Comparison · Earned media specialist
AVO vs Traditional PR agency
A traditional PR agency earns coverage in target publications. AVO ensures the coverage you earn - and the broader entity graph around your brand - is structured to be cited by AI assistants, not just read by humans.
When to choose which
PR earns the coverage. AVO converts that coverage into AI inclusion. They combine well: a PR-led entity wins on authority, an AVO-led entity wins on coherence and structure. A brand that runs both wins both.
| Dimension | AVO | Traditional PR agency |
|---|---|---|
| Decision-maker optimised for | Language models selecting from a corpus | Humans scanning a SERP or pitch |
| Unit of value | Recommendation inside an AI answer | Click, impression or pitch outcome |
| Primary signals | Entity clarity, coherence, third-party proof, structured data | a traditional PR agency's traditional toolset |
| Measurement | Probability of inclusion across ChatGPT, Gemini, Perplexity, Claude | Rankings, traffic, engagement, share of voice |
| Time to first signal | 14-60 days | 3-12 months |
| Output | AI selection probability + measurement | Earned media placements |
| Reuses PR coverage? | Yes - turns it into structured AI signals | - |
FAQs
Should we drop PR for AVO?
No. PR generates the third-party signals AVO depends on. The strongest programmes pair a PR agency with AVO so coverage is both earned and structured for AI consumption.
See where you'd rank against Traditional PR agency's clients.
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