Digital PR is the systematic acquisition of mentions and citations on third-party websites – in the media, specialist portals, directories, podcasts and industry overviews. For visibility in generative search engines it carries more weight than expected, because models build their picture of a company from the consensus of sources, and the company's own website is only one of them. A mention doesn't even need to include a link; the mere association of the company name with a topic and with an expert context already strengthens the entity. Effective formats include expert commentary on a current topic, providing a journalist with your own data, a case study published by a partner, and inclusion in industry directories. In doing so, keep track of whether the company name appears in the text in a consistent form and whether it is clear what the company does – an inconsistent mention will help considerably less.
See also: Source consensus, Original data as a citation magnet, Wikidata and company entity.
