PR Firms Shape Stories for Everyone Else. Their Own Websites Tell None.

Professional Services · 270 sites audited · March 22, 2026

AISO Score

AEO

SEO

Readability

Engagement

The State of PR / Communications Websites

A startup founder asks ChatGPT: "Best PR firms for tech product launches." Your agency has landed coverage in every major outlet. But your website reads like a brochure from 2015. Across 270 PR and communications sites, the average AISO score is 56/100. SEO averages 89. AEO sits at just 40.

Engagement scores 46 and readability hits 59. A full 23% of sites score below 50. PR firms tell clients to build authority online. Most have not done it themselves.

Schema markup is absent from 21% of PR sites. Without structured data, AI engines cannot identify your services, specialties, or case study results.

Why This Matters for PR / Communications

Public relations is defined as the professional practice of managing how a brand communicates with the public, media, and stakeholders. PR firms sell visibility. Their own websites should demonstrate it.

When a prospect asks an AI engine for firm recommendations, the AI scans for service descriptions, case studies, and expertise signals. A PR site with vague copy and no structured data gets overlooked.

Service schema refers to structured data markup that tells search engines exactly what services a business offers, where it operates, and what results it delivers. Most PR firms have none.

PR agencies that sell online visibility should demonstrate it on their own websites first.

Key Findings

23%

Score Below 50

21%

No Schema Markup

12%

No Open Graph Tags

40/100

Avg AI Engine Score

Key Takeaways

•
PR firms sell visibility but fail to make their own websites visible to AI search engines.
•
Case studies are buried behind PDFs and gated content that AI engines cannot access.
•
Service pages lack specifics using vague language instead of naming industries, outcomes, and methods.
•
Schema markup is missing from nearly all PR agency websites.
•
AEO scores are critically low because sites lack FAQ content and direct answer formatting.
•
The credibility gap is real when PR firms advise clients on digital presence but neglect their own.

Common Mistakes in PR / Communications Websites

Vague service descriptions — "Strategic communications solutions" tells AI nothing. Name specific services like media outreach, crisis management, or product launches.
Case studies in PDF format — Results locked in downloadable PDFs are invisible to search engines and AI.
No client industry tags — Without categorizing work by industry, AI cannot match your firm to relevant queries.
Missing team credentials — No structured author data for team members who write thought leadership content.
No FAQ section — Prospects search "how much does a PR firm cost" and most agency sites never address pricing.

How to Improve Your PR / Communications Website

Rewrite service pages with specific outcomes. Instead of "media relations," write "We pitch stories to journalists at 500+ outlets and track coverage results."
Put case studies in HTML, not PDFs. Write each case study as a web page with client industry, challenge, approach, and results.
Add ProfessionalService schema. Include service type, area served, price range, and review ratings.
Create FAQ sections on every service page. Answer questions about process, timeline, pricing, and expected results.
Tag team members with Person schema. Include role, expertise areas, and links to published work.

Dimension Breakdown

AI Engine (AEO) (30%)

SEO (20%)

Readability (25%)

Engagement (25%)

Score Distribution

AISO Score Ranges

0-9

10-19

20-29

30-39

40-49

50-59

60-69

102

70-79

80-89

90-99

Grade Distribution

0 (0%)

14 (5%)

102 (38%)

92 (34%)

62 (23%)

Frequently Asked Questions

What is an AISO score?

An AISO score is defined as a 0-to-100 rating that measures website performance across SEO, readability, engagement, AEO, and accessibility combined.

What is AEO?

AEO refers to Answer Engine Optimization, the practice of structuring content so AI tools like ChatGPT and Google AI Overview can find and cite your business.

Why do PR firms need AI-optimized websites?

Prospects increasingly ask AI tools to recommend agencies. Firms with structured data, clear services, and case study content get cited. Those with brochure-style sites do not.

What schema should PR agencies use?

Use ProfessionalService schema with service types, areas served, and industries covered. Add Article schema for case studies and Person schema for team members.

