If you’ve been treating your press releases as one-and-done media tools, this conversation is going to stop you in your tracks.

On a recent episode of the Brandinc PR Podcast, host and Brandinc PR Founder & CEO Dr. Brandi Sims sat down with Michael Emerton, Co-Founder and CEO of BridgeView Marketing — a boutique, metrics-driven PR and digital marketing agency based in Boston — for one of the most technically rich and strategically eye-opening conversations the show has featured to date.

Michael has spent two decades at the intersection of public relations, digital marketing, and emerging technology. He’s guided technology companies through every major industry disruption from the dot-com crash to the AI era, and earlier this year launched PR Rosetta Stone™ — an AI-enabled PR attribution system that connects individual earned media placements directly to website traffic, search visibility, and revenue outcomes. The platform recently won both a Hermes Creative Gold Award and a 2026 Communicator Award, placing BridgeView alongside honorees like Disney, PepsiCo, and Marriott.

But the moment in this episode that had us reaching for a pen? His breakdown of SEO news release strategy — and why the way most PR professionals write and distribute press releases is leaving serious search visibility on the table.

Here’s what Michael and Dr. Brandi Sims cover in this episode:

🔹 Why AI tools are pulling credibility signals from trusted publications — not your website
🔹 How a strategically written news release functions as a long-term SEO and discoverability asset
🔹 The PR Rosetta Stone™ system and how it finally solves PR’s ROI problem
🔹 What his experience managing crisis communications during the 2002 Boston Globe clergy abuse scandal taught him about communications under pressure
🔹 Why boutique PR agencies have a structural advantage in the AI era that most people aren’t talking about
🔹 What PR agency owners need to start doing right now to future-proof their practice

Whether you’re a PR professional, a communications strategist, a small business owner, or a brand trying to understand why your press efforts aren’t translating to search visibility — this episode delivers the kind of actionable, forward-thinking insight you can put to work immediately.

This is the conversation the PR industry has needed for years. And Michael Emerton is exactly the person to have it.

🎧 Listen to the full episode on Spotify, Apple Podcasts, or wherever you stream — and visit brandincpr.com for more episodes, resources, and strategic communications insights.