Digital PR & AI – Is Off-Page Optimisation Back in Vogue?
Earned media, citable content, and strategic GEO
Search engines alone aren’t enough anymore. Consumers are increasingly turning to AI systems for guidance – and those systems rely on trustworthy third-party sources. To be visible in LLM responses, a new strategy is needed: digital PR that focuses on earned media, data-driven content, and targeted source building.
In this whitepaper, readers will learn how to:
- Understand which sources LLMs actually cite – and why 82 per cent of citations come from earned media
- Use the 20-outlets approach to pinpoint the media that have the greatest impact on AI visibility
- Prepare content so that journalists and AI models can use it directly
- Build a lightweight monitoring setup to keep visibility on track long-term
Practical, immediately actionable, and built on data from the Muck Rack Report 2025 – combined with years of expertise in SEO, content, and digital PR.
What to expect
LLMs base their responses on independent, credible sources - 94 per cent of cited links are non-paid. Find out how to leverage this mechanism strategically for your brand.
Freshness, authority, and content relevance determine which sources shape AI responses. The 20-outlets approach helps identify the media that generate around 50 per cent of relevant coverage.
Data stories, tables, methodology boxes, and clear definitions: this is how to build content that journalists and AI models can cite directly.
With prompt libraries, source logs, and a compact KPI set, AI visibility can be kept on track long-term.
Excerpts from our whitepaper
Why your digital PR strategy matters now more than ever
LLMs cite almost exclusively independent, non-paid content. Earned media is the key.
The majority of all AI citations come from journalistic articles, analyses, and interviews.
Within just a few months, the share of press releases in LLM responses has increased fivefold.