How do AI engines evaluate PR firm websites?

They look for specific service descriptions, measurable results in case studies, client industry focus, and FAQ content that answers common prospect questions.

Should PR firms gate their case studies?

Not entirely. Put the key results and approach on a public page. AI engines and search crawlers cannot access gated content. Use gating only for detailed data if needed.

What accessibility issues affect PR websites?

Common issues include PDF-only case studies without HTML alternatives, poor contrast on image-heavy pages, and missing navigation landmarks.

How often should a PR firm update its website?

Add new case studies monthly. Update service pages quarterly. Run a full audit twice per year to catch technical issues.

All 270 Audited Sites

Domains are partially blurred. Scores range from 0 to 100.

#	Domain	AISO	Grade	AEO	SEO	Read.	Eng.
1	avala*********.com	76	B	71	100	81	57
2	blue*****.agency	75	B	75	93	71	64
3	real******.com	75	B	65	99	83	61
4	juniprpu*************.com	74	B	70	100	78	53
5	ott****.com	73	B	60	94	85	59
6	lol****.com	73	B	52	79	96	69
7	leve*****.io	73	B	63	100	79	59
8	theca*******.com	72	B	74	100	73	47
9	mbo***.com	72	B	58	99	86	53
10	mckeeman**************.com	72	B	52	100	85	59
11	inpr******.com	71	B	66	90	84	48
12	luq****.com	71	B	52	100	86	54
13	elliss*********.com	70	B	54	98	71	64
14	fea***.agency	70	B	51	90	81	64
15	720st********.com	69	C	58	83	84	57
16	firsta***********.com	68	C	40	100	87	57
17	hurrda**********.com	68	C	48	100	74	62
18	mediaf*********.com	68	C	66	100	79	32
19	verac*********.com	68	C	52	100	76	52
20	hodg******.com	68	C	71	99	63	45
21	leonine*************.com	68	C	48	97	78	59
22	dureea*********.com	67	C	30	99	77	74
23	dog****.solutions	67	C	48	94	81	54
24	exclu*******.com	67	C	52	65	84	69
25	strate**********.com	67	C	38	97	86	57
26	prrev*******.com	67	C	38	95	100	45
27	zilk*******.com	67	C	48	99	78	52
28	bwpcom***********.com	67	C	55	98	72	52
29	tenthc***********.com	67	C	40	97	82	62
30	pos***.com	67	C	48	85	94	47
31	rhst*******.com	67	C	48	97	96	37
32	symb*******.com	67	C	60	97	72	45
33	broad*******.com	66	C	48	100	81	46
34	baile*********.com	66	C	52	95	70	55
35	vio*****.com	66	C	66	100	52	52
36	hex*****.co	66	C	38	94	88	54
37	l**.com	66	C	48	97	93	37
38	jun***.com	66	C	40	95	81	57
39	adam*******.com	65	C	50	93	70	57
40	boar*******.com	65	C	48	99	66	59
41	mekk******.com	65	C	52	98	74	46
42	hir***.com	65	C	48	99	64	59
43	prh*****.com	65	C	48	90	84	45
44	anc****.com	65	C	48	99	62	61
45	mars******.com	65	C	40	88	95	47
46	think*******.com	65	C	40	85	85	59
47	absolu*********.com	65	C	38	99	77	57
48	innera**********.com	65	C	40	99	79	53
49	thecrea***********.com	65	C	38	100	79	57
50	jjpr******.com	64	C	30	84	97	56
51	can****.com	64	C	48	99	75	46
52	jud****.com	64	C	40	100	79	50
53	axi***.com	64	C	50	100	64	52
54	sher*****.com	64	C	40	95	77	53
55	host*******.com	64	C	40	84	89	52
56	red*****.com	64	C	40	82	85	59
57	goff******.com	64	C	40	100	76	50
