The question
When earning mentions and links through PR is the right authority lever.
Authority is weak and you are considering digital PR.
Why it matters
Digital PR is costly and slow; it must target the real authority gap to be worth it.
How to decide
IfThe brand has few mentions and weak entity recognition
ThenYes - PR earns the corroboration models need.
IfContent and technical are already strong
ThenYes - authority is likely the binding constraint.
IfFoundations (technical, content) are weak
ThenNo - fix those first; PR compounds slowly.