Why genuine expertise has become one of the most valuable assets in digital PR

What journalists are looking for in a world of AI-generated content

Turning internal expertise into media coverage, brand authority and visibility

Building an always-on expert commentary approach

Creating a 6-month expertise strategy that supports PR, SEO and AI visibility

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As AI-generated content becomes increasingly common, trust is becoming harder to earn and more valuable to own. Join us for a practical session exploring why expert voices are emerging as one of the strongest drivers of media coverage, search visibility and brand authority. We'll share what we're seeing across search, journalism and digital PR, and explain how businesses can transform internal expertise into a competitive advantage.

Since 2020, Ella has worked in digital marketing, spending the past five years specialising in digital PR. Now a Senior Digital PR Strategist at Distinctly, Ella oversees client strategies and leads the delivery of thoughtful, authoritative campaigns. She helps brands elevate their expertise, strengthen their visibility, and establish themselves as genuine thought leaders within their industries.

Lauren is our Head of Digital PR with experience helping ecommerce brands boost their online authority and brand presence with a focus on improving affinity and sentiment. Lauren is passionate about the industry and finding new ways for Distinctly to provide cutting edge Digital PR services.

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