Pathos Communications, a UK public relations company listed on the London Stock Exchange, is working to expand its business around the world. The company combines a pay-on-results model with its own artificial intelligence technology.
The firm was recently featured in the Financial Times. The newspaper recognised Pathos as the fastest-growing UK business in its sector.
Chief executive Omar Hamdi spoke about the company's plans on the ADVFN Watch List. He explained how Pathos is changing the way PR services are sold and delivered.
How the Pay-on-Results Model Works
Traditional PR firms often charge clients a monthly retainer. Companies pay upfront, even though there is no guarantee they will get media coverage.
Pathos uses a different system. Clients pay based on the coverage the company actually delivers.
The company says this makes PR easier to access for smaller businesses. Many of these firms may not want to take on the cost and risk of a retainer.
Hamdi said Pathos has taken tasks usually handled by small teams of experienced PR staff and "virtualized" them. This was done through processes, tools and technology.
According to Hamdi, the potential market includes hundreds of millions of small and medium-sized businesses worldwide. Many of them have stories to tell but have avoided conventional PR.
AI and the Role of PR in Search
Proprietary AI technology is a key part of the company's plans. Pathos says it helps the business grow while still focusing on measurable results for clients.
Hamdi also pointed to Generative Engine Optimisation, or GEO. This refers to how businesses appear in answers from AI-powered search tools.
He argued that "PR is the new SEO." AI platforms often draw on information from across the internet, including news coverage from trusted media outlets.
Hamdi cited an estimate that a large share of the sources cited by AI platforms come from PR and media coverage. Pathos sees this as a growing reason for businesses to seek press attention.
Pathos already has clients in around 90 countries, according to Hamdi. The company plans to put more focus on international markets in its next phase of growth.
The Asia-Pacific region has been named as a key area. Pathos has set up a dedicated APAC team to build on progress already made there.
The company also points to a steady flow of new customers. Each year, businesses launch, raise money and enter growth phases, which can create a need for media exposure.
Pathos shares rose 5.88% on the London Stock Exchange on Monday, October 5, following the company's update on its growth plans.
