Visibility That Converts: PR, Credibility, and Growth in the Age of AI
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Visibility That Converts: PR, Credibility, and Growth in the Age of AI
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with Victoria Usher, Founder of GingerMay
PR 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 releases
- Why timing matters more than tactics when it comes to PR
- The biggest signals that a business is not ready for PR yet
- How PR should sit within a wider growth strategy, not alongside it
- When visibility supports sales and when it becomes a distraction
- How founders can prepare for PR before hiring an agency
- Whether PR is something you can do yourself in the early stages
- The growing role of PR in GEO (Generative Engine Optimisation) and AI search
- Why credibility, trust, and quality sources matter more than ever
- What sustainable growth really looks like after scaling too fast
- Victoria’s success “ingredient” and what founders should put on ice
A standout insight
PR 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 Victoria
Visit teamgingermay.com Connect https://www.linkedin.com/in/victoria-usher-a3013a9/
Find Claire
Visit www.brandmixology.co Connect https://www.linkedin.com/in/iamclairemarshall/