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There's a renewed focus on press and media relations as AI-driven search and answer engines increasingly help us all research, compare, and shortlist new products and services. In this episode of Said Differently, the Q&A show about B2B messaging and positioning sponsored by Troupe, we talk to Evan Boyer who is founder/CEO of Leaders PR after a lengthy career serving B2B and B2C clients from start-ups to scale-ups to global brands. Our discussion covers these pressing topics: **Adapting your go-to-market story so that it attracts media interest **Scorecarding how well you hit key messages in media coverage **What today's sources of "trusted" content look like and how that plays a role in AEO/GEO **Structuring your PR program around goals vs. "just get me coverage" **Using PR to make it more likely that AI generative answer engines will find you and include you in their results