58	od***.com	64	C	30	99	79	63
59	sowa******.co	64	C	30	94	85	59
60	gold******.co	64	C	40	94	77	54
61	veloc*********.com	63	C	52	92	69	47
62	wars*******.com	63	C	48	82	69	61
63	publi*******.net	63	C	30	90	79	64
64	garr*****.com	63	C	58	94	64	45
65	bakerpu*************.com	63	C	52	91	69	46
66	jh***.net	63	C	40	90	78	54
67	muellerc*************.com	63	C	40	95	76	53
68	tdspub**********.com	63	C	30	95	77	62
69	m**.si	62	C	66	100	60	30
70	levypub************.com	62	C	48	77	76	51
71	redb*****.com	62	C	54	87	50	62
72	jane******.com	62	C	40	75	77	61
73	upr*****.com	62	C	48	99	76	35
74	tande*******.com	62	C	54	88	64	50
75	sab****.com	62	C	25	94	90	53
76	amp*****.io	62	C	53	95	45	64
77	pav***.net	62	C	40	98	78	45
78	duffy*******.com	62	C	40	85	76	54
79	matt*****.com	62	C	25	92	90	53
80	sprout***********.com	62	C	38	95	81	45
81	uta*****.org	62	C	30	84	98	45
82	hm***.com	61	C	48	97	67	42
83	peac******.com	61	C	48	78	70	55
84	prsa*******.org	61	C	47	68	77	55
85	lmco*******.com	61	C	40	80	88	45
86	dpacom***********.com	61	C	40	95	72	47
87	fra***.com	61	C	71	97	23	58
88	impact*********.net	61	C	30	95	83	48
89	lukas********.com	61	C	42	98	64	53
90	thef*****.com	61	C	48	98	79	30
91	goldma**********.com	61	C	38	96	72	51
92	wer****.com	61	C	35	89	77	53
93	shif*******.com	61	C	58	92	55	46
94	can*****.com	61	C	52	99	46	58
95	min*****.com	61	C	33	92	90	40
96	gobra********.com	61	C	38	97	77	45
97	buch******.com	61	C	40	93	72	51
98	hughe********.com	61	C	30	99	81	47
99	comp******.net	61	C	40	94	82	37
100	perrypu*************.com	61	C	40	85	86	42
101	m**.com	61	C	30	99	77	53
102	cpl***.com	60	C	35	90	79	48
103	konne********.com	60	C	30	90	79	51
104	adlerpu*************.com	60	C	35	95	76	47
105	true*******.co	60	C	52	81	76	35
106	policy*********.com	60	C	43	90	75	40
107	smalladvent******************.com	60	C	38	94	84	37
108	dent******.com	60	C	30	100	63	62
109	media-*********.com	60	C	30	100	71	51
110	vvka*****.com	60	C	40	94	70	47
111	pacepub************.com	60	C	38	94	83	38
112	piv*****.com	60	C	40	95	71	46
113	spotlig************.com	60	C	38	99	56	59
114	lawr*******.com	60	C	40	70	94	43
115	word******.com	60	C	30	95	69	58
116	targ*******.com	60	C	35	88	73	54
117	jpubli**********.com	59	D	38	94	75	42
118	com*****.com	59	D	40	95	62	50
119	sell*******.com	59	D	35	85	77	47
120	cig***.com	59	D	63	75	61	40
121	walk*******.com	59	D	38	100	50	62
122	kansas*********.org	59	D	38	72	69	64
123	te***.com	59	D	38	87	92	30
124	octag********.com	59	D	30	94	83	42
125	mar*****.com	59	D	40	99	65	45
126	trusco*********.com	59	D	38	100	66	45
127	padi*****.com	59	D	40	99	68	42
128	jaspe*******.com	59	D	51	67	83	38
129	kirv******.com	59	D	40	99	55	53
130	gyc*****.com	59	D	40	94	57	57
131	gardcom***********.com	59	D	30	97	85	37
132	pau****.agency	59	D	40	93	77	35
133	sunw*****.com	59	D	30	97	80	43
134	news*******.com	59	D	46	100	36	64
135	beringer*************.com	58	D	43	88	79	30
136	kinc*****.com	58	D	30	89	76	47
137	rom*****.com	58	D	30	77	82	52
