Ayelet Noff

Noff says the question founders ask most often is how to get into ChatGPT answers, and frames the answer as managing how a brand is understood, cited and recommended by ChatGPT, Gemini, Claude and Perplexity.

• The reasoning is that these systems assemble answers from credible sources, and earned media is what they treat as credible — so PR, not advertising, is the natural way to influence AI answers.
• Noff gives the approach a name, generative engine optimization (GEO PR), and treats it as a new specialization inside public relations rather than a replacement for it.

The supporting evidence is a Muck Rack analysis dated May 2026 covering more than 25 million links cited by ChatGPT, Claude and Gemini: 84% came from sources Muck Rack classifies as earned media, journalism accounted for 27% of citations, and paid or advertorial content only 0.3%.

• Noff reduces the conclusion to a single line: "PR = earned media."
• A second post makes the same point without the figures, arguing that the right media builds a body of credible information around a brand that AI systems can then draw on.

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The change Noff describes is in measurement rather than in the work itself: as people turn to ChatGPT, Gemini and Claude to research and evaluate companies, credible coverage becomes part of the information those systems use to describe and surface a brand. Appearing in AI-generated answers therefore becomes observable evidence that accumulated earned coverage is doing its job, which gives PR teams something concrete to report back to the founders who keep asking about return.

The clearest statement is the post that opens on the familiar client question, "For years, PR teams have been asked: what's the ROI?", separates PR from advertising in one line, and then argues that PR now shapes both what people read about a company and how AI discovers it. Noff points readers to a longer article on the same theme, and repeats the argument in the GEO post that describes how appearance in AI answers can be tied back to authority built through consistent coverage.

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The expertise, relationships and insights clients pay for are labor-intensive and cannot be automated, so fast growth carries a specific risk: it erodes the quality and trust that make the agency worth hiring. Noff's position is that owners should grow with intention, at a pace that lets them maintain quality, strengthen trust and deliver real value, rather than scaling for its own sake.

A single quotable passage carries the whole argument: "Agencies scale differently, as they're service-based businesses, and the product is the people themselves...

• Agency owners should grow with intention, building at a pace that allows them to maintain quality, strengthen trust and deliver real value."
• The same passage appears in two separate posts, each pointing to the same Forbes roundup of sustainable growth tips, so the wording is deliberate and reused rather than improvised.

The argument is stated twice in nearly identical terms, with only the surrounding framing changed, which suggests it is a settled position Noff returns to rather than a one-off comment on a news event.

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Good storytelling sets the context for the problem you are solving, explains why that problem matters now, and shows what makes your approach different from competitors'.

• Noff argues that company updates stay at the surface and lose readers, while stories that add value by explaining their own timeliness hold attention.
• The rule is a practical editing test: if a piece does not connect a problem to a reason to care today, it is promotion rather than storytelling.

Noff traces the lesson to an early point in their career and states it plainly: "Very early on in my career, I learned that storytelling is not about self-promotion.

• It's about setting the context for the problem you are solving, why it matters and what makes your approach different from your competitors."
• A seasonal version applies the same thinking to a summer slowdown, which Noff calls a strategic advantage — a good time to craft messaging, refine client narratives and develop new story angles before demand returns.

The core quote appears in two separate posts with different images and links, so the lesson is revisited rather than retired. The summer-slowdown post applies the same principle to a specific moment in the agency calendar.

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The diagnosis is that sustained coverage requires having something new to say, and the most reliable source of something new is data the company already has. Noff's method is to unearth, collect and refine that data and feed it into the PR strategy alongside milestone updates, founder commentary and interviews, so that a product launch keeps climbing the news cycle instead of ending when the announcement window closes.

The post names the failure directly — "What happens to your PR once the launch coverage dries up?" — then gives the remedy in a single passage about finding, refining and feeding owned data into the strategy. It is the most operational piece in the set: a reader could take the sequence of steps and apply it to a company's existing analytics or customer data without further interpretation.

