How do you make sure that shows up?

We have a saying at Pan that I always bring up whenever I have the opportunity, because I find that no matter what changes in the industry, this always sort of rings true, and that's it starts with the story.

So this idea of the very first thing you do if you're a brand wanting to impact your visibility is you ask yourself really important questions around who you are, what makes you different, what are the problems that you solve? And you understand holistically, what is your brand story? Brands are using different words to describe themselves across the buyer journey.

And that makes them incoherent to both machines and humans, right? So you're thinking about a non-cohesive story to humans all the time, but you have to understand that when you have the capability of looking across so many different channels, the way you describe yourself becomes even more important because machines need to interpret that whole landscape, and they can.

And so inconsistent language is one of the most important things to correct out of the gate.

Also, removing yourself from the echo chamber, right? A lot of what we see in the B2B industries is using words that are internal to a company or to an industry, but you really need to start from what are the words being used by the customers trying to find me or my competitors, right? So to be really thoughtful about what words you use to describe yourself and letting the queries, the questions lead in terms of how you describe yourself when you're doing that exercise.

And then I would say third is, this idea that content that could be absolutely excellent may still be invisible to machines.

How is that playing into this whole sort of strategy that you're putting together for clients?

So what are you seeing in terms of the trends that help your clients, brands, organizations become more discoverable with the LLMs?

We sort of came about this by reverse engineering a couple, couple questions that we thought we could answer.

So, you know, obviously the goal here is to figure out how to make brands discoverable in these LLMs.

And so, you know, first and foremost, and this I think was a really key question to ask, was what, you know, what is the rule and rank of the PESO media across, you know, this mix? So not just how does PR and, and earned media affect AI visibility, but how does, you know, paid, earned, owned, and shared media affect AI visibility? And so, you know, that's really the foundational piece.

Um, what we saw was that, you know, PR plays a role, but it isn't always the primary role.

That earned media channel, owned media and earned media working together is what ultimately helps brands become known, and so that became a really critical finding.

Um, we started to think about that visibility, um, from the lens of, you know, all the different levers that could contribute to the outcome.

Mm-hmm.