By Maria Dykstra — Growth strategist & creator of the AI Visibility Engine™As featured in Forbes, Entrepreneur, Social Media Examiner, Fox News, HuffPost, LinkedIn Top Voice.
Connect: LinkedIn
Updated: September 23, 2025
What Does “Hacking PR” Actually Mean in 2025?
The Simple Answer: It means getting your name out there without hiring expensive agencies. You figure out what reporters want, what Google wants, and now what AI tools like ChatGPT want. Then you give it to them.
But here’s the thing – the game just changed completely.
Remember when you could just write a blog post, throw it on Google, and hope people found you?
Those days are over.
Now, when someone has a question, they don’t Google it.
They ask ChatGPT.
They ask Perplexity.
They ask AI tools that give them instant answers.
And if you’re not in those answers, you don’t exist.
Think about it. When was the last time you scrolled to page 2 of Google? Exactly. Well, with AI, there IS no page 2. You’re either the answer, or you’re nobody.
The New Reality: 800 Million People Are Asking AI Questions
ChatGPT has over 800 million users. That’s more people than live in Europe. And they’re all asking questions about stuff you might know better than anyone else.
But here’s the crazy part – people who find businesses through AI are 4.4 times more likely to actually buy something.
Why? Because AI doesn’t just give them any random website. It gives them the BEST answer from the MOST trusted source.
So the question isn’t whether you should care about AI. The question is: When someone asks AI about your area of expertise, does your name come up?
Let me tell you a quick story…
How Sarah Went from Nobody to Industry Expert in 90 Days
Sarah ran a small software company. Good product. Happy customers. But completely invisible online.
When potential customers asked ChatGPT, “What’s the best software for managing remote teams?” – Sarah’s company never came up. Ever.
Her competitors? They showed up every single time.
Three months later, everything changed. Same product. Same team. But now when people asked AI about remote team software, Sarah’s company was mentioned first. Not second. Not third. First.
What happened?
Sarah stopped trying to game the system and started building real authority. She didn’t just create more content. She became the person journalists quoted. The expert AI tools trusted. The source everyone relied on.
The result? Her company went from zero to acquisition talks worth over $100 million.
But I’m getting ahead of myself. Let’s back up and talk about what most founders try first…
The DIY Approach: Why Smart People Fail at Getting Noticed
Most founders think they can handle their own PR. Makes sense, right? You built a company. You know your stuff. How hard can it be to get some press coverage?
Here’s what usually happens:
→ You write amazing blog posts that nobody reads
→ You pitch reporters who ignore your emails
→ You post on social media to your mom and three friends
→ You spend 40+ hours a month on “marketing” with zero results
Sound familiar?
The problem isn’t that you’re not smart enough. The problem is you’re playing yesterday’s game with today’s rules.
The Tools Everyone Says You Need (And Why They’re Not Enough)
Every “growth hacking” guide tells you to use the same tools:
- Google Search Console – To see what people are searching for
- Help a Reporter Out (HARO) – To get quoted in articles
ChatGPT – To write your pitches - BuzzSumo – To find trending topics
- Social media – To build your “personal brand”
And yes, these tools can help. But here’s what nobody tells you…
The Real Problem: You’re Missing the Authority Factor
Let’s say you write the most amazing article about project management. It’s detailed, helpful, and better than anything your competitors have written.
But when someone asks ChatGPT “What’s the best way to manage remote projects?” your article doesn’t show up. Why not?
Because AI doesn’t care how good your blog post is. It cares how trustworthy you are.
And trust doesn’t come from your own website. It comes from other people talking about you. Journalists quoting you. Industry experts mentioning you. Customers praising you publicly.
Without that outside validation, you’re just shouting into the void.
Why the DIY Approach Hits a Wall Every Time
I’ve watched hundreds of founders try to hack their own PR. The pattern is always the same:
Month 1-3: Super excited. Publishing content like crazy. Reaching out to reporters. Posting on LinkedIn daily.
