There is emerging evidence of a "pay-to-play" dynamic in AI search. Platforms like ChatGPT seem to disproportionately cite content from sources with which they have commercial deals, such as the Financial Times and Reddit. This suggests paid partnerships can heavily influence visibility in AI-generated results.
Earned media is a primary source for generative AI, appearing in over 60% of brand reputation-related responses according to research. This positions PR at the center of the new "Generative Engine Optimization" (GEO) landscape, creating the most significant strategic opportunity for the industry in over a decade.
Hard Numbers agency launched during the COVID pandemic by creating a financial model assuming zero client wins for six months. This worst-case scenario planning provided the confidence to proceed during extreme market uncertainty, proving to be a critical risk mitigation strategy.
To adapt to hybrid work and reduce overhead, Hard Numbers shares its office with another agency. One firm uses the space on Tuesdays and Thursdays, while the other takes Mondays, Wednesdays, and Fridays. This "timeshare" model is a practical real estate hack for companies no longer needing a five-day-a-week presence.
For data-driven agencies, getting Google Analytics access from clients is standard. However, gaining direct CRM access via API to prove bottom-funnel impact is far rarer, achieved with less than 10% of clients. This highlights a significant, practical barrier to demonstrating full-funnel marketing ROI.
Even a top-tier sales professional has a career pitch win rate of just 50-60%. Success isn't about an unbeatable record, but a relentless focus on analyzing failures. Remembering and learning from every lost deal is more critical for long-term improvement than celebrating wins.
PR professionals often feel their ROI measurement is weaker than other marketing channels. However, many business expenses (like boardroom TVs) face no ROI scrutiny. A well-measured PR campaign that tracks digital impact can demonstrate value more effectively than an average advertising campaign, challenging this internal bias.