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Author: Preview Italia

How to be visible on ChatGPT and other AIs: why SEO is no longer enough

Written by Preview Italia on . Posted in PR & Artificial Intelligence.

In this guide, you will learn:

  • why SEO alone is no longer enough to be visible online
  • how search behavior is changing with ChatGPT and other AI tools
  • what GEO (Generative Engine Optimization) is and why it matters
  • the role of Digital PR in increasing visibility in AI-generated answers
  • which signals AI models use to select and cite sources
  • which strategies help improve your visibility on ChatGPT and other AI platforms

 

Have you ever asked ChatGPT, Gemini, or Perplexity which companies, products, or services to choose in your industry?

If your company’s name doesn’t appear in those answers, you are likely losing visibility and potential customers. This isn’t because your product isn’t good enough, but because AI models don’t “know” you well enough to cite you.

Whether you operate in B2B or B2C, this behavior is becoming the norm: people trust the AI’s direct answer without clicking a single link or visiting a website.

How online search is changing with ChatGPT and AI

Until recently, online visibility meant one thing: SEO. Optimizing your site to rank high on Google was the goal. While this remains fundamental, in the era of Artificial Intelligence, it is no longer enough.

In Italy alone, nearly 15 million people use AI applications, and about one in four Italians uses ChatGPT—a figure that has doubled in just one year (Source: ANSA/Audicom – Audiweb).

AI is rapidly becoming the primary gateway to information, especially during the early stages of the decision-making process. Instead of scrolling through multiple links, users ask a question and receive a processed, direct answer.

Whoever is cited in that answer wins. Whoever isn’t, simply doesn’t exist.

This shift has given rise to a new approach: GEO (Generative Engine Optimization). This is the ability to be recognized, cited, and recommended by AI when someone searches for information in your sector.

SEO and GEO: Complementary, not competitors

This doesn’t mean SEO is dead. SEO continues to drive qualified traffic, captures high-intent searches close to the point of purchase, and remains vital for Google visibility. In this landscape, Digital PR and link building are central to building authority.

The point is that SEO alone no longer covers the entire “territory.” GEO occupies a different, complementary space: the space of exploratory questions, informational searches, and direct recommendations.

SEO-oriented PR is evolving. While the goal used to be primarily about Google rankings, today it is equally about increasing the probability of being cited by AI models.

Why PR plays a decisive role in GEO

Artificial Intelligence learns from the entire web: articles, industry publications, communities, forums, press releases, and interviews. An AI doesn’t just rely on what a company says about itself on its own website; it looks at what authoritative and independent third-party sources say about that company.

A mention in a trade magazine, a CEO interview, or a consistent presence across multiple sources are all signals that AIs use to decide who to recommend.

PR was GEO before GEO even existed

The job of a PR agency is to build authority and reputation through credible editorial channels. This distributed presence is exactly what AI models “feed” on. To increase the chances of being cited by ChatGPT, building a solid and consistent external footprint is essential.

Key elements for AI visibility:

  • Presence in authoritative and vertical industry publications.
  • Thought leadership content from recognizable figures (CEOs, experts, spokespeople).
  • Interviews, quotes, and editorial contributions.
  • Message consistency across multiple sources over time.
  • Participation in relevant communities and industry conversations.

The risk of remaining “invisible”

Imagine a potential client asks ChatGPT: “What are the best companies providing [your service]?”

If you lack a distributed and authoritative web presence, the AI will likely cite competitors who have spent years building visibility through articles, events, and media relations. Those who relied solely on their own website or social media now find their visibility more fragile than they thought.

Don’t wait for the gap to widen

AI models learn from the past. The more a source is cited and recognized as authoritative over time, the more likely it is to remain a primary reference for the AI.

Starting today isn’t about catching up with yesterday; it’s about not losing tomorrow.

If you want to understand where your company stands today and how to improve your visibility for both people and AI, let’s talk. PR has never been as strategic as it is today.

 

From credibility to community: how media relations lead and influencers support

Written by Preview Italia on . Posted in Why PR.

