What’s the difference between what you do and what a PR agency does?
A PR agency works the earned-media layer - messaging, story placement, journalist relationships. We work the digital layer underneath, where most stakeholder impressions are actually formed: the first page of Google, the Wikipedia article, what AI engines say about you, and the entity signals that tell every platform who you are. Our job is to convert PR's coverage into durable presence.
A PR agency works the earned-media layer – shaping messaging, placing stories, and managing journalist relationships, and they are very good at it. We work the layer underneath that, which is where most stakeholder impressions are actually formed today: 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 are connected but 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 actually 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, is not cited by the AI engines, and never reaches the Wikipedia article, its reputational half-life is a few days. Our job is to convert that coverage into durable presence and to manage the channels PR was never built to reach.
How we work with PR
In practice we run alongside PR firms constantly, either white-label or as a named partner, on shared briefings and one reporting cadence.
Last reviewed: 20/05/2026
