“Define Your Entity”: Why Digital PR? | James Dooley ft Ben Nicholls, Peter Jones & Paul Truscott

James Dooley: Why DefineYourEntity.com uses digital PR? Today I'm joined with Paul David Truscott, Peter Victor Jones, and Ben Nicholls. So Ben, why is it important for people who want to define their entity and who wants a Google Knowledge Panel? Why is it important for them to be thinking about using a digital PR campaign?

Ben Nicholls: I think it's really important because, you know, everyone has a reputation, whether they like it or not. You know, if you, if people Google your name and they don't see anything, that is your reputation. You don't have one. It is non-existent. Whereas, if you start being mentioned by reputable sources, um, you know, you're being mentioned by the biggest news outlets in the world, you're all over social media, um, you know, and your, your, your business is being talked about as well as your, your founder profiles being talked about, you know, that is, that is really starting to build your reputation in the right way. Um, and I, I think that's, you know, what most businesses should be doing, um, especially if they want to get ahead of the competition.

James Dooley: Peter, over to you with regards to DefineYourEntity.com. Obviously, there's a lot of different clients that come that want a Google Knowledge Panel, whether that is for an individual. So it could be for an author, it could be for an entrepreneur, and then obviously you've got the business people also that want the... They've got the, the businesses that want a corporate Knowledge Panel as well. How difficult is it to try to get a Knowledge Panel when someone's got no digital PR? So they've got no trusted sources. Now we know it's easy for them to get a KGM ID, but we also know that branded search demand is important, but also the trusted sources to have wrapped in the sameAs and to wrap in the Wikidata. We know, like, how important is that for them to get them seeded trusted articles out from a digital campaign?

Peter Victor Jones: Yeah, I mean, you're, you're simply not going to get a Knowledge Panel without doing everything that you just said there, you know. So getting a KGM ID, that's quite straightforward. Uh, doesn't take too much effort. But to make... Transform that into a full, fully fledged Knowledge Panel, uh, that requires, uh, publications or, or mentions of you, um, on trusted sources online. Um, so digital PR is the fastest, fastest way to get that achieved. Um, and then to tie in everything together in a schema, as we, as we always go back to, um, just ties it all together, um, and amplifies what you've done.

James Dooley: And then, Paul, can you expand on that a little bit more? So someone comes along and says, okay, at DefineYourEntity.com, we realise that digital PR is important. They go off for three months. They go and get 30 articles that's gone out there. How important is then, from a semantic point of view, for you to connect everything together, maybe doing even press releases to kind of emphasise and echo what these, um, digital PR campaigns are saying, and doing things like wrapping it in the Wikidata? Like, how important is for you to then expand upon those campaigns to link everything semantically together?

Paul David Truscott: Yes, yeah, vital because you could just do what most people do and wait for Google to figure it out. And they may or they may not, but if they do, it's going to take a lot longer. Uh, and they've... And there's still going to be missing pieces. They'll never figure all of it out. So, the best way to do it is, after you've spent the money, uh, on having a really good professional PR campaign done, um, it makes complete sense to, uh, wrap everything in the right, uh... Or add the right ingredients, if you like, so that Google understands all of the connections, what we call the node, the nodes and edges, okay? So we're creating links. I don't mean hyperlinks, but just we're creating links between two different data points within Google's graph. And the best way to do that, uh, is, as you mentioned earlier, Wikidata. Once you become notable enough as a person, and you can do that through PR campaigns, it's probably one of the best ways to do it. You become notable enough to get an entry within Wikidata, and they're very, very strict. Okay, so Wikidata are very aware that people are trying to get entries for promotional reasons, right? Now, they're not interested in whether you can promote yourself. They're interested in whether you're noteworthy enough to have an entry. And the best way to do that is through digital PR campaigns, unless you happen to be a celebrity. Then, then it becomes a lot easier. But otherwise, you're kind of trying... This is... What this is doing is kind of making you a celebrity within your industry. That's how you have to think about it. And then we... As Peter said, we wrap all that in schema. There's a really important piece of schema, which is the isSubjectOf. And we use that to, to, to note that you are the subject of all these different articles that Ben will get you into. And the more authoritative those articles are, the more weight they carry within that schema graph. So this is really, really important. It's one thing to just do a isSubjectOf and you're just a... You know, you were interviewed by the local newspaper down the road. That's not going to carry too much weight. But when once you've got some serious heavy-hitting PR guys behind you like Ben, you can get into the really notable publications, and then that really starts to carry some weight. All those dots get joined, and things start to happen. It's almost like it's a miracle, but of course it's not. It's a lot of stuff that we do behind the scenes that people can't see because schema's not seen by the general public. It's only seen by the search engines.

James Dooley: And Ben, if someone is listening to this and they want to define their entity, they want a Google Knowledge Panel, and they've come over to DefineYourEntity.com, and we've said, you're not notable enough yet, you're not famous enough in simplistic terms within Google's algorithm's eyes. If someone wants to reach out to somebody like yourself or your team, what's the best place of getting hold of yourself to be able to go and run a digital PR campaign for them to get the, the noteworthy, to get the articles, to get the trusted sources that then will allow someone like Peter or Paul to wrap everything in the Wikidata, to wrap everything in the schema, to try and help and create the entity home and wrap everything to help them give the best chances to get a Google Knowledge Panel? What's the best place for someone to reach out to someone like you to have this digital PR campaign being run?

Ben Nicholls: Yeah, sure. Well, you can come see us at our website. We're at www.jamprime.com. And what I would say to, to, to business owners is don't, don't just assume that because you can't think of a news story about yourself that you don't have a story to tell. I think a lot of people might assume that they're not newsworthy or, you know, they... Because they can't think of something that might get them into the news, that it's not doable. But obviously that is our jobs. We're the experts. We're going to work with you to find out exactly what makes you newsworthy and, and flesh out those stories and do what we do to get them into the press. So, you know, we can work with a lot of people. And if you're, you know, you're truly doing something that's, you know, you're working really hard, you have an expertise, you're a founder, we can just help to share that expertise with the world.

James Dooley: Yeah, for anyone who's listening to this and you're uncertain whether it's even important to define your entity, I think it's massively important going into 2027. I think you need that confidence and clarity. I've even said on other episodes I think it's the number one ranking factor now. I think they need to understand exactly who you are, what you do, and why you're brilliant. And defining that entity to start with is key. It's not only key for online reputation management, it's not only key for your website to be able to be ranking better and connecting you as a founder to these different brands. It is just key in getting all, um, the information out there with large language models to get cited and also get recommended. Being a known entity and having that confidence and clarity around who you are is so important. But also by having that Knowledge Panel, that sexy-looking shop window of who you are, by having that gets new opportunities. You get investment opportunities. You get members of staff coming wanting to work for you. The, the opportunities that come from it is insane. It's opportunities you never even once thought about. Get yourself defined as an entity. If you want to know what the next steps are, go on over to DefineYourEntity.com. We can give you what steps are needed. If you're not notable enough, we'll send you over to JamPrime. Ben Nicholls can go and do an amazing job there for you. He can go and get you those sources, and then Peter and Paul can then end up helping you get the KGM ID and then move that over to being a Knowledge Panel. Peter, Paul, Ben, thank you very much.