This interview is with Scott Baradell, CEO at Idea Grove.

Scott Baradell, CEO, Idea Grove

Welcome, Scott! To help our readers get to know you, could you tell us a bit about your journey to becoming an expert in digital public relations?

Thank you for having me! My journey into digital public relations has been anything but linear—more like a series of connected dots that shaped my career and passion. I actually began my career as a journalist, which gave me a solid foundation in storytelling and understanding how the media works.

That early experience taught me the power of a well-crafted narrative and how trust is built through transparency and credibility. When I transitioned into public relations, I quickly realized the industry was on the cusp of significant change.

The rise of the internet and digital platforms meant that the traditional PR playbook—press releases and media pitching—was no longer enough. I founded Idea Grove, my agency, to help brands navigate this shift by blending the fundamentals of PR with emerging digital strategies. Over time, I became fascinated with how trust plays a central role in everything we do online, from SEO to thought leadership to media relations.

This led to my book Trust Signals: Brand Building in a Post-Truth World. Through a combination of experience, curiosity, and a relentless focus on what works, I’ve built a career helping brands establish authority and credibility in an ever-changing digital landscape.

What pivotal moments or experiences in your career cemented your passion for this field?

A few pivotal moments stand out as defining my passion for digital public relations. The first was during my time as a journalist. I witnessed how a single, well-told story could shape public perception and drive meaningful action. That experience sparked my fascination with storytelling as a tool for influence, which ultimately led me to explore PR as a career. Another defining moment came when I founded Idea Grove.

Early on, I saw how the PR industry was struggling to adapt to the digital world. Social media, search engines, and content marketing were rapidly transforming how people consumed information and trusted brands. It was exciting—and daunting—to be at the forefront of that shift, helping businesses evolve their strategies to thrive in this new landscape. A particularly impactful experience was working on a campaign for a client that struggled with a reputation crisis.

By strategically combining digital tools like SEO, online reviews, and thought leadership, we were able to rebuild their trust and credibility. Seeing how we could leverage digital platforms to turn the tide in their favor cemented my belief in the transformative power of PR in the digital age. Lastly, the launch of Trust Signals was a personal milestone.

It allowed me to take all the lessons I’d learned about trust-building in PR and translate them into actionable insights for businesses. Those moments, combined with the ever-evolving nature of the field, have kept me passionate and curious about where PR is headed next.

You've spoken before about the effectiveness of social media and SEO for startups. Could you share a specific example of a successful digital PR campaign you've run for a client, highlighting the strategies that yielded the most impact?

One campaign that stands out was for a start-up in the B2B tech space looking to break into a competitive market dominated by larger, established players. They had great technology but no brand visibility or trust with their target audience. Our goal was to position them as an authority in their niche while driving meaningful engagement through digital PR, social media, and SEO.

The first step was to align their messaging around a clear value proposition and thought leadership. We developed a content strategy that centered on solving pain points their audience cared deeply about. This included creating blog posts, white papers, and case studies optimized for long-tail SEO keywords that their competitors weren’t targeting.

On the social media front, we identified industry influencers who could amplify the start-up’s voice. Instead of a one-off influencer campaign, we built long-term partnerships that allowed for authentic engagement. We also encouraged employees, including the CEO, to share thought leadership content on LinkedIn, positioning them as a trusted resource in their industry.

For PR, we focused on securing placements in niche publications their target audience already trusted. Instead of generic press releases, we pitched exclusive, data-driven stories and surveys that provided unique insights into their industry. This not only drove backlinks to their site but also boosted their authority in search results.

The impact was significant: within six months, organic website traffic doubled, and the start-up began ranking on the first page of Google for several high-value search terms. They also saw a noticeable increase in leads attributed to LinkedIn, thanks to the active participation of their leadership team. One of the biggest wins was landing a feature story in a top-tier industry publication, which sparked inbound inquiries from prospects and partnerships they hadn’t anticipated.

This campaign worked because it was integrated—PR, SEO, and social media weren’t siloed but worked together to amplify results. It’s a great example of how start-ups, even with limited budgets, can build trust and visibility by focusing on authenticity, storytelling, and meeting their audience where they are.

In the constantly evolving landscape of digital PR, what are some common mistakes you see businesses making, and how can they course-correct?

One of the most common mistakes I see businesses make in digital PR is trying to apply outdated strategies in a rapidly changing landscape. PR today isn’t just about issuing press releases and waiting for journalists to bite—it’s about building trust and engaging directly with your audience across multiple digital platforms. Here are a few common missteps and how businesses can address them:

1. Focusing on Coverage Over Credibility

Many businesses treat PR as a numbers game, measuring success by the volume of press mentions or backlinks. While those metrics are important, they don’t always translate to trust or results. Instead of chasing quantity, focus on quality: secure placements in publications your audience already respects, and ensure your brand is presented as a trusted authority. Building relationships with journalists and influencers in your niche can lead to more authentic and impactful coverage.

