Digital marketing is undergoing a fundamental transformation. As AI reshapes how information is found, shared, and trusted online, the role of digital PR has never been more critical.
Once a supporting tactic to boost SEO performance through backlinks and media coverage, digital PR is now central to how AI-powered tools contribute to brand visibility and reputation.
At ADPR, we’ve been examining how this shift is affecting marine businesses of all types and what it means for marketers. What we do know, is that brands that fail to adapt their PR strategy for AI will find it increasingly difficult to compete for online attention.
What is digital PR for SEO and how is AI is changing online search and content consumption?
In a nutshell, digital PR is the practice of earning high-quality media coverage and backlinks through editorial storytelling, thought leadership, and influencer collaboration. It complements technical SEO by building authority, trust, and relevance – all of which influence search rankings.
Historically, digital PR has delivered SEO benefits by:
- Earning backlinks from reputable websites.
- Increasing online visibility.
- Supporting keyword strategies and driving brand awareness.
And it has been working well. According to Moz, backlinks remain one of the top two ranking factors in Google’s algorithm.
But search is evolving, and generative AI is changing how consumers and professionals find and evaluate information, and what information is being prioritised online.
Today’s users are increasingly bypassing traditional search engines and turning to AI-powered tools like ChatGPT, Gemini, and Claude, or they are getting an AI overview at the top of their search page. These tools deliver complete answers to complex questions, based on information sourced from a wide variety of online content.
What’s different about AI-powered search:
- AI doesn’t display ranked search results – it synthesises content into summaries.
- Answers are generated from PR-influenced media, including earned, shared and owned content.
- AI gives greater weight to authoritative sources such as news sites, trade media, structured web content, and Wikipedia.
This means your brand’s representation in AI-generated responses is now shaped far more by public relations efforts than by traditional SEO tactics.
Why media relations experts should lead digital PR for AI (and SEO)
Too often, digital PR is misunderstood as simply a link-building exercise. As a result, some companies adopt a scattergun approach, sending out mass emails, chasing low-value mentions, or creating templated content that adds little value. This not only dilutes brand messaging but often alienates the very media they’re trying to engage. We often see journalists taking to their social media channels with pleas for companies to stop this approach.
Effective digital PR is not just about quantity, it’s about quality, credibility, and connection. To drive real visibility and influence in both search engines and
AI tools, you need:
- Experienced PR professionals who understand what makes a story newsworthy and relevant.
- Strong relationships with journalists across key media.
- The ability to create compelling, accurate content that reflects your brand’s values and resonates with real people and not just algorithms.
This is where PR experts add real value: crafting stories that journalists want to publish, building brand awareness in authoritative publications, and ensuring that messaging is consistent across earned, owned, and shared media. In turn, this increases your authority in the eyes of both AI tools and human audiences.
What this means for marine brands and their marketing teams
For B2C:
When today’s consumers want to compare antifoul options, search for boat insurance or evaluate marine electronics, they’re not just using Google. They’re asking AI tools detailed questions like:
“Which boat insurance provider offers the best customer service in the UK?”
“What’s the most sustainable antifoul paint for sailing in the Mediterranean?”
AI answers these queries using product reviews, media articles, owned content and sentiment analysis, much of it shaped by PR.
To be included in those responses, brands must:
- Secure mentions in trusted publications like Yachting Monthly, Practical Boat Owner, or national news media.
- Ensure their own content is structured, factual, and up to date.
- Drive engagement through authentic influencer and user content.
For B2B:
Procurement teams, operators and technical buyers are also using AI tools to inform purchasing and research. Rather than searching for “EPIRBs” or “marine safety alarms,” they’re asking:
“What are the most reliable man overboard alert systems for offshore support vessels?”
The AI content comes from:
- Technical articles in trade titles like The Maritime Executive or IBI.
- Owned content such as whitepapers, case studies and product specifications.
- High-authority directories and sources like Lloyd’s List.
To be part of this decision-making process, marine brands need to:
- Prioritise thought leadership and product education in earned media.
- Develop high-quality owned content that is easily digestible by AI.
- Maintain consistent brand messaging across all online channels.
Key actions for marine marketing teams:
1. Secure coverage in trusted media – This content heavily influences AI responses.
2. Structure owned content for clarity and authority – Think in terms of what an AI model would understand.
3. Monitor your brand’s visibility in AI tools – Don’t wait for a crisis to realise how you’re being represented.
4. Collaborate across PR, SEO, and digital teams – Silos are no longer viable in an AI-first content environment.
5. Work with PR professionals who know your industry – Relationships, storytelling and credibility matter more than ever.
Join the Discussion
To help marketing professionals across the marine industry explore these themes, we’re hosting our next Marine Marketing Connections event focused on digital PR, SEO, and the AI-driven future of brand visibility.
Register for the next event here www.adpr.co.uk/events-and-workshops/