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The reason Noff gives is practical: the book is a sharp guide to getting clear on what you do, how you talk about it, and how to make the value of your work obvious.

• Noff frames the payoff in leadership terms — a clear position helps leaders guide their team in a productive, thoughtful way, which makes them better agency owners.
• Positioning is a manager's job, not just a marketing task.

The recommendation is specific and named, with the value described in three concrete actions: get clear on what you do, get clear on how you talk about it, and make the value of your work obvious. The post links to a wider reading list of titles for agency owners.

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The point fits Noff's broader interest in how AI changes what companies do, but it is delivered as a reaction to someone else's news report rather than as a developed argument with supporting evidence, so a reader should treat it as an opinion rather than a documented analysis.

The post is a single paragraph of reaction plus a link to the news story, without figures, method or counterargument. That brevity is itself the signal: it shows Noff commenting in public on industry news, not building a case.

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If you only open one post, open this one.

Noff opens with the question they say founders ask most often — how to get into ChatGPT answers and raise visibility in large language models.

• The post names generative engine optimization, or GEO PR, and explains that brands now need to manage how tools such as ChatGPT, Gemini, Claude and Perplexity understand, cite and recommend them.
• The supporting number is a Muck Rack analysis dated May 2026 covering more than 25 million links cited by ChatGPT, Claude and Gemini: 84% came from sources Muck Rack classifies as earned media, journalism accounted for 27% of citations, and paid or advertorial content only 0.3%.
• Noff uses that split to argue that PR is the natural home for AI-visibility work and that GEO finally gives PR teams a way to show the impact of long-term reputation building, because appearance in AI answers can be tied back to accumulated earned coverage.
• The post points readers to a longer SlicedBrand blog post on the same subject.

For brands planning a campaign

For a brand that wants to be cited by AI assistants, this is the clearest version of the case Noff would bring to an advisory session, and the 84%/27%/0.3% figures are a concrete, quotable opening for a campaign brief.

Useful for a reader deciding whether this person thinks about measurement or only about coverage.

Noff restates the question PR teams have faced for years — what is the ROI — and argues PR is not advertising.

• It is a long-term investment in awareness, reputation, authority and credibility, which is why it never fit a click-and-spend model.
• The change Noff describes is in measurement: as people use ChatGPT, Gemini and Claude to research companies, credible coverage becomes part of the material those systems draw on to understand and surface a brand.
• Noff's claim is that PR now works in two directions at once, shaping what people read about a company and how AI tools describe it, and links to a longer piece on the topic.

For brands planning a campaign

A brand marketing lead who is skeptical of PR metrics can be shown this post as evidence that Noff frames PR outcomes in terms of reputation and AI visibility rather than impressions, which fits a thought-leadership or advisory engagement better than a pure media-relations retainer pitch.

It answers a problem almost every startup hits after a launch, and it shows how Noff turns an abstract PR question into a repeatable working method.

Noff asks what happens to PR once launch coverage dries up, and notes that plenty of firms make a big splash and then watch the momentum fade.

• The answer given is that companies doing sustained PR well are the ones with something new to say, and that the most reliable source of something new is data the company already owns.
• The post describes unearthing, collecting and refining that data and feeding it into a PR strategy alongside milestone updates, founder commentary and interviews, so a product launch can keep climbing the news cycle instead of ending when the announcement window closes.

For brands planning a campaign

For a B2B SaaS agency or its clients, this is a directly usable content idea: mine first-party data and build a recurring commentary cadence around it. It also signals the kind of collaboration Noff would run, not a single announcement push.

The post is short but names a specific method and a specific book.

Asked by Forbes for a book every agency owner should read, Noff names April Dunford's 'Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.' The stated reason is practical rather than inspirational: it is a sharp guide to getting clear on what you do, how you talk about it, and how to make the value of your work obvious. Noff frames the payoff as helping leaders guide their teams and become better agency owners, and links to a wider reading list.

