Overview
On this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Amy Rosenberg—seasoned PR strategist, agency founder, and author of “A Practical Guide to Public Relations for Businesses, Nonprofits, and PR Leaders.” Amy demystifies today’s PR landscape, explains why digital PR is now vital for Google and AI visibility, and shares her practical approach to integrating thought leadership, content, and social media into campaigns that actually move the needle for brands of any size.
About the Guest
Amy Rosenberg is a veteran PR strategist and agency founder with decades of experience helping organizations of all sizes build visibility, credibility, and real-world results. She is the author of two books about PR, and a go-to resource for business owners and PR professionals seeking honest, actionable guidance in a rapidly changing media landscape.
Actionable Insights
- You don’t always need PR—start by building a solid online presence and content base before layering in media outreach.
- Modern PR is more than press releases; it’s about thought leadership, digital media coverage, and leveraging those wins for SEO and AI search visibility.
- High domain authority media links are essential—these are trusted by both Google and AI and provide lasting credibility.
- Thought leadership is not just for CEOs—start with strong blog content, pitch expert articles, and build step by step.
- Podcasts are a powerful and efficient PR channel that drive backlinks, content, and allow leaders to practice their message.
- Social media should be systematized—pick your platforms, create rules for content sharing, and always tag media and partners.
- PR impact can be measured: use tools like Muckrack to connect coverage with Google Analytics and tie PR wins to business goals.
- If you’re starting from zero, a monthly blogging program is the best place to begin—then layer in PR as your strategy and resources grow.
Great Moments (with Timestamps)
- 00:55 – Do You Really Need PR?
Amy explains why sometimes it’s best to start with your online presence before pursuing PR. - 01:51 – PR and AI Search
Why digital PR and authentic media coverage are now crucial for Google and AI visibility. - 03:40 – What is PR in 2025?
Amy demystifies modern PR—from media relations to crisis comms and strategy. - 05:46 – PR and SEO
How high authority media coverage drives both search and credibility. - 07:16 – Thought Leadership for All
Practical steps for building authority, even if you’re not a well-known CEO. - 10:29 – The Power of Podcasts
Why podcast guesting is a high-ROI PR move for content and reputation. - 12:49 – Social Media Systems
How to systematize content, media tagging, and reputation management. - 14:29 – Measuring PR
How to connect PR wins with analytics and business outcomes. - 17:39 – The Best First Step
Amy’s advice: Start with monthly blogging, then layer in PR and keep your marketing calendar organized.
Insights
“You don’t always need PR—focus on building a solid online presence and content before going after media.”
“Authentic media coverage and thought leadership now drive both SEO and AI search visibility.”
“Podcasts are high-authority PR: great for backlinks, content, and practicing your message.”
“Systematizing your social media is key—pick platforms, create rules, and make your media wins visible.”
“You can measure PR’s impact: connect wins to real business results with analytics and clear goals.”
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