#34 Is Digital PR The Future Of Marketing? with Rand Fishkin

Jun 26, 2025

Join Rand Fishkin, co-founder of SparkToro and digital marketing pioneer, as he dives into the evolving landscape of PR in an AI-driven world. He argues that the focus on backlinks is outdated, advocating for an audience-first strategy that fosters genuine connections. Rand emphasizes the importance of brand visibility in trusted spaces like TikTok and Reddit. He also discusses moving away from strict attribution to understanding overall brand impact. With a roadmap for adapting strategically, he brings optimism to the future of digital PR amidst AI advancements.

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INSIGHT

PR's Vital Role in AI Search

PR is crucial because AI models rank brands by mentions and user behavior, not just backlinks.
Getting your brand mentioned in genuine influential sources directly impacts AI visibility and search results.

ADVICE

Educate Clients on Brand Mentions

Educate clients that brand mentions and visibility matter more than backlinks in current digital PR.
Encourage clients to value media exposure even without direct links for SEO benefits.

INSIGHT

Domain Authority's Reduced Importance

Domain Authority was useful historically but now only mildly predicts Google ranking.
Brand mentions on relevant sites matter more than links from high domain authority sites today.

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In this episode of the Digital PR Podcast, Louise Parker and Stephen Baker are joined by Rand Fishkin, co-founder of SparkToro and long-time trailblazer in digital marketing, for a conversation about what’s next for PR in an AI-forward industry. They explore why a fixation on backlinks is no longer fit for purpose, and how a smarter, audience-first approach is key to long-term success. Rand unpacks the growing importance of brand context, trusted sources of influence and real visibility. From TikTok to Reddit, search engines to social feeds, it’s clear that the future of PR lies in where people actually spend their attention. And while AI brings its fair share of uncertainty, Rand leaves us with a sense of optimism and a roadmap for adapting with purpose.

00:05:30 - The Importance of Digital PR: Rand distinguishes between traditional PR and digital PR, highlighting the need to connect with audiences through genuine sources of influence rather than low-quality link building.

00:10:00 - User Behaviour and AI: Discussion on how AI models rely on user behaviour and mentions, and the importance of brand visibility in influential spaces.

00:15:00 - The Evolution of Measurement in PR: Rand advocates for a shift away from strict attribution models towards understanding overall brand presence and impact.

00:20:00 - Future-Proofing PR Strategies: Exploration of strategies for PR professionals to adapt, like focusing on identifying niche sources of influence and leveraging various platforms for brand visibility.

00:25:00 - The Role of AI in Marketing: Rand shares implications of AI in marketing, addressing the anxiety surrounding job displacement and the potential for AI to enhance productivity rather than replace human roles.

00:35:00 - The Future of Content Creation: Rand advocates for a balanced approach that combines AI assistance with human creativity to maintain authenticity in messaging.

Check out the full transcript here.

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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