Laurie Pehar Borsh Digital PR

06/21/2025

I am finally posting to this page! It’s been a while. I’m mostly on LinkedIn and really I’m mostly posting content for other people not myself. Halfway through the year it’s time to change that. Perhaps I’ll post maybe once every few months 🙂? that and I decided I really needed to talk about this fantastic article that I just read today! A contact I have at Muck Rack emailed me a fantastic article that is so worth to read —especialy as it applies to public relations in today’s AI world.

As a long-time PR professional and digital media strategist, I couldn’t be more energized by Muck Rack, CEO, Gregory Galant’s recent article, “LLMs Just Made PR the New Power Player in Search.”

Greg outlines why this is a significant moment for the public relations industry:

🔹 Earned Media = AI Credibility

The days of backlinks being merely an SEO tactic are over! LLMs like ChatGPT, Gemini, and Perplexity now directly cite brand coverage and executive quotes. If our voices aren’t heard, our influence diminishes.

🔹 PR Reclaims Its Seat at the Table

Fifteen years ago, PR lost visibility to SEO marketers. Today, “GEO” (Generative Engine Optimization) puts communications right back in the driver’s seat—with credibility, authority, and consistency as core assets.

🔹 Quantifying PR Impact in a New Era

Imagine AI faithfully quoting your CEO or ranking your article high in an LLM response. This represents measurable influence—real-time brand resonance that goes beyond traditional metrics.

🔹 Comms Leaders: Time to Strategize & Execute

This is not the time for speculation. It’s about:

1. Structuring earned coverage so LLMs can detect and cite it
2. Ensuring media presence remains consistent and authoritative
3. Collaborating with SEO, content, and analytics teams to integrate PR into AI-driven strategies

My perspective is that this shift isn’t just a disruption—it’s a validation. PR practitioners have excelled in storytelling, credibility-building, and media relationships for decades. AI is listening and rewarding authenticity with visibility! 👏🏼

Read Greg’s piece!👇

In the early 2010s, PR missed the boat. SEO took over online visibility, marketers took the budget, and PR got sidelined. Ironically, the work that PR pros did had a significant impact on SEO, as backlinks from reputable news outlets are so powerful; however, they didn’t get the credit for it sinc...

11/12/2024

📢Google’s November 2024 Core Algorithm Update is here! Now’s the time to review site performance and rankings. Update may impact visibility, keep an eye on analytics +adapt as needed!💻📈

Stay informed & stay ahead!

Google releases the November 2024 core update, which affects global search rankings.

03/08/2024

Happy International Women's Day!

Today, we celebrate the incredible achievements and contributions of women worldwide, including those in the dynamic field of public relations.

From trailblazing PR professionals to inspiring thought leaders and strategists, women have continually shaped and elevated their industries with creativity, passion, and unwavering determination.

Here's to strong women everywhere! May we know them, may we be them, may we raise them!

💪🌟

03/02/2024

Putting a business social media strategy into play is crucial for connecting with current customers and, more importantly, for business growth.

Yet, even though business leaders acknowledge the impact of social media, many still need help to fully capitalize on its dynamic benefits.

These simple, effective measures can help create a social media strategy that will be an integral part of your business' future success.

01/20/2024

Executives usually recognize the significance of earned media, including PR, when it comes to building trust and credibility!

BUT not everyone fully understands its impact on the bottom line.

Unfortunately, PR IS often the first thing cut when revenues decline.

PR should be considered a corporate growth and maintenance investment!

It’s clear many CEOs know how important earned media, including PR, is to trust and credibility, but not all fully grasp its impact on the bottom line.

01/01/2024

Here’s to a beautiful 🤩 NEW Year!

12/23/2023

May this festive time bring you moments of cheer, success, and shared accomplishments.

Here's to continued collaboration and growth in the upcoming year. Merry Christmas!🎁🎄

12/15/2023

"The reality of the world that we're operating in is that everything has a reputational component." - Josh Earnest, United Airlines' EVP of communications and advertising.

When reputations take a hit, so does the business'sability to attract customers, employees and investors.

11/22/2023

Wishing you a Thanksgiving holiday filled with joy, health, and safety – surrounded by loved ones, be they colleagues, friends, or family.

11/20/2023

An important insight from this piece: View the media as a space to enrich, not just exploit.

PLEASE KNOW: Building relationships has long fueled publicity through the media. As digital platforms expanded, this practice faded.

Yet, today, startups (and even small businesses) can actively engage and enrich their online presence without resorting to aggressive pitches.

Insightful read…

For startups striving to get media attention, the game has changed. They need to focus on not pitching the media, and becoming a “partner” who makes journalists’ lives easier. Publicize partner Craig Corbett share three steps to turn yourself into a long-term asset for journalists.