The way people find and evaluate brands has evolved far more quickly than most teams recognize. Discovery no longer begins on your website. It starts in the spaces where people share uncensored opinions: Reddit discussions, TikTok clips, YouTube reviews, niche forums, expert interviews, creator deep dives, and news coverage. These are the signals that AI tools and search engines now prioritize. They reflect the real conversations people trust most. If your brand is absent from those discussions, you’re effectively giving that visibility to competitors. Digital PR sits at the center of this transformation. It’s no longer just a press release engine, but the strategic function that shapes your story across the platforms and communities powering Google, TikTok, Instagram, YouTube, and every major language model. This article explains how to use digital PR, social content, and community engagement to boost discoverability everywhere people search today. Key Takeaways People now move through 11+ platforms while researching, comparing options, and validating choices. Your brand must show up across those touchpoints. Communities like Reddit and specialized forums contain lived experience, which is why Google and language models are surfacing them directly in search results. Short-form video is now a major discovery channel, both inside social apps and on page one of Google. Digital PR drives AI visibility by providing the fresh, credible, third-party signals that language models favor. SEO becomes significantly more effective when PR, social content, and community insights are aligned. The New Discovery Journey and Why Visibility Starts Off-Site A few years…