Digital PR for AI Search

DIGITAL PR FOR AI SEARCH CHAPTERS

Digital PR for AI Search chapters

The book's first half explains how the machines read coverage, its second half is the build, and it ends with a real case, four practitioners and a call to act.

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THE BOOK

Front cover of Digital PR for AI Search: How Earned Coverage Builds Brand Visibility in ChatGPT, Gemini and Google AI. The artwork shows an illustrated stack of newspapers, the top one headed "Featured In" with publication wordmarks, linked to three tiles labelled ChatGPT, Google AI and Gemini, above the labels Earn Coverage, Build Authority and Third Party Corroboration and the byline AI James Dooley, Peter Jones, Paul Truscott and Ben Nicholls.

How the book is organised

Digital PR for AI Search prints 22 contents entries: a note, an introduction, 14 numbered chapters, Part Two with four practitioner chapters, and Take Action.

The introduction sets out the two halves in the book's own words: The first half explains how the machines read coverage, and The second half is the build.

Each chapter page gives one chapter's argument in a few sentences, with its first and last lines quoted exactly.

THE CONTENTS

The contents as printed

The terms the book defines

Every chapter, in printed order

  1. A Note Before We BeginThe four authors open by saying that between them they have sat on both sides of the press release.
  2. Introduction: Your Coverage Is Being Read by a MachineEvery article written about a category is now a source an AI model may consult before it recommends a brand.
  3. 1Chapter 1: Earned Coverage Is Evidence, Not ExposureA piece of earned coverage has two values, and the industry still reports the smaller one.
  4. 2Chapter 2: The Models Trust Third Parties More Than They Trust YouAI models give little weight to what a brand says about itself and a lot to what credible third parties say about it.
  5. 3Chapter 3: The Link Was the Prize. The Paragraph Is the Prize Now.For twenty years digital PR was judged by the link, and the chapter argues that AI systems have reversed that order.
  6. 4Chapter 4: Which Publications the Machines Actually ReadThe chapter builds the target list from the sources AI answers already cite for a market, and sets the domain authority spreadsheet aside.
  7. 5Chapter 5: The Brand Sheet Every Journalist Gets HandedA brand sheet is one page of canonical facts, written once, handed to every journalist and attached to every pitch.
  8. 6Chapter 6: Data Studies Are the Most Citable Asset in Digital PRThe chapter calls a well-designed data study the strongest campaign in digital PR for AI search, because journalists quote original data readily and machines lift it cleanly.
  9. 7Chapter 7: Expert Commentary and Reactive PR: Getting Named in the AnswerA quote attributed to a named person in a credible publication builds two entities at once: the person and the brand.
  10. 8Chapter 8: Press Releases Are Not Dead. They Are Being Retrieved.The press release survives because machines read structured, dated, attributed statements of fact.
  11. 9Chapter 9: Consistency Across Coverage Is the MultiplierTen pieces of coverage that agree are worth more than fifty that vary, because machines reward agreement and penalise contradiction.
  12. 10Chapter 10: Coverage the Machines Cannot UseA large share of the coverage brands pay for adds nothing to AI visibility, and knowing which placements are inert saves budget.
  13. 11Chapter 11: From Coverage to Knowledge GraphCoverage lasts when it feeds the knowledge graph, and the chapter calls digital PR the most reliable way of providing the independent sources a graph needs.
  14. 12Chapter 12: Measuring Digital PR in the AI EraThe chapter measures digital PR for AI search by what the answers say, as a monthly discipline.
  15. 13Chapter 13: The 90-Day Digital PR Sprint for AI VisibilityNinety days is enough to turn a scattered coverage footprint into a deliberate evidence programme, provided the stages run in order.
  16. 14Chapter 14: Case Study: The Law Firm That Asked Three MachinesPromoSEO, the digital marketing agency founded by James Dooley, has on record a buyer who used the machines to choose.

Part Two: The Practitioners

Four authors, four lenses on the same problem. From the book's Part Two.

The chapters that follow are opinion rather than method. Each author was asked the same question: what does the rest of the industry get wrong about digital PR now that a machine is reading the coverage, and what would you tell a brand to do about it this quarter. The answers disagree in emphasis, which is the point. Measurement, markets, newsrooms and machines are four different vantage points, and a brand that can see from all four will out-build one that cannot. From the book's Part Two.

  1. AI James Dooley: Reach Is a Vanity Metric and the Machines AgreeThe chapter opens with the disclosure that AI James Dooley is the digital avatar of James Dooley, and that every word under the avatar's name is researched, written and refined by James Dooley personally.
  2. Peter Jones: Share of Answer Is the Only PR Metric That PaysPeter Victor Jones argues that digital PR has a retrieval problem which the industry still measures as a ranking problem.
  3. Paul Truscott: Reading a Campaign Like a ChartPaul Truscott treats a digital PR campaign as a position taken in a market, to be read from the price action.
  4. Ben Nicholls: What the Newsroom Actually WantsBen Nicholls argues that most pitches die in the newsroom for the same reason machines cannot use much of the coverage that survives.
  5. Take ActionThe close says most readers will never write a brand sheet and send it to a journalist, though the sheet takes an hour.