I'm Russ. After 20 years in international PR across multiple countries, managing global teams and holding commercial and operations director roles — I know how businesses actually work from the inside. I've helped run agencies. And I've been frustrated by one thing above all: PR's complete lack of strategy tied to measurable business impact.
PR is broken. It lacks strategy. It's measured in impressive-looking numbers that don't move the needle — headlines secured, reach calculated, engagement vanity metrics. Campaigns designed to look ridiculous and memorable, not designed to move your business forward. Agencies charge ridiculous rates, don't share data, operate without transparency, and lack any standard that actually holds them accountable. You pay for a campaign, you get a list of clips and hoped-for impressions. That's not strategy. That's not measurement.
GEO — AI Search and how AI talks about your business — changes that. It underlines why PR and third-party recommendation matter so much. It levels the playing field: you can't just pay for search terms anymore. AI search is more complex and nuanced than SEO. Real thought leadership, real authority, real citations — that's what moves the needle in AI. That's what should be the way forward for all businesses and agencies.
AI isn't a trend. It's the infrastructure. People don't ask friends for recommendations anymore — they ask ChatGPT. They don't search Google, they ask Perplexity. That answer? That's where your business gets discovered. Evaluated. Chosen or ignored. And most businesses have absolutely no idea what's being said about them.
I'm fascinated by AI and GEO and how it's changing the way people find and choose brands. I built Known & Cited because someone needs to measure it. Someone needs to make sense of it. Someone needs to be honest about what's working and what isn't. And most importantly, someone needs to know your business. This isn't just about delivering good numbers. It's delivering solutions that support your business. K&C is a person you can actually talk to — someone who will get their head around your business, understand what you're trying to do, and help you show up where it matters.
That someone is me. Working directly with you.
Query AI platforms with real questions
Create content, fix issues, optimize
Measure again, see what shifted
Apply what works, measure again, keep going
I'm honest about what I know and what I don't. GEO is new. LLMs are unpredictable. Citation scores move around. What I bring to the table is rigour: structured methodology, transparent data, and recommendations based on thousands of actual AI queries. I measure, I learn, I adapt — and I take you on that journey with me.
I don't make promises I can't keep. I don't claim to have cracked the code. I track the signals, make educated moves, and measure whether they're working. Quarterly. Over time. That's how you build AI visibility that sticks.
Our entire business strategy and marketing plan is based on our own product. I'm using the same methodology on myself that I use with clients — same queries, same engines, same scoring. Can't share results yet because we're so new that LLMs aren't tracking us yet. But as that changes, you'll see our progress the same way you'll see yours. That's the deal.
I built Known & Cited to make sure your business shows up where it matters — in the AI conversations that are replacing search, replacing recommendations, replacing the way people decide what to buy, who to trust, and where to go.
I measure it. I make sense of it. I help you do something about it. And I do it with transparency, honesty, and a genuine belief that being straight with people is better for everyone.
I'm not an SEO agency. I'm not a PR agency. I'm not a social media company. I'm not a marketing platform.
I'm an AI visibility intelligence service. I measure how your business appears in AI-generated answers — ChatGPT, Perplexity, Google AI Mode, and more — and I help you do something about what I find.
I work alongside your existing teams. Not instead of them. If you need content, I write it. That's K&C delivered. If you need PR, I connect you with the right specialist for your market and sector — they work directly with you, not through me. If you need technical insight or international perspective, I'll call on the right expert and make sure they have everything they need to deliver.
Content writing is available — I work with an amazing in-house copywriter with loads of experience. PR is available through specialist connections — they have your brief, they have my findings, they work directly with you. Expert AI insight and international strategy are available when you need them. Everything is tailored to your brief.
What I don't do is pretend to be something I'm not. And if I don't think I can help, I'll tell you. But right now I can't see anyone we won't be able to help.
I spent years helping a previous business achieve and maintain B Corp certification. It was a valuable process — it kept the business accountable and gave everyone something to measure against. But the reality was that B Corp didn't win new business, the regular reporting consumed significant time, and the recent changes to the certification framework haven't inspired confidence in me.
More importantly, that business was already a good one. We did the right thing almost naturally. As a Scope 3 business — a network of independent consultants — its environmental mission was largely out of my direct control beyond working with decent partners and doing good work.
