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One system · PR

Authority is stronger when someone else says you're credible.

Fimiliar uses PR to strengthen Fimiliarity, visibility and third-party authority.

Talk to us about PR See the whole system

Said by you

“We're credible.”

Said about you

“They're credible.”

Same claim. Someone else vouching for you.

01Someone else vouching for you

Said about you outweighs said by you.

Cathleen Vermaak-Nisbet, our co-founder and CEO, ranks where a claim about your firm can live. Weakest first.

  1. 01 · Weakest

    Your own website

    You own it, and AI knows it.

  2. 02 · Stronger

    A partner's LinkedIn

    Still owned, but a person is writing it.

  3. 03 · Strongest

    Anything other people publish about you

    PR, reviews, directories, podcasts, community.

The same true claim on all three is what buyers, and AI, believe.

From her guides How to get recommended by AI and How to grow a consulting or professional service firm beyond referrals.

02Our approach

Our PR approach.

Two tiers. Both chosen for the buyers you want to reach, not for audience size alone.

Tier one of two

Authority PR

Relevant industry and business publications designed to build consistent credibility.

Tier two of two

Tier 1 PR

Higher-authority publications for businesses and experts with a story strong enough to justify them.

Two tiers of PR A dashed axis marked authority rises up the left. Along a lit thread at mid height, four sheets in a row marked Authority PR and consistent. A thread rises from the row to one larger sheet high on the right, marked Tier 1 PR and higher authority. AuthorityAuthority PRConsistentTier 1 PRHigher authority
Two tiers · a row of relevant publications at one height; one higher-authority placement above them.

03Why it matters

PR should support the wider system.

The right publication can help:

  1. 01

    Build credibility.

  2. 02

    Increase branded search.

  3. 03

    Support GEO. (generative engine optimisation)

  4. 04

    Create backlinks and mentions.

  5. 05

    Make you more fimiliar to buyers.

  6. 06

    Strengthen the authority around your experts.

04How it fits

A strong piece of coverage fades unless something follows it.

PR on its own

A fast spike that fades.

PR in one system

Every quote goes back into posts.

Publications want a usable line, fast. Jonathan Peters-Newman, our co-founder and Head of Content, runs a weekly content interview with each partner who posts. The same 45 minutes builds a quote bank: short lines they actually said, each with its context, ready the same day a journalist asks for comment.

Then the loop closes. The line the journalist used goes back into posts, and the people who react to those posts are the warm signals. Podcasts work the same way: booked on the right shows, then cut back into posts.

Podcasts, press and events come from the same interview

PR · at a glance

What it is
Coverage in publications your buyers already read.
What it builds
Credibility from someone other than you.
How fast it works
A fast spike that fades.
Best for
A point of view, a launch, a new market.
On its own
A strong piece of coverage fades unless something follows it.

All eleven channels

05Questions

What partners ask about PR.

Short answers.

or pick the ones to ask your AI

What does PR do for a professional service firm?

It gets someone else to say your experts are credible, which carries more weight than saying it yourself. The right publication can build credibility, increase branded search, support GEO (generative engine optimisation), create backlinks and mentions, make you more fimiliar to buyers, and strengthen the authority around your experts. At Fimiliar, PR supports the wider system rather than standing apart from it.

How do consultants get featured in industry publications?

By being useful to the people who fill them. Offer a specific, well-sourced view on a live question in your sector, answer journalists' requests for expert sources, pitch editors contributed articles that fit their guidelines, and keep your experts' names and credentials consistent so they are easy to check. Fimiliar's Authority PR aims at exactly these relevant industry and business publications.

Is podcast guesting worth it for consultants?

Often, when the show's listeners include the people who buy from you. A long conversation shows how a partner thinks in a way a post cannot, and a good episode gives you material to reuse in content and outreach. A large audience of the wrong listeners is worth little, so judge a show by who listens, not how many.

What is the difference between Authority PR and Tier 1 PR?

Authority PR is relevant industry and business publications designed to build consistent credibility. Tier 1 PR is higher-authority publications for businesses and experts with a story strong enough to justify them. Both are chosen for the buyers you want to reach, not for audience size alone.

Next step

Build authority beyond your own channels.

Thirty minutes on your firm and the clients you want to win, to see if you qualify.

Talk to us about PR