There is a question almost every communications leader eventually hears from the CEO or CFO: “What did we actually get from all this PR?” For years, public relations teams have relied on familiar metrics to answer this question, including media coverage, potential reach, impressions, Advertising Value Equivalent (AVE) and Share of Voice. These figures can…
For years, communications teams have asked a familiar question at the end of a campaign: “How much coverage did we get compared with our competitors?” This question gave rise to one of PR’s most enduring measurement metrics: Share of Voice. If your brand accounted for 25% of the relevant media conversation in its competitive set,…
There is a new kind of competitive question beginning to appear inside companies. Someone opens ChatGPT and asks: “Which are the best companies for [your category]?” Your competitor appears. You don’t. Then comes the inevitable question for the communications team: “Why are they there and we aren’t?” For years, brands focused on where they appeared…
PR & Marketing Acronyms can sometimes feel like a language problem. Sit through a communications or marketing meeting and within minutes you may hear PR, SOV, PESO, SEO, SERP, CTR, CPM, CPC, ROI and KPI. Add digital advertising to the conversation and along come ROAS, CAC, DSP, CRM and CRO. Now AI is adding GEO,…
Public relations plays a different role at different stages of business growth. A startup may use PR to build visibility and credibility, while an established company may use it to strengthen brand authority, communicate business priorities and shape industry conversations. For multinational organisations, public relations can also support stakeholder communication and establish credibility in new…
There is already more content on the internet than anyone could reasonably consume. And generative AI is about to make the problem considerably bigger. A company that once produced four blogs a month can now produce forty. Social posts can be generated before breakfast. An acceptable 800-word article can be created in seconds. Everyone can…
Advertising can buy attention. It cannot automatically buy belief. That distinction is becoming increasingly important for marketers trying to understand how to build brand trust. Consumers today are surrounded by brand messages across search, social media, streaming platforms, influencers, retail media and their own inboxes. Generative AI has made producing polished marketing content cheaper and…
For the better part of two decades, brands have competed for one particularly valuable piece of digital real estate: the first page of Google. Entire industries grew around that ambition. SEO specialists studied keywords, backlinks, page speed and search intent. PR professionals learned that a credible media mention could have a life far beyond the…
AI in PR is changing how communication teams research, create and distribute content. Generative AI can draft press releases, suggest headlines, summarize information and identify potential story angles in seconds. But finding what is genuinely newsworthy still requires human judgment, context and editorial thinking. The real question is no longer whether AI can write a…
For years, reputation audits began with a fairly predictable exercise. Google the company. Google the CEO. Look at the first few pages of search results. Check recent media coverage, Wikipedia, LinkedIn, Glassdoor and perhaps Reddit. Then compare what the internet appeared to say about the organisation with what the organisation wanted to be known for….