Month 4-6: Starting to get frustrated. A few small mentions here and there, but nothing major. Traffic isn’t really growing. No new customers from all this “content marketing.”
Month 7-12: Reality sets in. This is taking way more time than expected. The business is suffering because you’re spending all day writing blog posts instead of building your product or serving customers.
Month 12+: Give up or hire someone.
The biggest issue? Time.
Good PR takes 40+ hours per month, minimum. That’s a full-time job. And for most founders, it’s time taken away from the things that actually grow your business.
But even if you had unlimited time, there’s still the credibility problem…
The Stories That Show Why Professional PR Actually Works
Let me tell you about two companies that faced the exact same challenge. Both had great products. Both had smart founders. But they took completely different approaches to getting noticed.
Company A: The DIY Disaster
This fintech startup spent 18 months doing their own PR:
- Published 2-3 blog posts per week
- Pitched reporters constantly
- Posted on social media daily
- Attended every industry event
- Spent thousands of hours on “growth hacking”
The results after 18 months:
- 15 tiny mentions in trade publications nobody reads
- Website traffic that went nowhere
- Zero leads that could be traced back to PR
- Founders burned out from spending all their time on marketing instead of building
Company B: The Professional Transformation
This company also tried DIY for a while. Got the same disappointing results. But then they made a different choice.
They hired PRA Public Relations.
Instead of generic “look at our cool product” pitches, PRA did something different:
- Created original research that journalists actually wanted to write about
- Positioned the CEO as THE expert on regulatory compliance (their specialty)
- Got them featured in publications that investors and enterprise customers actually read
- Built systematic relationships with reporters who cover their industry
The results after 12 months:
- 300+ mentions in top-tier publications
- CEO became the go-to expert for compliance questions
- ChatGPT and other AI tools started citing their company first
- Generated over 500 qualified leads directly from press coverage
- Attracted acquisition interest that led to a $100+ million exit
Same market. Same type of product. Completely different outcome.
What made the difference?
The Authority Engine: How Real PR Actually Works
Here’s what most people don’t understand about PR:
It’s not about getting your company mentioned once in TechCrunch.
It’s about becoming the person journalists call when they need an expert quote. It’s about being the source that AI tools trust when answering questions in your field.
Professional PR agencies like PRA build what they call an “Authority Engine”:
Step 1: Research Creation Instead of commenting on industry trends, they help you CREATE the trends. They conduct surveys, analyze data, and publish research that becomes the source other people cite.
Step 2: Expert Positioning
They position you as THE authority on specific topics. Not “a marketing expert,” but “THE expert on AI-powered marketing for SaaS companies.” Specific. Memorable. Quotable.
Step 3: Relationship Building They have direct relationships with the reporters who cover your industry. Not cold email relationships. Real relationships built over years.
Step 4: Systematic Distribution When you have something newsworthy, they don’t just send a press release. They coordinate coverage across multiple channels, amplify it on social media, and make sure it reaches the right decision-makers.
The 90-Day Transformation: From Invisible to Industry Leader
Here’s exactly what happened when one company implemented the Authority Engine approach:
Days 1-30: Foundation
- Rewrote existing content to answer the specific questions people ask AI tools
- Added proper formatting so AI could easily find and quote their expertise
- Registered as an expert source in journalist databases
- Started responding to reporter requests with AI-optimized answers
Days 31-60: Authority Building
- Published original industry research with quotable statistics
- Secured expert commentary spots on trending topics
- Got featured in publications that AI tools frequently reference
- Created detailed case studies showing real customer results
Days 61-90: Amplification
- Leveraged media coverage across all owned channels
- Refined approach based on what was getting the most AI citations
- Built on early success to secure even bigger opportunities
- Established systematic process for ongoing authority building
The results were dramatic:
- Went from 0% to 40% citation rate when people asked AI about their industry
- Website traffic from AI referrals increased 250%
- Leads from AI sources converted 4.4x better than traditional sources
- Established clear thought leadership position in their market
Why AI Changes Everything About Getting Noticed
Remember when you could just optimize for Google and call it a day?