2. Ignoring the Role of SEO in PR

Too often, businesses treat PR and SEO as separate entities. In reality, they’re deeply intertwined. Ignoring SEO means missing out on the long-term value of PR placements. For every campaign, ensure your press materials and earned media drive traffic to optimized landing pages on your site.

Use keyword research to craft headlines and messaging that align with search intent, so your content continues to perform long after the initial buzz fades.

3. Overlooking Social Proof

Businesses often rely on their own voice to tell their story, but in today’s digital landscape, social proof carries far more weight. Whether it’s customer reviews, testimonials, case studies, or endorsements from influencers, third-party validation is key to building trust.

Make social proof a cornerstone of your PR strategy by weaving it into press materials, social media, and website content.

4. Treating Social Media as an Afterthought

Some businesses still see social media as a 'nice to have' rather than a critical PR tool. They post inconsistently or push out content without engaging with their audience. To course-correct, focus on creating meaningful conversations.

Be responsive, leverage social listening to monitor brand sentiment, and amplify PR wins through platforms where your audience is most active. Social media isn’t just a distribution channel—it’s a trust-building tool.

You mentioned balancing client expectations with the longer timeline often required for SEO and digital trust-building. What advice would you give to PR professionals on effectively communicating this to their clients and managing expectations?

Managing client expectations around SEO and digital trust-building is one of the most important—and challenging—parts of being a PR professional today. These are not quick wins; they require consistent effort, patience, and strategic planning to deliver meaningful results. But clients often expect instant gratification, particularly when they’re investing in PR and SEO simultaneously. Here’s my advice for striking the right balance:

1. Start by Framing Trust and SEO as Investments, Not Transactions

From the outset, position SEO and digital trust-building as long-term investments in the client’s brand authority and visibility. Explain that just as trust in the real world takes time to build, the same is true online. Share examples of compounding results—how an SEO strategy that started slow eventually became a revenue-driving engine or how trust signals helped a client weather a crisis because they had already built credibility.

Use analogies clients can relate to. I often compare SEO to planting a tree: You may not see results immediately, but with consistent care, it grows into something that provides shade, fruit, and value for years to come.

2. Set Clear, Measurable Milestones

Clients can lose patience when they don’t see tangible progress. To avoid this, break down the longer timeline into shorter, measurable milestones. For SEO, this might include tracking improved keyword rankings, increased organic traffic, or better domain authority over specific periods.

For trust-building, it could mean securing key media placements, collecting social proof, or boosting engagement metrics.

Share these milestones in advance and report on them regularly to show progress, even if the ultimate results—like revenue growth—are still developing.

3. Educate Clients on the Competitive Landscape

Many clients don’t realize the complexity of outranking competitors or becoming a trusted voice in a crowded market. Educate them about the competitive landscape by showing data: What are competitors doing well? Where are the opportunities to differentiate?

By providing this context, you help clients understand why achieving their goals may take longer but will also be worth the effort.

With the rise of influencer marketing, how do you see the role of traditional media relations evolving in digital PR? How can PR professionals strike a balance between the two?

The rise of influencer marketing has certainly reshaped digital PR, but traditional media relations still play a vital role. It’s not an either-or situation—it’s about leveraging both approaches strategically, as they serve different but complementary purposes. Traditional media relations remain essential for building long-term credibility and trust, particularly in industries where authority and objectivity matter most, such as B2B, healthcare, or finance. A feature in a respected publication carries weight that’s difficult to replicate, especially when targeting decision-makers or high-level stakeholders.

On the other hand, influencer marketing excels in relatability, audience engagement, and immediacy. Influencers are trusted by their followers in a more personal way, which makes them effective at driving awareness and action in lifestyle-driven industries. However, their impact can be more fleeting, so their role is often about amplifying messages rather than anchoring trust. To strike a balance, PR professionals need to align the strategy with the client’s goals and audience.

For example, if the goal is to drive immediate awareness of a product launch, influencer partnerships might take center stage. If it’s about building authority over time, traditional media relations becomes the priority. In most cases, though, the best campaigns combine both. Influencers can amplify the credibility earned through media placements, while traditional PR efforts can validate and contextualize influencer content for broader audiences. The key is integration—using both tools in harmony to deliver not just visibility but lasting trust.

What emerging trends in digital PR are you most excited about, and how do you see them shaping the future of the industry?

One of the most exciting trends in digital PR is the increasing intersection of technology and storytelling. Tools like AI, data-driven insights, and augmented reality are transforming how we craft and share narratives, making PR more dynamic and impactful than ever. These trends are not just shaping the industry—they’re reshaping how brands build trust, engage audiences, and achieve their goals. AI-powered tools are leading the charge, allowing us to create highly personalized and scalable campaigns.

Whether it’s using AI for media outreach, sentiment analysis, or even content creation, the ability to tailor messages to specific audiences in real time is a game-changer. For instance, AI can analyze massive datasets to uncover trends or predict what stories will resonate most with journalists and influencers.

