PR Agency Matter Launches Precision Division for Small Brands Navigating AI Discovery
Matter, a Boston-based PR agency, announced Precision, a new division offering communications services tailored to startups, nonprofits, and small businesses. The division focuses on foundational messaging and media strategy designed for brands competing in an environment where large language models influence how customers discover companies.
Precision's approach centers on what the agency calls Generative Engine Optimization (GEO)-positioning brands so generative AI and LLM platforms accurately represent and recommend them. The division has worked with companies in smart home technology, greentech, cybersecurity, and professional services.
Why This Matters for Communications Teams
Search behavior is shifting as more users rely on AI chatbots and generative search tools instead of traditional search engines. PR teams at emerging brands need to account for how large language models access and use information when developing communications strategy.
"Every brand's communications strategy should account for the ways LLMs will continue to upend search behavior and decision-making," said Loren Guertin, Vice President and Leader of Matter's AI Council.
What Precision Offers
The division provides flexible scopes for smaller teams, including:
- Customer storytelling grounded in authentic brand narratives
- Thought leadership positioning for founders and executives
- Earned media outreach to build credibility with AI systems
Vanessa Taylor, General Manager of Precision, said the division applies traditional PR principles-clear messaging, sustainable media practices, and relationship-building-with tactics designed for AI-driven discovery.
More information is available at matternow.com/precision or by contacting precision@matternow.com.
For broader context on how AI is reshaping communications work, see our guide to AI for PR & Communications.
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