For PR & comms
The news cycle ended. AI answers still open with the old story.
“Tell us what ChatGPT is saying about us before a journalist reads it back to us, and what we can do about it.”
The correction ran, and the relaunch landed after the crisis closed. The engines are still reading the coverage from week one, because nothing better has been written for them to cite. ELEVA tracks how ChatGPT, Gemini, Perplexity, and the rest describe you and your news, and which press, Reddit threads, and videos they lean on. We turn that into the earned-media priorities that change the next answer.
The problem
The story is being told without you in the room
Every day, ChatGPT, Gemini, and Perplexity answer questions about your company. No one on your team sees the answers, and no one sends a clipping.
You hear it from a reporter
A journalist asks ChatGPT about your company before the interview and reads the answer back to you. Or a customer does. Either way, you learn what AI says about you from someone else, weeks after it started saying it.
The old story never ends
You handled the crisis and the correction ran. The engines still cite the coverage from week one, long after the news cycle moved on, so it leads the summary a buyer, a candidate, or an analyst gets.
Coverage where the engines do not look
You landed the trade press piece, and the engines never cite that outlet. Meanwhile a Reddit thread they cite in half their answers has been asking a question about you for three months, and nobody has answered it.
No measure of what earned media did
You report placements, reach, and sentiment. No one can say whether last quarter’s coverage changed a single AI answer, so the channel that now writes the summary has no line on the dashboard.
The competitor framed your category
Their launch announcement became the source the engines quote when they explain what your category is for. Now every answer about the space uses their words, and yours are footnotes.
No warning when a trusted source turns
When a source the engines lean on changes its mind about you, whether that is a review site, a subreddit, or an outlet, the answers change with it. You usually find out from a drop in your mention rate, if you find out at all.
Why now
The engines read earned media. They do not read it the way you place it.
84%
of the links AI answers cite are earned media
Journalism alone is 27%, across 25 million links from ChatGPT, Claude, and Gemini. Your coverage is the raw material, but which outlets get read is not up to you.
45%
of AI answers about the news had at least one significant issue
Sourcing was the biggest problem, in 31% of answers, across 3,000 responses in 18 countries. When an engine gets your story wrong, no one on your team sees it happen.
39%
of PR professionals are not measuring AI visibility at all
Nearly three quarters call it at least somewhat important to their strategy, and 29% say no one at their organization owns it, so the seat is open.
What the engines say
What ChatGPT, Gemini, and Perplexity say about you and your news today
Once a day, on every major AI engine, we run the questions a buyer, a candidate, or a reporter asks about your company, its news, and its category. We store every answer in full: the summary, the framing, the sources it leaned on, and the competitors it named.
You read the answers the way a reporter would, engine by engine, with your brand and every competitor highlighted. When a story breaks, you see which engines picked it up, from which sources, and how the summary shifts day over day.
- Daily runs across every major AI engine, per market
- Every answer stored in full, with your brand and each competitor highlighted
- Mention rate and share of voice per engine, per question, per day
Which sources they trust
Which sources they cite, and which ones they stopped citing
We log every citation in every answer: the outlet, the page, and where in the answer it sits. The domains and pages the engines cite for your questions come back ranked, each one tagged You, competitor, or third-party, so you can read the outlets that shape your summary off a table instead of guessing at them.
The movers tables compare each period with the one before it, so a subreddit gaining share, a newsroom post losing it, or an outlet that was cited last month and is gone this month gets flagged as an early warning, before the change shows up as a drop in your mention rate.
- Citation domains and cited pages, ranked, with share and change per period
- Movers flagged as new, grew, shrank, or dropped, source by source
- Your newsroom and press pages tracked as owned sources, against the outlets and the communities
Social in the answers
The Reddit threads, YouTube videos, and LinkedIn posts inside the answers
The engines cite communities and creators as readily as they cite the press. Social Monitoring keeps every Reddit, YouTube, LinkedIn, X, TikTok, Instagram, and Facebook page the answers cite, ranks them by citations, and shows whether the answers citing each one mention you.
For a thread about your outage, a review video, or a former employee’s post, you see which questions pull it in, on which engines, and how its share moves. Some of them need a reply and some need a better source to exist, but all of them belong on your list.
