A Fake Story About Your Brand Costs $0 to Make. Defining "Shadow Content" and what do about it.
58% of companies have already been hit by a fake story, and only 18% can spot one coming.
PR@ctical
Your executive brief on AI visibility, modern PR, and what's actually working right now. By Sarah Evans — Partner at Zen Media, 23+ years in comms, creator of The Before Layer and Published Monthly.
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The prompt never has been a "question." PR has to start thinking like a CMO at scale, now
Buyers who ask AI buy from their first shortlist 80% of the time, and half of them are using it to narrow the list, not find you. Here are the four work prompts deciding your accounts.
LinkedIn Gave Everyone a Button to Report Your Content as AI Slop. 40% of Long-Form Posts Qualify Right Now. Time to Change ASAP.
LinkedIn also killed its own AI writing tool. Here's the 10-minute audit to run on your feed and every account you manage, plus your two Certification Day winners
OpenAI Will Now Sell Anyone an Ad Next to the Answer. The Answer Itself Isn't for Sale. PR Already Owns It.
ChatGPT ads went self-serve this week.
Your Customer Sees You 26 Times Before They Buy. Sales Gets Credit for the Last 4. PR Touched the First 22.
Most of those touches happen in AI answers, podcasts, and threads you can't tag. This week: how to read the prompts driving them.
The One-Funnel Era Is Here. PR, SEO, and Sales Now Share a Single Pipeline, and It Runs Through AI.
The agent discovers, verifies, and buys in one motion (and org charts won't catch up for a while)
Visibility Got You Into the AI Answer. Believability Is What Gets You Bought.
Trust in AI just dropped 28 points in a year. Here's the step by step on becoming the brand AI recommends when it's the one deciding.
Two People, Same Job, One 62% Raise. The Difference Is AI Acumen.
Learn how to think like a brand architect and you'll create the future of comms right now
If you're not thinking like an architect, you've got about 6 months to get on board.
Our agency now has 9 AI developers on staff, and our entire team is learning to solve in new ways. Here's what that shift means for your role.
"We'll Focus on AI in Six Months" Is Going to Bite You. Google is Ready to Keep Score.
Search Console will soon show exactly how often you appear in AI Overviews and AI Mode.