For brands planning a campaign

Positioning is on the record as a core interest. A session or content collaboration framed around clarifying a B2B SaaS company's positioning — rather than generic storytelling — has a documented hook in this recommendation.

Contributing to a Forbes piece on sustainable agency growth, Noff argues that agencies scale differently from product businesses because the product is the people.

• The expertise, relationships and insights clients pay for are labor-intensive and cannot be automated, so owners should grow deliberately, at a pace that lets them keep quality, strengthen trust and deliver real value.
• The post links to the full list of growth tips.
• A separate, earlier post carries the same quoted passage with a slightly different framing, so the argument is one Noff repeats rather than a one-off comment.

For brands planning a campaign

This is the post to cite when a prospect asks how Noff thinks about scale. It supports an advisory or fractional-positioning engagement for a growing agency, and it sets an expectation of deliberate rather than fast-and-cheap growth.

Readers who care about how a founder story should be written will get the most concrete rule of the set.

Noff answers the question of what makes a great storyteller with a lesson they say they learned early in their career: storytelling is not about self-promotion.

• It is about setting the context for the problem being solved, why it matters, and what makes the approach different from competitors.
• Noff adds that good storytelling looks past surface-level updates and focuses on adding value for readers by explaining why the story matters right now, and links to a longer Forbes post on sharpening storytelling skills.
• A later post repeats the same quote with a different photo and link, so this is a position Noff revisits.

For brands planning a campaign

Use this to judge whether Noff's editorial instincts fit a founder-led content program. The 'why now' test is something a brief could adopt directly as an editing rule for a client's thought leadership.

Noff answers how agencies can use a summer slowdown and argues it should be treated as a strategic advantage rather than downtime.

• The suggested work is crafting messaging, refining client narratives and developing new story angles, on the reasoning that storytelling is one of PR's most powerful tools and quieter periods are the best time to sharpen ideas that will pay off later in the year.
• The post links to the Forbes article it came from.

For brands planning a campaign

For an agency prospect, this shows a concrete planning rhythm Noff advocates: messaging and narrative work done ahead of demand. It could be the basis of a workshop or a scheduled advisory session.

The post quotes an outside write-up, so it is a useful cross-check on the services list rather than a self-description.

Noff posts that Ranktracker named SlicedBrand a top-growth marketing and PR agency for startups in 2026 and quotes the write-up at length.

• The quoted description calls it a global boutique PR agency specializing in technology, aimed at startups and B2B tech companies seeking earned media and stronger industry visibility.
• The services listed are brand messaging, PR strategy, media relations, GEO PR, thought leadership, commentary opportunities, podcasts, speaking engagements and awards, with an emphasis on turning complicated technology into accessible stories that reach journalists and target audiences.
• Noff thanks the ranking team and the clients in the post.

For brands planning a campaign

This is the inventory of what a brand can actually commission, including GEO PR, thought leadership and speaking support — useful when matching a brief to a specific service rather than a general retainer.

They explain that brands need to care how they are "understood, cited, and recommended" by ChatGPT, Gemini, Claude, and Perplexity, and that earning coverage is the mechanism. To make the case concrete, they cite Muck Rack's analysis of more than 25 million links cited by those tools, reporting that 84% came from sources classed as earned media and 0.3% from paid or advertorial content, and they draw the conclusion directly: "PR = earned media."

Explains the mechanism (authority built through earned coverage feeds what AI systems surface), then backs it with third-party citation data and a link to a longer SlicedBrand article.

For brands planning a campaign

A strong opening for any brief about visibility in AI answers. Ask for an advisory session or contributed piece that translates this into a specific category's citation landscape rather than a general explainer.

Examples: Source 1 · Source 2 · Source 3

Their response is that generative engine optimization gives PR teams a new way to show the impact of long-term reputation work, because a brand appearing in AI-generated answers is observable evidence that earned coverage shaped how a company is discovered. The pitch is aimed at PR practitioners and the founders who ask them the ROI question.

