AI gives recommendations, not search results: How PR now owns discoverability
For 20 years, communicators have measured visibility by where a brand landed on the search results page. Now, that metric is becoming obsolete. A growing share of consumers no longer type a query into a search bar and scroll through 10 blue links. Instead, they ask an...
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Crisis Comms & Media Monitoring
Crisis management has become a 24/7 expectation—but most companies still aren’t prepared
Organizations live in an always on environment where a single comment, customer complaint or internal issue can gain attention within moments. Companies often underestimate how quickly a situation can escalate and how many channels can amplify it. The expectation that...
The future of media monitoring: Smart analytics and real-time insights
News and ideas are circulated more quickly than ever in our modern world. Information about a firm, brand, or public figure may easily reach a worldwide audience in a matter of minutes due to the millions of posts, videos, and articles that are published online every...
The death of traditional crisis management: Why speed isn’t enough anymore
For decades, the mantra in public relations has been simple: when a crisis hits, act fast. The idea was that a rapid response would allow brands to control the narrative and mitigate damage before the situation spiraled out of control. Seems logical, right? ...
PR Tech & AI
The new crisis isn’t a WSJ hit—it’s a ChatGPT answer
A reporter calls. You respond. You negotiate the quote. You hold the line. You survive the cycle. That playbook is forty years old. It is not the crisis we now manage. The new crisis is a wrong, defamatory, or hallucinated answer about your CEO that appears inside...
Your CMO can’t define AEO, LLMO, or AI visibility. That’s a board-level problem.
The marketing vocabulary has reset three times in 25 years. Digital. Social. Now AI. The first two resets gave CMOs a decade to get fluent. This one is giving them eighteen months. I run a communications firm. We brief a lot of CMOs. In the last six months, here is...
Earned Media Just Became the Most Underpriced Asset in Marketing. The Numbers Are Now Decisive.
A research finding I want every marketing leader to consider. 85.5 percent of AI citations reference earned media sources — not brand-owned websites. The number comes from recent industry analysis of more than one million AI prompts. The University of Toronto puts...
Content & Media Relations
When AI summarizes your brand before customers visit your website
Over the past few years, the way people discover brands has started to change. Instead of scrolling through multiple search results and visiting several websites, many users now turn to AI-powered assistants that generate quick, conversational answers. Whether someone...
10 proven ways to increase earned media coverage for your business
Press coverage that people receive for free reminds me of how they need to work to get a table at a crowded restaurant without making any reservations. Everybody desires it, but most people lack the knowledge to create it in reality. The good news? Earned media is...
AI visibility in focus: The grocery aisle just fell to the chatbots—what communications teams need to know
5W AI Communications this month released the first grocery-focused AI visibility study — the Grocery edition of The Private Label AI Advantage — and the finding will land inside every CPG communications team in the country: the AI engines are recommending store brands...