03/11/2026
A fundamental tenet of public relations is that attention compounds. Exposure occurs, people encounter it over time, and mental accumulation helps shape reputation.
Direct brand experience will always matter. But online visibility has changed as search and discovery are mediated by AI systems reconciling multisource information to determine what they prioritize. Human perception builds through repeated exposure; these systems work differently, surfacing signals that demonstrate consistency.
Our co-founder, Boris Paisley unpacks it here:
https://borispaisley.substack.com/p/why-pr-no-longer-compounds-automatically