Starts from the familiar client objection, separates PR from paid media, then offers AI answers as a measurable proxy for reputation work.

For brands planning a campaign

Useful for a co-created content piece or webinar aimed at agency owners and marketing leaders who need to justify PR spend; the argument gives them a reporting frame they can reuse internally.

Examples: Source 1 · Source 2 · Source 3

Their position is that agencies scale differently because the expertise, relationships, and insights clients buy are labor-intensive and cannot be automated, so owners should grow at a pace that lets them keep quality and trust intact. The message is deliberate: growth should be intentional and people-centered rather than fast for its own sake.

Reuses the same core passage across posts, pairing it with a pointer to a Forbes roundup of sustainable-growth tips, which keeps the argument consistent wherever it is quoted.

For brands planning a campaign

Good fit for advisory content, a podcast appearance, or a contributed essay aimed at agency operators. A brand selling to agencies can anchor a campaign on this point of view instead of generic growth advice.

Examples: Source 1 · Source 2

From an early-career lesson they return to, good storytelling means setting up the problem you solve, why it matters now, and what makes your approach different, rather than pushing surface-level updates about your company. A seasonal variation of the same idea argues that quiet periods are a strategic advantage for sharpening messaging and client narratives before the busy season.

Frames the lesson as first-person career experience, gives a short quotable definition, and links to longer Forbes material.

For brands planning a campaign

Well suited to a workshop, podcast segment, or contributed article on messaging and narrative for B2B tech. For a brand, the practical ask is help turning a product story into a problem-first narrative rather than a launch announcement.

Examples: Source 1 · Source 2 · Source 3

The argument is that sustained PR depends on having something new to say, and that the most reliable source of something new is data the company already owns, which should be unearthed, collected, refined, and fed into a PR strategy alongside milestones, founder commentary, and interviews.

Question-led structure: names the common failure, gives one concrete remedy, and links to a longer article on data-driven PR.

For brands planning a campaign

A ready-made theme for a content collaboration about turning proprietary data into an ongoing pipeline of earned media. A brand with a data asset could build a joint campaign around it.

Examples: Source 1

They frame the benefit as helping leaders guide a team in a productive, thoughtful way, which makes them better agency owners.

Uses a public recommendation slot to state a positioning philosophy and connects a book to a management outcome rather than just praising it.

For brands planning a campaign

Supports an advisory or workshop offer on positioning and messaging for agencies and B2B tech teams. A brand can invite a practical walkthrough of positioning applied to a real portfolio.

Examples: Source 1

The post is a link-out with a one-paragraph take, not a developed argument.

This is the most speculative item in the set: a reaction to a third-party news report, offered as an opinion rather than a documented analysis.

For brands planning a campaign

Marks a direction worth testing in a rapid-response or commentary format. For planning, treat it as evidence that Noff will comment on industry news, not as a settled position a brand can cite.

Examples: Source 1

The same description notes the agency's emphasis on turning complicated technology into accessible stories.

Lets a third-party description carry the service list, then thanks the publication and the agency's clients.

For brands planning a campaign

Gives the concrete menu a brand can buy or collaborate on: messaging, media relations, GEO PR, thought leadership, podcasts, speaking, and awards. Use it to shape the scope of a proposed engagement rather than pitching a vague partnership.

Examples: Source 1

Several posts are built around being quoted in Forbes, and the AI-visibility argument is repeated across multiple posts that point to the same underlying articles.

Question-and-answer framing with a single quotable paragraph per post; the same core passage is reused across posts to keep the message consistent.

For brands planning a campaign

Plan for repurposing. A single deeper piece (article, report, or session) can be broken into several short posts in this style, which is efficient but means new collaborative content should supply the substance, not just the format.

