In signing with established AI company in 2021, they imposed a 12-month goal of delivering 18 contributed articles and 12 interviews. 

 

We knew from a study by the Reuters Institute for the Study of Journalism that media coverage of AI in the U.K. was dominated by industry and industry sources. In Canada, coverage reflected business and government hype, not critical voices. And in the U.S., it was the usual dilemma of traditional journalism:  if they focus on the exceptional and the new, they lose sight of the noteworthy. Fortunately, we were able to capitalize on those trends by demonstrating the new, the noteworthy, and industry information and sources.

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In that first year of representation, we blew their goals away by delivering 52 pieces of coverage, including CNBC, Fortune, Wall Street Journal, Venture Beat, and a slew of trade publications. It gave them an audience reach of 46.9 million. 

 

In 2022, we continued to focus on timely, relevant stories that connected our client’s AI platforms to real-world impacts, provided exclusive data and demos, and offered consistent insights. We eliminated any mention of general AI hype, instead highlighted their unique solutions. We were able to garner an additional 59 articles on their behalf with a reach of more than 120 million. It included coverage in Reuters, AXIOS, Tech Briefs, and a whole bunch more. 

 

We continued to smash their PR goals in the third year of representation with more than 400 articles and an additional reach of 220.3 million. 

 

2024 was a year full of change for the company. A new CEO was assigned, and the company rebranded which created a significant shift in strategy and direction. Despite multiple internal challenges that left us a bit rudderless with the campaign, we were able to generate 41 pieces of media coverage with an audience reach of 88 million. 

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All totaled, we delivered 552 articles and interviews with an audience reach of nearly 500 million.