Aleyda Solís
Key takeaways
- 2:02Digital PR is about getting your brand stories into authoritative placements that align with your unique selling positions and values, not just acquiring links or mentions.
- 4:03Both on-site content fundamentals (relevance, authority, expertise, uniqueness, citability) and off-site third-party citations matter; you cannot succeed with only one.
- 5:04Success in digital PR should be measured by coverage quality and alignment with brand narrative, not just traffic volume or raw citation counts.
- 8:07Attempting to automate digital PR outreach, pitches, and campaigns through platforms results in lack of uniqueness and generates spam that damages brand perception.
- 9:08Most companies—even large ones with sophisticated SEO programs—still work in silos between SEO, PR, and community management, missing crucial alignment needed for AI search visibility.
Questions Aleyda Solís answered
Digital PR is a way to get your brand stories and coverage through authoritative placements that align with your unique selling positions, values, and relevance. It differs from traditional PR in that it's often practiced by marketers from SEO or content backgrounds working online.
Both are essential. On-site content must have solid fundamentals (relevance, authority, expertise, uniqueness, citability) before off-site citations matter. If your on-site foundation is weak, mentions won't help; but if you have good fundamentals, third-party citations in authoritative sources aligned to your brand create the full picture.
Success should be measured by coverage volume and importance, citations generated, and traffic driven, but also by correlation with AI visibility growth and how well the coverage aligns with how you want to be perceived by your actual customers—not just raw generic metrics.
The biggest mistake is faking it with self-serving top-best-of lists and distributed low-value mentions instead of doing real, meaningful campaigns that understand brand alignment and engage journalists. Brute-forcing spam does not build genuine reputation.
Most companies are not. Startups and small companies lack resources; larger companies often silo their efforts between SEO, PR, and community management without alignment. Even sophisticated enterprises still treat SEO as performance-focused and separate from PR and branding.
In Aleyda Solís's words
“It's a way to get pretty much your brand stories out there and to get coverage for them, to get mentions, to get visibility in a way that is actually very aligned with your unique selling positions, with the values of your brand and what your brand actually does.”
“You can't artificially or completely agentically build a perception and a reputation and do PR or do digital PR completely agentically.”
“Alignment is needed and optimization and better support is needed in order to maximize the impact.”