Chapter 12: Measuring Digital PR in the AI Era
Digital PR for AI search is measured by what the answers say, not by what the coverage reached, and the measurement is a monthly discipline rather than a campaign report.
So Chapter 12 opens.
THE BOOK
What does this chapter argue?
Reach, links and domain authority cannot show whether a machine recommends a brand. Single answers vary; the trendline matters. The scorecard has five measures: presence rate, framing, consensus, citation share and attribution.
Citation share is the leading indicator, because coverage has to exist before the machines can draw on it. A fixed prompt bank of buyers' questions runs monthly across ChatGPT, Gemini, Claude, Perplexity, Google AI Overviews and Google AI Mode, with the answers logged verbatim and the trendline tracked. One onboarding question, whether a new customer checked the brand with an AI tool, ties the answers to revenue.
SOURCE
Summarised from the text of Chapter 12. Every sentence on this page traces to the chapter's own lines; the facts behind the site are on the record.
How does the chapter open and close?
It opens with the line quoted at the top of this page, and runs to three printed subheadings before it closes.
CLOSING LINE
Reach tells you who saw it. The answers tell you whether it worked. Measure the answers.
What are the chapter's sections?
The chapter has three printed subheadings, in this order:
- The scorecard
- Running the measurement
- The revenue thread
Which terms and people does the chapter name?
The terms it uses from the glossary:
- Prompt bank
- The five measures: presence rate, framing, consensus, citation share, attribution
- Citation share as the leading indicator
PEOPLE NAMED
ChatGPT, Gemini, Claude, Perplexity, Google AI Overviews and Google AI Mode.
Where does it sit in the book?
ALL CHAPTERS