How Manychat Builds Authority Using Brand Mentions

In this episode of E-Coffee with Experts, we sit down with Mady Lanni, Head of PR at Manychat, to talk about how PR is changing in the world of SEO, AI search, and creator-driven marketing. Mady shares how her team connects digital PR with keyword strategy, why brand mentions are starting to matter more than backlinks, and how creator communities are shaping brand visibility faster than traditional media ever could. We also dive into how reactive PR works today, how AI is helping behind the scenes without replacing the human touch, and why smart marketers are starting to measure conversations and brand impact instead of just traffic. If you're a founder, marketer, SEO professional, or digital PR specialist trying to stay ahead of where search is going next, this episode is packed with practical ideas you can start using right away. In this episode, we cover: – How digital PR and SEO work together today – Brand mentions vs backlinks in AI search – Why creators influence brand authority more than media – How reactive PR wins coverage faster – Why traffic is no longer the main success metric – How AI supports modern PR workflows 🔗 Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:05: Introduction to Mady Lanni and Manychat 01:05 - 02:40: From FBI Dream to PR Career 02:40 - 04:15: Building PR at Manychat From Scratch 04:15 - 05:50: How PR Teams Work With SEO Teams 05:50 - 06:45: Planning Campaign Themes Across Marketing 06:45 - 08:10: Why Creator Communities Matter in PR 08:10 - 10:05: Brand Mentions vs Backlinks Explained 10:05 - 12:45: How Reactive PR Gets Media Coverage 12:45 - 13:50: Example Using TikTok News in PR 13:50 - 15:10: How Campaign Ideas Are Created 15:10 - 16:05: Think Headlines First for Campaigns 16:05 - 17:35: Why Traffic Is Not the Main Metric 17:35 -