I learned what works in the newsroom.
Now I help you decide what to say.

I was a tech reporter at The Information and managing editor of the Los Angeles Business Journal. Today the work has one shape: measure how ChatGPT, Claude, Gemini and Grok describe your company, earn the coverage that changes the answer, then measure again.

Get in Touch

The audit is the scoreboard.
Coverage is the game.

Paid and SEO capture demand that already exists. Earned media builds the third-party record that Google and the AI models cite when someone asks who to hire. That’s entity-building you can’t buy directly.

What reporters and the models find about you today is usually thin, stale or confusing: a byline under an executive who left, a company name that doesn’t match the product. Owned content tells the model what you are once it’s looking. Third-party coverage is what gets you recommended.

How the Baseline Works

Client work featured in

The Wall Street Journal Bloomberg Law Variety The Real Deal LA Business Journal Daily Journal Aviation Week Los Angeles Times

One program, three parts

Measure

A baseline of how ChatGPT, Claude, Gemini and Grok answer when someone asks about your market and about you. Scored across four pillars, with the sources each model cited and the competitors it named instead of you.

The AI Visibility Audit

Earn

Coverage from the reporters your market reads, and your leadership on the record: interviews, bylines, LinkedIn direction, selective awards. This is the part that builds the record the models trust.

Media relations Executive positioning

Re-measure

Same prompts, same four models, 90 days later. I report what moved, what the models now cite and what to do next.

How re-measurement works

The standard engagement is the 90-day program, audit included. Companies that want the read before committing can run the audit alone as a two-week diagnostic. After the pilot, the work continues month to month.

Select results

Boutique litigation firm

Bloomberg Law, The Real Deal, LA Business Journal, Daily Journal

Developed and executed media strategy for a Los Angeles entertainment and real estate litigation firm, securing sustained coverage in legal and business trade publications.

Climate technology startup

The Wall Street Journal

Highlighted a study from an early-stage climate tech company in a feature story in the Journal’s climate section.

European sovereign state

Aviation Week

Advised on international media strategy for a national space program, resulting in feature coverage in the leading aerospace trade publication.

See More Results

Writing

Narrative Violation is my Substack: counterintuitive takes on PR, media and AI from a journalist who crossed to the dark side.

Read Narrative Violation
Matt Pressberg

About Matt

I’m a strategic communications consultant based in South Florida. Before entering public relations, I was a tech reporter at The Information and managing editor of the Los Angeles Business Journal, where I oversaw coverage of LA’s real estate, finance and business community.

That background shapes how I approach PR: I think like a reporter because I was one. I know what lands and what gets deleted.

I work with law firms, professional services firms, real estate developers and B2B technology companies, many of them founder-led, on earned media, executive positioning and how they show up in AI answers.

Full Bio

Let’s talk

Schedule a call and I’ll run one prompt on your company across ChatGPT, Claude, Gemini and Grok before we talk, so the conversation starts with a finding. One finding, not a free audit.

No office suite, no bench of junior associates. You work with me.

You surround yourself with A players. Why communicate through the B team?

Schedule a Conversation