AI SearchHow to get your brand mentioned in ChatGPT and AI Overviews
A step-by-step approach, and an honest list of what you can't control.
InsightsNotes on media, attentionand influence.
Practical guides on digital PR, media placement, media buying and AI search, written by the team that does the work.
PUBLISHING
Two new articles a month.
TOPICS
Digital PR, AI search, placement, media buying and agencies.
FIRST ARTICLES
Earned media, GEO and sponsored content.
Articles
Digital PR and AI search insights
New articles every month. Subscribe in the footer to get each one when it’s published.
Media BuyingIn-feed native advertising: how it works, where it runs and how to buy it
In-feed native advertising explained: the formats, the feeds it runs in, how to label it under FTC guidance and how to buy and measure…
Media BuyingNative advertising vs display ads: how they differ and when to use each
Native advertising vs display ads: how each format looks, how it's bought, labelled and measured, and how to decide which one belongs in your…
Media BuyingNative advertising benefits: what it does well, and where it falls short
Native advertising benefits explained: attention, context, mobile fit and better data, plus the limits and labelling rules to know before you spend.
Digital PRMedia relations strategy: how to build a plan that earns coverage
Build a media relations strategy that earns coverage: clear goals, a short media list, a story plan, house rules for pitching and measures that…
Media BuyingCost of native advertising: CPC ranges, fees and how to budget
The cost of native advertising explained: CPC ranges, sponsored feature pricing, agency fees and how to set a first test budget without wasting spend.
Media PlacementDo Press Releases Still Work?
Do press releases still work? Yes, for real news sent to the right journalists. See when releases help, when they don't, and how wire…
Digital PRMedia relations vs public relations: which one does your company need?
Media relations vs public relations: what each covers, where they overlap and which one your company needs first, with a side-by-side comparison table.
Digital PRPersonal Branding for Executives: A Practical Guide
Personal branding for executives, explained: the building blocks, a 90-day plan, common mistakes and how to measure whether a leader's reputation is growing.
AI SearchHow to improve AI visibility: five steps that move AI answers
How to improve AI visibility: measure what assistants say about you, fix your facts, earn trusted mentions and publish answers worth citing. A 5-step…
ReputationBrand reputation management: what it covers and how to build it
Brand reputation management explained: what it covers, a five-part plan, who owns it, how to measure it and the mistakes that quietly damage a…
AI SearchAI visibility score: what it measures and how to use it
What an AI visibility score measures, how tools calculate it, where it misleads, and how to build a simple score of your own from…
AI SearchGenerative engine optimization strategy: a five-part plan
A generative engine optimization strategy in five parts: buyer questions, a baseline, clean facts, earned mentions and monthly reviews. What works and why.
ReputationHow much does online reputation management cost? Pricing models explained
The cost of online reputation management explained: what drives the price, common pricing models, hidden extras and the cheap offers to walk away from.
ReputationOnline reputation management strategy: a seven-part plan that holds up
Build an online reputation management strategy that holds up: audit search and AI answers, set goals, run a review routine and prepare for a…
Digital PRHow to Monitor Brand Mentions: A Practical Guide
How to monitor brand mentions across news, social, reviews, forums and AI assistants, with a weekly routine, a tracking log and what to do…
Digital PREarned Media Value: How to Calculate It and What It Misses
Earned media value explained: how EMV is calculated, why ad value equivalents fell out of favour, and better ways to measure what PR coverage…
Digital PRGoogle Alerts for brand mentions: setup, search terms and limits
How to set up Google Alerts for brand mentions: the right search terms, operators and settings, a weekly routine, and what free alerts will…
AI SearchWhat is AI visibility? How brands show up in AI answers
What is AI visibility? How often and how well AI assistants name your brand, what shapes it, how to measure it, and the steps…
AI SearchWhat is LLM SEO? How brands get named in AI answers
What is LLM SEO? A plain guide to getting your brand named and cited in ChatGPT, Claude and Gemini answers, with tactics, measurement and…
AI SearchAI search optimization tools: what they track and how to choose
AI search optimization tools compared by type: visibility trackers, citation maps and technical checks. What they measure, what they miss, how to choose.
Digital PRPaid vs owned vs earned media: differences, examples and how to plan them
Paid vs owned vs earned media explained: what each type is, common examples, strengths and limits, and how to plan all three as one…
Digital PRUnlinked brand mentions: what they are and what to do with them
Unlinked brand mentions shape how search engines and AI assistants see you. Learn how to find them, when to ask for a link and…
Media BuyingWhat is digital media buying? How it works and how it’s priced
What is digital media buying? Learn how ad space is bought online, the main buying methods and pricing models, and what to ask before…
AgenciesWhite label PR for agencies: how it works and how to sell it
White label PR for agencies explained: what you can resell, how partnerships run, wholesale pricing and the questions to ask before you choose a…
AI SearchAI SearchHow to track brand mentions in AI assistants
Tools, prompts and a monthly routine for checking what AI says about you.
Digital PREarned media examples: 10 campaigns and what made them work
Breakdowns of public campaigns and the decisions behind them.
Media BuyingPaid, owned and earned media: a working guide for 2026
How the three fit together, plus Sentinel's case for a fourth: placed.
Digital PRWhat is media relations? A guide for founders
How journalist relationships actually work, and how to start one.
Media PlacementHow to get featured in Forbes (without buying a fake feature)
Editorial, contributor and BrandVoice routes, explained honestly.
Media BuyingWhat is digital media buying? A plain-English guide
Channels, fees and how to judge whether a buy was worth it.
Digital PRUnlinked brand mentions: why they count more than you think
What the Ahrefs mention study shows, and how to find and use mentions.
AgenciesWhite label PR: how agencies add PR without hiring
Margins, delivery models and the questions to ask a partner.
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