For nearly two decades, Digital PR rested on a single, fragile pillar: the “pitch.” A human SEO would scan HARO (Help A Reporter Out) or Qwoted, find a relevant query, and craft a personalized email. It was laborious, slow, and often fruitless. The “Spray and Pray” method yielded a 3-5% success rate at best.
Then came OpenClaw. And the pillar crumbled.
OpenClaw doesn’t “pitch.” It simulates serendipity. It doesn’t send cold emails; it initiates what we call a Recursive Outreach Protocol.
In the past, Digital PR was about generating “buzz” and backlinks. Success was measured in placement volume and Domain Authority (DA). In the age of Semantic Search and AI, Digital PR is a precise engineering discipline: Entity Authority Construction.
Your goal is not just to get a link; it is to teach the Knowledge Graph who you are.
The Knowledge Graph Goal
Search engines like Google and Bing, and answer engines like Perplexity, organize information into Knowledge Graphs.
How do you measure Public Relations success in an AI world? Impressions are irrelevant. Clicks are vanishing. We introduce Share of Model (SOM).
What is SOM?
Share of Model measures the frequency with which an LLM promotes your brand for relevant queries compared to competitors within its generated output. It is the probabilistic likelihood of your brand being the “answer.”
SOM = (P(Brand | Intent) / Sum(P(Competitors | Intent)))