In today’s multi-layered communication environment, brands navigate a landscape where credibility, visibility and engagement hinge on the ability to speak to audiences in different ways and through different voices. Traditional media continues to play a crucial role in shaping public perception, while influencers help brands enter conversations happening inside niche digital communities.

Yet these two disciplines are often misunderstood as alternatives. They are not. Media relations and influencer marketing serve different functions, and brands that treat them as interchangeable channels risk diluting their impact. Instead, the strongest results come from recognising that media relations lead the narrative, while influencers support and amplify it.

This article explores why media relations remain the anchor of a successful PR strategy, how influencer relations enhance that foundation, and why combining the two is the best choice for building trust and engagement.

Media relations: the foundation of trust

Media relations have always been the backbone of public relations because they offer something no other channel can replicate: independently verified credibility. A well-placed article, interview or commentary carries weight precisely because it passes through editorial judgment. Journalists interrogate facts, contextualise information and frame stories within broader societal conversations.

This process creates a level of trust that cannot be manufactured.

Why media relations come first

  • Brand authority

Coverage in newspapers, business magazines, television or specialised verticals adds legitimacy that resonates with stakeholders, investors, industry professionals and experts. These audiences expect reliable, verified information and they look to the media to provide it.

  • Clear, structured narratives

Media relations allow brands to define their core story with precision. Through press releases, interviews and thought leadership, companies can articulate their positioning, purpose and value in a coherent, long-term way.

  • Reputation building over time

While digital content is immediate and fast-moving, media visibility compounds. A series of well-timed articles builds authority step by step, establishing a firm foundation for everything else a brand communicates.

Put simply: media relations shape the narrative before anyone else amplifies it.

Influencer Relations: community, conversation and personal connection

Influencer relations complement this foundation by bringing the brand closer to real people. Influencers, whether macro or micro creators, develop content that feels personal, lived-in and relatable. Their audiences follow them not for institutional authority but for authenticity.

What influencers add to the strategy

  • Community-based engagement

Influencers speak directly to niche groups: tech innovators, motorsport fans, sustainability advocates, travellers or consumers seeking lifestyle inspiration. This proximity makes messaging feel more accessible and less formal.

  • Creative agility

Influencers adapt quickly to platform trends and cultural shifts. They experiment with formats, move fast, and translate brand stories into content that is in line with the language of social media.

  • Emotional resonance

Their storytelling is first-person, often experiential. This helps humanise a message that may have originated in a press release or an interview.

In essence: influencers broaden the conversation, making it more dynamic and more accessible.

Why brands need both, with media leading the way

For any PR agency operating in competitive markets such as Italy, the real power of PR emerges when credibility meets community. The sequencing matters: media relations establish trust, influencers extend that trust into everyday digital spaces.

An integrated strategy offers:

  • Authority before amplification

Journalists create context, while influencers create conversation. Without context, conversation loses depth. Without conversation, context loses reach.

  • Consistent storytelling

Media provides structure and coherence, influencers add personality. Together, they ensure that a brand’s narrative is understood, shared and felt.

  • A broader and more resilient communication ecosystem

Relying solely on media visibility can make a brand seem distant and relying solely on influencers can make it sound promotional. Combining both reduces dependency on any single channel and increases long-term effectiveness.

  • A stronger reputation funnel

Media relations influence decision-makers and opinion leaders, while influencer relations drive awareness and engagement among communities and consumers. This dual dynamic strengthens both top-down and bottom-up perception.

Why this matters for brands working with a PR Agency in Italy

In simple terms, media relations can be considered as the engine, influencer relations the acceleration.

Conclusion: the smartest PR starts with credibility and expands through community

As communication becomes more complex, brands cannot afford to choose between authority and authenticity. They need both. But not necessarily in equal measure and not at the same stage. Media relations provide the strategic backbone of any PR effort, defining the narrative with clarity and legitimacy. Influencer relations enrich that narrative, translating it into content that audiences can connect with on a personal level.

For brands aiming to grow, engage and lead in an increasingly competitive market, a hybrid strategy anchored in media relations, and supported by influencers, is the most effective approach.

