In this episode of the Nata PR School Podcast, Natalie Bibeau welcomes Jordanne Erichsen — a former opera singer turned SEO expert — for a fascinating conversation about how AI is reshaping search engine optimization and why public relations has never been more valuable for SEO.

Jordanne shares her incredible journey from the opera stage to the first page of Google, how she built Express Voice Studio into a thriving music school across Canada, and why SEO should now stand for "Search Everywhere Optimization."

In This Episode:

• Jordanne's unique path from opera singer to recognized SEO expert
• How she built Express Voice Studio and learned SEO from scratch
• Why SEO now means "Search Everywhere Optimization" — not just Search Engine Optimization
• How AI tools like ChatGPT, Perplexity, Gemini and Claude pull information from across the entire web
• Why public relations is a game-changer for SEO and domain authority
• Real results: a client gained 11+ domain authority points in just 2 months through PR
• The truth about backlinks — why buying cheap links can actually hurt your website
• What is GEO (Generative Engine Optimization)?
• Social media, digital wellbeing and the attention economy

📺 Watch this episode on YouTube ➤ https://youtu.be/T7gcACTmUQA

Resources & Links

6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

JOIN OUR MAILING LIST ➤ www.natapr.com

THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/

Celebrating 25 years of Nata PR! In this special anniversary episode, Natalie Bibeau reflects on how social media has completely transformed public relations — and why PR is more powerful and relevant than ever.

25 years ago, traditional media was the only gateway to public visibility. Today, brands, entrepreneurs, and experts can reach their audiences directly. But has social media replaced public relations? Absolutely not. This episode reveals how PR and social media work as powerful allies to build authentic credibility and lasting influence.

In This Episode:

• How social media completely redefined visibility and power in communications
• Why PR has NOT been replaced by social media (with a real client story!)
• The power of combining PR + social media + influencer marketing
• UGC (User Generated Content) campaigns and why they deliver exceptional results
• How earned media coverage boosts your SEO and AI visibility
• Why credibility must be earned, not bought

📺 Watch this episode on YouTube ➤ https://youtu.be/GZjwaF3B8Ts

Resources & Links

6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

JOIN OUR MAILING LIST ➤ www.natapr.com

THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/

When I founded the public relations agency NATA PR in 2000, the Internet already existed… but it was not at the center of our strategies.

Relationships with journalists were very real: phone calls, in-person meetings, physical press conferences, and printed press kits.

We spoke to humans.

We built relationships over time.

Credibility came from proximity.

Then the Internet arrived as an accelerator.

Media databases, email, and corporate websites completely changed the speed of execution.

No more waiting for a press release to be printed and mailed.

We could reach more journalists, faster.

But slowly, the virtual world began to take up all the space.

And that's where, in my opinion, something was lost: the quality of relationships, replaced by quantity and speed.

Today, after 25 years, I'm noticing an interesting shift:

• we're returning to the real world

• we're even talking about a comeback of analog — yes, cassette tapes are making a return!

Effective public relations still — and always — rely on human relationships, even in a digital world.

The Internet did not replace public relations.

It forced them to become more strategic.

Dematerialization and online reading: what happened on the media side

If there is one industry that has been profoundly transformed, it's the media.

In the early 2000s, print media still dominated.

Magazines, newspapers, and specialized sections were pillars of the industry.

A printed article had a long lifespan and could even end up in national archives.

Then dematerialization arrived.

Newsrooms shrank.

Journalists became multi-skilled. Today, they often cover multiple topics, whereas in the past, journalists were highly specialized in very specific fields: classical music, dance, visual arts, and more.

Deadlines became shorter.

The pressure to produce content continuously set in.

For public relations, this changed one fundamental thing: we no longer pitch a story simply because it's "interesting," we pitch stories that are useful, relevant, and quickly publishable.

Today, a strong press release must be clear, well-structured, and ready for publication online.

It must consider SEO, angle, headline, and quotes.

Public relations has moved closer to content, and that's a good thing.

After 25 years, one thing is clear to me:

Tools change. Platforms evolve.

But the core of public relations remains the same.

Defining the story that could potentially make the headlines. Understanding what will interest journalists. And knowing when to communicate.

So much more to say…

I'll continue this reflection in the next episode, my PR friends.

Curious to learn more about what public relations can do for you?

Contact me: nata@natapr.com

Nata

6-STEP GUIDE TO PRESS RELEASES THAT SELL ➤ https://prschool.natapr.com/pl/2147718415

JOIN OUR MAILING LIST ➤ www.natapr.com

THE FREE NATA PR MODEL ➤ https://prschool.natapr.com/Nata-PR-Model

INSTAGRAM ➤ https://www.instagram.com/nata_pr_school/