Examples: Source 1 · Source 2 · Source 3 · Source 4 · Source 5

She points readers to "my latest SlicedBrand blog post" and thanks "our clients who trust us to tell their stories every day."

• A Ranktracker listing quoted in the same post describes the agency as a global boutique PR firm for technology, working with startups and B2B tech companies on brand messaging, PR strategy, media relations, GEO PR, thought leadership, podcasts, speaking engagements, and awards.
• The posts do not state a title or ownership stake, so the material establishes that she works within the agency without specifying her role.

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She is quoted in Forbes pieces on why April Dunford's "Obviously Awesome" belongs on an agency owner's reading list, on scaling a service business without losing what makes it valuable, and on what makes a storyteller effective. This is an earned-media outlet for her advice, not a client, sponsorship, or paid partnership.

View example

Noff argues that growth should be deliberate because the product is the people; McGuckin argues that agencies should stop working with low-value clients whose fees do not match the growth they drive.

McGuckin's posts focus on paid-media and advertising agency economics, client fees, and protecting time and mental health. Noff's work centers on earned media, public relations, and visibility in AI answers rather than paid acquisition.

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Noff writes about scaling an agency without losing the quality that comes from its people; Adams writes about onboarding and compliance as one connected system.

Adams's material is specific to home care agency operations and caregiver recruiting, onboarding, and compliance, including case-study metrics. Noff's material is about PR and earned media for B2B technology and startups.

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Borestrom's posts center on video across the B2B buying journey and on bringing agency leaders together around research from LinkedIn's B2B Institute and WARC. Noff's argument is grounded in earned media and PR measurement rather than video or media mix.

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McGuckin writes as an ad-agency owner about the gap between the revenue an agency drives and the fee it charges, and argues that an eight-figure client often takes about the same work as a six-figure one with less time involved, because the model is proven.

• McGuckin also argues that AI will speed up operations and delivery but will not remove demand for a human conversation in service businesses.
• An agency owner deciding which clients to keep and how to price growth work would get a more direct, operator-level read here than from Noff's positioning and storytelling framing.

The range is narrow and commercial: fees, client selection and whether service businesses survive AI.

• There is no material on PR, earned media, or how a positioning story gets built, which is the core of the stated brief.
• Noff connects positioning, storytelling and PR's role in AI visibility; McGuckin does not.
• This assessment rests on two posts, so other themes may exist that were not reviewed.

Examples: Source 1 · Source 2

Adams describes how the strongest operators treat onboarding and compliance as one connected system rather than separate tasks, and links slow onboarding to a ceiling on growth and loose compliance to a smaller staffing bench.

• One post reports analysis of more than 20,000 caregivers, with applicants recruited through one source completing onboarding at 63% versus 51% and finishing 2.6 days versus 3.7 days.
• An agency weighing a recruiting-to-onboarding handoff would get concrete operational numbers there.

The subject is home-care staffing operations, so it does not help with agency positioning, storytelling or earned media, which is what the brief asks for.

• The evidence is operational case-study material rather than marketing thought leadership, and the linked case study was not supplied in full, so its method cannot be checked.
• Two posts were reviewed.

Examples: Source 1 · Source 2

Borestrom shares research findings that video campaigns are twice as likely to grow B2B market share and 1.7 times more likely to deliver stronger ROI, notes that buying groups now include Gen Z and Millennial decision-makers, and argues video is underused beyond the top of the funnel.

• Borestrom also convenes Nordic agency executives for a multi-day programme covering B2B, LLMs, GEO, buyability and video.
• A brand weighing channel evidence or wanting an agency-network audience would prefer this.

The framing is media effectiveness and industry convening rather than PR-led positioning or earned-media visibility inside AI answers, so Noff's GEO PR angle has no equivalent here.

• The podcast, research and event links were not supplied in full, so only the posts' own summaries can be relied on.
• Two posts were reviewed.

Examples: Source 1 · Source 2