138	foster*********.com	58	D	38	83	77	42
139	ed***.com	58	D	38	97	51	57
140	byrd*******.com	58	D	35	84	82	42
141	comple**********.com	58	D	40	92	74	37
142	redhead***********.com	58	D	30	87	56	69
143	via****.com	57	D	56	93	46	42
144	beckerc*************.com	57	D	40	94	66	40
145	mscoa*********.com	57	D	30	70	75	62
146	commo*********.com	57	D	40	99	45	57
147	cooksonc*************.com	57	D	30	99	75	37
148	mind******.com	57	D	38	83	76	41
149	ran****.com	57	D	38	100	49	55
150	prs***.org	57	D	38	81	62	57
151	kanec********.com	57	D	40	72	78	43
152	pun*****.com	57	D	38	65	91	38
153	evolvep*************.com	56	D	30	94	57	57
154	amg****.com	56	D	35	72	76	49
155	novitasc*************.com	56	D	33	99	45	62
156	pr**.com	56	D	63	75	38	50
157	pral*****.org	56	D	35	85	50	64
158	coy****.com	56	D	38	79	68	47
159	dext******.com	56	D	30	94	62	51
160	bm***.com	56	D	20	90	75	53
161	5w**.com	56	D	25	95	57	59
162	eleve*********.co	56	D	43	87	74	30
163	finnp*******.com	55	D	35	79	79	35
164	lemo*******.com	55	D	30	85	82	35
165	hatfi********.com	55	D	48	94	58	30
166	maier********.com	55	D	40	70	76	40
167	taftcom***********.com	55	D	25	100	79	32
168	prome********.com	55	D	38	97	45	50
169	brav******.us	55	D	38	98	65	30
170	intre*********.com	55	D	30	92	81	30
171	rs**.com	55	D	48	94	32	54
172	cedar*******.com	54	D	20	100	60	52
173	prsat*******.org	54	D	47	88	30	59
174	vernac**********.com	54	D	30	100	37	62
175	iden******.com	54	D	40	100	42	45
176	jo***.pr	54	D	48	83	51	42
177	mave*******.com	54	D	40	100	41	48
178	devmar**********.com	54	D	48	99	45	36
179	reso******.com	54	D	40	93	55	40
180	press*******.agency	54	D	30	84	72	42
181	stryk********.com	53	D	35	71	77	37
182	hero*******.com	53	D	30	99	57	38
183	pric******.com	53	D	38	98	37	52
184	compas*********.com	53	D	48	98	29	45
185	prsan*******.org	53	D	35	72	55	57
186	ecpr*****.com	53	D	48	100	31	43
187	bol***.com	53	D	40	94	52	35
188	bus*****.charlestonareaalliance.org	53	D	25	75	72	51
189	asb*****.com	52	D	40	95	45	40
190	benn*******.com	52	D	35	90	53	42
191	cindy********.com	52	D	35	78	67	37
192	wisers*********.com	52	D	40	95	34	51
193	bellmo**********.com	52	D	40	99	35	47
194	benchmar**************.com	52	D	38	92	51	37
195	jd**.com	52	D	35	84	77	22
196	l2c***.biz	52	D	35	90	47	47
197	prongh*********.com	52	D	35	73	71	38
198	kcpro*******.com	51	D	40	72	53	45
199	rickmille***************.com	51	D	40	94	32	47
200	prs****.com	51	D	35	78	50	49
201	revol*******.com	51	D	63	80	29	37
202	thestr**********.com	50	D	49	97	22	43
203	synerg***********.com	50	D	38	80	47	45
204	mill******.com	50	D	38	90	51	30
205	katth*******.com	50	D	40	65	43	55
206	rip*****.com	50	D	30	52	76	48
207	reve******.agency	50	D	35	88	45	42
208	guer******.com	50	D	38	80	45	47
209	lepr******.com	49	F	40	97	31	40
210	cj**.com	48	F	40	77	37	45
211	barefootp**************.com	48	F	40	84	31	47
212	schi******.com	48	F	26	85	49	45
213	ls2*****.com	48	F	23	96	37	51
214	runs*******.com	48	F	40	98	10	57
215	lovep********.com	48	F	35	73	61	30