Known & Cited is starting from scratch with the same principles baked in from day one, without the certification overhead. What that means in practice:
I work with a small number of carefully chosen partners, freelancers, and suppliers — including a dedicated copywriter with extensive experience. I choose them because they're good at what they do and because they're good people. I'll always prioritise working with clients and partners whose values align with mine — not because a framework tells me to, but because it's how I want to run a business.
This is the one I have to be honest about. K&C is a business built in, for, and with AI. I run a lot of queries across a lot of engines every day — largely through my platform partner Authoritas, and through my own use of Claude and other AI tools.
AI energy usage is a real consideration. There's a lot of information circulating about it, not all of it accurate, but the core point stands: running AI at scale consumes energy. I take this seriously. I trust Authoritas to operate their infrastructure responsibly. I use Claude, which is built by Anthropic — a company that's been public about their approach to responsible AI development. And I'll always look for ways to reduce unnecessary usage, optimise my processes, and improve as the technology and the data on its impact evolves.
But I'm not going to pretend AI doesn't have an environmental cost. It does. For me, it's a means to an end — the end being a service that genuinely helps brands understand and improve how they show up in the world. I think that's worth doing, and I think doing it with AI is the right approach. I'll keep questioning it, keep improving, and keep being transparent about it.
I'll be lovely. I'll be fair. I'll pay people on time. I'll be honest when things don't work. I'll treat every client, partner, and supplier the way I'd want to be treated. That's not a certification — it's just how I operate.
Lots of AI. Lots of me where needed. And expert people where they need to be.
I automate where it makes sense to keep costs down and quality consistent. But you can't replace people. Not for the strategy, not for the thinking, not for the tough calls. That's where I come in, and that's where my copywriter comes in. So the balance is deliberate: AI to run the parts that don't need human judgment, people for the parts that do.
It's how I keep prices fair. How I keep quality high. And how I make sure you get both the scale of AI and the judgment of a person who actually thinks about your business.
Large language models don't give the same answer twice. Results fluctuate daily based on model updates, prompt variations, and the sources each engine has recently indexed. That's why our AVS International audits use multiple data collection windows — it gives us a representative mix that accounts for fluctuations and "no-show" days, rather than a single snapshot that might catch the model on an off day. The exact approach is tailored to your strategy.
Yes — significantly. Wikipedia is one of the most heavily weighted sources across all major LLMs. If your business has a Wikipedia page, it materially affects how AI talks about you. If it doesn't, that's a gap worth understanding.
Important: I do not offer Wikipedia editing services. Wikipedia has strict editorial guidelines and a community of editors who maintain content quality. I can advise you on how Wikipedia works and point you to resources for managing your profile, but any edits should be made by you or through Wikipedia's proper editorial processes — not by me or any third party claiming to "manage" your Wikipedia page.
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Known & Cited isn't a bolt-on service. It was built by someone fascinated by AI and how it's changing the way brands get discovered and recommended. This is the only thing we do. That focus matters.
GEO is a new discipline. Nobody can guarantee that a specific change will move your AVS International by a specific amount. We take an informed, educated approach — making recommendations based on the best available evidence and being transparent when we're working from hypothesis.
Every audit teaches us something. Every quarterly re-measurement tells us what worked. Clients who stick with us over multiple quarters see the benefit of that compounding knowledge.
Your GEO and AI search strategy is built entirely around where you want to be seen, how you want to be seen, and what you want to be known and cited for. No other brand will have the same report and strategy as you. That's bespoke — not templated.
We combine the best AI with the best human expertise — including a dedicated copywriter with extensive experience. The moments that require judgement, nuance, and experience? That's where our team comes in.
How an LLM talks about your business in the UK is different to the US, Germany, or Japan. We build AVS International audits that account for local context — because that's what the AI engines do.
I have cancer. And someone you know or care about probably does too.
FC:AI is my side project — one day a week dedicated to f-ing cancer with AI. It's a community, a set of free tools, and an honest space for people going through it. No pink ribbons. No platitudes. Just useful things built by someone who gets it.
Visit fcancerwith.ai →Measure. Act. Review. Repeat. That's our process. We measure where your business stands today. We act on what we find. We review whether it's working. And we repeat our approach as the landscape changes.
Find a comparable AI brand visibility service matching our depth, detail, and strategic insight — and we'll beat their price by 10%.
Can't beat it? We'll reconsider our pricing. That's how confident we are.