Digital PR is the practice of earning coverage, mentions, and links on reputable third-party websites, such as industry publications, the business press, and respected niche outlets. It blends traditional public relations with an understanding of how online visibility and authority are built.
For brands, digital PR is one of the highest-leverage activities for AI visibility, because brand mentions across the web are among the strongest correlates of AI citations. An Ahrefs study of 75,000 brands found web mentions correlated far more strongly with AI visibility than backlinks. The goal shifts slightly for AI: earning mentions in the specific sources that AI systems already cite for your category, so the model encounters your brand where it looks.