Those times are over.
Now you need to think about ChatGPT, Perplexity, Google’s AI, Microsoft’s AI, and whatever new AI tool launches next month.
But here’s the good news: The same things that make AI tools trust you also make journalists trust you. And customers. And investors.
What AI Tools Look for When Deciding Who to Quote
AI doesn’t quote random blog posts. It quotes sources it considers authoritative. Here’s how it decides:
1. Third-Party Validation Has this person been mentioned in respected publications? Do other experts reference their work? Are they quoted by journalists?
2. Expertise Indicators
Do they have credentials in this area? Have they published original research? Do they speak at industry events?
3. Consistent Quality Do they regularly share insights that prove accurate? Is their information well-sourced and reliable?
4. Recency Are they actively contributing new thoughts to their field, or just recycling old ideas?
Notice what’s NOT on that list? How much content they publish on their own blog. How many followers they have. How often they post on social media.
AI cares about authority, not activity.
The Content That AI Actually Quotes
When AI tools decide to reference someone, they don’t usually quote marketing fluff or sales pitches. They quote:
→ Original research and data → Expert analysis of industry trends
→ Step-by-step frameworks for solving problems → Case studies with measurable results → Predictions that prove accurate over time
This is exactly the type of content that professional PR creates systematically.
The Compound Effect: Why Starting Early Matters
Here’s something most founders don’t realize:
Authority builds on itself.
When you get quoted in one respected publication, it becomes easier to get quoted in the next one. When AI tools start citing you for one topic, they’re more likely to cite you for related topics.
But this compound effect takes time to build. The companies seeing results today started building their authority 12-18 months ago.
Every month you wait to start building real authority is a month your competitors are getting further ahead.
The Smart Founder’s Decision Framework
So here’s where you are right now:
You know you need to get noticed. You know AI is changing how people discover businesses. You know your competitors are probably already ahead of you.
The question is: What are you going to do about it?
Option 1: Keep Doing What You’re Doing
Maybe you’re getting some results from your current approach. Maybe you’re not completely invisible.
But ask yourself honestly:
- When someone asks AI about your area of expertise, does your name come up?
- Are you the person journalists call when they need expert quotes?
- Do potential customers discover you through trusted sources, or do you have to convince them you’re credible?
If you’re not happy with those answers, then what you’re doing isn’t enough.
Option 2: Double Down on DIY
You could commit to spending more time on PR. Wake up earlier. Work weekends. Dedicate 50+ hours per month to building your authority.
This might work if:
- You’re naturally gifted at writing and relationship building
- You have deep expertise in a very specific niche
- You’re willing to sacrifice other parts of your business for 12-18 months
- You’re okay with uncertain results despite massive time investment
Most founders who choose this path burn out within 6 months.
Option 3: Get Professional Help
You could partner with an agency that specializes in building authority in the AI era.
This makes sense if:
- Your time is better spent building your product or serving customers
- You’re operating in a competitive market where credibility matters
- You need measurable results within a reasonable timeframe
- You want to leverage existing relationships and expertise
The key is choosing an agency that understands how AI has changed the game.
How to Know If You’re Ready for Professional PR
Not every company is ready for professional PR. Here’s how to know if it makes sense for you:
You Should Consider Professional PR If:
✓ You have product-market fit. Your product works. Customers love it. You just need more of them to discover you.
✓ You’re in a competitive market. There are other companies doing similar things, and credibility is what separates winners from losers.
✓ You have growth goals that require scale. You’re not just trying to make a living. You want to build something big.
✓ Your time is valuable. Every hour you spend on PR is an hour not spent on product development, customer success, or business strategy.
✓ You understand that authority takes time. You’re not looking for a magic bullet. You want to invest in long-term competitive advantage.
