A trial balloon is an information test launched to gauge opinion. Common in politics and PR, it’s useful but risky without clear communication strategy.
The press relations and influence blog
Press officers share their PR tips, influencer trends, innovation news, and… agency life!
Installing an Authority Voice: From Presence to Recognition
Visibility is no longer enough. In an AI-driven Answer Economy, companies must become recognized sources. This article explains how to build an authority voice and turn presence into lasting credibility.
How to Observe a Company’s Presence in AI-Generated Answers
A Method to Analyse Informational Visibility in the Answer Economy Introduction: When AI Explains Your Industry, Is Your Company Part of the Answer? For more than twenty years, corporate digital visibility has largely been structured by search engines. The objective...
How Generative Engines Interpret a Brand
Generative engines no longer just rank pages. They interpret brand identities. Understanding this shift is essential to build a narrative that can be cited and recommended by AI.
Why a Message Is No Longer Enough: Message, Angle and Narrative Are Three Different Levels
A message can capture attention. A narrative builds reputation. Discover why message, angle and narrative operate at different strategic levels in PR, SEO and generative search.
Building a Narrative Strategy: The Shared Foundation of PR and GEO
In the age of generative search, building a clear narrative strategy no longer shapes only media coverage. It also determines how brands are understood, summarised and recommended by AI engines.
The Boilerplate: What Is It, Why Is It Necessary, and What Role Does It Play in Public Relations?
1. What Is a Boilerplate? A boilerplate is the final paragraph of a press release, the section that typically begins with “About [Company Name].” It is a standardized, concise, and factual description of the issuing organization. It can be seen as the company’s...
B2B and B2C: Are the impacts of GEO the same for every company?
In B2C, AI helps users shortlist before buying. In B2B, it helps structure selection criteria and prepare RFPs. This shift changes what content you must publish, what proof you must show, and why PR becomes a key GEO visibility driver.
E.E.A.T.: definition, SEO value, GEO-era limitations… and what comes next
E.E.A.T. once helped brands rank in Google. In the GEO era, it helps brands get cited and recommended by AI engines. Discover how EEAT shifts from on-site optimisation to proof-based authority built across content, PR and spokesperson credibility.
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