Overview
PR for the AI Era
Third party validation of your company by journalists has always carried more value than bought media, but with AI dictating how companies are searched and found, earned media should now be essential starting point of all business-to-business marketing; the independent media assessment of your products and services is the principal variable that large language models rely on to build trust and authority assessments of your company. With press coverage, your business simply won’t be visible in the AI era.
Re-targeting Editorial
We tackle the weakness in earned media – the chance that your buyers and investors may not see your press coverage – by using targetable channels such as CRM and B2B social media to precisely re-share your earned media stories with specific job titles in specific target organisations, be they future customers or investors.
For this reason, GroupWhistle’s earned media playbook prioritises fewer but stronger stories that land with purpose and provide the content for precision re-targeting.
What you get
- Extensive personal relationships with key journalists
- A depth of experience in crafting editorial pitches that land
- First-hand story pitching and sell-in based on established media relationships
- Launch and major news event planning & delivery
- Issues and crisis response with clear protocols
- Executive and spokespeople briefing and training where necessary
How it works
- Build a narrative by proof points, value proposition and editorial relevancy
- Prioritise outlets and journalists by influence and fit
- Draft briefings and press releases fact-check and manage approvals with care
- Pitch one-to-one and handle follow-ups and subsequent interview scheduling
- Curate and manage through to story publication
- Target coverage amplification through CRM and paid socials where appropriate
Metrics we track
Tier-1 story placements, backlink traffic, coverage sentiment, re-use of editorially-validated stories in other channels, brand influence rankings.
Where this fits
Media relations anchors generative engine optimisation, builds trust and authority and feeds social content and other channels with credible, third party endorsement.