You Should Stick with DIY If:
✗ You’re pre-revenue or pre-product-market fit. Focus on building something people want before worrying about PR.
✗ You have unlimited time and energy. If you can realistically dedicate 40+ hours per month to authority building without hurting other parts of your business, DIY might work.
✗ You’re in a tiny niche with no competition. If you’re the only person solving a specific problem, you might not need extensive credibility building.
✗ You don’t have budget for professional services. PR is an investment. If you’re bootstrapping and every dollar counts, focus on revenue generation first.
The Real Question: What’s Your Time Worth?
Let’s do some quick math:
Professional PR typically costs $5,000-15,000 per month.
DIY PR takes 40+ hours per month minimum.
If your time is worth more than $125-375 per hour, professional PR is actually cheaper than doing it yourself.
And that’s assuming DIY gets the same results, which it usually doesn’t.
What to Look for in a Professional PR Partner
If you decide professional PR makes sense, here’s how to choose the right partner:
Red Flags to Avoid:
❌ Promises overnight results. Real authority takes time to build.
❌ Focuses mainly on press releases. That’s old-school PR that doesn’t work in the AI era.
❌ Can’t show you specific examples of AI citations. If they don’t understand how AI changes PR, they’re behind the curve.
❌ One-size-fits-all approach. Every industry and company is different.
❌ No clear measurement system. Good PR agencies track results obsessively.
Green Flags to Look For:
✅ Track record of building industry authorities. Ask for case studies of founders they’ve positioned as experts.
✅ Understanding of AI and how it changes PR. They should be able to explain exactly how they optimize for AI citation.
✅ Systematic approach to relationship building. They should have real relationships with journalists in your industry.
✅ Focus on original research and data creation. This is what gets cited in the AI era.
✅ Clear measurement and reporting. They should track both traditional metrics and AI citation frequency.
Questions to Ask Potential PR Partners:
- “Can you show me examples of clients who now get cited by AI tools when people ask about their expertise?”
- “What original research or data would you help us create in our first 90 days?”
- “Which journalists in our industry do you have direct relationships with?”
- “How do you measure success in the AI era vs. traditional PR metrics?”
- “Can you walk me through your process for building systematic authority vs. just getting occasional mentions?”
The First Step: Understanding Where You Stand
Before you make any decisions about DIY vs. professional PR, you need to know where you currently stand.
Here’s a simple test you can do right now:
The AI Visibility Test
- Ask ChatGPT, Perplexity, and Google’s AI the following questions:
- “Who are the leading experts in [your industry]?”
- “What companies are innovating in [your space]?”
- “What’s the best [your type of solution] for [your target market]?”
- See if your name or company appears anywhere in the answers.
- Note which competitors get mentioned and in what context.
- Try variations of these questions to get a full picture.
If you don’t appear in these results, you have a visibility problem that needs immediate attention.
The Authority Signal Check
Look at your current authority signals:
- Media mentions in the last 12 months: How many? In what publications?
- Speaking opportunities: Industry conferences, podcasts, webinars?
- Expert recognition: Awards, certifications, analyst mentions?
- Social proof: Customer testimonials, case studies, user-generated content?
- Original content: Research, data, insights that others reference?
If you’re weak in most of these areas, building authority should be a top priority.
The Competitive Analysis
Look at your top 3-5 competitors and assess:
- How often do they get mentioned when people ask AI about your industry?
- What publications cover them regularly?
- Do they speak at major industry events?
- Have they published research or data that gets referenced?
- Are they positioned as experts or just another vendor?
If competitors consistently outrank you in authority signals, you’re at a significant disadvantage.
