Pitch timing has to match a reporter's actual shift — morning, day-side, and night-side reporters cover fundamentally different types of stories. A five-hour investment building a precise, well-researched media list pays off every time you reuse it, so it's worth the upfront effort. Newsrooms Read more

Prompt volume doesn't matter — what matters is whether AI understands your brand correctly. The buying decision happens before the click — AI does the research, so traditional funnel metrics matter less. Topical presence beats share of voice — being mentioned accurately matters more than Read more

Only ~1% of people click AI citations, but 75% of buyers pick whichever brand AI mentions first in a shortlist. SEO fundamentals aren't dead, they're just ~80% of the picture now. LLMs form answers by pulling consensus from reviews, publishers, and other brands — which is exactly what PR Read more

Brand mentions may matter to AI visibility for a specific, technical reason — not just because "PR is generally good for you." Core updates have gotten too tangled to fully roll back anymore, which changes how much weight you should even give them. Programmatic SEO abuse doesn't get you nuked Read more

Pitch the shift, not the problem. An evergreen issue ("women don't understand their hormones") isn't news on its own. Chase counterintuitive data, not confirmatory data. The "obvious" result typically doesn't work. Write for the consumer, not the journalist. What would the target audience would Read more

URL accessibility is the top citation factor Ranking for query "fan-outs" (the secondary searches AI runs alongside the main query) matters more than any single keyword ranking Matching your content's structure to the answer format correlates strongly with getting cited. llms.txt has zero Read more

Self-promotional listicles are already getting hit. Google has changed how it ranks this content, and ChatGPT appears to be following suit. A lot of what's "working" right now, like prompt injection widgets, paid mentions, scaled comparison pages is a liability in disguise. E-E-A-T isn't a Read more

SEO and digital PR work best together—not in isolation. Think "three legs of the stool": technical SEO, content, and link reputation. The best campaigns have all three—a commercial angle, a PR hook, and SEO value. Tie campaigns to specific products to draw a clear line from coverage Read more

International digital PR still runs on the same fundamentals — relevance, accurate data, and journalist relationships — no matter the market. Native speakers on your team are non-negotiable for real, long-term success; translation tools alone won't build relationships. Journalists work Read more

Newsrooms are far more KPI-driven than most digital PRs realize. Journalists have daily and monthly unique-page-view targets. The "pub test" still rules. If you can't explain your campaign in a punchy one-liner that would spark a conversation in a pub, you've overcomplicated it. Go social-first Read more