The way people discover organisations and brands is changing. For years, digital visibility was shaped primarily by search engines. Organisations focused on rankings, website traffic and encouraging audiences to navigate pages and compare options directly. That behaviour is beginning to shift. Increasingly, people are asking direct questions through AI tools such as ChatGPT and Perplexity AI and receiving summarised…
Generative Engine Optimisation (GEO) is changing how organisations need to think about visibility. Instead of browsing websites or comparing search results, more people are asking direct questions and receiving summarised answers from tools like ChatGPT and Perplexity AI. In many cases, those answers form a first impression before someone ever visits your website. That raises…
Brand perception is rarely uniform. The way a senior decision-maker views your organisation is often very different from how it is seen by customers, employees or the wider public. Yet many organisations still measure perception as if it were a single, consistent view. The result is an incomplete picture. Understanding how perception varies across different…
Measuring the impact of a PR campaign should be straightforward. You run a campaign, generate coverage, and assess what changed. In reality, it is rarely that simple. Too often, evaluation focuses on what is easiest to measure rather than what actually matters. Coverage is counted, impressions are estimated, and reports are produced, but the fundamental…
