What we’re learning across crisis, performance marketing, digital advocacy and reputation — and how digital keeps changing the work.
— Google is pushing ads into AI Overviews and AI Mode, and the advice online is mostly wrong. You do not need AI Max. Here is what genuinely makes your ads eligible, and how to run it with discipline.
— The mechanics of paid media in a fast-moving crisis: target impression share bidding, budget pacing through a demand spike, and keeping the message accurate at speed.
— When a crisis breaks, search demand spikes and the results page becomes the battleground. How paid search puts your accurate account in the top slots, fast.
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— How Google knowledge panels and Wikipedia entries form, why they shape what people and AI believe about you, and the legitimate ways to keep them accurate.
— ChatGPT Ads are now open to everyone. Early advertiser reports point to high click costs, no conversion tracking and thin reporting. Here is a measured read, and what it means for B2B.
— What is reputation management? A plain-English guide to how search, knowledge graphs and AI assistants now shape what people find, and the infrastructure work that keeps it accurate.
— A plain-English guide to GEO. How to make a brand visible, accurate and cited inside AI answer engines like ChatGPT, Gemini and Google's AI Overviews.
— How AI is changing PR: the shift from media pitching to managing the information environment that shapes what people and machines say about you. Read on.
— What is answer engine optimisation? A plain-English guide to AEO, how it differs from GEO and SEO, where the term came from, and what it covers. Read on.
— Learn how to write a crisis communications plan: the core components, who owns each role, and the sign-off paths that let you respond at speed. Start here.
Tell us a little about the situation — narrative, exposure, timing. We'll reply promptly with initial thoughts and next steps. Confidential, always.
