinking beyond Google. Both consumers and businesses are using AI, and we are seeing certain platforms having a bigger use for businesses versus consumers. Those large language models are becoming real sources.”
The implication for brands is clear: visibility today is not just about being seen in the media. It’s about ensuring your expertise, content and messaging appear wherever audiences are seeking answers.
Read the full interview with Becks on PA Media.
More from us
Search, reputation and communications are no longer separate disciplines. At The PHA Group, our award-winning specialists work across PR, SEO, content, digital marketing and insight to help brands increase visibility, build authority and drive measurable business impact across both traditional and emerging search environments.
Explore more insights from our team:
- GEO vs SEO: Why they’re different, and why you need both
- Why you need to integrate GEO into your digital strategy for visibility in AI-led search
- How to write press releases for AI visibility and citations
Whether you’re looking to improve your search presence, strengthen your online reputation, or adapt your communications strategy for the AI era, get in touch or email hello@thephagroup.com to start the conversation with our team of communications experts.