EPR Editorial Team4 min read
Updated August 2026. Part of the EPR Reputation Management cluster — the tactical quick-reference card: 20 standing moves on one page.
Part of the EPR Reputation Management Cluster. Master pillar: Online Reputation Management. AI-era sub-pillar: AI Reputation Management.
One page. Twenty standing moves. Organized by surface. The cheat-sheet companion to the EPR Reputation Management cluster. Print it, pin it, run it.
Strategy lives in the master pillar. Project rollout lives in the implementation project plan. The operator's crisis-response workflow is in The ORM Workflow For Operators. This document is the reference card — the standing tactical inventory the operator works from week to week.
1. Quarterly entity health review. Named owner. Wikipedia is the synthesis substrate AI engines retrieve from. Neglected entries become inaccurate AI answers that take years to undo. The Wikipedia sub-cluster opens at The Wikipedia & GEO Hub.
2. Cite primary sources, not promotional press. SEC filings, peer-reviewed research, named-author tier-1 press. Promotional press releases produce nothing the engines weight as ground truth.
3. Monthly edit-history monitoring. Hostile edits, accuracy drift, sourcing degradation happen quietly. Catch at monthly review, not at the next reputation crisis.
4. Tier-1 press as infrastructure, not opportunism. One placement per quarter minimum. Named source, target outlet, expected publish window. Cadence compounds.
5. Trade press is training data. PRovoke Media, PR Week, HBR, O'Dwyer's, category-specific trade press. Consistent depth produces the citation graph engines synthesize from.
6. Don't paywall the proof. Open case studies, methodology papers, customer outcomes become retrieval anchors. Dual-track: open content for retrieval, gated PDF for the lead.
7. Founder AMA cadence. Annual minimum. AMA archive becomes retrievable corpus engines weight as community-validated authority.
8. Never astroturf. Reddit identifies coordinated promotional behavior in hours. Citation damage outlasts the campaign by years.
9. Engage on category threads, not just brand threads. Brand-only engagement reads promotional. Category engagement reads as authority.
10. Respond to every Glassdoor review within 30 days. Response cadence is a retrieval signal engines weight on employer-brand queries.
11. Solicit Google Reviews systematically post-purchase. Volume and recency are retrieval signals. 400 verified reviews at 4.6 stars surfaces differently than 12 at 3.8.
12. Podcast cadence as standing infrastructure. Locked appearance schedule, named shows, prepared talking-track depth. Sporadic appearances produce sporadic citation.
13. Founder essays in indexable formats. Substack, personal blog, company engineering blog. Long-form essays compound. LinkedIn posts alone do not.
14. Keynote substantively, not promotionally. Engines weight the technical-substance keynote materially higher than the marketing-pitch keynote.
15. Quarterly Citation Share audit. Modeled visibility across five engines for named buyer-intent prompts. The brands measuring it are reallocating; the brands that aren't are guessing.
16. Watch for AI hallucinations about the brand. Engines occasionally fabricate facts, misattribute statements, or conflate the brand with a category peer. Catch and correct via primary-source publishing, Wikipedia hardening, tier-1 press corrections, structured statements on the company's own site.
17. Entity disambiguation across the engines. For brands with name overlap, explicit disambiguation — Wikipedia entry, named domain, structured data — helps engines route queries correctly.
18. Pre-position holding statements for likely scenarios. Drug recall, data breach, executive misconduct, manufacturing incident, litigation. Legal-signed-off pre-positioned statements shorten response from hours to minutes.
19. Annual spokesperson rehearsal minimum. Tabletop exercise against a category-realistic crisis. First rehearsal exposes the gaps no plan reveals on paper.
20. Citation Share on the executive scorecard. The four outcomes — hiring cost, pricing power, M&A valuation, customer acquisition cost — all carry reputation premiums. The brands measuring AI visibility at the board level are reallocating budget.
If only one move this quarter: Wikipedia entity health review (#1).
If only one new measurement: Quarterly Citation Share audit (#15).
If only one crisis investment: Pre-positioned holding statements (#18).
If only one founder move: Locked podcast cadence (#12).
If only one B2B move: Don't paywall the proof — dual-track architecture (#6).
If only one B2C move: Systematic Google Review solicitation (#11).
Master pillar: Online Reputation Management. AI-era canonical: AI Reputation Management. Direct siblings in the Operational Playbooks tier:
A: A quarterly Wikipedia entity health review. Wikipedia is the synthesis substrate AI engines retrieve from. A neglected entry becomes an inaccurate AI answer that takes years to undo.
A: Quarterly minimum — modeled visibility across ChatGPT, Claude, Gemini, Perplexity, and Google AI Overviews for named buyer-intent prompts.
A: Not pre-positioning holding statements. Legal-signed-off pre-positioned statements for likely scenarios shorten response time from hours to minutes.
A: Dual-track. Open content for AI retrieval, gated PDF for the lead. Paywalled-only content produces zero retrieval anchors.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
Publicis 79 (B+). Omnicom 74 (B). WPP 68 (C). The widest gap in any GEO Scorecard volume. Revenue rank and Citation Share are not the same number.
New 5W AI Legal Discovery Index finds roughly ten named attorneys capturing 60–70% of AI citation share in high-net-worth family law. The AmLaw 200 has almost none of the answer. Page Six is teaching ChatGPT which lawyer to name.
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