319: FROM THE TRENCHES / From Google to Gen AI: The new rules of online discovery and validation - with Darryl Sparey & Simon Murphy
- S11E319
- 1:03:14
- March 26th 2026
If AI doesn’t mention you, you don’t exist. 👉 Generative AI is changing the game: from search rankings to synthesised answers, your reputation matters more than ever.
This week’s featured track is FROM THE TRENCHES — in-depth conversations with experienced operators working at the sharp end of PR, media and communications.
Hosted by Trevor Young, this series explores how recognition is earned, how credibility compounds, and how influence is built in today’s reputation economy.
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This episode dives straight into the revolution happening in search and reputation - where discovery, validation, and authority-building are being transformed by GenAI.
Host Trevor Young - along with expert guests Darryl Sparey and Simon Murphy - take listeners into the trenches of PR, communications, and AI, unpacking how leaders, experts and brands can earn their presence in the generative AI landscape.
What’s covered:
- Why traditional SEO strategies aren’t enough, and what “Generative Engine Optimisation” really means.
- The rise of GenAI as the go-to for deep questions, synthesised answers, and (personal) brand credibility.
- Why B2B decision-makers and consumers are moving to GenAI - and what it means for your visibility, reputation, and commercial impact.
- How AI platforms like ChatGPT, Perplexity, Gemini, Copilot, and Claude have different rules and partnerships that influence what gets surfaced.
- The critical role of earned media, owned media, and structured content - plus, why regularly updating your 'About' page is now mission-critical.
- Actionable advice for leaders, founders, and experts: how to proactively audit, create, and position content that gets recognized and cited by AI.
- The new “authority stack” – structured web content, consistent entity presence (LinkedIn, Wikipedia, directories), and meaningful earned media mentions in both small and big outlets.
Key takeaways:
- Does your brand really exist if GenAI doesn’t recognise it - proactivity is key!
- The right kind of content and citations matter more than ever - depth beats breadth.
- Freshness and consistency trump old-school “set-and-forget” SEO techniques.
- Smaller, niche players can leverage agility to outpace bigger brands in GenAI-driven discovery.
Who should listen?
PR pros, marketers, founders, thought leaders, and anyone serious about reputation and authority in the age of AI.
Connect with the experts:
Ready to earn your right to be discovered? Tune in and set your strategy for the AI-powered future of reputation!
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P.S. Don’t forget to subscribe and share if you found this valuable ~ thanks!
EARN THE RIGHT with Trevor Young
EARN THE RIGHT is your audio platform for reputation-based authority building — turning credibility into recognition, and recognition into opportunity.
Hosted by Trevor Young, it’s for credible founders, experts, and solo practitioners who’ve earned their stripes and are ready to amplify their voice with integrity.
Across four distinct (but inter-related) tracks —
- Crank The 3rd
- Pocket PR Essentials
- In The Arena
- From The Trenches
— you’ll get the ideas, stories, and strategies that help you cut through the noise and build lasting authority.
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1️⃣ CRANK THE 3RD
CRANK THE 3RD celebrates the Wisdom Economy — a world where depth, perspective, and lived experience fuel what’s next. It features conversations with inspiring midlife founders and professionals who are turning decades of know-how into opportunity: building meaningful ventures, shaping ideas, and designing work that matters.
2️⃣ POCKET PR ESSENTIALS
POCKET PR ESSENTIALS delivers short, sharp coaching sessions on building visibility and recognition — without the hype. Presented by Trevor Young, this audio playbook helps credible founders and solo professionals master PR, content, and digital communication to raise their profile and grow authority in a way that’s strategic, sustainable, and respectful.
3️⃣ IN THE ARENA
IN THE ARENA is Trevor Young’s unfiltered take on earning authority in real time — sharp, strategic riffs on content, credibility, connection, and the courage to keep showing up. Essential listening for entrepreneurs and professionals navigating the intersection of creativity, communication, and personal brand authority.
4️⃣ FROM THE TRENCHES
FROM THE TRENCHES presents deep-dive interviews with PR practitioners, content strategists, and digital communications experts that explore how reputation and influence are built today. Hosted by Trevor Young, this track shares grounded insights, hard-won lessons, and practical wisdom from those shaping credible marketing communications in the modern reputation economy.
You've put in the hard yards, now it's time to capitalise!
Earn attention. Build authority. Stay human.
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