Building credibility for leaders since before AI.
Now AI needs earned media to find them.
I’m Chris Mitchell. For fifteen years I’ve helped founders and growing businesses become the names journalists call, customers search for, Google ranks and, increasingly, AI recommends.
The pitch
Every PR person gets asked the same question: who actually reads this? Now, the answer is AI.
For most of the last fifteen years, PR meant one thing: getting you into the right newspapers, magazines, podcasts and trade press. I’ve done that work, and I have the track record to prove it, including clients I’ve worked with for over ten years and counting.
The question growing businesses ask now has expanded. It’s no longer just how do I make sure my business is visible? It’s three questions, stacked on top of each other.
When a journalist Googles you before a call, what do they find?
When a buyer types your name into ChatGPT or Perplexity, what does it say?
When AI is asked to recommend businesses like yours, are you on the list?
The answer to all three runs through the same expertise. Earned media is the foundation. It’s how editors decide who’s credible, how Google decides who to rank, and how AI decides whose name to surface when somebody asks a question.
What was once optional is now essential.
Press coverage, quoted commentary, authoritative third-party sources. The exact materials I’ve created for clients for fifteen years are the materials AI now mines to build its answers.
What I do
Earned media
Press coverage, opinion pieces, interviews, broadcast bookings and awards. The traditional craft, executed properly. Fifteen years of newsroom relationships and a journalist’s instinct for what actually constitutes a story.
Online authority
Making sure that when somebody searches you, your story is told well. Founder profiles, thought leadership that ranks, and the source-of-truth content journalists, search engines and AI all pull from when they verify who you are.
AI visibility
A newer discipline, built on the same foundations. Making sure your name surfaces accurately, and in the right context, when people ask AI tools for recommendations or expertise in your sector.
This work is mostly invisible until it isn’t. Most businesses are about two years behind where they should be.
Who I work with
Leaders of growing businesses, and the people delivering that growth.
Most of my clients turn over between £5m and £50m and have reached the point where being known by the right people is no longer optional.
They need their business to be visible, and the expertise of their people to be known within their market, in the media, online, and on AI. You’ll get senior attention without senior overhead. No account executives, no handovers, no retainer funding someone else’s overheads. Just me, focused on the work and accountable to you.
Most retainers run between £2,500 and £7,500 a month on an initial six-month term. Most clients stay for years.
“
When I pitch a journalist, I'm writing the email. When I draft your CEO's opinion piece, I'm at the keyboard. When something breaks at nine on a Sunday evening, you're calling me. Not a duty account manager.
A small number of clients. The same person on every call.
Most have been with me five years or more. One, for thirteen.
Proof
Average ROI
Across active engagements.
Years' retention
On core clients.
Years of client work
Thousands of media placements.
Start Here
The Visibility Audit
A 30-minute call, then a written report on where you currently appear in press, in search and in AI results, and what’s missing. You leave with a clear 90-day plan and an honest answer on whether longer-term work makes sense. If it doesn’t, I’ll tell you.
The story behind the work
The last five years rearranged most of what I thought I knew.
I worked through all of it. The part of my business I lost in a week, becoming a parent again, and two of the hardest years of our lives. The clients who’d been with me for years stayed. The business had its two strongest years on record.
A lot of what I’m good at, I’m good at because of what’s happened, not despite it. Same craft I’ve done for fifteen years. Different reasons. Now more important than ever.