PR for visibility in AI search

Earned media coverage that gets you seen by AI and your audiences.

Why is this important?

In a world where AI now shapes what people see and trust, your visibility depends on more than SEO or owned content. Tools like Google’s AI Overview, ChatGPT and Claude increasingly rely on media sources - not your website, not your ads - to build their answers.

This means earned media coverage is no longer just a way to boost reputation. It’s the foundation of your discoverability. If you’re not quoted, cited or featured in the media AI trusts, you risk being invisible in the places your audiences turn to first.

PR is now a visibility engine. It’s how brands are surfaced, described and judged. And in this new era of generative search, it’s essential to be present, consistent and credible in the sources that AI and people look to.

How it works.

Every engagement is tailored, but our approach follows a clear five-part process:

Chapter 1: AI visibility audit

We start by looking at what AI is already saying about your business – and identifying where it isn’t saying anything at all.

Using prompts across platforms like Google’s AI Overview, ChatGPT and Claude, we uncover how your brand is being summarised, which sources are cited, and what’s being left out.

We map the current narrative, both strong and weak, and begin to understand how AI sees your relevance, value, and voice.

You’ll get:

• A full picture of what AI tools say about you right now


• A list of the sources AI is using and where they rank in terms of authority


• A gap analysis highlighting what’s missing – including competitor comparisons


• Recommendations for next steps to strengthen your AI visibility

Chapter 2: Story development & media fit 

We then turn inward. Our team works with you to uncover and shape the most relevant and resonant stories inside your business.

These may be stories of innovation, expertise, impact, leadership or values – the kinds of stories that earn coverage and help AI build a clear and consistent picture of who you are.

We explore:


• What stories you’re telling now – and how they’re landing (or not)


• Where your spokespeople, clients or achievements are being overlooked

• What sector conversations are happening – and where you should be contributing


• Which outlets and journalists AI tools value most in your domain

The output: a media-ready story plan aligned with AI-friendly messaging and earned media expectations.

Chapter 3: Earned media & thought leadership 

From insight to action – strategy and delivery 

Now we get you into the media outlets AI trusts. Our team delivers a PR programme focused on quality coverage in trusted sources.

This includes pitching into trade and national titles, placing bylined thought leadership articles, securing expert commentary and spokesperson interviews – all optimised for relevance, credibility and visibility in AI systems. 

We’ll:


• Craft media pitches, commentary and opinion pieces with clear, quotable language


• Target outlets that AI is more likely to trust and reuse (sector trades, business press, expert-led coverage)


• Ensure you and your leaders are consistently showing up in the right places


• Track earned placements and analyse their influence on AI tools

The result: regular, referenceable content that shapes how you’re summarised and cited.

Chapter 4: Owned content with AI in mind

Earned media doesn’t exist in isolation – and neither does AI visibility. We align your owned content with your PR narrative to build consistency and reinforce key messages.

From LinkedIn posts to blog content, we shape your owned channels so they support the signals AI looks for – relevance, clarity, and authority. 

We will:


• Review your current owned content for consistency and clarity


• Recommend updates to language, format and frequency to boost discoverability


• Support content development across blog, LinkedIn, and executive platforms


• Link earned and owned content to build a cohesive AI-ready footprint

Clients leave this phase with a content approach that supports both visibility and credibility.

Chapter 5: Measuring the difference & monitoring

PR for AI is not one-and-done. We build in tracking and learning from the start so you can see the difference the work is making – and stay ahead as the algorithms evolve.

We continue to review media mentions, AI citations and how your summaries change over time.

You’ll receive:


• Regular reporting on AI appearance, source attribution and media traction


• Strategic guidance on refining your story, targeting or content


• Insights on media signals that are shifting or emerging


• Clear next steps to maintain and grow your AI visibility footprint

This final step helps you protect and expand your earned media impact in the age of generative search.

Optional: Be ready for a crisis 

Protect your reputation when it matters most 

In today’s world, crises can happen fast – and misinformation spreads faster. Being caught off guard is a risk no serious organisation can afford. 

Reputation isn’t just about reacting. It’s about preparing – and knowing who will speak, what you’ll say, and how to lead with calm, credible messaging. 

We help you: 

  • Identify and train the right spokespeople across leadership and comms 

  • Develop clear, honest messaging for different types of crisis – whether internal, reputational, social or operational 

  • Map possible scenarios, risks and storylines before they unfold 

  • Build a simple, human response plan that supports both people and brand 

  • Run training sessions, simulations and workshops to test readiness 

  • Provide live, on-call support when a crisis does happen 

 

The benefits? Quicker recovery, greater trust, reduced confusion, and leadership that feels real and human under pressure. 

This work gives you peace of mind. Because when the moment comes, the story you tell – and how you tell it – will define what comes next. 

Every organisation is different – and so are the challenges they face. We tailor each engagement based on scope, ambition and availability. 

Timescales and investment 

As a guide: 

  • Most projects tend to take 2 to 3 months or more from start to finish 

  • Pricing starts from £20,000 + VAT, ranging upwards with bespoke elements depending on scale and delivery 

  • Additional Crisis Communications support starts from £10,000 + VAT

All details are confirmed in discussion with you – to ensure we shape the right story, in the right way, for your business. 

 

Who it’s for?

This work is best suited to large UK organisations – particularly those in sectors such as: 

  • Legal 

  • Accountancy 

  • Energy 

  • Tech 

  • Healthcare 

We work across Scotland and the UK, supporting organisations navigating growth, change, or internal challenges around culture and communication.