by Michael Falk | 2026-01-13
PR is largely about increasing brand awareness by creating visibility in the media. An increasingly important way to gain visibility today is to appear in AI tools such as ChatGPT. This is where PR has an important role to play. Earned media—editorial visibility in...
by Michael Falk | 2025-11-28
At our PR agency, we are often asked about thought leadership—long-form articles that demonstrate how a company is at the forefront of development. In practice, this often becomes an interview with a spokesperson or expert, or a self-written article such as an opinion...
by Michael Falk | 2025-10-31
PR professionals like ourselves are for obvious reasons interested in how we can reach our clients’ target audiences. This means we need to know which media are the most popular and widespread. It’s probably easy to just go by gut feeling, but a PR agency shouldn’t...
by Michael Falk | 2025-09-23
AI has transformed brand building – making PR both more important and more effective. The visibility in traditional media that PR agencies create also drives greater exposure in search engines and AI tools. Much of this comes down to Google. The search giant’s...
by Michael Falk | 2025-07-15
The share of online searches happening through AI tools is growing at a rapid pace. At the same time, Google has begun including AI-generated answers directly in its search results. For brands that want to stay visible, this marks a major shift: it’s no longer...
by Michael Falk | 2025-06-25
AI is on its way to becoming a natural part of PR work. But exactly how AI will be used in the future is still quite unclear, although we probably already have some clues. What’s more, ChatGPT and other LLMs are already here, so at least we know how PR can work...
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