It’s a standard that a forward-thinking PR Agency in Italy is ideally positioned to deliver, shaping credible stories and bringing them to life within the communities that matter most.

To learn more, contact us.

Come scegliere l’agenzia di PR giusta?

How to Choose the Right PR Agency for you?

Written by Preview Italia on . Posted in Why PR.

Italy is home to numerous public relations and communications agencies: some are small and niche, others more structured; some require significant budgets, others offer more accessible solutions; some specialize in a specific sector or PR area, while others provide a broad range of services. So, how can you choose the one that’s best suited to your business and ensure it can effectively support your marketing and growth goals?

5 practical tips to make the right choice

  1. Proactivity and Creativity

As a Marketing or PR Manager, you likely have countless responsibilities, and public relations in Italy may not always top your priority list. That’s why it’s crucial to choose an agency that doesn’t wait for your constant input but takes a proactive and creative approach to finding solutions.

An outstanding PR firm doesn’t necessarily rely on massive campaigns or extravagant event budgets. Instead, it should know how to maximize available resources—your team, materials, and expertise. With a well-structured strategy, optimizing the budget and ensuring maximum visibility within the given resources is possible.

Look for a team that thinks ahead, proposes innovative ideas, and differentiates your brand from competitors, all while maintaining clear and consistent communication. An agency that proactively supports you with PR in Italy can truly help your brand stand out in an increasingly competitive market.

  1. Experience and Specialized Expertise

The agency you choose should have a solid theoretical foundation but also proven experience in the PR world. For instance, if your goal is to reach customers through traditional media, online publications, or influencers, the agency must demonstrate specific expertise in those areas.

It should also recommend the most effective channels to reach your audience and use the latest techniques to boost your visibility or improve your search engine ranking if that aligns with your objectives. Don’t hesitate to ask for case studies in PR—this will help you evaluate the agency’s strategic approach and capabilities.

Another key factor is whether the agency maintains long-term relationships with its clients. Since PR agencies can sometimes work on a project basis, but are frequently retained for ongoing media relations and press office support, long-standing partnerships are a clear sign that the agency is a reliable partner, consistently meeting or exceeding client expectations over time.

  1. Understanding Your Industry

The agency must deeply understand your industry and business. Even if it hasn’t worked in your specific market yet, it should demonstrate a clear grasp of your goals, target audience, and strategies to engage them.

A great PR firm steps into your shoes, capturing the nuances of your sector and translating them into effective and targeted communication.

  1. Know Your Main Point of Contact

A Public Relations agency often becomes an extension of your marketing and communications team, so building trust is essential. Ask who will handle your project and who your main point of contact will be. It’s vital to know if you’ll work with the same people who attended your initial meetings and if the accounts assigned to you are experienced professionals or rookie ones.

If your team members will collaborate directly with the Public Relations agency instead of you, involve them early in the selection process to ensure alignment and good empathy between them.

Additionally, confirm that the team is up to date on the latest communication techniques, especially in the digital realm, where algorithms and trends evolve rapidly. A well-prepared team can guide you toward the best strategies to grow your business and achieve your objectives.

  1. Not Just Yes-Men

A good PR agency won’t simply say “yes” to everything you ask. Instead, they’ll have the courage to advise you on what works and what doesn’t, ensuring your budget is used effectively.

A competent team will guide you toward strategic decisions and let you know if an idea is impractical or unlikely to yield results. At the same time, they should be capable of handling crises, protecting your brand’s reputation with professionalism and expertise.

The ability to provide honest and informed advice is a hallmark of a reliable, results-driven agency.

Conclusion

Choosing the right Public Relations agency means finding a partner who shares your goals and translates them into effective and innovative communication. Evaluate their proactive approach, experience, industry understanding, the team assigned to your project, and professional integrity. These factors will help you make the best choice to elevate your brand’s growth.

To learn more, contact us.

Data-driven PR

Data-Driven PR: How to Turn Numbers into News That Works

Written by Preview Italia on . Posted in More about PR.

