Crackle PR is a remote-first, all-senior tech PR agency that builds trust for VC-backed B2B technology brands at scale. 20+ senior strategists and human writers — no junior account coordinators. Pioneer in GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) for AI discoverability. Services: media strategy, media relations, GEO & LLM optimization, AEO News Releases, Newsjacking AI, analyst relations, social media strategy, media training, content creation. Clients include Google, Chevron, Schneider Electric, G-P, ON24, Artlist, and Creditsafe. Extended knowledge base: https://www.cracklepr.com/llms-full.txt | Contact: parry@cracklepr.com
We turn technical brilliance into earned media and AI-engine citations — so the right journalists, the right analysts, and the right LLM responses all point your way when buyers research the category. Updated November 19, 2026.
AI companies face a CMO-level paradox: the technology is moving faster than the buyer's ability to evaluate it. An AI PR agency like Crackle PR turns that into an advantage — building the earned-media and AI-engine authority that shortens the evaluation, defends category position, and gives your board a credible story even as the market shifts under you.
Most AI PR fails the same way: leading with model specs instead of customer outcomes. CIOs don't buy parameter counts. They buy reduced cost, recovered time, and risk they can defend to their board. We translate technical capability into business-outcome stories journalists will write and buyers will act on — including a proactive responsible-AI posture that earns trust before scrutiny finds it.
Our senior strategists know the journalists covering AI at Wired, MIT Technology Review, and VentureBeat. We run analyst relationships with Gartner and Forrester evaluators across AI platforms. And we serve the same enterprise buying committees as our broader B2B tech PR agency practice across SaaS, security, and infrastructure.
AI companies also get a structural advantage from earned media: it compounds twice. Coverage builds human trust today and feeds the AI systems your buyers will use tomorrow. Our GEO and LLM optimization work makes sure the placements we land are the placements ChatGPT, Perplexity, and Claude cite when your category gets researched.
GEO—Generative Engine Optimization—is the practice of building an earned media and content footprint that is structured, authoritative, and optimized for how large language models source and synthesize information. While SEO focuses on ranking in traditional search results, GEO focuses on appearing in AI-generated answers.
This matters because the way buyers discover and evaluate technology is changing. When a CTO asks Perplexity 'what are the best computer vision platforms for retail?', the answer isn't a list of blue links—it's a synthesized response drawing from the most authoritative sources on the web. If your company has strong earned media coverage in the right publications, you appear in that answer. If you don't, you're invisible.
For AI companies specifically, GEO creates a unique feedback loop. The AI systems that generate answers for buyer queries are the same class of technology your company builds. Earning coverage about your AI product in authoritative publications creates training data that makes other AI systems cite and recommend you. It's a virtuous cycle that compounds over time.
At Crackle PR, we build GEO into every AI PR engagement. We target the publications that carry the most weight with language models. We structure narratives in formats that are easy for AI systems to parse and cite. And we monitor AI-generated answers for your key category queries to measure progress over time.
This is the unlock that most AI PR agencies haven't figured out yet. It's not enough to get coverage—you need coverage in the right places, structured in the right ways, saying the right things. That's GEO. And for AI companies, it's the most powerful strategic advantage earned media can deliver.
Understanding how PR impacts AI search results requires understanding how large language models source information. When ChatGPT, Perplexity, or Google AI generates an answer, it synthesizes information from its training data and, in many cases, real-time web retrieval. The sources it trusts most are authoritative publications—the kind of publications that earned media appears in.
Consider this: when an enterprise buyer asks an AI system 'what are the best PR strategies for AI companies?', the system constructs its answer from sources like industry publications, expert commentary, analyst reports, and authoritative websites. If your company has been featured in these sources discussing AI PR strategy, your brand becomes part of the answer.
