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Welcome back to Found in AI, the podcast about getting your business discovered in AI search.

This week, I’m joined by Chris Panteli, co-founder of Linkifi, a digital PR and link-building agency that helps brands earn coverage in top-tier publications like Forbes, the BBC, and The New York Times. Chris pitched himself for this conversation — and for good reason. He’s passionate about how PR can support businesses looking to increase their visibility, not just in traditional media, but in the way AI tools surface information.

In this episode, we dig into:

• Why digital PR is different from traditional link-building — and why journalists still matter in an AI-first world
• How AI search engines decide which brands to surface (and why trusted mentions carry weight, even without backlinks)
• The biggest mistakes founders make when they DIY their own PR
• How startups and small businesses can get PR-ready — from polishing your About page to pitching journalist requests on platforms like HARO and Qwoted

Whether you’re an early-stage founder or a marketer looking to sharpen your visibility strategy, this conversation will give you practical ways to build authority and get discovered in today’s evolving search landscape.

Resources & Links

• Connect with Chris Panteli: linkifi.io | LinkedIn: Christopher Panteli
• Learn more about my work: cassieclarkmarketing.com | LinkedIn: Cassie Clark
• Sign up for ThoughtTree's beta testing: Beta test waitlist

Keywords: PR Strategy, Digital PR, AI Search, Link Building, Brand Mentions, GEO, AEO, Answer Engine Optimization, Startup Visibility, Thought Leadership, HARO, Qwoted, Journalist Requests, Reputation Building, SEO and PR, Small Business Marketing, AI Content Discovery, Digital Reputation, Marketing Authority

Find the show notes and transcript here.