#33 Rethinking Link Building in Digital PR with Stephanie Finch

In this episode of the Digital PR Podcast, Louise Parker is joined by Stephanie Finch to explore the evolving landscape of digital PR – with a particular focus on the growing challenges of link building. As media policies shift and AI transforms how we search, they discuss why it’s time to rethink traditional success metrics. From declining link-to-coverage ratios to the rising importance of brand visibility, this conversation unpacks how digital PR teams can realign client expectations and stay ahead in a changing search landscape.

00:00:00 – The Changing Landscape of Digital PR: Lou and Steph reflect on the broader shifts affecting digital PR today – from industry saturation to increasing competition and declining originality.

00:01:21 – Link Targets: A Historical Perspective: Steph shares how link expectations have evolved over the past decade, why link building has always been hard, and why the challenge now feels different.

00:03:44 – The Impact of Media Changes on Link Building: From newsroom redundancies and paywalls to affiliate models and no-link policies, Steph explore how structural media changes are reducing link opportunities across the board.

00:08:34 – Educating Clients on Link Expectations: Steph explains how she uses data and competitor insights to reset client expectations – and why it's essential to reframe conversations around coverage, not just links.

00:11:09 – The Role of AI in Digital PR: With Google's AI Overview already live in the US, Lou and Steph discuss how AI is transforming search – and what that means for visibility, PR strategy, and measurement.

00:16:40 – Future Metrics in Digital PR: As links become less central, what comes next? They explore future-facing metrics – from brand mentions and message alignment to platform reach and social sentiment.

Check out the full transcript here.

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About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by CoverageBook. You can also watch on YouTube as a video podcast.

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