PR without OKRs is theater. PR with the wrong OKRs is expensive theater. How to write PR OKRs that hold up in front of a CFO — including the AI-era Citation Share metric that changes everything.
Most "thought leadership" isn't leadership and isn't thinking. Here's how real authority actually gets built — from a founder who spent twenty-three years running one of the country's largest independent PR firms.
No industry runs reputation in public the way airlines do. From Alaska's door-plug response to the loyalty programs that are really banks — what the best carriers do differently, and how AI Communications is now the new
The U.S. gambling industry spent $520M on celebrity endorsements and $60M on responsible gambling in 2025 — an 8.7-to-1 ratio. The highest of any regulated American consumer category. It is now inside Sustainalytics, MSC
ChatGPT names BetMGM in 78% of responsible-gambling responses. DraftKings 64%. FanDuel — the market leader by revenue — meaningfully less. The paid-media leaderboard and the AI citation leaderboard don't match. Ronn Toro
Citizens Bank will pay $171,000 for an Answer Engine Optimization Manager. The answer runs on Wikipedia and Reddit — inputs still paid at $21 an hour. That gap is where the next wave of enterprise budget goes.
WHO confirmed a 43% cholera surge on June 30. UNICEF is speaking. Gavi, EuBiologics, and the major NGOs are silent. That's the story — and the opening.
Real estate triggers a Google AI Overview 0.14% of the time — dead last among American verticals. A joint Haute Real Estate Network and 5W AI Communications report puts a number on the discovery shift and the 24-month wi
Crypto spent a decade fighting for trust. That fight just moved — into the AI engines that now answer every first-time buyer question with a verdict.
Anthropic doesn't have a thought-leadership program. It has an interpretability research program. The 30-year category error costing AI vendors enterprise deals — and the 15% threshold buyers in regulated industries actu
Every major AI assistant recommends its parent company's models more often than rivals do. ChatGPT 2.0x. Gemini 1.7x. Google AI Overviews 1.6x. Claude 1.2x — the outlier.
X Money went live June 26. The fintech press called it a payments story. The real story: your social identity is now your payment identity — and reputation just became infrastructure.