What’s the difference between what you do and what a PR agency does?

A PR agency works the earned-media layer: shaping messaging, placing stories, managing journalist relationships. Good agencies are very good at it. We work the layer underneath, where most stakeholder impressions form – the first page of Google, the Wikipedia article, what ChatGPT and Gemini say when someone asks about you, and the entity signals that tell every platform who you are. The two layers connect, but they are not the same.

Two layers, side by side

	What a PR agency does	What we do
Layer	The earned-media layer	The digital layer underneath, where impressions form
Core work	Messaging, story placement, journalist relationships	Search results, Wikipedia, AI engine answers, and entity signals
Output	A flattering placement in a major outlet	Durable presence: coverage that ranks, is cited by AI engines, and reaches the Wikipedia article

Why the layers have to connect

A flattering profile in a major outlet is a PR win, but if it does not rank, the AI engines never cite it, and it never reaches the Wikipedia article, its reputational half-life is a few days. We convert that coverage into durable presence and manage the channels PR was never built to reach.

How we work with PR

We run alongside PR firms all the time, white-label or as a named partner, working from shared briefings and one reporting cadence.