PR for Generative Search in Australia, built to complement your SEO team.

The search landscape has fundamentally shifted. PR is no longer just reputation—it's discoverability.

As AI-powered search reshapes how people shortlist brands, off-site signals determine who gets included in the conversation. We partner with your SEO team to transform your topics and entities into media citations, community discussions, creator reviews, and a clean newsroom that search engines and AI can recognise and reuse.

Why This Matters More Than Ever

The evidence is overwhelming: AI search is the new battleground for brand visibility.

  • Google's AI Overviews now appear for over 50% of queries, doubling since August 2024, according to recent industry analysis

  • Research analysing 1M+ AI Overviews shows that 40.58% of AI citations come from Google's top 10 results

  • Semrush research suggests AI systems are more likely to cite content tailored to highly specific use cases and audiences

The first-mover advantage is real and it's narrowing. Those early citations in AI summaries become self-reinforcing—driving backlinks, brand trust, and further AI visibility. If your brand isn't appearing in AI summaries now, your chances diminish with each passing month.

Major brands across industries are already investing heavily in AI-optimised content strategies.

According to industry case studies, companies implementing comprehensive AI search strategies are seeing significant competitive advantages in visibility and lead generation. Meanwhile, brands waiting on the sidelines are finding themselves increasingly invisible in AI-powered search results that now dominate user behaviour.

The reality check: Your competitors who've started building AI citations are creating a compounding advantage that becomes harder to overcome with each quarter. As consumers rely more on AI-based search and summaries, traditional marketing approaches are becoming less effective, according to Bain & Company's research.

Research Sources

Own the prompt.

Be the source.

Make AI swoon.

Claim the query.

Make it (ex)cite you.

Turn prompts into pipelines.

Make AI name drop you.

Own the prompt. Be the source. Make AI swoon. Claim the query. Make it (ex)cite you. Turn prompts into pipelines. Make AI name drop you.

Why brands choose This Is Human

  • Strategy and execution from a team that blends creative brand craft with technical search rigour.

    Boutique and senior led

  • We focus on off site signals and entity context that support inclusion and citation in AI answers, while keeping the fundamentals of PR.

    Built for AI search

  • Responsive, values led and easy to work with.

    Melbourne based and globally networked

How We Work

We keep it straightforward. Month one is kickoff and discovery, month two is planning and build, then month three onwards is a custom monthly retainer. Your SEO team continues on-site work. We run the PR and off-site engine.

How We Partner with Your SEO Team

You share monthly topics, entities and priority pages

We convert those inputs into stories, quotes, targets and placements across media, forums and creators

We report prompt inclusion, entity coverage and which sources AI summaries used, so the off-site impact is obvious

  • Month One - Kickoff and Discovery

    Goal: Understand what AI and search already know about you, where they look for answers in your category, and which stories will move inclusion fastest.

    What You Receive

    Entity and Mention Audit - Shows where your brand appears now, the quality and freshness of those mentions, and which entities co-occur with your name.

    Messaging and PR Matrix - Aligning quotes, talking points and proof to your SEO topical map, with a publication taxonomy and forum topics by cluster.

    Newsroom Setup or Refresh - If needed, with three seed posts, a press kit, internal links and Article or NewsArticle schema so coverage can be crawled, indexed and cited quickly.

    Governance Pack - Covering approvals, spokesperson availability and disclosure guidelines for communities and creators.

    Why It Matters

    Month one gives you the evidence base and the playbook. You can see where you should be, where you are and the gaps that PR will close, plus a clean measurement baseline for your SEO team.

  • Month Two - Planning and Build

    Goal: Prepare the channel mix, assets and calendar that will plant signals where they count.

    What You Receive

    Quarter Plan by Cluster - With monthly story arcs, target publications and newsletters, forum topics and a creator slate.

    Press-Ready Assets - Including one news release template, one byline outline and refreshed boilerplate and executive bios.

    Journalist Targets - By tier and beat with notes on angle fit and recency.

    Forum Playbook - With model answers, disclosure lines and moderator outreach where useful.

    Creator Briefs - For three to five mid-tier creators, with entity-rich titles and captions.

    Measurement Plan - Your SEO team can track, including prompt inclusion, source attribution, placement velocity, entity coverage and newsroom indexation speed.

  • Monthly BAU

    Goal: Run the right mix every month, then optimise based on what moved inclusion in AI answers.

    Typical Month

    Media - One news pitch or release, one byline or expert comment, targeted outreach and follow-ups, coverage logging.

    Communities - Posts or replies in agreed forums, AMA planning where relevant.

    Creators - Assets live with usage rights, entity-rich titles and captions, a repost and syndication plan.

    Thought Leadership - Opinion or analysis for education, rapid quotes for timely commentary.

    Newsroom Updates - Coverage recaps with canonical links, images and schema checks.

    How We Optimise

    We compare the sources behind AI answers to the signal source list and adjust the next month's mix. If forums are being cited, we expand that thread map. If a curator newsletter influences your category, we prioritise that pitch. If a creator video keeps being reused, we commission the next one.

  • What You Do, What We Do

    You keep on-site tasks moving and supply a short monthly SEO brief of topics, entities and priority URLs.

    We handle the off-site work end-to-end, from angle creation and writing to outreach, forum participation, creator commissioning and newsroom operations.

    We meet monthly for approvals and a concise readout, then we get back to execution.

We’ve Worked With Some Of The Best

Meet your lead contact

Amy Broadfoot, Managing Director
A senior digital consultant and content strategist who works with a team of expert PR leads. During her career she’s worked with the best - leading content strategist and large SEO projects for Canon, Showpo, Monash University Bluescope Steel and Aesop. She founded TIH nine years ago and is now focused on how brands are understood by both algorithms and people.

Book a short intro to assess fit and scope.

  • Traditional Digital PR often prioritises links and coverage. GEO adds a focus on brand mentions, entity co occurrence and machine parsable structure, because these are what AI systems read when they compose answers. You get all the traditional value of PR, but with the added longtail benefit of GEO.

  • Most clients see early movement in six to twelve weeks. That includes coverage, mentions and growth in branded search. Stronger AI citation presence builds as momentum compounds. Timelines depend on story strength and category competitiveness.

  • No ethical digital PR agency guarantees placements. We run a rigorous program with strong angles, clear proof points and expert access to earn coverage.

  • A named spokesperson, clarity on proof points such as data and case studies, and timely review and approvals. We handle strategy, pitching, production and measurement. We’re also happy to work with your SEO staff or existing digital agency - no doubling up here.

  • We are based in Melbourne, Australia, and the team works across time zones. Start with a short consult using the contact form or email amy@thisishuman.com.au

Book a consult

Book a consult

Let’s get your brand into answers in Google’s AI Overviews, ChatGPT and Perplexity - and beyond!

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