PR Agency One has won the Best Use of Data and Analytics Award at the PRCA 2026 DARE Awards for its work with Claromentis, delivered over five months from September 2025 to January 2026.
The award celebrates PRAO’s use of reporting and measurement throughout the campaign, with a focus on how data was used not just to evaluate performance, but to shape strategy, prove impact and demonstrate the commercial value of PR
The challenge
Claromentis operates in a competitive B2B technology market, selling digital workplace platforms. With search traffic declining and B2B buyers increasingly relying on Large Language Models (LLMs) for research, the challenge wasn’t just improving visibility – it was commercial discovery.
Claromentis also needed to reposition itself from an “intranet vendor” to a broader digital workplace platform that could solve operational, compliance and consistency challenges across distributed organisations.
PRAO was tasked with:
- Improving visibility in the sources that influence both B2B buyers and AI-driven discovery
- Driving qualified demand and brand recall in a complex, credibility-led market
This meant using PR to drive business visibility and demand generation.
Pre-campaign learnings
PRAO understood that decisions are shaped by trust validation and authority. B2B buyers assess specialist media, peer examples, expert commentary and AI-generated summaries from these sources to inform their choices.
Building on this, earned media is a primary input into both human and AI-led discovery. Therefore, visibility across earned media sources would influence search behaviour and lead generation, not just visibility.
PRAO built a campaign around a simple principle: use PR to create authoritative signals that influence both buyers and algorithms.
Campaign strategy
The campaign strategy was built around the principle of creating the right signals in the right places. That meant targeting high-authority B2B and trade publications, developing original research-led content, reinforcing earned media through owned and shared channels, and ensuring activity created credible, citable evidence that could support both buyer journeys and register with AI systems.
Measurement was built into the campaign from day one. PRAO developed a framework combining its proprietary evaluation model, OneEVAL, with search and analytics tools to track how PR activity influenced branded search demand, website behaviour and AI visibility.
This ensured the campaign was designed to drive measurable business outcomes, as well as coverage.
Campaign execution
The campaign centred on a research-led content platform: Franchise Digital Workspace, Consistency, Compliance and AI in 2026.
The research surveyed 189 leaders and 242 non-leadership staff across franchise and multi-site organisations, uncovering insights into compliance risk, tool fatigue, operational consistency and digital workplace performance.
The campaign was supported by customer case studies, thought leadership on AI governance and workplace efficiency. PRAO also developed ongoing spokesperson profiling to build Claromentis’ authority in the digital workplace category.
This gave Claromentis a strong foundation for B2B storytelling, grounded in real operational challenges.
Media targeting focused on business technology titles, specialist trade press, sector publications and authoritative online platforms most likely to influence both buyers and AI systems.
Momentum was building from the start, with 4 press releases, 10 opinion pieces, 4 reactive comments, 48 LinkedIn posts and 55 Reddit posts generated in the first quarter alone.
This resulted in consistent visibility across channels, reinforcement of key messages and stronger digital signals supporting discovery.
Thinking differently about PR
The originality of this campaign lay in how PR was used.
Rather than treating PR as an output, the campaign used it as a system to shift how Claromentis was discovered, understood and validated by both buyers and AI engines.
This meant treating GEO as a reputation and authority challenge, not just an SEO one. The aim was to generate structured, citable signals that feed both human decision-making and AI systems.
Measurement was also designed strategically. Instead of focusing only on coverage volume, the campaign looked at behavioural impact, including branded search, website traffic, AI visibility and changes in buyer discovery patterns.
Meaningful results
The campaign delivered measurable impact across visibility, reputation and commercial behaviour. AI visibility increased by 250%, mentions rose by 246% and cited pages increased by 313%.
Platform-specific gains included ChatGPT mentions rising from 7 to 23, Google AI Overview mentions increasing from 24 to 78, and Google AI Mode mentions growing from 18 to 72.
PR activity also influenced search and demand. Average daily Google impressions increased by around 33% on and immediately after coverage days, while branded clicks rose by 36%, branded impressions by 63%, branded search volume from 140 to 260, and direct traffic by 105.1% year-on-year.
The campaign also strengthened Claromentis’ market position, increasing UK media presence from 2 to 23 mentions, share of voice in the franchise sector from 1.37% to 14.75%, and association with trust, security and compliance by 63%.
In total, the programme delivered 87 pieces of coverage, 23 backlinks and an estimated reach of 490,744, showing how coverage became the input for measurable improvements in visibility, demand and authority.
Recognition for a campaign built on visibility and proof
Winning the Best Use of Data and Analytics Award at this year’s DARE awards is proof of PRAO’s ability to drive commercial visibility and demand across B2B campaigns.
The campaign showed how earned media, original insight and robust measurement can work together to influence not only awareness, but AI visibility, branded search demand and commercial discovery.
That is the real story behind the award, and exactly the kind of measurable, forward-looking campaign PR Agency One continues to deliver.
