Visibility That Converts: PR, Credibility, and Growth in the Age of AI

Visibility That Converts: PR, Credibility, and Growth in the Age of AIwith Victoria Usher, Founder of GingerMayPR is often seen as something you do once you’ve “made it”.But what if visibility isn’t the reward… what if it’s part of the growth engine itself?In this episode of Brand Mixology, Claire sits down with Victoria Usher, founder of the multi award-winning PR agency GingerMay, to explore what PR really is today, when it works, when it doesn’t, and how founders can think about visibility in a way that actually supports sustainable growth.With 16 years of experience building and scaling her own agency, Victoria brings a rare dual perspective. She understands PR not just as a communications discipline, but as a strategic lever that only works when the foundations of a business are right.This is a grounded, honest conversation about timing, focus, leadership, and why PR can amplify a business, but never fix one.In this episode, we cover:What PR actually is today and how it has evolved beyond press releasesWhy timing matters more than tactics when it comes to PRThe biggest signals that a business is not ready for PR yetHow PR should sit within a wider growth strategy, not alongside itWhen visibility supports sales and when it becomes a distractionHow founders can prepare for PR before hiring an agencyWhether PR is something you can do yourself in the early stagesThe growing role of PR in GEO (Generative Engine Optimisation) and AI searchWhy credibility, trust, and quality sources matter more than everWhat sustainable growth really looks like after scaling too fastVictoria’s success “ingredient” and what founders should put on iceA standout insightPR doesn’t create credibility.It amplifies it.When the messaging, audience clarity, product, and sales foundations are in place, PR can accelerate growth dramatically. When they’re not, it simply magnifies the cracks. That’s why saying “not yet” is sometimes the most responsible advice an agency can give.Find VictoriaVisit teamgingermay.com Connect https://www.linkedin.com/in/victoria-usher-a3013a9/Find ClaireVisit www.brandmixology.co Connect https://www.linkedin.com/in/iamclairemarshall/