Taking Action: Your Next Steps
Based on what you’ve learned, here are your options:
If You Scored Well on Authority Signals:
Focus on optimization. You have good foundation authority but may need better AI optimization. Consider:
- Restructuring existing content for better AI parsing
- Adding proper formatting and organization
- Creating FAQ sections that answer common AI queries
- Improving technical setup for better indexing
If You Have Mixed Results:
Consider professional partnership with defined scope. You have some foundation but significant gaps. A good PR agency can:
- Build on existing authority systematically
- Fill gaps in media coverage and expert positioning
- Optimize everything for better AI performance
- Accelerate timeline for authority building
If You’re Starting from Zero:
Comprehensive professional partnership is probably your best bet. Trying to build authority from scratch while running a business is extremely difficult. Professional agencies can:
- Create systematic authority building campaign
- Leverage existing relationships and expertise
- Coordinate across multiple channels simultaneously
- Deliver measurable results in reasonable timeframe
If Budget Is a Major Constraint:
Focus on the highest-impact DIY activities:
- Respond systematically to journalist requests (HARO, etc.)
- Create one piece of original research or data
- Write detailed case studies of customer success
- Optimize existing content for better AI parsing
- Build genuine relationships in your industry (not just social media posting)
The Bottom Line: Authority Is the New Currency
In the old days, you could build a successful business without anyone knowing your name.
Those days are over.
In the AI era, authority isn’t just nice to have. It’s essential for survival.
When potential customers ask AI tools for recommendations, you’re either mentioned or you’re not. There’s no middle ground.
When journalists need expert quotes, they either call you or they call your competitors.
When investors research your market, they either see you as a thought leader or they don’t see you at all.
The question isn’t whether you need authority. The question is how fast you can build it.
Because every day you wait, your competitors are getting further ahead. Every month you delay, the harder it becomes to catch up.
The founders who understand this and act quickly will dominate their markets.
The ones who don’t… won’t be around to regret it.
Ready to Get Started?
If you’re serious about building real authority in the AI era, here’s what I recommend:
Step 1: Take the AI Visibility Test I outlined above. See exactly where you stand.
Step 2: Do an honest assessment of your time and resources. Can you realistically dedicate 40+ hours per month to systematic authority building?
Step 3: If the answer is no (and for most founders it should be), research professional PR partners who understand AI-era authority building.
Step 4: Ask the right questions. Make sure they can show you examples of clients who now get cited by AI tools regularly.
Step 5: Start building authority systematically, whether through DIY effort or professional partnership.
The AI revolution is rewriting the rules of business success. The founders who adapt quickly will thrive. The ones who don’t will become irrelevant.
Which one will you be?
Want to see exactly where you stand in AI search results? Schedule a 15-minute visibility audit (limited slots) and I’ll walk you through the complete visibility assessment process.
FAQs: Hacking Your Own PR in the AI Era
Click a question to expand.▶ What does “hacking PR” actually mean in 2025?
▶ Why doesn’t DIY PR usually work long term?
▶ How has AI changed PR compared to the Google SEO era?
▶ What are “authority signals” AI looks for?
- Third-party media mentions
- Original research or data
- Expert analysis and commentary
- Consistent, reliable contributions
- Recency (fresh insights, not recycled takes)
▶ What kind of content actually gets cited by AI tools?
▶ Can founders still succeed with DIY PR?
▶ What does professional PR do differently?
▶ How fast can I see results from professional PR?
▶ How much does professional PR cost vs DIY?
Agencies: $5k–$15k/month with systematic, compounding results.
Founder Visibility Engine: $1,997–$3,997 one-time system to build authority with minimal founder effort.
▶ How do I know if I’m ready for professional PR?
▶ What’s the first step if I want to test my visibility?
Maria Dykstra is a growth strategist, agency founder, and AI visibility expert. She helps founders and marketing leaders win visibility in the AI era—where algorithms and agents, not humans, decide what people see.
At Microsoft, she built ad systems powering $2B revenue across 36 markets. Today, she runs TreDigital (13+ years) and works on agentic AI adoption. She created the AI Visibility Engine™, which makes founder expertise machine-readable and cite-worthy—so brands show up in Google AI Overviews, AI Mode, ChatGPT, and Perplexity.
