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Press coverage and an organisation's own content have always been the backbone of international reputation, and their importance has grown even further as AI transforms how information is found and shared. The Muckrack 2025 State of PR report confirms this. AI-driven search, whether powering Google or the latest generative engines, relies on trustworthy, authoritative, and regularly updated content. That’s where strong earned media (press coverage, thought leadership, trusted

Continuing my series on AI transforming the way PR is done, and how I use it in my daily work with large, international clients. According to Muck Rack’s UK State of AI in PR report, two-thirds of UK PR professionals now use generative AI in their work, with 91% stating that it accelerates processes and 75% reporting an improvement in output quality. I’m in that majority. After 25 years in PR, I use AI to support my work daily. I see AI as a supportive and efficient tool rat

Gini Dietrich, creator of the PESO (Paid, Earned, Shared, and Owned) Model, reminds PR's that AI visibility isn’t earned through SEO...

I’m delighted to share two key updates on how I am helping brands build their credibility internationally . Upcoming: Leading Ladies...