216	fleish**********.com	48	F	25	88	46	46
217	redwindow**************.com	48	F	25	85	72	23
218	atomi*******.com	48	F	40	93	25	43
219	prr***.com	48	F	40	97	16	52
220	abou*****.com	48	F	30	95	51	28
221	gc***.com	47	F	38	87	37	37
222	antho*********.com	47	F	31	72	36	57
223	minne********.org	47	F	28	52	56	57
224	monta*********.com	47	F	40	85	23	47
225	berl*******.com	47	F	23	84	35	57
226	dak*****.com	47	F	43	95	22	37
227	ang*****.com	47	F	40	99	29	30
228	thepr********.com	47	F	38	95	11	57
229	pros*******.com	47	F	38	95	28	37
230	prsad*******.org	46	F	35	86	38	35
231	coo*****.com	46	F	30	98	17	53
232	rabo*******.com	46	F	28	95	52	22
233	newp******.com	46	F	40	85	19	47
234	upw*****.com	46	F	25	76	68	25
235	odw*****.com	45	F	35	85	10	58
236	neonp********.com	45	F	40	80	38	30
237	palab*******.com	45	F	60	52	37	30
238	tro*****.com	44	F	35	73	31	45
239	iko*****.com	43	F	35	77	21	46
240	dit*****.com	43	F	40	94	10	37
241	shif*****.com	43	F	40	92	10	40
242	rega*****.com	43	F	25	94	37	30
243	msia*****.com	42	F	40	70	19	45
244	subl******.com	42	F	52	92	15	18
245	w**.columbus.org	42	F	25	88	10	57
246	davispu*************.com	42	F	35	73	37	30
247	blain*******.com	42	F	20	100	17	47
248	wrigh*******.com	41	F	30	99	10	40
249	threee*********.com	41	F	35	68	31	36
250	pral*****.com	40	F	35	73	28	30
251	3e**.com	40	F	28	83	18	40
252	yesan*******.com	40	F	35	74	24	36
253	holli*********.com	39	F	40	90	11	26
254	signa*******.com	39	F	20	94	28	30
255	moorepu*************.com	39	F	38	82	10	36
256	w**.siouxfallschamber.com	39	F	25	88	10	47
257	maxe*******.net	38	F	36	93	10	25
258	uspr*******.com	38	F	25	73	10	53
259	newtho***********.com	38	F	28	83	10	41
260	carrol***********.net	36	F	18	95	35	10
261	civit********.com	36	F	25	97	10	25
262	swee*******.com	36	F	20	70	35	27
263	mar*****.com	36	F	25	77	10	43
264	pat***.co	35	F	46	45	10	38
265	gr**.com	35	F	25	87	10	31
266	arcop*********.com	35	F	25	53	30	37
267	bigskypu*************.com	30	F	15	85	10	22
268	agen******.com	30	F	30	69	10	18
269	idah******.com	28	F	20	70	10	22
270	pur*****.com	26	F	25	55	10	20

Methodology

Each website was scored using AISO Studio's production scoring engine across four dimensions:

AEO (30%) — AI Engine Optimization: direct answer format, FAQ patterns, structured content, citation signals, topical authority
SEO (20%) — Title tags, meta descriptions, heading structure, links, images, keyword optimization
Readability (25%) — Flesch reading ease with normalized scoring, sentence complexity, audience appropriateness
Engagement (25%) — Content hooks, calls to action, questions, lists, quotes, emphasis, paragraph variety

270 sites collected across US states using geographic search queries. Scores reflect the state of each website at time of audit.

How Does YOUR PR / Communications Website Score?

The average pr / communications website scores 56/100. Get a free audit to see where you stand and how to improve your AI search readiness.

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