What Is Digital PR and How Does It Build Authority in AI Search?

Why does digital PR matter more now than it did five years ago? Because modern PR isn’t about press releases or volume—it’s about authority, credibility, and human expertise, which are the exact signals AI systems rely on when deciding what to surface, cite, and recommend in generated answers.

In this episode of Found in AI, Cassie is joined by Kelly Jura, Head of Product and User Experience at QWOTED, to break down what digital PR actually looks like in 2026 and how earned media plays a critical role in AI search visibility.

Rather than treating PR as a one-off tactic, this episode explores how earned media compounds—building trust signals that benefit search, AI answers, and long-term brand visibility.

In this episode, you’ll learn:

• What “digital PR” really means today—and how it’s changed
• Why authority, trust, and consistency matter more than backlinks alone
• How journalists actually decide who to quote (and who to ignore)
• Whether you need a PR agency—or can do this yourself
• What makes a source credible enough for earned media mentions
• Why fully built profiles matter for matching and visibility
• The biggest mistakes founders and brands make when pitching journalists
• How AI systems mirror journalistic trust signals
• Why being quotable is more important than being available
• How earned media influences AI citations and recommendations
• Why promoting your mentions matters just as much as earning them
• How digital PR compounds over time, even when pitches don’t convert immediately

Transcript: What Is Digital PR and How Does It Build Authority in AI Search?

Introduction: What Is Digital PR in the Age of AI Search?

If you’ve ever heard the term digital PR and immediately thought press releases, gatekeepers, and things you’re definitely not qualified to do, this episode is for you.

Because here’s the truth: modern PR has very little to do with shouting into the void—and everything to do with showing up as a credible, human expert when someone actually needs your insight.

Hey, I’m Cassie Clark. I’m a fractional content strategist and the host of Found in AI, a show dedicated to helping marketers and founders understand AI search so we don’t get lost in this new wave of user search behavior.

Quick note before we jump in. Last week was a big week for AI search news. OpenAI dropped a feature announcement about ads late on a Friday afternoon. If you’re trying to wrap your head around how ChatGPT ads actually work—and what they do and don’t change about visibility—I just published a short breakdown on YouTube.

It covers where ads show up, what they influence, and, more importantly, what still drives recommendations inside AI answers. I’ll link that in the show notes if you want to go deeper after this episode.

Today’s guest is Kelly Jura, Head of Product and User Experience at QWOTED—a platform I use constantly, recommend unapologetically, and genuinely believe is one of the most effective ways to earn real visibility right now.

If you’ve been a long-time listener, you already know how much I love this platform, so I was very excited when Kelly agreed to come on the show.

In this conversation, we break down what earned media actually looks like in 2026, why authority beats volume every time, how journalists really choose sources, and how founders, marketers, and subject-matter experts can start doing digital PR today—without a PR team or a massive brand name behind them.

If you care about being trusted—by journalists, by audiences, and by AI engines—this episode will change how you think about visibility.

Let’s get into it.

Welcome and Episode Overview

Cassie: Kelly, thank you so much for being on the show today.

Kelly: Thank you for having me. I’m excited to be here.

For anyone who benefits from an audio description, I’m five feet tall, have blonde hair, and I’m wearing a pink blazer with a white shirt. I’m the Head of Product and User Experience Design and Research at QWOTED. My background is in user experience, product, and brand.

What Is QWOTED and How Does It Work?

Cassie: I mention QWOTED quite a bit on this podcast and across my website. It’s genuinely one of the best platforms I’ve used. For listeners who are new to it, can you explain what QWOTED is and how it works?

Kelly: Absolutely. QWOTED is a two-sided network. On one side, we have journalists and media professionals who are looking for expert insight. On the other side, we have experts and PR professionals who want to earn media coverage.

A journalist or podcast might post a request looking for expertise on a specific topic. We then match that request with vetted experts who can respond directly and provide relevant insight.

What Does Digital PR Mean Today?

Cassie: That’s been incredibly helpful for me when working with brands. I want to dig into the PR side specifically, because when people hear PR, they still think press releases. How would you define PR today, and what does earned attention actually look like now?

Kelly: It’s a great question. Before joining QWOTED, I was actually an expert on the platform for over a year. PR can feel intimidating—people think they’re not qualified or that it’s something only PR professionals can do.

