Something big is happening in the world of marketing — and it’s not another TikTok trend.
According to fresh data from Google Keyword Planner, searches in the UK for “digital PR” and related terms like “digital PR agency” and “digital PR companies” have exploded — jumping from 8,640 in February 2024 to 22,460 in February 2025. That’s a whopping 160% year-on-year increase.
So, what’s going on? Why is everyone suddenly Googling digital PR?
The short answer: the game has changed. And brands are starting to pay attention.
What Is Digital PR, Anyway?
Digital PR is like traditional public relations — but with a digital twist. It’s all about getting your brand featured in high-authority online publications, securing valuable backlinks, building credibility, and boosting visibility in search results and social media.
Think: expert quotes in industry articles, data-driven campaigns that get picked up by major news sites, or reactive commentary that gets your name into trending conversations. It’s PR that’s built for the internet — and it’s incredibly effective.
In fact, specialized services like a Gambling PR Agency have shown how digital PR can create niche-specific authority and trust, proving its value across various sectors.
Think: expert quotes in industry articles, data-driven campaigns that get picked up by major news sites, or reactive commentary that gets your name into trending conversations. It’s PR that’s built for the internet — and it’s incredibly effective according to a brand research agency.
AI Is Changing the Rules of Discovery
One of the biggest reasons for this spike in interest? AI tools like ChatGPT, Claude, and Google Gemini are reshaping how people find and trust brands.
These tools don’t just list search results — they generate answers based on credible sources. That means your brand won’t show up unless it’s mentioned in trusted content across the web.
In short: if you’re not in the story, you’re invisible.
“What’s said about your brand — and where it’s said — now directly influences your visibility across Google and AI-driven platforms,” explains Josh Daniels, founder of digital PR agency Renown. “This surge in search interest is just the beginning.”
Industry Experts Are Sounding the Alarm
Rand Fishkin, founder of SparkToro and one of the marketing world’s most trusted voices, predicted in early 2024 that public relations would soon become just as important as content marketing was during its 2007 boom. He’s not wrong.
As platforms like Google Discover, Reddit, YouTube, and AI assistants shape more and more of our digital experience, brands are realising they need more than just ads and blog posts — they need authority.
And digital PR is how they’re building it.
SEO Isn’t Dead — It’s Just Evolving
Let’s be clear: SEO still matters. But the old playbook (stuffing in keywords, chasing backlinks, pumping out thin content) isn’t cutting it anymore.
What works now? Original, valuable content that deserves to be linked to. That means expert insights, data-led stories, and real thought leadership — all things that digital PR does brilliantly.
“We’re seeing a complete change in how brands perceive digital PR,” says Daniels. “For years, short-term paid ads dominated budgets, but that model is becoming unsustainable. Digital PR offers long-term visibility and real brand equity.”
The Takeaway: Digital PR Is No Longer Optional
Whether you’re a startup founder, a marketing manager, or just trying to grow your personal brand — digital PR isn’t just “nice to have” anymore. It’s becoming a core pillar of smart, future-ready marketing strategies.
If you want to show up in AI tools, get discovered organically, and actually matter online — it’s time to get serious about your PR game.
The brands that understand this shift are already investing. And judging by the 160% spike in search interest, they’re not alone.
Want to Learn More?
If you’re curious about how digital PR could work for your brand, get in touch with the team at Renown — they specialize in helping D2C brands grow through smart, data-driven campaigns.
Contact: francesca@goamplify.co.uk
Read more from Rand Fishkin: Public Relations Is the Future of Marketing