Digital PR isn't a direct line into AI answers. Aim for mentions, not citations. Brand is a qualifier for news coverage. Siege's rough baseline for a traditional news fit is 20,000+ monthly searches for the brand, plus a pain point that's both deep and wide. Stress test every asset: could Read more

SEO isn't going anywhere — but SEOs who aren't adapting are in trouble. Old-school spam tactics are working again (for now). There's no excuse not to own your brand's message. Reputation management now goes beyond your website. Build your footprint now, before the big spenders lock Read more

A case study is a human story used to prove a specific angle. Expert commentary and case studies solve different problems — an expert has studied an issue; a case study has lived it. Journalists now video-call unfamiliar interviewees before running their quotes. Finding sources is a numbers Read more

Case studies are the single biggest lever in Australian PR — journalists want validation from a real person or customer, not just data. A "no" over the phone beats a "no" over email — email silence tells you nothing; a phone call almost always gets you a reason and a chance to reshape the Read more

Familiar campaign formats are starting to blur together. Survey-led indexes and "most Googled X" pieces still work, but running the same format over and over makes a brand forgettable to journalists and audiences alike. Start every idea from a "golden nugget" — a genuinely striking stat or insight Read more

Becca Peel is the Head of Digital PR at Tank. She and I met at the Digital PR Summit in Manchester, where we talked about this episode's topic: case studies for journalists and why they matter so much right now in this age of AI uncertainty, when people aren't always sure who's real. It's causing Read more

Publishers now capture only a couple of percent of UK digital ad revenue. Fully AI-fabricated "experts" are getting quoted ed in hundreds of mainstream news articles. DMCA takedown requests are being weaponized to remove legitimate journalism. Local journalism employment in the UK's largest Read more

Google's Personal Intelligence and ChatGPT memory pull directly from your Gmail, Photos, and past conversations to personalize AI answers In Garrett's test, planting a single email mentioning a product boosted its AI-recommendation visibility from ~20% to 60%. Email had a far stronger influence Read more

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