It’s one thing to promise clients you’ll help them win in AI search. It’s another thing to practice what you preach.
Tech PR and GEO agency Proper Propaganda uses Scrunch to run its own AI search optimization program from end to end.
“Scrunch has been invaluable to us. It’s the backbone of all of our GEO work—whether for ourselves or our clients. We’d be flying the plane blind without it.”
—Jackson Wightman, Founder and Managing Partner, Proper Propaganda
AI is the new gatekeeper
Proper Propaganda made its name in public relations, helping technology brands stay top of mind for target audiences through media relations and influencer campaigns.
As the consumer shift to AI search got underway, Founder and Managing Partner Jackson Wightman saw firsthand how earned media helped to shape AI answers—and how those answers influenced inbound interest for his clients.
The problem? There was no way to scale visibility into AI search performance across Proper Propaganda’s client portfolio—or to turn performance insights into actionable next steps.
Jackson and his team set out to fix that.
They evaluated multiple generative engine optimization technologies. Scrunch’s flexible pricing, platform functionality, and ease of use made it stand out.
Soon Proper Propaganda was building out a GEO services framework powered by Scrunch, with itself as the test case.
Using Scrunch, the agency identified nearly 700 prompts it wanted to prioritize across AI platforms like ChatGPT, Perplexity, Gemini, and Google AI Overviews, ranging from “What is the best PR agency for consumer tech?” to “How can we get products featured in AI search?”
It then benchmarked its current performance across the competitive landscape—both niche consumer tech agencies and established giants.
Proper Propaganda’s visibility in AI answers was near zero. The team was starting from scratch with Scrunch as its wayfinder.
“We chose Scrunch for lots of reasons, but we stayed with Scrunch for two: product velocity and people. The team is constantly updating the platform with new features that make it better for us. And every person we talk to really treats us like a partner, enabling us so we can help enable our clients.”
—Jackson Wightman, Founder and Managing Partner, Proper Propaganda
Modern brands build for bots
Proper Propaganda started with owned content, working to make its site as AI-friendly as possible.
This included:
- Restructuring existing pages: Updating page schema, text hierarchy, metadata, and links
- Creating “anchor hub” pages: Publishing deep, highly structured pages designed to be authoritative and citable resources about specific topics or categories
- Crafting content with bots in mind: Doubling down on structurally clear, machine-legible content formats
Scrunch’s Agent Traffic feature showed the team which AI bots were actively crawling its site and which pages those bots were reading.
Together with Scrunch’s prompt monitoring and citation analytics features, the team was able to create a real-time feedback loop that would have otherwise taken months of guesswork to build.
Identify gaps, survey competitive content, prioritize content updates, execute, and repeat.
Meanwhile, Scrunch’s Site Maps feature made it easy to hone in on performance page by page, as well as fix any outstanding issues.
Proper Propaganda can zoom in on any URL to see an audit score, agent traffic, citation performance, and AI referrals.
With just a click, Jackson and the team can audit a page to uncover technical blockers that might be hurting performance, like issues related to access controls, content delivery, and content quality.
All together, Proper Propaganda has a start-to-finish system for seeing what’s working on its website and fixing what’s not.
“So often organizations are pumping out tons of content or already have tons of content. The problem is AI can’t read it. Scrunch’s auditing features are very, very useful for making sure that we’re not wasting our efforts. Instead of just thinking about the next 30 articles, we can optimize what’s underperforming and give it new life.”
—Jackson Wightman, Founder and Managing Partner, Proper Propaganda
Optimization isn’t just onsite
Being a PR firm, Proper Propaganda knew its website was just one lever it could pull.
Using Scrunch as its guide, the team began investing heavily in third-party citations.
Tactics included:
- Securing placements in trusted external sources
- Syndicating content on Substack and LinkedIn
- Guesting on podcasts to help get transcripts, show notes, and associated articles indexed by AI user agents
Scrunch’s citation analytics make it easy for Proper Propaganda to know exactly which sources are most influential in shaping AI answers.
This helps the agency prioritize both placement outreach and content strategy.
“Scrunch tells us where we’re showing up and where we’re being cited. Or where we’re not and our competitors are. Most importantly, it helps us understand why and what to do about it.”
—Jackson Wightman, Founder and Managing Partner, Proper Propaganda
More visibility means more leads
Scrunch has become Proper Propaganda’s command center for all things AI search: share of voice across platforms, agent traffic, answer sentiment, position tracking, citation analysis.
That intelligence informs every action the agency takes, and those actions are paying off.
As of May 2026, Proper Propaganda is the No. 1 most visible agency overall across 695 tracked prompts.
In fact, its website is tied with LinkedIn for the most influential domain for its tracked prompts, and its citation consistency is the highest of any domain with meaningful volume in the dataset, even higher than LinkedIn, Reddit, and Forbes.
In other words, AI platforms cite Proper Propaganda more reliably than any other source when responding to the prompts the agency cares about.
And that visibility is translating into tangible business results.
Leads have increased 5x since Proper Progpandana launched its GEO program, and the agency has closed significant revenue directly attributable to AI search.
Now it’s using Scrunch to run the same playbook for its clients.
“We’re not just seeing more inbound leads, we’re also seeing bigger inbound leads—companies with significantly higher budgets. These types of opportunities are coming through more frequently because of the work we’re doing in GEO. And Scrunch is the reason our GEO is working.”
—Jackson Wightman, Founder and Managing Partner, Proper Propaganda
Optimize for AI search with Scrunch
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