With LLMs coming into play, Digital PR has resurfaced as a crucial element of any marketing strategy. Understanding your buyer and target personas, mapping the buyer’s journey, and identifying where LLMs fit in is now essential. In this session, Shannon will explore the types of campaigns, mentions, spokespeople, blogs, and reviews that are already being cited in LLMs and AI overviews, and which tactics are proving successful as a result. You’ll learn how to approach ideation and validation, build multifaceted newsroom outreach, create evergreen hero campaigns, and make smart use of credible spokespeople with detailed profile pages. We’ll also look at why mentions and links remain vital to a sustainable strategy. Let’s be clear: a high-quality, future-ready DPR strategy already includes much of this, but it requires ongoing testing and learning – and a careful balance to ensure you’re not over-optimizing for LLMs.