If AI doesn’t mention you, you don’t exist. 👉 Generative AI is changing the game: from search rankings to synthesised answers, your reputation matters more than ever.

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.

__________________

This episode dives straight into the revolution happening in search and reputation - where discovery, validation, and authority-building are being transformed by GenAI.

Host Trevor Young - along with expert guests Darryl Sparey and Simon Murphy - take listeners into the trenches of PR, communications, and AI, unpacking how leaders, experts and brands can earn their presence in the generative AI landscape.

What’s covered:

• Why traditional SEO strategies aren’t enough, and what “Generative Engine Optimisation” really means.
• The rise of GenAI as the go-to for deep questions, synthesised answers, and (personal) brand credibility.
• Why B2B decision-makers and consumers are moving to GenAI - and what it means for your visibility, reputation, and commercial impact.
• How AI platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude have different rules and partnerships that influence what gets surfaced.
• The critical role of earned media, owned media, and structured content - plus, why regularly updating your 'About' page is now mission-critical.
• Actionable advice for leaders, founders, and experts: how to proactively audit, create, and position content that gets recognized and cited by AI.
• The new “authority stack” – structured web content, consistent entity presence (LinkedIn, Wikipedia, directories), and meaningful earned media mentions in both small and big outlets.

Key takeaways:

• Does your brand really exist if GenAI doesn’t recognise it - proactivity is key!
• The right kind of content and citations matter more than ever - depth beats breadth.
• Freshness and consistency trump old-school “set-and-forget” SEO techniques.
• Smaller, niche players can leverage agility to outpace bigger brands in GenAI-driven discovery.

Who should listen?

PR pros, marketers, founders, thought leaders, and anyone serious about reputation and authority in the age of AI.

Connect with the experts:

• Darryl Sparey: hardnumbers.co.uk, LinkedIn
• Simon Murphy: LinkedIn, indigomurphy.com

Ready to earn your right to be discovered? Tune in and set your strategy for the AI-powered future of reputation!

—-----

Connect with Trevor on LinkedIn

Subscribe to Earn the Right Substack

P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!

This episode's featured track is POCKET PR ESSENTIALS - your audio playbook for mastering PR, content and digital communications for your business, and personal brand.

__________________

DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR?

Marketing vs PR: Let's continue to 'pull this thread'! This is part 2 of this particular topic - see episode 316 for part 1.

As a business owner, if you can get clarity and focus on the things you SHOULD be doing rather than trying to do everything in a mishmash way - you’re going to be way ahead of your competition (not to mention more confident in moving forward!).

When it comes to building marketplace visibility and reputation, the winners are those who see the bigger picture, understand the changing landscape, and take action accordingly.

__________________

ABOUT EARN THE RIGHT:

EARN THE RIGHT is an audio channel for reputation-based authority building, and turning credibility into real-world recognition and opportunity.

Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.

Across four distinct (but interrelated) tracks -

1. From The Trenches
2. The Pay-off
3. Pocket PR Essentials
4. In The Arena

— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.

Subscribe to the EARN THE RIGHT newsletter - EarnTheRight.co

*** Small stages lead to big ones. Narrow niches lead to national news. You don’t start on Broadway - you start 'off Broadway' ***

This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.

We're flipping things this week - instead host Trevor Young doing the interviewing, today he's the one being interviewed.

This episode is a replay of a conversation Trevor had with Tom Schwab on the The Podcast Interview Marketing Show (you can find the original interview here).

Let's get into it!

__________________

EPISODE OVERVIEW:

Forget fireworks, build momentum!

Trevor Young and Tom Schwab, founder of Interview Valet, unpack Trevor's Rolling Thunder Strategy - a blueprint for growing credibility, authority, and a brand that actually lasts.

What you’ll learn:

• Why one big publicity moment isn’t as powerful as consistent, niche exposure
• How to play the long game in branding and earned media
• The crucial difference between earned authority and manufactured influence
• How AI is changing how people find and trust you
• Steps to becoming the go-to expert in your industry

Notable highlights:

• Don’t chase tier one media exposure -start with niche podcasts and industry blogs
• Build trust with the right people, not just big audiences
• AI is now doing your research; credibility online = credibility in its results
• Reputation creators vs indie content creators - focus on impact, not vanity metrics
• Consistent effort creates “Rolling Thunder”: start small, grow big, amplify everything

Action steps:

1. Pick your niche and own your voice
2. Create one owned media channel (blog, newsletter, podcast, or YouTube)
3. Secure guest spots or articles in specialised industry spaces
4. Keep a log of your media, amplify it on socials, build your authority wall
5. Focus on credibility before conversions - earning trust is earning future business

Subscribe & connect:

• Get more wisdom: Earn the Right newsletter on Substack (earntheright.co)
• Follow Trevor Young and Tom Schwab on LinkedIn
• Check out Tom's podcast - The Podcast Interview Marketing Show