FAQ

Modern PR follows a dual-targeting approach: we address human journalists and AI search engines at the same time. While traditional media relations aims solely at media placements, our approach ensures that coverage also works optimally as valid data points for AI. Generative Engine Optimization (GEO) and Data Reputation Management (DRM) are an integral part of our work, which aims to build human trust as well as "digital trust" for your company.

In the era of synthetic content, verified human credibility is a scarce – and therefore valuable – resource. Algorithms favor sources with a high E-E-A-T rating (Experience, Expertise, Authoritativeness, Trustworthiness).

It is the most important foundation outside your own website. AI models give more weight to information from established media than to marketing content. We place topics where the AI "reads".

Quality media serve as the "ground truth" for AI systems. An article in a leading publication carries far more authority than a blog post. This makes your credibility and relevance visible to AI systems and human decision-makers.

Yes, in part. Leading AI providers have licensing agreements with some publishers to access full-text content behind paywalls, which algorithms treat as a particularly strong signal of excellence. At the same time, content in front of the paywall, such as headlines, teasers and meta descriptions, also contains relevant information. And journalists at media without a paywall read very closely what appears about their field behind their competitors' paywalls (and even in print) – and take inspiration from it.

We rely on third-party validation through quality journalism. When renowned media report on you, this builds a stable foundation of trust that protects against disinformation.

While SEO moves websites up in search engines such as Google, GEO (Generative Engine Optimization), together with Data Reputation Management (DRM), ensures that your brand is present – and seen positively – in the answers of AI systems such as ChatGPT, Perplexity or Gemini.

It is business-critical, because modern purchasing agents and decision-makers use LLMs to create vendor longlists. If you don't appear there, you lose market access before the first human contact even takes place.

GEO makes sure the AI finds you, but real trust only comes from Data Reputation Management (DRM) and external validation by third parties. Claims on your own website are not enough to earn weight with AI.

It means third-party validation by independent quality media. Since AI models preferentially draw on verified journalistic sources, this coverage matters for more than just human decision-makers.

While GEO optimizes presence, DRM ensures that the overall picture in AI answers remains consistent and positive. We curate the narratives in the relevant sources the AI relies on.

We protect your digital identity against misinterpretation by AI. By deliberately seeding current facts in authoritative sources such as wikis or trade media, we gradually overwrite weak data points.

For us, AI is not a substitute for expertise but an amplifier. It enables deeper, more thorough analysis and a higher pace on the same budget. With AI-powered processes, we can achieve better results in the same time because we gain more room for strategic optimization.

High quality is built into every AI step we take. We don't use off-the-shelf AI solutions; we develop tailored PR workflows. The "human-in-the-loop" principle always applies: experienced PR experts review, refine and optimize every result.

Our system is based on three pillars:

1. Targeted tool scouting, in which we continuously test AI applications and select the most useful ones.
2. Our own process development, to integrate AI seamlessly into PR workflows.
3. Reliable progress through close collaboration between PR and AI specialists, for transparent and stable results.

We see your company as a partner we are happy to share our knowledge with. AI empowerment means that we strengthen your in-house skills and make you more independent in the long term – including from our own services. We enable you to use AI tools confidently and efficiently for your communication yourself.

AI is fundamentally changing how we work together. We see ourselves as paving the way for future-proof, self-determined communication for our clients. For us, an empowered client is the best partner for a strategic collaboration on equal terms.

We lay the technical foundations on your website and create content for AI search engines (or help your company do these things itself). We also maintain your reputation in the data sphere, including through targeted media relations to generate mentions in leading trade media that serve as "social proof" for AI.

Absolutely. Press releases, bylined articles and interviews make your relevance and credibility visible. Today, however, the goal is to convince AI search engines as well as journalists and human decision-makers.

Yes. We track visibility in AI-generated answers to continuously optimize the GEO and DRM strategy.

We use four parameters: citation share, source attribution (source links), sentiment and context analysis (associative strength), and backlink quality in high-authority media.

We share our knowledge and our AI workflows with you so that your team can handle PR tasks efficiently in-house. The goal is a strategic partnership on equal terms.

Secure and efficient AI support for topic ideation, content creation, competitive analysis and social media snippets.

We follow the "human-in-the-loop" principle: every result is reviewed by experienced consultants and checked for factual accuracy.

PR for B2B technology companies is our focus for two reasons: 1. The topics are complex and need explaining. We have specialized in PR for B2B tech topics for 20 years and know and value the trade media that cover these topics. 2. Target groups such as CTOs and CIOs (and their assistants) already use AI search engines intensively and at a high level. This makes GEO and DRM particularly relevant for B2B technology companies – which matches our passionate interest in how AI is advancing communication.

Our journalistic background ensures the quality of our work and makes it easier to access quality media. AI expertise matters for two reasons:

1. to use AI as an efficient tool in our PR workflows.
2. to continuously adapt our services to the changes AI is bringing to search behavior and the media landscape (see GEO and DRM).

Yes, AI processes make us more efficient. We invest the time saved in strategic consulting and personal media contact.

No. Data protection is a priority. We use enterprise solutions on German servers; your data does not flow into public training datasets.

With experts such as Dr. Alexander Crössmann, Kirsten Wenzel and Christina Knorz, the team led by founder Kathrin Schirmer combines decades of PR experience, journalistic craftsmanship and in-depth knowledge of the B2B tech media landscape with technological understanding and AI expertise.