In an increasingly crowded and competitive media landscape—where journalists must sift through hundreds of pieces of information while weighing countless factors—standing out with truly relevant content has become a more complex challenge than ever. Traditional public relations strategies, which often rely on corporate or product-related announcements that may not always have strong news value, frequently fail to deliver the desired results.

This is why a new approach is gaining ground: data-driven PR—communication strategies that use data as a strategic lever to build compelling and newsworthy stories.

What Does It Mean to Do Data-Driven PR?

Adopting a data-driven PR strategy doesn’t simply mean “adding a few stats” to a press release. Instead, it involves crafting a story from a solid foundation of data—whether from surveys, internal company analytics, market insights, or trends uncovered through industry research. These data become the backbone of the content, providing essential context, credibility, and journalistic value to it.

Instead of just communicating “what a company does,” data-driven PR focuses on why it does it, linking the news to a broader trend and highlighting potential implications for the market or society. As a result, the press release can be considered relevant and informative for both journalists and the general public, and therefore more than just a corporate update.

Why Data Makes a Difference

Using data in PR can deliver several concrete advantages, enhancing visibility and credibility. Here are some of the most relevant benefits:

  • Making the news more compelling: A press release that begins with a surprising statistic or an unexpected trend has a greater chance of capturing attention. When well-selected and placed in the proper context, numbers can spark curiosity and help convey the why behind the news.
  • Building authority: A company that regularly provides relevant, accurate data becomes a trusted source over time. It’s a powerful way to establish thought leadership and be seen as a credible voice in a specific sector.
  • Helping journalists do their job: Well-structured press releases backed by solid data are crafted to make them easily transformable into ready-made news stories, significantly increasing the chances of quicker pickup and publication.
  • Tapping into trending topics: Data allows brands to link their stories to broader issues—from consumer behaviour to social changes, from sustainability to the economy—enhancing both their relevance and media appeal.

How to Create a Data-Driven Press Release

An effective, data-oriented press release needs to be carefully written. First, the headline should include an interesting data point or a message that can immediately catch the reader’s attention. The first paragraph must then provide a clear and concise summary with strong journalistic value, explaining the news and why it matters.

The body of the press release should expand on the data, offering context and emphasizing its implications for the industry or the target audience. Including quotes from company spokespersons can also help interpret the numbers, adding further depth and authority to the message.

Supporting visuals such as charts, images, or infographics that clearly highlight the PR angle can also increase the potential media coverage. However, it’s just as important to personalize the release’s distribution. Tailoring the content to align with the specific interests of each media outlet—or even each journalist—can be the difference between being ignored and being featured. Knowing a journalist’s “beat” and adjusting the pitch accordingly makes a real impact.

Where Can You Find the Data?

You don’t necessarily need a large budget to build an effective data-driven narrative. There are several accessible and often untapped sources to explore:

  • Internal data: This includes insights such as most requested products or services, website traffic analytics, customer inquiries, and marketing campaign performance.
  • Surveys: Even quick polls conducted with online tools among website visitors or newsletter subscribers can yield valuable insights.
  • Industry studies and research reports: Research institutes, trade associations, and other public sources often publish reports that include data and trends, which can improve the quality of storytelling.

In Conclusion

In a time when attention is scarce and credibility is hard-earned, data becomes a powerful ally in creating more engaging content.

At Preview Public Relations, we strongly believe in the power of data-driven PR. We’ve already helped numerous clients successfully implement this approach. Whether working in tech, B2B, automotive, sustainability, or other sectors, we know that data can be the key to a story truly worth telling.

Want to know more? Contact us.

Digital PR e Link Building

Digital PR and Link Building: A Winning Combination

Written by Preview Italia on . Posted in SEO PR.

Digital PR is closely linked to link building, one of the most essential SEO techniques for improving a website’s ranking and increasing authority. But what exactly are backlinks, and why do they play a crucial role in building a solid online presence?

What Are Backlinks and Why Are They Important?

Backlinks are links from other websites that point to one or more pages of your site. These links act as a virtual vote of confidence that search engines like Google interpret as a positive signal: the more authoritative sites link to yours, the more credible and important it appears.

