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SEO · Advanced · 322 minutes · free · updated Sep 2026

Digital PR, Brand Mentions & E-E-A-T

Earn coverage, build a recognized brand entity, show up accurately in AI answers, and demonstrate experience, expertise and trust

Lessons
14 in 5 modules
Video lectures
14 lectures, 116 minutes
Updated
Sep 2026

Tools you'll use

  • Google Search Console
  • Google Analytics 4
  • Google Alerts
  • Google Trends
  • Schema Markup Validator
  • Rich Results Test
  • Python
  • pandas
  • Anthropic API
  • HARO
  • Qwoted
  • Featured
  • Source of Sources
  • ResponseSource
  • Ahrefs Brand Radar
  • Semrush AI Visibility Toolkit
  • Google Business Profile
  • Wikidata

Start the course

About this course

Search engines and AI answer engines increasingly reward brands that are recognized, cited and trusted. This advanced course shows you how to build that recognition through digital PR and brand authority work — ethically and measurably.

You will learn how journalists judge newsworthiness, run a repeatable campaign process, and build data-led campaigns from public data and surveys with a reproducible Python workflow. We cover press releases versus pitches, reactive PR, and a current playbook for journalist request platforms including the relaunched HARO, Qwoted and Featured. We then turn to trust: thought leadership, compliant reviews under Google's rules, the US FTC reviews rule and the UK DMCC Act; entity signals, E-E-A-T and author pages; knowledge panels; and how to measure and improve brand mentions in AI search and LLM answers. Finally, you will measure PR with a balanced scorecard aligned with Barcelona Principles 4.0 and build AI-assisted PR workflows with human QA. Examples draw on the UK, US, UAE, KSA and Pakistan.

What you will learn

  • Evaluate and score campaign ideas using news values, hooks and brand relevance
  • Build data-led campaigns with sound methodology and a reproducible audit trail
  • Write releases and pitches, win reactive coverage and run journalist request platforms well
  • Build thought leadership and compliant review programs under platform rules and consumer law
  • Strengthen entity signals, E-E-A-T, author pages and knowledge panels
  • Measure and improve brand mentions and citations in AI search and LLM answers
  • Measure PR with a balanced scorecard and run AI-assisted PR workflows with human QA

Course content

Newsworthy campaign ideation

Understand what journalists consider news, run a repeatable campaign process, and build data-led campaigns with sound methodology.

Press releases, pitches and journalist requests

Know when to write a press release versus a pitch, win reactive coverage, and run journalist request platforms with a triage system.

Thought leadership, reviews and reputation

Build recognized expertise through thought leadership, and manage reviews and reputation within platform policies and consumer law.

Entities, brand signals and E-E-A-T

Help search engines and AI answer engines understand who you are, demonstrate E-E-A-T, and measure brand mentions in AI answers.

Knowledge panels and measuring brand authority

Earn and manage knowledge panels, measure digital PR credibly, and build AI-assisted PR workflows with human QA.

Certificate: Certified Digital PR & Brand Authority Specialist

The holder can ideate and run newsworthy, data-led digital PR campaigns, pitch journalists and win reactive coverage through request platforms, build thought leadership, manage reviews within platform policies and consumer law, strengthen entity signals, E-E-A-T and knowledge panels, measure brand visibility in AI answers, and report PR impact credibly with AI-assisted, human-checked workflows.

Final assessment
30 questions, 45 minutes
Passing score
80%