Key takeaways Every few years, someone in a marketing Slack channel asks whether likes and shares help a page rank, and every few years the answer comes back no. I’ve watched this cycle long enough to feel a little fond of it. The question is back now in new clothes. People want to know whether their LinkedIn posts will get their brand into ChatGPT (or Claude… Read more »
You’ve heard the story before: A brand running an active PR program is landing coverage, placing bylines, and earning analyst mentions. But the brand’s name still barely shows up in AI-generated responses. Worse, AI might even be misrepresenting the brand’s value to prospective buyers. Both the problem and the solution have a lot to do with how PR and generative engine optimization (GEO) work together. (Before… Read more »
There’s a version of this story that most B2B marketing leaders have lived recently. You’ve done the work: page-one rankings for category keywords, solid domain authority, consistent content output, a site that would make an SEO auditor happy. You open ChatGPT, type the question a buyer in your category would ask, and your brand is barely mentioned. A competitor with weaker organic metrics shows up repeatedly. … Read more »
This page was drafted by some of PAN’s go-to media relations mavens, Ash Waters, Kirsten Welch, Jessica Tasman, Judy Lee, Sophie Tolsdorf. Don’t want to read this full post? We get it. Life is short, and this page is long. Jump down to our FAQ section! Table of Contents What Is Substack? Substack is a subscription publishing platform where writers earn directly from their readers —… Read more »
Key AI Visibility Takeaways Ask most B2B marketers how they plan to improve their brand’s visibility in AI search engines, and they’ll describe a content strategy. More structured pages. Better schema markup. FAQs optimized for ChatGPT. Faster load speeds. (I say this as someone who’s regurgitated these exact things to members of my team.) None of that is wrong. I wanted to offer that caveat before… Read more »
It’s official: We’re in the acronym soup stage of AI marketing. (And no, Adam Driver, it’s not good soup.) Truth be told, things have been looking soupy for quite some time, at least if the average B2B marketer’s LinkedIn feed is anything to judge by. Every marketing executive wants to dominate GEO. Or be an AEO juggernaut. And leave SEO by the wayside, because it’s really,… Read more »
When I had to say goodbye to my cat of 18 years, it taught me some valuable lessons about B2B SaaS PR. I’m just kidding! Losing my heart cat did not give me any poignant business advice to impart. Instead, I’ve gained a new appreciation for the role pets play in our professional lives. Snow Boots’ Transformation from Pet to Coworker Snow Boots (aka Handlebars,… Read more »
Following an engaging press panel discussion at Swaay.Health LIVE 2026, we sat down with Jennifer Bresnick to dig deeper into her reporting for Digital Health Insights: what her most successful stories look like, the must-have elements of a resonant pitch, watch-outs for PR pros, and the critical difference between thoughts and thought leadership. Related Read >> PAN Press Pass: What Actually Gets Covered in AI Media – Insights from Shaun Sutner at AI Business Q: What drew you to your beat, and what… Read more »
The weather has warmed up, Summer Fridays are back at last, and it’s time for one of my favorite PAN traditions – the PAN Summer Reading List! From sprawling fantasy epics and dark academia to heartfelt literary fiction and classics, PAN employees have rounded up the books they couldn’t stop talking about this year. Whether you’re packing for a beach vacation, lounging by the lake, or simply looking for your next great escape, here’s what’s topping our… Read more »
(How Independent Validation Influences B2B Buying Decisions) Imagine you’re looking for a memorable dinner at a restaurant, but don’t know where to go. How do you decide on the perfect location? One common approach is to search restaurant reviews to find a well-liked dining experience. This method is called “social proof” — a powerful concept that suggests if other people or organizations have used, liked, or… Read more »