How to Leverage Brand Authority in Your PR Strategy

In this episode of PR Explored, host Michelle Garrett, a PR consultant, author, and writer, welcomes guest Amanda Milligan to discuss brand authority and its critical role in public relations and marketing.

Amanda shares her background in content, SEO, and brand strategy, emphasizing the importance of holistic marketing efforts.

They delve into how brand authority is measured, identify practical steps to assess it through tools like Reddit, LLMs, and social media, and discuss the intricate relationship between owned and earned media.

The episode also addresses the evolving landscape of SEO and the importance of maintaining continuous engagement to build long-term brand trust and authority.

00:00 Welcome to PR Explored

00:28 Meet Amanda Milligan

01:38 Amanda’s Professional Journey

02:49 The Importance of Brand Authority

03:29 Challenges in Marketing and PR

04:30 Speaking Engagements and Networking

06:37 Brand Authority Club and Community Building

23:15 Defining Brand Authority

26:19 Brand Authority in PR and Communications

30:20 Why Companies Overlook Brand Authority

32:45 Introduction to Reddit Search Tool

33:22 Trust Issues in Online Platforms

35:01 Google’s Shift Towards Reddit

37:20 Using LLMs for Brand Analysis

40:18 Importance of Third-Party Signals

43:28 Tracking Mentions and Backlinks

53:48 Social Media and Content Value

58:32 Owned vs. Earned Media

01:02:41 Final Thoughts and Wrap-Up

Show notes:

Brand Authority Club: https://www.brandauthority.club/

Amanda Milligan on LinkedIn: https://www.linkedin.com/in/amandamilligan/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.