However, not all backlinks carry the same weight. In fact, the links must be dofollow to gain SEO benefits. But what does that mean? Dofollow links pass SEO value from one site to another. When an authoritative website includes a dofollow link to your content, it transfers some of its authority (or link juice) to your site, improving your search rankings.

On the other hand, nofollow links do not pass this SEO value, even if they can still be useful for generating traffic or increasing brand visibility. That’s why, in your Digital PR and link-building strategy, you should aim to secure mainly dofollow links to maximize SEO impact.

The Role of Digital PR in Link Building

Digital PR plays a key role in acquiring high-quality dofollow backlinks. PR agencies work to create valuable, and engaging content able to interest journalists, bloggers, and influencers. Examples include:

  • Articles and insights exploring industry-relevant topics.
  • White papers and research reports offering unique and data-driven insights.
  • Infographics and visual content that simplify complex concepts and encourage sharing.
  • Press releases distributed to relevant platforms and media outlets.
  • Guest posts on authoritative sites, including relevant links back to your website (though guest posting opportunities are less common in Italy than other countries).

For example, a Digital PR campaign could involve publishing an exclusive study on emerging industry trends or a creative infographic with key market data. If distributed through the proper channels, these types of content may be picked up by media outlets, industry blogs, or news platforms. When these sources include a dofollow link to your site, Google recognizes its value, boosting your SEO performance.

Why Are Backlinks So Important for SEO?

Dofollow backlinks are one of Google’s primary ranking factors. Here are their key benefits:

  1. Increasing domain authority – A website receiving links from high-authority sources, such as online media or influential blogs, enhances its credibility in Google’s eyes.
  2. Better visibility – Search engines index pages faster when linked by other sites, increasing the chances of ranking higher in search results.
  3. Qualified traffic – Links on relevant websites attract visitors that are really interested in your content.
  4. Enhanced brand reputation – Being cited by trusted sources strengthens your brand’s image, building trust among both users and search engines.

Building a Solid Digital PR Strategy for Link Building

Developing a targeted strategy combining creativity, valuable content, and an effective distribution plan is essential to obtain high-quality dofollow backlinks. Here are the key steps:

  1. Define your objectives – What are your goals and priorities?
  2. Create useful and shareable content – Content should address audience needs and provide added value for those sharing it (journalists, bloggers, influencers).
  3. Select distribution channels – Carefully choosing industry media, blogs, and platforms to pitch your content is a strategic step that a skilled PR professional should handle.
  4. Networking and relationship-building – Digital PR is about building genuine, long-term relationships with journalists and influencers.
  5. Monitor and analyze results – Use tools like Google Search Console and other SEO platforms to track acquired backlinks and assess their impact.

Conclusion

Public Relations are crucial for creating valuable content and leveraging the proper relations to acquire quality backlinks, while SEO utilizes these links to enhance organic visibility. However, it’s important to note that achieving results takes time and consistency, as acquiring dofollow backlinks from authoritative sources is neither quick nor easy.

If you lack the expertise to manage these activities on your own, partnering with a PR agency specialized in SEO PR can help you achieve significant results. With an effective strategy and a targeted approach, Digital PR and SEO will become your greatest allies for online success.

Want to know more? Contact us.

PR per aziende tech

PR for tech companies: valuable tips for a successful strategy

Written by Preview Italia on . Posted in More about PR.

In the technology sector, PR is crucial in strengthening brand awareness and connecting companies to their audience quickly and effectively. In an ever-changing and highly competitive market such as the tech sector, standing out and communicating the value of your products and services is key to establishing and consolidating your position.

In this post we share some practical tips for developing a successful PR strategy for tech companies. Each sector has its peculiarities: priorities, target audience, communication style and media change and it is important to consider these aspects to design an effective campaign.

What is Tech PR?

Tech PR or Technology PR means everything related to the world of public relations for companies offering technology products or services, in the B2C and B2B spheres.

The main objective is to create and maintain a positive reputation, increase visibility, and influence public perception, still guaranteeing coherence with the company’s mission and enhancing the innovativeness of the solutions and the company’s plus points, whether it is a start-up, a multinational hardware or software manufacturer, a provider of web services or a company specialising in a specific branch of the industry, such as MarTech, GreenTech, FinTech, etc.