Another exciting development is the integration of AR and VR in PR campaigns. Imagine launching a product where your audience can interact with it virtually from anywhere in the world or creating immersive brand experiences that generate both buzz and emotional connections. These technologies open up new creative possibilities for engaging audiences in ways that are memorable and meaningful.

The growing focus on trust signals and transparency is also shaping the future of digital PR. As misinformation becomes more prevalent, audiences are looking for brands they can rely on. PR professionals are now tasked with not just telling a great story but backing it up with credibility—through reviews, thought leadership, social proof, and earned media.

What excites me most is how these trends push us to be better storytellers while using technology to amplify human connection. The future of digital PR lies in striking that balance between innovation and authenticity, and I can’t wait to see how we’ll evolve as an industry.

For individuals or businesses just starting to build their digital PR strategy, what foundational steps would you recommend they prioritize?

For individuals or businesses just starting to build a digital PR strategy, it’s essential to get the fundamentals right. PR is ultimately about building trust, and the steps you take early on will lay the foundation for long-term credibility and visibility. Here are the priorities I recommend:

1. Define Your Story and Message

Every successful PR strategy starts with a clear, compelling story. What makes you or your business unique? Why should your audience care? Take time to craft your core messaging—what you stand for, who you serve, and what value you bring. This will be the foundation for all your PR efforts.

2. Understand Your Audience

Knowing who you’re trying to reach is critical. Identify your target audience, including their pain points, interests, and where they spend time online. The more you understand your audience, the easier it will be to create content and messages that resonate with them.

3. Build Your Digital Presence

Before you reach out to media or influencers, ensure your online presence is solid. This includes having an optimized website with clear messaging, active social media profiles, and a blog or content hub that showcases your expertise. These serve as your digital trust signals and make you more appealing to journalists and collaborators.

4. Start Small with Earned Media

Pitching to top-tier outlets right out of the gate is difficult. Instead, focus on securing placements in niche or local publications relevant to your industry or community. These smaller wins will help build your credibility and create momentum for larger opportunities.

5. Leverage Social Proof

Collect testimonials, case studies, and reviews to showcase your expertise and impact. Share these across your website, social media, and other channels. Social proof is a powerful tool for building trust early in your PR journey.

6. Integrate SEO and PR

SEO and PR are deeply connected, so think about how your PR efforts can support your search visibility. For example, ensure any earned media includes backlinks to your site and optimize press releases and blog posts for relevant keywords.

7. Build Relationships, Not Just Pitches

Reach out to journalists, bloggers, and influencers in your space, not just to pitch them but to establish genuine relationships. Engage with their content, comment on their posts, and position yourself as a helpful resource. PR is as much about relationships as it is about storytelling.

By focusing on these foundational steps, you’ll be well-positioned to gr

What final piece of advice would you offer to aspiring digital PR professionals looking to make their mark in this dynamic field?

My advice to aspiring digital PR professionals is simple: focus on building trust, stay curious, and never stop learning. Digital PR is a dynamic field where the tools, platforms, and trends are constantly evolving—but the core principles remain the same. Success comes from consistently crafting authentic stories, building strong relationships, and adapting to change.

First, prioritize trust in everything you do. Whether you’re working with clients, journalists, influencers, or audiences, trust is the currency that drives results. Be transparent, reliable, and ethical in how you represent brands. Your credibility as a professional will determine how far you can go in this industry.

Second, approach your career with curiosity. Digital PR isn’t a static field—it intersects with technology, psychology, and creativity. Embrace experimentation, learn new tools, and stay on top of emerging trends. Whether it’s AI, new social platforms, or changes in search algorithms, being adaptable will set you apart.

Lastly, focus on relationships. At its core, PR is a people business. Build genuine connections with mentors, peers, journalists, and clients. Treat every interaction as an opportunity to leave a positive impression, and you’ll naturally build a strong network that opens doors throughout your career.

Remember, PR is as much about resilience as it is about creativity. Challenges will come, but if you stay true to your values and continuously invest in your growth, you’ll carve out a meaningful and impactful path in this field.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

Thank you for the opportunity to share! If there’s one last thought I’d like to leave you with, it’s that digital PR is ultimately about connecting with people in meaningful ways. Whether it’s through a story that resonates, a relationship that’s built on trust, or a campaign that sparks action, our work as PR professionals has the power to make a real impact.

Also, don’t be afraid to embrace change. This field evolves quickly, and staying adaptable, curious, and open to new ideas is what will keep you ahead. At the same time, never lose sight of the fundamentals: authenticity, storytelling, and relationships will always be at the heart of great PR.

And finally, enjoy the process! Digital PR is one of the most dynamic, creative, and rewarding industries to be a part of.

If you approach it with passion and a commitment to delivering value, the results will follow. Thanks again for having me—I appreciate the chance to share my perspective!