ARE YOU AI READY? 

What do we mean by an AI readiness test?

We’ve developed an AI readiness test and AI driven proposition to help companies assess how effective their communications mix is in influencing how they appear in LLMs. 

PR is the most influential discipline in shaping what LLMs are returning in answers and as an industry we need to step up to the opportunity. We do this by building a considered and consistent network of trust signals across high authority news sites, social platforms and owned channels and demonstrating how PR is leading the way in making a meaningful difference.

Keywords now need full context and we must take clients with us on this journey. That’s why the time is right for PR to assert itself afresh and we’ve taken the time to re-shape our proposition.

What’s involved in it?

We measure performance across six key dimensions that define influence, credibility and future-proof positioning.

1. Authority: Does your business have recognised authority on topics relevant to your industry?

• External recognition by peers, partners, and media.

• Demonstrated leadership in discussions shaping your field.

• Credible contribution to thought leadership spaces.

2. Brand: Is your brand influential and easily recognised as a trusted voice?

• Strong reputation across traditional and digital channels.

• High visibility within industry and customer networks.

• Recognition as a go-to source for insight and innovation.

3. Creator: Are you a true originator of ideas and content, not just a participant?

• Regular creation of original, high-quality content.

• Driving industry narratives rather than reacting to them.

• Demonstrating a unique perspective powered by insight and creativity.

4. Expertise: Do your people demonstrate deep knowledge, skill, and authority?

• Key leaders recognised for their technical and strategic expertise.

• Track record of informed commentary and problem-solving.

• Evidence of advanced capability in applying knowledge to real-world challenges.

5. Experience: Do your people showcase first-hand knowledge and lived expertise?

• Case studies, stories, and examples rooted in direct involvement.

• Authentic voices backed by practice, not just theory.

• Senior leaders visibly embodying the organisation’s credibility.

6. Trust

• Is your content is reliable, honest & transparent

What do we mean by Protect, Connect, Amplify?

The services Democracy offers can be broken down into three sections. 

Democracy Protect

Safeguarding reputations and building trust

Protecting brand reputations is at the heart of all of our work. Only with this solid base can we move forward together to build trust and authority. We audit you and your competitor set in order to see what messages are cutting through and also what elements of your business give you a distinctive positioning in the marketplace. We assess the risks and threats to your brand, how ready you are for AI and what others are saying about you. Our team of ex-journalists spend time with your key people to get a feel for how media ready they are and where any gaps exist. These building blocks are business critical for us at Democracy to be the best client partner for you and set you up for success through our work together.

Services within protect include:

• Communications audit 

• Strategic communications planning 

• Brand storytelling

• Key messaging framework development

• Tone of voice development

• Reputation management (incl. thought leadership)

• Crisis planning

• Reputational risk assessments

• Media training and briefing

• Speaker training and briefing

• Social media listening 

• Brand health checks

• Competitor monitoring 

• Crisis scenario

• Internal communications

• Employer branding

Democracy Connect

Creativity that challenges and engages

Create your audience profiles

Observe their passions and triggers

Narrow your focus

Narrative refinement

Establish platform strategy

Creative ideation

Test and adapt

The middle part of our proposition takes what we’ve learned from Protect and uses it to really focus in on who we want to target with our comms, what makes these people tick, what makes them engage and where they’re spending their time. We look at what changes to the landscape are coming down the line that are likely to impact your business or the lives of your customers. All this means that when it comes to creating the written and filmed content we will utilise for the campaign, it’s all informed and targeted to land with impact with your audiences. And this is where the magic happens - our ideation. 

• Social listening - Audience identification

• Social listening - Horizon scanning

• Social listening - Pulsar Panel, currently named “Discussion” open to suggestions - is where we listen to everything our selected panel say (like an open focus group)

• Ideation - channel / sector specific

• Content strategy

• Paid strategy

• Influencer identification

• UGC content creator hub/influencity

• Stakeholder connection mapping 

• Community engagement strategy

• Internal communications

Democracy Amplify

Reaching the people who matter and driving change

Align channel and creative content

Media outreach (broadcast, print, online)

Paid amplification, media partnerships, sponsorships

Link building and digital PR

Influencer strategy and events

Front foot and reactive

Your challenge met

Amplifying your messages and content is the traditional element of any agency’s work, but at Democracy it is data-led, targeted and designed to land with business impact. We ensure that the content we produce together will reach the people who matter, whether through proactive and reactive earned media relations, paid media partnerships, influencer marketing or target paid social. We’ll ensure that everything we do is measurable in terms of business outcomes, not agency outputs.

• Newsmaking

• Product placement

• Business profiling

• Link building / digital PR

• Case study placement

• Spokesperson placement 

• Broadcast management

• Podcast placement

• Podcast advertising

• Reactive communications

• Trade forward feature management

• Media visits

• Paid partner/influencer management

• Influencer and press gifting 

• Content creation and design

• Video production 

• Social media management 

• Community management

• Paid social 

• Media partnerships/advertorials

• Event management

• Stunt activation/experiential

• Talent acquisition and management

• Press site visits

• Community engagement 

• Reporting and analysis

• Internal communications

Who started Democracy PR?

Jennifer O’Grady started Democracy PR in Manchester in 2008 after spotting the opportunity to create a digital first PR agency. For Jen, it was the recognition that brands and businesses now need to connect with more than journalists to protect and promote their reputation.  She previously worked at Brazen PR and Mason Williams in their London and Manchester office.

What sectors do they work in?

Democracy works with challenger brands in every sector. Taking learnings from one sector and applying it to the next in order to bring distinctive ideas and a disruptive approach to every category. Democracy works in sectors including food and drink, homes and gardens, beauty, heating, energy, workwear, professional services, travel and destination. 

What services do they offer?

Under Democracy’s Protect, Connect and Amplify products, the agency offers strategy, brand planning, social listening, proactive and reactive newsmaking, link building, digital PR, media training, content creation, photography and videography, organic and paid social media, community management, end to end influencer management, internal communications, employer branding, crisis planning and management.

Where is Democracy PR based?

Democracy has offices in Manchester and London.

How can I apply to work there?

We post all job opportunities on our website and we have a relationship with Manchester Metropolitan University that means we take two people every year to be part of our four year digital apprenticeship programme. Details of how to apply are on our website.

What is the 87%?

This number refers to the amount of the UK population that lives outside London. We are fascinated by how lifestyles and attitudes differ from place to place throughout the country, so shining a light on the 87% is our way of demonstrating fresh ways for brands to connect with audiences.

At Democracy, we super-charge our clients with campaigns that truly resonate with the 87%.

Helping you to understand the importance of local v national in terms of:

• Channel choice

• Messaging 

• Spokespeople & influencers 

• Cultural references

• Local initiatives 

• TOV

• Habits 

Unlocking the potential of the regions beyond the basics of disposable income and shopping habits.