Tips for an effective PR strategy for tech companies

Defining an effective PR strategy for a tech company requires a structured and specific approach.

Here are some tips:

  • Analysing the market and the company’s positioning: it is advisable to start by studying the competitive landscape to identify trends and key market opportunities, the company’s strengths, and what makes it different from its competitors.
  • Identify the target audience and create customised messages: it is essential to adapt the language and tone of voice to each segment, preferring, for example, technical language and a more in-depth level for journalists of specialised tech publications, which are mainly read by tech enthusiasts and experts, and a more accessible and simpler language for generalist media, which target a wider audience.
  • Build relationships with the right media and influencers: it is strategic to focus on specialised titles, as well as industry influencers and bloggers, but also on tech-savvy journalists writing for generalist media and lifestyle influencers interested in tech products. Whenever possible, it is advisable to customise media pitches, tailoring them to the specific needs of each journalist, media outlet, and influencer.
  • Create valuable content: taking advantage of current events and market trends whenever possible, the suggestion is to aim to position company spokespeople as industry experts, expressing opinions on emerging topics and trends. It is then essential to highlight the issues that tech products or services improve and enhance their innovative nature. In addition to classic press releases, white papers, case studies and customised pitches can also be strategic for valuable articles.
  • Rely on data: In line with the latest trends in data-driven PR, company and industry studies can help create unique and engaging media content. At the same time, data is valuable for analysing PR campaigns and understanding what worked well and what did not.

Choosing the best PR agency for your tech company

Creating a winning PR strategy requires a broad skill set and extensive experience in PR campaigns for companies in the same industry. This is why turning to a PR agency that also specialises in tech can speed up and maximise results. The choice of the right PR agency is crucial to the success of the communication strategy.

Here are some factors to consider when selecting:

  • Experience in the tech sector: the agency must have solid experience in technology and in-depth knowledge of the market.
  • Good media contacts: the agency must have a good network of contacts with journalists who cover tech products and services. Suppose you know any journalists in the industry. In that case, it is also advisable to ask their opinions, because an agency deemed competent and reliable by the media is more likely to achieve the best results.
  • Specialised skills: the agency must have specialised skills in areas such as creating technical content or, in the case of products to be promoted, organising reviews and offering support to the media during testing. For B2B companies, the agency should have good relationships with this type of media.
  • Transparency and communication: it is always preferable for the agency to be proactive and transparent in its communications, offer personalised service, and always be available to answer client questions.
  • Ability to measure results: the agency must be able to monitor and measure the impact of its PR activities, providing detailed reports and analysis of results.

 Conclusion

PR is a key tool for tech companies wishing to establish themselves in the market and improve their brand awareness. Following these tips and engaging the right PR agency can help you reach your communication goals faster and contribute significantly to growing your company’s business.

Want to know more? Contact us.

Perché includere le Pubbliche Relazioni nella propria strategia di marketing?

Why include PR in your marketing strategy?

Written by Preview Italia on . Posted in Why PR.

In today’s highly competitive market, companies continually search for effective strategies to differentiate themselves or strengthen their standing. Public Relations is a great tool, even if it is frequently overlooked compared to other marketing methods.

Including PR in the marketing mix, today makes sense for three main reasons: increasing brand awareness, improving company reputation, and supporting SEO.

  1. Strengthening brand awareness

Brand awareness is one of the first steps in building a solid market presence. An interview with the company’s CEO in a national newspaper, a quote from an executive in a weekly news magazine, or a positive product review by a journalist can reach thousands of people.

Furthermore, the media enjoys high trust, and people tend to believe the information provided by an authoritative source more than direct advertising. This means that when a newspaper or magazine talks about a company, the brand automatically gains more credibility in the eyes of the public.

Evergreen content

PR generates more long-lasting media coverage. Once an article is published online, it can be available for years. This allows information about the product or brand to be shared, read, and revised over time. Evergreen content does not only create short-term brand awareness but also works for the brand in the long term, generating a “snowball effect” that can multiply results.

