PR Trends Report: What the data says about where PR is heading
Join Jesse Wynants, Jasper Flour, Kate Bystrova, and special guest Gini Dietrich to explore:
- Why 65% of newsroom traffic comes from search, not pitches
- How AI is amplifying your reach far beyond what your analytics show
- Why owned content outperforms wire services for AI citations
- How to future-proof your PR strategy in an AI-first world
The way PR creates value is changing – but most teams are still measuring the same things they always have.
Why organic search is your biggest referrer – and why it's missing from most PR reports 65% of traffic to PR newsrooms comes from organic search, not pitches or direct links. This isn't a new trend, but it's one the industry is finally starting to pay attention to. See full PR Trends Report.
The AI multiplier effect AI traffic accounts for just 1% of newsroom visits today – but for every person who clicks through from an AI citation, an estimated 50 more received an impression of your story without clicking. Your reach is far bigger than your analytics suggest.
Why your own newsroom beats the wire The overwhelming majority of press releases cited in AI results come from owned newsrooms, not newswire services. First-party credibility wins.
The long tail of PR value AI and long-tail search don't expire content the way traditional coverage cycles do. A well-written press release keeps building credibility long after the pitch goes out – and that value is almost never captured in reporting.
The one strategy that survives everything Write for humans first. Keyword stuffing didn't survive Google. It won't survive AI. Experience, expertise, authority, and trust are what matter now.
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Gini Dietrich: CEO @ Spin Sucks
Gini is the founder, CEO, and author of Spin Sucks (the website) and Spin Sucks (the book). She also the host of the Spin Sucks podcast, and co-host of both Inside PR and The Agency Leadership podcast. On top of this, she co-authored Marketing in the Round and with her team, runs the incredible global Spin Sucks Slack community – if you aren't part of it already, come check it out :)
Having run and grown an agency over the past 14 years, Gini is the mastermind behind the super-effective PESO comms & marketing model, which unites the four pillars of media: Paid, Earned, Shared and Owned. She is also really, really into using data and metrics to inform PR strategy.
Jesse Wynants: CEO @ Prezly
As always, your host will be our very own founder and CEO, Jesse Wynants. Together with co-founder Gijs and the rest of the Prezly team, Jesse has spent the past ten years building a tool completely focused around one thing: building relationships. Managing your media list and knowing which contact is the best fit for your story is a huge part of that!
Jasper Flour: Growth Marketing
Growth marketer at Prezly, focused on SEO and GEO and how brands get found in an AI-first world.
Kate Bystrova: Storyteller @ Prezly
Kate is responsible for the majority of the words on this website, including the ones you are reading now. Despite a background in the written word, she has now – perhaps foolishly – made her first foray into video content, which you can enjoy (or perhaps endure) on this very page. Her expertise lies chiefly in marketing, comms, editorial, and cheerily arguing about the prevailing topics of any given day.
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