The journalist publishes it. The machine decides what it means. Write for both.
Digital PR for AI Search is a book by AI James Dooley, Peter Victor Jones, Paul Truscott and Ben Nicholls on how earned coverage becomes the evidence AI uses to recommend brands.
When a buyer asks an AI who to hire, the press you have earned is part of what it reads.
Trade titles, national papers and regional sites are now sources that ChatGPT, Gemini, Claude, Perplexity and Google AI Overviews can consult before they name a brand. An article from last spring is, in the book’s phrase, evidence in a trial, and it can be called on long after the marketing team has stopped thinking about it.
The argument turns on two values in every placement. Exposure is the readers and the traffic, and it fades within a week. Evidence is a credible third party stating something about the brand that a machine can extract and check, and the authors hold that this is what decides who gets recommended. Most reporting still counts the first and ignores the second.
It is written for people who already know how to write a pitch. What it adds is the craft of making earned coverage usable by these systems, and a way of finding out whether the work has moved anything.
What is inside
- The liftable paragraph · how to write a passage a machine can quote whole, with the brand named exactly and one specific fact it can check.
- The citation list · choosing target publications from the sources AI answers already cite in your market.
- The brand sheet · one page of settled facts for every journalist, because articles that agree count for more than a larger pile that varies.
- Data studies and reactive commentary · the formats journalists quote and machines reuse, and how a named quote builds the person and the brand together.
- Coverage the machines cannot use · eight kinds of placement that add nothing, from the bare mention to the dead page.
- Measurement and the 90-day sprint · five measures run monthly against a fixed bank of buyers’ questions, and the order to do the work in.
Part Two hands over to the authors, each answering the same question about what the industry gets wrong. They come at it from machines, measurement, markets and the newsroom, and their answers differ in emphasis.
Authors
Three of the four authors are co-founders of Omnipressent. See every Omnipressent author.
- Publisher
- Omnipressent
- Language
- English
Where to find it
digitalprforaisearch.com is the book’s own site, with its chapters, its four authors and a glossary of its terms. It is also listed on Google Books and Google Play.