But the truth is, if you’re an expert in your field and you have a story to tell, you can earn media. There are journalists actively looking for people to weigh in with real expertise.

Do You Need a PR Agency to Do Digital PR?

Cassie: One question I know listeners will have is whether they need a PR expert or agency to do this. Can people do digital PR themselves?

Kelly: You absolutely can. PR professionals are incredibly valuable, but QWOTED gives individuals the ability to match with relevant media opportunities on their own.

If you’ve been running a business for years or working in your field for decades, you are an expert—even if you don’t always think of yourself that way.

Authority vs. Volume: What Actually Matters for Visibility

Cassie: We’re seeing renewed interest in digital PR lately. Are more brands using QWOTED to earn high-quality backlinks and mentions?

Kelly: There’s been a major shift away from pure volume. Today, authority, trust, and consistency of voice matter far more than producing large amounts of content.

AI systems prioritize credible, vetted experts, which makes thought leadership and earned media increasingly valuable.

What Makes a Source Credible Enough to Be Quoted?

Cassie: What determines whether someone is considered credible enough to be quoted?

Kelly: A complete profile is critical. Clear bios, relevant experience, and links to past work all help establish credibility.

AI tools can refine writing, but they shouldn’t replace original thought. Journalists want real insight and authentic voice.

Can New Brands Earn Media Without Prior Mentions?

Cassie: If someone is a new brand without previous media mentions, does that hold them back?

Kelly: Not necessarily. Journalists are often on tight deadlines. Clear, relevant, and timely responses matter more than an extensive media history.

Common Digital PR Mistakes Brands Make

Cassie: What are the biggest mistakes you see people make when trying to get quoted?

Kelly: The biggest one is not answering the questions in the request. Making a journalist’s job easier dramatically increases your chances of being quoted.

How Digital PR Influences AI Search and Citations

Cassie: That mirrors how AI systems work—the more they understand about a brand, the more likely they are to surface it. What should brands be doing differently this week if they want to be cited more often?

Kelly: Provide concise, quotable answers first, then expand if needed. And once you’re quoted, promote that coverage so those authority signals compound.

Final Advice: How to Future-Proof Visibility with Digital PR

Cassie: Final question: if you had one piece of advice for brands that want to future-proof their visibility through PR, what would it be?

Kelly: Start today. Don’t overthink it. Momentum builds quickly.

Key Takeaways: How Digital PR Builds Authority in AI Search

Before you go, here’s a quick recap:

• Treat your expertise like an asset. If you’ve been doing the work, you’re qualified.
• Build clear, complete profiles wherever journalists might find you.
• Answer media requests directly and assume deadlines are tight.
• Use AI to refine—not replace—your thinking.
• Start now. Digital PR compounds over time.

If you want future-proof visibility, real credibility, and entity authority that actually shows up in AI answers, digital PR is one of the smartest places to invest your time.

If you’re not sure where you stand today or what to fix first, I can help. I offer AI Search Visibility Audits that show how your brand is represented across AI engines, where authority signals are missing, and how earned media and content fit together into a system that compounds.

You can learn more or request an audit at cassieclarkmarketing.com.

Thanks for listening. I’ll see you in the next episode.

Frequently Asked Questions About Digital PR and AI Search

What is digital PR?

Digital PR is the practice of earning media coverage, quotes, and mentions by providing expert insight to journalists and creators. Unlike traditional PR, modern digital PR focuses on authority, trust, and relevance rather than press releases or volume.

How does digital PR affect AI search visibility?

AI systems prioritize authoritative, credible sources when generating answers. Earned media mentions, expert quotes, and consistent brand narratives help AI engines understand who to trust and recommend.

Do you need a PR agency to do digital PR?

No. Many founders, marketers, and subject-matter experts can do digital PR themselves by responding directly to journalist requests and building clear expert profiles.

Why does authority matter more than backlinks in AI search?

While backlinks still matter, AI systems rely heavily on entity authority, consistency, and human expertise. Being quotable and trusted often outweighs raw link volume.

How long does digital PR take to work?

Digital PR compounds over time. Even pitches that don’t convert immediately help build recognition and long-term authority signals that benefit search and AI visibility.