The crucial role in complex purchasing processes

Keeping the brand in customers’ minds is crucial for high-value products or services, where the buying process is longer and more complex. PR can maintain consistent brand visibility through ongoing exposure delivered over time, which can strengthen both brand recognition and credibility—two critical factors influencing purchasing choices.

  1. Enhancing reputation

If brand awareness is the first step, reputation is what turns knowledge into trust and opportunities into concrete results. A good reputation can distinguish between success and failure in a landscape where competition is always high, and consumer loyalty is increasingly difficult to earn.

Building credibility through third parties

Companies cannot build their reputations solely through their own words since external testimonials must also support them. This is where PR proves essential. When a journalist, influencer, or industry expert speaks positively about the brand, this endorsement helps to enhance credibility.

This kind of visibility, based on the recognition of someone authoritative and external to the company, makes the brand more credible and trustworthy in the eyes of the public. Brand visibility, achieved through media coverage, influencer partnerships, or industry awards, is key to reputation building.

The economic value of a good reputation

Many people are willing to pay a higher price for products or services from companies with a strong reputation since the latter makes us feel more comfortable that we have made a good purchase. A good reputation not only increases conversions, but also fosters customer loyalty, as customers tend to return to a company they trust.

Attracting talent

A good corporate reputation attracts top talent as well as customers. People usually prefer to work for companies with a good image and are perceived as leaders in their field. Through public relations, you can more efficiently attract top professionals to support the company’s growth.

  1. PR supports SEO

Today, SEO (Search Engine Optimisation) is an indispensable element of any digital marketing strategy. But how can PR influence your website ranking?

The power of authoritative backlinks

When an authoritative publication includes a link to the company’s website in one of its articles, this backlink can help improve the site’s domain authority. Domain authority (DA) indicates how trustworthy and relevant the site is considered by search engines such as Google. The higher the domain authority, the better the chances of ranking high in search results. While this is an essential element for all web companies, today, it is particularly relevant for all kinds of companies in the B2C and B2B spheres.

For example, getting a link from an online media with a DA of over 90 offers a massive advantage over a link from a lesser-known site. Through a targeted strategy, SEO optimised PR helps secure these kinds of high-quality links.

Conclusion

Public Relations offers significant advantages that can improve the results of other marketing strategies and it can also play an indirect role in driving sales and fostering business expansion.

To learn more, contact us.

Cosa sono le SEO PR e in cosa differiscono dalle PR tradizionali?

What is SEO PR and how does it differ from traditional Public Relations?

Written by Preview Italia on . Posted in SEO PR.

Let’s start by saying that SEO PR, otherwise known as SEO Digital PR, and traditional PR share similar goals, but aim for different results. While conventional PR aims at generating positive media content to improve the brand awareness of a company or organisation, including, in addition to digital media, media such as print, radio and TV, SEO PR is, on the other hand, focused on generating online content that can help improve the ranking of a brand, product or service in search engine results.

The opportunity to appear on the first page is vital for e-commerce sites and online companies, it is also currently a critical element for all businesses that sell products or services in traditional shops, since the web today also represents an important source of information before purchase.

The contribution of SEO PR to better search engine results

Integrating search engine optimisation (SEO) with digital PR is recommended to all companies wishing to build a strong online presence. While SEO optimises the visibility of a website in search engine results, generating more organic traffic, digital PR can amplify the effects of SEO by getting extensive online media coverage.

Off-site SEO is, in fact, primarily based on acquiring backlinks from authoritative sources to increase Domain Authority (DA), and SEO PR supports this process with articles in online media and collaborative content with influencers that bring links to the site’s home or internal pages.

In the context of SEO PR, there are two types of links: follow links, also known as ‘do follow’ links, and no follow links. The former not only direct users to the site but also signal the link to search engine algorithms, helping to improve DA, while the latter, although important, do not offer this benefit.

The main differences between SEO PR and traditional PR

There is no need to choose between the two activities, as they can be combined for optimal results. Traditional PR increases the quantity and quality of media coverage, while SEO PR ensures that the content and, on a more general level, the site can be easily found online.

