AI Public Relations: Building Trust, Not Just Links with Chris Panteli and Nick Biggs Artwork

Human-First AI Marketing Podcast by Avenue9

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For founders and marketing leaders at expert-led B2B firms, Mike Montague, founder of Avenue9, hosts weekly conversations with AI and marketing experts and other founders to learn how they use AI in marketing.

You'll hear practical ways to build thought leadership, leverage AI systems, tell scalable sales stories that travel, show up in AI answers with Answer Engine Optimization (AEO), and build workflows that amplify your team. Practical, candid, and a little funny.

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Human-First AI Marketing Podcast by Avenue9

AI Public Relations: Building Trust, Not Just Links with Chris Panteli and Nick Biggs

September 22, 2025 • Mike Montague • Season 1 • Episode 52

0:00 | 31:28

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In this episode of the Human-First AI Marketing® podcast, we’re joined by Chris Panteli and Nick Biggs, founders of Linkifi, to talk about how digital PR is evolving in a world dominated by AI, LLMs, and search engines that think like humans. We unpack what white hat link building actually looks like in 2025, why traditional press releases are outdated, and how AI is rewarding brands that build credibility, not just content.

You’ll learn why getting quoted in tier-one media matters more than ever, how digital PR helps you show up in AI-generated answers (not just Google rankings), and how small businesses can compete with bigger brands by earning trust at scale. Whether you're doing your own outreach or hiring help, this conversation delivers actionable ideas to help your business stay visible, human, and relevant in the age of automation.

Key Takeaways

1. Digital PR is the safest, most effective way to earn backlinks in 2025.
Unlike outdated SEO tactics, earned media links from credible publications are algorithm-proof and favored by both Google and LLMs.

2. AI-driven search (AEO) rewards mentions, not just backlinks.
Large language models prioritize authoritative brand citations even without links when generating conversational answers.

3. Credibility across multiple sources boosts AI visibility.
Getting quoted consistently across tier-one media builds trust signals that LLMs and users both recognize.

4. Traditional PR tactics (like press releases) are mostly obsolete.
Sending a press release about your latest product update won’t move the needle unless it’s genuinely newsworthy.

5. Small businesses can earn tier-one coverage.
You don’t need a massive budget, just a valuable perspective, a timely hook, and smart outreach.

6. The news cycle is your opportunity to build authority.
Newsjacking (when done ethically) allows you to insert your brand into relevant conversations journalists are already covering.

7. Podcast guesting is a powerful form of digital PR.
Appearing on trusted shows creates high-quality backlinks, content, and distribution across multiple platforms.

8. LLMs will evolve to favor trusted, verifiable sources.
Just like Google cracked down on low-quality SEO, AI search is moving toward rewarding brands that show up in credible places.

9. You can’t control the narrative, but you can influence it.
PR starts by aligning your voice with journalists’ needs; over time, this builds a consistent brand story across the web.

At Avenue9, we capture your expertise and turn it into content, conversations, and clients, building trust with humans and AI at the same time. Get the visibility and online reputation you deserve!

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