A Note Before We Begin

Four people wrote this book, and between them they have sat on both sides of the press release. So A Note Before We Begin opens.

Amazon link to supply Where to buy

What does this chapter argue?

They come to it from four careers: a digital avatar of an entrepreneur whose agency has earned coverage for clients for years, a search practitioner, a technical analyst turned search measurer, and a journalist who worked on national picture desks. The book calls itself practical and opinionated. Their shared stance is that digital PR used to be scored in eyeballs and links, and neither scoreboard now decides whether a brand gets recommended.

The new reader of coverage is a machine: ChatGPT, Gemini, Claude, Perplexity and Google AI Overviews read what an article states about the brands in it and use that record when a buyer asks. The book assumes the reader can already write a pitch, and sets out to make earned coverage legible to those systems.

How does the chapter open and close?

It opens with the line quoted at the top of this page, and runs to one unbroken piece before it closes.

What are the chapter's sections?

The book prints no subheadings in this part; it runs as one piece.

Which terms and people does the chapter name?

The terms it uses from the glossary:

ECHO framework (the book credits Peter Victor Jones)
Share of Answer (the book credits Peter Victor Jones)
Entity Confidence (the book credits Peter Victor Jones)
Citation RSI (the book credits Paul Truscott)
Entity Support and Resistance (the book credits Paul Truscott)
Visibility Drawdown (the book credits Paul Truscott)
Visibility Bollinger Bands (the book credits Paul Truscott)

Where does it sit in the book?

It is the first entry in the book.
After it: Introduction: Your Coverage Is Being Read by a Machine