Digital PR for AI Search glossary
The terms Digital PR for AI Search coins or defines, each credited as the book credits it. The book uses 8 terms coined by its authors or by James Dooley, and defines 8 more in its chapters.
THE BOOK
Terms the authors coined
The share of the answers to a market's questions that name a brand.
Share of Answer is Peter Victor Jones's term; the book's author note credits him with coining it.
How sure AI systems are about what a brand is; it rises when independent sources agree.
Entity Confidence is Peter Victor Jones's term; the book's author note credits him with coining it.
ECHO framework (Entity, Corroboration, Hooks, Output)
Four questions to run every placement through: Entity, Corroboration, Hooks and Output.
The book's author note credits Peter Victor Jones with creating the ECHO framework. Defined by the coiner at petervjones.com/entity/echo/.
Citation RSI reads the momentum of a brand's citations across the sources the machines draw on.
The book's author note credits Paul Truscott with coining Citation RSI. Defined by the coiner at paultruscott.com/lexicon/citation-rsi.
Entity Support and Resistance marks the levels of presence a brand keeps falling back to and failing to break through.
The book's author note credits Paul Truscott with coining Entity Support and Resistance. Defined by the coiner at paultruscott.com/lexicon/entity-support-and-resistance.
Visibility Drawdown measures how far presence falls from its peak after a campaign ends.
The book's author note credits Paul Truscott with coining Visibility Drawdown. Defined by the coiner at paultruscott.com/lexicon/visibility-drawdown.
The step after search and answer optimisation, in which a brand is chosen.
The book says James Dooley coined the phrase Decision Engine Optimisation in 2026. Defined by the coiner at omnipressent.com/books/decision-engine-optimisation/.
Visibility Bollinger Bands
Named in the book's author note; the book does not define it.
The book credits Paul Truscott, who defines it at his own lexicon.
Terms the book defines
A paragraph from which a machine can extract a complete, attributable statement about a brand without the rest of the page.
A brand sheet is one page of canonical facts, written once, handed to every journalist and attached to every pitch, and it is the cheapest piece of digital PR infrastructure a brand can build.
Defined in Chapter 5: The Brand Sheet Every Journalist Gets Handed.
Every AI answer that cites its sources is publishing its reading list.
Defined in Chapter 4: Which Publications the Machines Actually Read.
Fix a prompt bank of your buyers' real questions.
Defined in Chapter 12: Measuring Digital PR in the AI Era.
The five measures: presence rate, framing, consensus, citation share, attribution
Presence rate: across your buyers' questions and the models that matter, how often is the brand named at all. Framing: when named, is it a flat recommendation or a hedged inclusion, and is the description the canonical one or an approximation. Consensus: how often do the different models agree on including and describing you the same way. Citation share: of the sources the answers cite for your market, how many carry your facts accurately. Attribution: when a data study or quote is referenced, is the brand credited as the source in the canonical form.
Defined in Chapter 12: Measuring Digital PR in the AI Era.
Citation share as the leading indicator
Citation share is the leading indicator.
Defined in Chapter 12: Measuring Digital PR in the AI Era.
Every one of them fails the same test: could a machine extract a complete, attributable, checkable statement about the brand from this page, in the brand's canonical form, without help?
Defined in Chapter 10: Coverage the Machines Cannot Use.
Ninety days is enough to turn a scattered coverage footprint into a deliberate evidence programme, and the sequence matters because each stage stops the next one leaking.
Defined in Chapter 13: The 90-Day Digital PR Sprint for AI Visibility.
Where the definitions come from
Every definition follows the book; the book's own words are quoted and marked. Where an author defines a term on their own site, that page is linked, and this site never rewrites it.
ONE DIFFERENCE
The book's ECHO framework says Hooks; Peter Victor Jones's own page says Hook. Both are on the record.