When your buyer asks AI who they should hire, it doesn't read your homepage. It reads what everyone else published about you. That's earned media — and it just became a ranking input.
We do the real thing: actual journalists, actual pitches, actual placements. Then we measure it against pipeline instead of handing you a clip book.
For twenty years, PR was about reaching humans through media. It still is. But now there's a second audience reading every article about you — and it's the one your buyer asks first.
Language models weight independent sources above self-published marketing — the same instinct a journalist has. Your About page claims you're the leader in your category. Every company's About page claims that. So the model looks elsewhere, and repeats whatever it finds there.
Which means the question isn't whether you have good marketing. It's whether anyone credible and independent has written down what you do.
Read: SEO Is Not Enough — Welcome to GEOEarned media doesn't influence AI answers by magic. It's a chain, and every link is something we can work on deliberately.
A credible outlet publishes a story that describes who you are, what you do, and who you do it for — in their words, on their domain.
That article enters the training data and the live retrieval index. Trade and mainstream outlets are exactly the sources these systems trust and crawl.
Asked about your category, the model reaches for third-party sources. Consistent coverage across several outlets reads as consensus, not marketing.
You show up in the answer — with the framing you earned, sourced to someone other than you. Your buyer sees a recommendation, not an ad.
This is why PR and AI search aren't separate line items for us. The same placement that puts you in front of a trade publication's readership is the placement that teaches a model how to describe you. One motion, two audiences.
Run together, they compound. Run alone, each one still works.
The core of PR and the hardest part to fake. We build the media list around your actual buyers, develop the angles that make you worth covering, and pitch journalists who write for the people you want to reach.
When you have something to announce, the announcement should do more than sit on a wire. We write releases that a journalist can actually build a story from, and keep a newsroom that gives every announcement a permanent, citable home.
Your category has opinions worth having, and buyers trust people more than logos. We turn what your executives already know into bylines, op-eds, and appearances — in their voice, under their name.
It would be easy to read this page and assume we've replaced PR with some kind of algorithm play. We haven't. There is no prompt that makes an editor care about you.
Everything on this page runs on traditional public relations, done properly — researching outlets, understanding what a specific journalist covers and why, finding the angle that makes your story theirs instead of yours, and pitching it without wasting their time. That craft hasn't changed, and it doesn't automate.
What changed is the payoff. A placement used to be worth its readership and a backlink. Now the same placement also shapes how every AI system describes you, for as long as that article exists. Same work. More leverage.
So if you just want good PR — competent people who know reporters and can get you covered — that's what this is. The AI part is what you get on top.
The reason PR has a reputation problem is that most of the industry reports on activity and calls it impact. We don't.
PR is slower and less linear than paid media, and we won't pretend otherwise. Some months land nothing. What you'll always get is a straight answer about what's working.
Four phases. The first one is where most PR engagements go wrong.
Weeks 1–4
We find out what the web already says about you, where AI currently places you in your category, and what you know that nobody has written down yet. Most companies have more stories than they think — they're just buried in the parts of the business that never talk to marketing. No pitching happens in this phase.
Weeks 4–6
We lock the narrative — the specific, defensible thing you want said about you — and build the target list of outlets and journalists who plausibly care. You'll see the list, including which names are realistic now and which are earned later.
Week 6 onward
The engine runs: pitching, bylines, releases when there's news, podcasts and panels for your executives. We prep you before every interview and handle the follow-through. Coverage begets coverage — the third placement is easier than the first, because journalists check who else has written about you.
Ongoing
We track placements against traffic and pipeline, and re-test how AI systems describe your category to see whether you've entered the answer. Then we point the next quarter at whatever actually worked.
The first 30 days go to research, media list building, and narrative development — no pitching happens until the story is right. Most clients see first placements in months two and three. Earned media compounds: the third placement is easier to land than the first, because journalists check whether anyone else has covered you.
No, and anyone who does is either lying or buying. Editorial coverage is earned, not purchased — a journalist decides whether your story is worth their readers' attention. What we guarantee is the work: the research, the narrative, the pitching, and honest reporting on what landed and what didn't.
Large language models answer questions by synthesizing sources across the web, and they weight independent third-party sources more heavily than a company's own marketing. When your brand is described consistently across credible outlets, that description becomes what the model repeats. Earned media is one of the few levers that puts your narrative into those sources.
No. Funding rounds and launches are the easiest hooks, but they're not the only ones. Proprietary data, a contrarian point of view, customer results, and executive expertise are all pitchable. Most companies are sitting on more stories than they realize — the audit exists to find them.
Wherever your buyers actually are, which is usually trade press before mainstream. A feature in the publication your buyers read every morning is worth more than a mention in a national outlet they'll never see. We build the target list around your category and buyer, and we tell you upfront which outlets are realistic.
No. Crisis and reputation management is a specialized discipline that demands 24/7 availability, and we would rather refer you to a firm built for it than do it halfway. We focus on proactive earned media, press, and thought leadership.
PR works on its own, but it's sharpest next to the rest of the stack. Your fractional CMO makes sure the narrative matches the actual go-to-market. The content engine gives journalists something to find when they look you up. And AI SEO measures whether any of it moved how models describe you. You can buy PR alone — plenty do — but the compounding lives in the combination.
It's a genuinely uncomfortable exercise, and it's the honest starting point for any PR conversation. We'll run it with you on a call — or start with a free marketing intelligence audit.