Digital PR has become one of the most powerful SEO multipliers for small businesses—but most owners still think PR is just press releases. In this episode of the Marketing Guides for Small Business Podcast, the team breaks down how modern digital PR drives rankings, E-E-A-T authority, brand visibility, and trust at scale.

Ken, Paul, Ian, and Jeff dive into real-world tactics including media outreach, expert sourcing platforms like HARO/Help a Reporter Out, link-earning strategies, data-driven storytelling, thought leadership, and how AI is transforming both the PR pitch process and newsroom workflows.

You’ll learn how Google evaluates authority, the role of high-quality backlinks, what makes journalists actually respond, and the PR assets every small business should develop right now.

If you want more organic traffic, stronger brand credibility, and more people talking about your business—this episode is a must-listen.

⏱ TIMESTAMPED TABLE OF CONTENTS

00:00 – Welcome & Episode Overview

The hosts introduce the topic of digital PR, why it's misunderstood, and how it connects to SEO, trust, and visibility.

00:30 – What Is Digital PR?

Ken explains how digital PR differs from traditional PR and why online media coverage matters more today.

00:52 – Press Releases vs. True PR

Why a single press release isn’t enough—and what modern PR campaigns actually look like.

01:40 – Why Digital PR Matters for SEO

How earned media, backlinks, and branded mentions signal authority to Google.

02:40 – High-Value Links, Brand Mentions & E-E-A-T

Discussion of link quality, topic relevance, and how PR contributes to Expertise, Experience, Authority, and Trust.

03:10 – Building Brand Authority Through Thought Leadership

How small businesses can position themselves as go-to experts in their niche.

04:20 – Tactics: How to Earn Links & Media Coverage

Story mining, sourcing platforms, journalist relationships, pitch structure, and leveraging unique data.

06:30 – The Role of Storytelling in Digital PR

How compelling angles increase journalist response rates.

08:45 – Social Proof & Reputation Signals

Using PR wins to improve conversions, trust, and brand perception.

10:00 – AI and the Future of Digital PR

How AI tools can help build media lists, tailor pitches, and analyze journalist interests.

12:00 – Common PR Mistakes Small Businesses Make

And how to fix them fast.

14:30 – How to Measure PR Success

KPIs including link quality, DR/DA, referral traffic, brand search lift, and media pickup.

16:00 – Final Takeaways & Action Steps

Where small businesses should start with digital PR today.

🎧 Perfect for You If…

• You want higher Google rankings without pumping money into paid ads
• You need credible backlinks that actually move the SEO needle
• You want to build brand authority and be seen as the expert in your local market
• You’ve heard of PR… but never knew how to make it work for small businesses

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/