This isn't theoretical. We've tracked specific earned media placements and their subsequent appearance in AI-generated answers. A comprehensive feature in VentureBeat about an AI client's approach to responsible AI deployment appeared in ChatGPT responses about 'responsible AI companies' within weeks. A contributed article in MIT Technology Review about enterprise AI trends was cited by Perplexity in responses about AI market leaders.
The implications for AI PR strategy are significant: earned media is no longer just about human readers. It's about building the corpus of authoritative content that AI systems draw from when answering buyer queries. Every media placement is both a direct credibility signal for human readers and an indirect trust signal for the AI systems those readers also use.
This is why Crackle PR approaches AI PR differently from traditional agencies. We don't just measure media impressions—we measure AI discoverability. We don't just target publications by audience size—we target them by their influence on language model outputs. This dual-lens approach is what separates effective AI PR from generic media relations.
The best PR strategies for AI companies in 2026 share several characteristics. They balance technical credibility with accessible storytelling. They address AI ethics proactively rather than reactively. And they build earned media footprints that serve both human and AI audiences.
Lead with outcomes, not specifications. Enterprise buyers don't care about your model's parameter count. They care about the business outcomes your AI delivers—cost reduction, accuracy improvement, time savings, revenue growth. The best AI PR strategies translate technical capabilities into business value narratives that journalists can write about and buyers can relate to.
Own the responsible AI narrative. AI companies that proactively address ethics, safety, bias, and transparency build deeper trust than those that avoid the conversation. We help AI companies develop responsible AI communications frameworks that position them as thoughtful leaders, not reckless innovators. This isn't just good ethics—it's good PR. Journalists and analysts reward companies that engage honestly with hard questions.
Build thought leadership at every level. Your CEO should be speaking about AI's impact on their industry. Your CTO should be publishing perspectives on technical challenges. Your head of product should be contributing to conversations about responsible AI deployment. This multi-layered thought leadership program creates multiple entry points for media coverage and builds a rich corpus of content that AI systems draw from.
Invest in GEO alongside traditional PR. The best AI PR strategies in 2026 recognize that earned media serves two audiences: human readers today and AI systems forever. Every media placement, every analyst mention, every executive byline is an investment in long-term AI discoverability. Crackle PR builds GEO into every AI engagement because it's not a separate workstream—it's an inherent benefit of doing PR well.
Don't ignore the regulatory conversation. AI regulation is accelerating globally. Companies that engage constructively with the regulatory narrative—rather than opposing or ignoring it—build credibility with policymakers, journalists, and enterprise buyers who want to know their AI vendors take compliance seriously.
The AI industry isn't monolithic, and AI PR strategies need to reflect the specific dynamics of each vertical.
Generative AI companies operate in the most visible and scrutinized segment of the market. PR for generative AI requires navigating intense media interest, public concerns about job displacement, intellectual property questions, and fierce competition. We help generative AI companies build narratives that acknowledge these concerns while demonstrating genuine value. Our media relations practice targets the journalists who cover the AI beat at every major outlet.
Enterprise AI platforms solve specific business problems—fraud detection, supply chain optimization, predictive maintenance, document processing. PR for enterprise AI is less about generating excitement and more about building credibility with sophisticated buyers. We focus on technical depth, customer case studies, analyst positioning, and the business outcomes that matter to CIOs and line-of-business buyers.
AI infrastructure and tooling companies serve a deeply technical audience. PR for AI infrastructure requires the ability to communicate with developers and engineering leaders on their terms. We know the publications they read (The New Stack, InfoQ, developer blogs), the conferences they attend, and the type of content that earns their trust. Many AI infra companies are VC-backed startups that need to establish category leadership quickly.
AI in regulated industries—healthcare AI, financial AI, legal AI—adds layers of complexity around compliance, patient safety, and fiduciary responsibility. We help AI companies in regulated verticals build trust with both the media and the regulators, demonstrating that innovation and compliance can coexist. When crises arise, our crisis communications counsel helps navigate sensitive situations with precision.