Korva rescues the ideas worth keeping from podcasts. Each one becomes a Card.
Measurement must stop being a rearview mirror and become forward-looking learning that improves strategy and practice.
Measurement records what happened, evaluation judges performance against objectives, and insights inform what strategy does next.
Getting a brand into a large language model proves visibility, not that anyone noticed or acted.
The press-clipping pile is becoming an LLM-visibility pile. Clients still value demonstrated impact.
Generative AI visibility rewards ethical PR, but flooding language models with PR copy could rapidly damage the industry.
Volkswagen increased its independent editorial publicity budget from 5% to 15% after research showed its sales impact.
WHO’s detailed technical videos were underused because audiences did not understand mRNA vaccines versus conventional vaccines.
LLMs currently rely mostly on accessible sources, including Reddit, social platforms, and newspapers, while major newspapers can sit behind firewalls.
The strongest causal evidence comes directly from people who acted: ask buyers what drove their decision.
People can be reached and ignore an advertisement, or remember it without buying the product.
AI can increase agency efficiency and capacity. Clients still must decide whether to pay for outputs, day rates, or results.
Evaluation becomes useful when it separates activities, outputs, outcomes, and impact for realistic objectives and senior advice.
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