UK searches for “Digital PR” have surged by 160% year-on-year, reaching an all-time high in February 2025, according to data analysed by Renown. This growth reflects a strategic shift by brands towards organic growth and earned media amid the rise of AI-driven discovery tools. Large Language Models like ChatGPT and Google Gemini are reshaping search, making authoritative third-party coverage more crucial than ever.
A recent analysis conducted by the Digital PR agency Renown reveals a significant transformation in the digital marketing landscape. According to data extracted from Google Keyword Planner in March 2025, UK-based searches for the term “Digital PR” have reached an all-time high, growing from 8,640 searches in February 2024 to 22,460 in February 2025—a remarkable 160% year-on-year increase.
This trend reflects a growing shift in brand strategies, as companies increasingly prioritise organic growth and earned media over paid advertising. The findings highlight how the industry is responding to wider technological and behavioural changes reshaping online visibility and consumer discovery.
Large Language Models are transforming brand discovery
One of the key factors driving this surge in interest is the growing influence of large language models (LLMs) such as ChatGPT, Claude, and Google Gemini. These AI systems are changing how consumers search for and interact with brand information. Rather than relying solely on keyword-based search engine results, LLMs provide answers drawn from authoritative and context-rich sources.
This evolution means that brands must now ensure they are being cited in high-quality third-party content in order to maintain visibility on AI-driven platforms. The traditional SEO strategy—based heavily on backlinks and keyword optimisation—is no longer sufficient.
Josh Daniels, founder of Renown, observes: “We’re seeing a complete change in how brands perceive digital PR. For years, short-term paid ads dominated budgets, but that model is becoming unsustainable. What’s said about your brand, and where it’s said, now directly influences your visibility across Google and AI-driven platforms.”
Thought leaders highlight digital PR’s growing influence
The growing importance of digital PR is not limited to search data. Industry leaders are increasingly recognising its value. In February 2024, Rand Fishkin, founder of SparkToro, predicted that public relations would soon match the influence of the content marketing boom experienced in 2007.
With platforms such as Google Discover, Reddit, YouTube, and AI assistants playing a larger role in content discovery, digital PR is now viewed as an essential tool for building brand authority and trust.
SEO and PR converge as search priorities shift
Although SEO remains a vital part of digital strategy, its nature is changing. Search engines and AI platforms are beginning to favour original, insightful, and authoritative content. Brands that produce and distribute intellectual property—such as data-led studies, expert analysis, and newsworthy commentary—stand to benefit most.
By leveraging digital PR, companies can position themselves as thought leaders and secure natural, high-authority coverage that strengthens both brand visibility and domain authority.
Josh Daniels adds: “This surge in search interest is just the beginning and demand for digital PR is about to hit another level.”
Renown: Helping brands build credibility through media coverage
Renown is a specialist digital PR agency that supports direct-to-consumer (D2C) brands in achieving organic growth through media placements. It has developed a wide-reaching network of over 1.4 million journalists and publishers around the world, offering clients a powerful platform to share data-led and expert-driven content.
Originally established as Go Amplify, the team spent eight years delivering SEO solutions for major e-commerce brands. Three years ago, it expanded into digital PR, creating a standalone agency—Renown—dedicated to media strategy and content amplification.
Operating globally with a distributed team of SEO and PR professionals, Renown combines creativity, data, and media expertise to generate meaningful results for clients across industries.
Shikha Negi is a Content Writer at ztudium with expertise in writing and proofreading content. Having created more than 500 articles encompassing a diverse range of educational topics, from breaking news to in-depth analysis and long-form content, Shikha has a deep understanding of emerging trends in business, technology (including AI, blockchain, and the metaverse), and societal shifts, As the author at Sarvgyan News, Shikha has demonstrated expertise in crafting engaging and informative content tailored for various audiences, including students, educators, and professionals.
