This talk is suitable for all digital PRs, whatever your level of experience.

News jacking is an age old traditional and digital PR tactic: piggybacking on breaking news with relevant content to promote a brand, product or message. It's often effective if you are fast and first, but also a highly competitive and therefore not a consistent way to gain coverage as there are multiple other brands and agencies vying for the same limelight.

What if, instead of hopping on there was a way you could predict breaking news and trends to create the story? Ensuring your brand/brands are always first to generate coverage and be the authority on hot topics.

This talk - aimed at digital PR beginners, intermediates and pros - will show you the strategy and resources you need to do just that.

ChatGPT, Gemini, and Perplexity don’t rank websites like Google – they ground answers in sources. Reddit threads, Wikipedia pages, YouTube videos, and news articles all play a role in shaping what shows up.

In this session, you’ll learn how to uncover which sources matter most for your target prompts and what to do about each one. From joining the right communities and working with influencers to digital PR and directory updates, we’ll break down the tactics that actually move the needle.

If your competitors are already showing up in AI answers and you’re not, this session gives you a clear framework to secure visibility in the new world of LLM-driven search.