Platinum Member Spotlight: Turn The Tables PR

Meet the Member: Turn The Tables PR + Comms

Why PR is becoming essential in the age of AI search.

Founder of Network My Club, Bradley Hatchett, sat down with Rupert Janisch, Founder of Turn The Tables PR, to discuss how PR is evolving, why traditional approaches often fall short, and how businesses should be thinking about visibility in a world increasingly driven by AI and search.

Bradley: In a nutshell, how would you describe what Turn The Tables does?

Rupert: We help businesses get featured in the media by connecting them directly with journalists who are actively looking for expert insight.

The traditional PR model is very much about pushing stories out and hoping they land. What we do is flip that. We put our clients in a position where they can respond to opportunities that already exist.

Journalists are constantly writing and looking for credible voices to contribute. If you can place yourself in front of that demand, it becomes a much more effective and consistent way of securing coverage.

Bradley: What makes that approach different from traditional PR?

Rupert: A lot of PR is built around proactive pitching, which can be quite slow and unpredictable.

You’re often creating stories, sending them out, and waiting to see if anything sticks. That uncertainty is where a lot of businesses lose confidence in PR.

What we focus on is what journalists actually need. They’re working to deadlines, they’ve already got topics they’re covering, and they’re actively looking for expert insight.

So rather than trying to create demand, we plug our clients into existing demand.

Bradley: You mentioned your background in journalism, how has that shaped the way you approach PR?

Rupert: It’s had a big influence.

Having worked as a journalist, I understand how they think, what they’re looking for, and how they work day-to-day.

You’re often on tight deadlines, you need reliable contributors, and you’re looking for people who can add value to a story quickly.

That perspective shapes everything we do. We’re not guessing what journalists want, we’re aligning with how they actually operate.

Bradley: How do you actually work with clients to get them into those opportunities?

Rupert: A big part of what we do is helping clients identify the stories within their own business.

A lot of business owners assume they don’t have anything newsworthy to say, but that’s rarely the case.

There are always insights, experiences, and perspectives that are relevant, they just haven’t been drawn out.

So we spend time understanding their expertise, their opinions, and where they can add value. From there, it becomes much easier to position them in a way that resonates with journalists.

It’s often less about creating something new and more about uncovering what’s already there.

Bradley: Who do you typically work with?

Rupert: We work with business owners, founders, and senior leaders who have strong expertise but aren’t currently getting the visibility they should be.

A lot of them have either tried PR before and not seen results, or they’ve never really understood how it works or where to start.

What we do is make it more accessible and more aligned with outcomes, rather than just activity.

Bradley: What should businesses be thinking about right now when it comes to PR?

Rupert: The big shift is how people find information.

We’re moving away from traditional search and into AI-led search, whether that’s tools like ChatGPT or changes in Google.

That means visibility isn’t just about your website anymore. It’s about your wider presence online.

If your business, your name, or your expertise is being referenced in credible publications, that becomes a signal. It influences how you show up in search and increasingly how you show up in AI-generated answers.

PR plays a big role in that because it builds that external validation.

Bradley: How does PR actually impact search and AI visibility?

Rupert: When you’re featured in reputable publications, you’re creating signals that sit outside of your own platform.

Historically, that’s been valuable for SEO through backlinks and authority. But now it goes further.

AI tools are pulling information from multiple sources to generate answers. If your name or your business is consistently appearing in trusted sources, you’re far more likely to be included.

So PR is no longer just about brand awareness. It’s becoming a key part of how discoverable you are.

Bradley: What’s one of the biggest misconceptions about PR?

Rupert: That you need to be a big brand or have a major story to get coverage.

In reality, journalists are constantly looking for expert opinions.

If you can provide useful insight and position yourself properly, there are opportunities every day.

It’s much more about relevance than scale.

Bradley: What advice would you give to a business owner thinking about PR?

Rupert: Start by understanding what you can genuinely contribute.

You don’t need to be everywhere, but there will be areas where your insight is valuable.

From there, it’s about being willing to put yourself forward.

A lot of business owners hold back, but the ones who benefit are the ones who consistently show up and share what they know.

Bradley: Lastly, what’s your approach networking?

Rupert: It’s about building relationships rather than trying to get something from every conversation.

If you focus on understanding people and where you can add value, the opportunities tend to follow naturally.

It’s very similar to PR in that sense. It’s about credibility and consistency over time.

Bradley: Finally, what’s one thing you’d like to see more businesses doing?

Rupert: Putting themselves forward more.

A lot of business owners have valuable insights but don’t share them.

If you can get comfortable contributing your perspective, whether that’s through PR, content, or conversations, it can open a lot of doors.

Learn more about Turn The Tables PR
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