Episode Overview

Title: Why Thought Leadership Is the New PR
Date: September 11, 2025
Host: John Jantsch
Guest: Amy Rosenberg (PR strategist, agency founder, and author)

This episode explores the evolving nature of public relations (PR) in the modern marketing landscape, focusing on why thought leadership has become the primary avenue of effective PR. Amy Rosenberg shares insights from her latest book, offering practical guidance for businesses, nonprofits, and PR professionals. The conversation highlights the convergence of PR, SEO, content strategy, and the influence of AI on industry tactics.

Key Discussion Points & Insights

1. Modern Misconceptions about PR (01:22–03:08)

• Many businesses still cling to outdated notions of PR, like the necessity of press releases.
• Amy Rosenberg emphasizes the need for a practical approach: "You don't always need PR. Sometimes we can do PR, sometimes we can do a press release, but we need to think about it first and get things organized first." (B, 01:42)
• Establishing an online presence is now essential before launching PR efforts; today’s PR supports not just Google SEO, but also AI search visibility.

2. What Is PR Today? Demystifying the Discipline (03:08–05:44)

• PR has evolved from a relationship-driven, media-gated practice to a multifaceted discipline that must adapt to digital content and tech platforms.
• Amy aims to make PR less mysterious:

  "PR people actually like to make it very mysterious. So what I tried to do... is to demystify it... This book... is much more streamlined, stripped down on the media relations tactics, and really actually leads with thought leadership." (B, 03:08)

• Modern PR includes media relations, strategic communication, crisis management, and the art of reframing negative aspects into positive narratives.

3. The Tight Link between PR, SEO, and AI (05:44–07:44)

• Traditional SEO tactics (such as keyword stuffing) no longer deliver results; authentic, high-quality links matter most.
• Media placements provide more authoritative links for both Google and AI-powered search engines.

  "Google knows when you're buying links... We just need to get our clients... on high domain authority websites. And the media actually has a higher domain authority than other websites." (B, 06:19)

• There is a growing (though still evolving) interplay between PR visibility and ranking in AI-driven results.

4. The Central Role of Thought Leadership (07:44–10:50)

• Thought leadership is no longer optional; it's pivotal for boosting credibility, authority, and online ranking in today's digital economy.
• Every business, not just prominent CEOs, should cultivate some form of thought leadership, adapting it to their strengths and industry.

  "That's what thought leadership is—E-E-A-T (Experience, Expertise, Authority, Trust), which is what Google looks for." (B, 08:17)

• Practical thought leadership often starts with CEO-driven blog content, which is then repurposed for media outlets; not all leaders need to engage in public speaking or be highly visible individuals.

5. The Power of Podcasts in Thought Leadership (11:50–13:15)

• Podcasts offer an efficient vehicle for establishing thought leadership, boosting SEO, and gathering media mentions.
• Amy shares her tactical approach:

  "Podcasts are huge for building domain authority... We really get detailed with our media lists and... outline DA [Domain Authority]." (B, 11:50)

• Podcasts allow CEOs and other experts to gain exposure without the heavy lift of regular speaking engagements, and often serve as stepping stones to larger stages.

6. Integrating Social Media as System, Not Silo (13:15–15:10)

• Social media remains a necessary component, but shouldn’t overwhelm busy professionals.
• Amy’s team uses repeatable systems to create synergy between PR and social:

  "We will create kind of rules around how often we will post about something... for example, three posts per blog post and... at least one, if not two posts per media hit." (B, 13:33)

• Social presence also supports crisis management by ensuring a balance of positive content is always present.

7. Measuring PR’s Impact (15:10–17:26)

• Measuring PR's ROI can be challenging, but not impossible. Direct sales causality is often not trackable, but there are meaningful data points.
• Amy uses tools like Muckrack to connect media coverage to outcomes:

  "We can track where our coverage landed in terms of the location, and we can track the enrollment for the school by location. So you can get really granular with that." (B, 16:37)

• She underlines the importance of readiness: Only pursue PR once foundational marketing (especially content) is established.

8. Practical Steps for Businesses (18:02–18:58)

• For businesses starting out, Amy advocates:

  "Try and get yourself on a monthly blogging program for SEO. Once you kind of get that going, then you can... think about how you can do some PR, when you can do some proactive PR." (B, 18:02)

• She recommends using free marketing/PR calendars (found on her website) to plan and pace efforts.

Notable Quotes & Memorable Moments

• On modern PR essentials:
  "PR is actually helping with AI search. So showing up in AI... PR is very important for AI search." — Amy Rosenberg (B, 01:42)

• On thought leadership's reach:
  "Thought leadership is really the key to getting higher on Google and AI." — Amy Rosenberg (B, 03:08)

• On the evolution and systematization of PR:
  "We want to have good ways to scale our PR campaigns... Because you’re getting a lot more value in Google’s eyes." — Amy Rosenberg (B, 08:17)

• On approachable next steps:
  "Try and get yourself on a monthly blogging program for SEO... then you can look at... when you can do some PR." — Amy Rosenberg (B, 18:02)

Important Segment Timestamps

• [01:22–03:08] – PR myths, new role in SEO and AI, and being practical
• [03:08–05:44] – Redefining what PR is for modern businesses
• [05:44–07:44] – SEO’s shift toward authentic link-building through PR
• [07:44–10:50] – Why thought leadership is fundamental (E-E-A-T)
• [11:50–13:15] – Utilizing podcasts for PR and thought leadership
• [13:33–15:10] – Using systems to integrate and streamline social media for PR
• [15:29–17:26] – Addressing PR’s measurability and its real business impact
• [18:02–18:58] – First practical steps for companies new to PR/marketing

Resources & How to Connect

• Amy Rosenberg’s LinkedIn: Connect for regular posts about PR
• Amy’s Website: Resources section (free PR calendar, process videos, and book purchase)
• Suggested action: Start with consistent executive blogging, utilize available PR planning tools

Summary by The Duct Tape Marketing Podcast, hosted by John Jantsch — September 11, 2025