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

A PR agency works the earned-media layer. They shape messaging, place stories, and manage 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 are connected but not the same. 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. In practice we run alongside PR firms constantly, either white-label or as a named partner, on shared briefings and one reporting cadence.