- Every cited social page, typed as thread, post, video, or profile
- Answers citing each page, and how many of them mention your brand
- Your accounts and your competitors’ tagged, everything else flagged third-party
What to do about it
Earned-media priorities that change the next answer
The data is only worth having if it changes what you pitch. Each month your strategist turns the answers, the citations, and the movers into a short list: the outlets the engines read in your category, the threads that need an answer, the newsroom pages that should exist, and the competitor framing to counter.
Your team and your agency execute with the relationships and the writers you already have. We measure what moved: which placements got cited, which answers changed, and where share of voice went against the competitors you name.
- A monthly briefing: what changed in the answers, and why
- Placement targets ranked by what the engines cite, not by reach
- Share of voice against named competitors, per engine and per question
Media monitoring vs answer monitoring
Your monitoring tool watches the coverage. No one watches the answer.
Media monitoring | Answer monitoring with ELEVA |
|---|---|
| Alerts you when an outlet publishes a mention. | Shows you what the engines say when someone asks about you, every day. |
| Reports reach, sentiment, and share of coverage. | Reports which sources the answers cite, and which ones the engines dropped. |
| Tells you the story ran, but not whether an engine read it. | Tells you whether the placement changed the answer. |
| Old coverage drops off the dashboard when the cycle ends. | Old coverage still being cited stays flagged until the answer moves. |
The engagement
Strategy for the team that owns the narrative
The relationships, the writers, and the agency are already yours. We bring the answers, the sources behind them, and the roadmap.
For PR, communications, and brand teams
GEO Consulting & Trends
Quoted per engagement, as a retainer or a project, after a free audit of what the engines say about you today. If you run comms for a smaller company and want the newsroom pages and the content written and shipped for you, Managed GEO covers that.
- An audit of how every major AI engine describes your company, your executives, and your latest news, against named competitors
- Daily tracking of the questions reporters, buyers, and candidates ask, with every answer stored in full
- Citation domains, cited pages, and social pages ranked and tagged You, competitor, or third-party
- Movers tables that flag a source gaining, losing, or dropping out, before it moves your mention rate
- Share of voice and position against the competitors you name, per engine and per market
- A monthly briefing with earned-media and newsroom priorities your team and your agency execute
- Saved report views per market, engine, and audience, and a dedicated strategist
The platform behind the work
What your strategist is looking at
- Every Reddit thread, YouTube video, and LinkedIn post the answers cite, ranked by citations, and whether the answers citing it mention you.
Social Monitoring
- Share of voice and who gets named first, measured against the competitors you choose, plus the movers that show who is gaining.
Competitor Research
- Saved views by question, engine, market, and audience, and the monthly call that walks through what changed.
Custom Reports
Questions PR and comms leaders ask us
Before you take it to the agency
Is this media monitoring?
No. Media monitoring tells you where you were mentioned. We tell you what ChatGPT, Gemini, Perplexity, and the rest say when someone asks about you, which sources they built that answer from, and how both change over time. Most clients keep their monitoring tool and use us for the layer it cannot see.
How quickly does a story show up in AI answers?
It depends on the engine and on where the story ran. Engines that search the web can cite a piece within days of publication; others lean on what they were trained on and take longer. We run your questions every day, so you see the first engine to pick a story up, from which outlet, and how the framing spreads from there. We do not promise a timeline.
Can we get an old story out of the answers?
Not by asking. An engine cites what it trusts, and a story stays in the answers as long as the sources carrying it are the strongest ones available. What works is giving the engines something better to cite: a newsroom page that addresses it directly, newer coverage, and answered threads. We track which sources still carry the old story and whether the new ones are replacing them. Expect months, not days.
Which sources matter most?
Different ones per engine, per question, and per month, which is why we measure instead of guessing. Across most categories the engines lean on a mix of news outlets, Reddit, YouTube, review sites, Wikipedia, and the company’s own pages. The exact list for your questions is in your report, ranked and tagged, with the change since the last period.
How does this fit with our PR agency?
It gives them a target list. The briefing names the outlets the engines cite in your category, the threads that need a reply, and the pages your newsroom is missing. Your agency pitches and places as it always has, and we measure whether the placements changed the answer. That replaces nobody; it gives the work a scoreboard.
See what AI is already saying about your brand.
A free audit shows you exactly where you stand across ChatGPT, Gemini, Perplexity, Copilot, Claude, Grok, and AI Overviews, and what it would take to close the gap.