When a company is interested in planning a public relations campaign mainly to increase its brand awareness, the focus will be on ensuring the widest media coverage, trying to obtain articles in prestigious and authoritative media, national newspapers, TV channels and, more generally, anything that can contribute to improving the reputation of the brand or the notoriety of the products or services offered, obviously including digital media. If, in this case, the inclusion of link follows in articles is preferable, but not fundamental, the same cannot be said when the company is interested in SEO PR campaigns, which have as main objective precisely that of obtaining quality link follows to improve search engine positioning.

Therefore, in the case of SEO PR, the focus will be on getting articles with link follows to the site published in online media with a high DA rather than targeting prestigious publications or other media that do not have the possibility of generating this type of link.

How can SEO PR and traditional PR work together?

Combining these two activities makes it possible to improve both the perception of a brand, product or service by potential target users, and its positioning on search engines. This integrated approach to public relations, moving on several fronts at once, is a winning strategy in today’s world, where reputation is still crucial, but online visibility is critical, if not essential. To ensure the best results, however, this strategy must be planned and executed by a PR agency that is competent and experienced in both worlds, PR and SEO, and not just in one of them.

To learn more, contact us.

Le Opportunità e i Rischi dell'I.A. nelle Pubbliche Relazioni

Public Relations: the Opportunities and Risks of Artificial Intelligence

Written by Preview Italia on . Posted in PR & Artificial Intelligence.

Artificial intelligence (AI) is rapidly transforming many industries, and public relations is no exception. Thanks to technological advances, companies, and PR professionals can now leverage innovative tools to simplify, automate and improve various tasks. Still, AI brings with it not only opportunities but also risks and this is particularly true in a field like PR that relies on human factors, such as creativity, empathy, understanding of markets, and identifying the most effective PR angles.

AI: A powerful ally for PR agencies

Artificial intelligence has demonstrated remarkable promise, particularly in automating routine and repetitive activities. Public relations professionals sometimes execute simple tasks, while they could use that time for more strategic and innovative tasks.

Here are some examples of the functions where AI can provide valuable assistance:

  • Data analysis: AI-based tools can analyse vast amounts of data from social media, news, and customer feedback to identify trends, audience sentiment, and communication opportunities.
  • Simple text generation: many AI platforms can draft straightforward content from a few inputs.
  • Translation and text correction: AI-based tools are now available that have significantly improved the quality of machine translations and others can correct and optimise texts to improve readability.
  • Transcription and summaries: interviews or meetings can be transcribed in real-time, possibly generating clear and concise summaries that facilitate information sharing.
  • Creation of visual content: in addition to texts, Artificial Intelligence with a good brief can generate images and other original visual content, such as the one in this post.

 Challenges in integrating AI

Despite its many advantages, integrating AI in the PR industry is challenging. The effectiveness of these tools depends on their use and practitioners’ ability to balance technology and human skills.

Although AI can discretely produce straightforward content, human input remains indispensable for complex or particular messages. Artificial intelligence faces challenges when it comes to generating content that demands deep contextual analysis, market expertise, and sensitivity to cultural nuances or to grasping the subtleties of events or situations, which can lead to messages that feel off-target or inappropriate.

On the other hand, PR professionals can adjust the tone and language of a content to resonate with specific audiences and this is an area where AI still falls short.

Another significant drawback of AI is its reliance on existing data. It cannot double-check the accuracy of the information it processes, and without careful human oversight, this limitation could lead to incorrect or misleading content. In public relations, where trust and credibility are crucial, such mistakes can be quite harmful to a company or brand’s reputation.

While artificial intelligence can be considered a helpful tool for PR, its use requires careful consideration and responsible management.

Even if it can improve efficiency, automate repetitive tasks, and offer new tools for analysing data and creating content, it cannot replace the creativity, empathy and strategic thinking that only a PR professional can offer. The true potential of AI in PR emerges when it is competently integrated, using it to enhance human capabilities without compromising the authenticity and quality of the work. In this sense, AI is not a threat, but an opportunity to improve the industry and meet the challenges of an ever-changing world.

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