Learn how PR agencies partner with Stacker to scale earned media, prove authority, and boost AI-era discoverability, featuring results from elk Marketing.
The demand for media coverage has never been higher — especially as AI increasingly surfaces earned media — yet newsrooms continue to shrink. PR professionals are working harder than ever to break through, as brands search for new ways to get seen.
For over seven years, Stacker has tackled this challenge from a different angle: helping brands create high-quality editorial content that is widely syndicated across media outlets nationwide, increasing both traditional reach and AI discoverability.
Some PR agencies worry Stacker is stepping on toes. But Stacker doesn't replace PR, instead, it scales it.
PR teams and Stacker operate in different lanes, both working to secure media coverage for brands.
We have built great relationships with PR agencies to provide a one-two punch for client visibility, catering to both of our strengths and relationships with specific outlets: PR agencies are hugely successful in forging relationships with industry and trade publications to gain credibility with peers and buyers in their industry, like Forbes, niche vertical sites, thought leadership, and announcements.
Stacker, on the other hand, helps brands tell broader stories to everyday readers and future customers through local and national newsrooms, building on our long-standing reputation, that provides trusted, press-ready and fully-fledged stories for outlets to republish — often, without changing a word. It's really a matter of where in the funnel you want to reach readers. PR works efficiently at the bottom of the funnel, whereas Stacker excels in reaching new audiences at the top of the funnel and convincing mid-funnel prospects to move further down the pipeline.
These lanes don’t compete — they help brands complete their brand story and drive additional revenue when working together.
elk Marketing worked with Stacker to solve a problem that’s plaguing many agencies right now: “We could get content to rank, but clients wanted proof of authority — proof that what we were saying mattered beyond their blog,” said Danielle Work the Head of Content at elk Marketing.
Without adding resources, elk worked with Stacker to scale credibility for their clients by:
PR agencies working with Stacker white label our tech, meaning they can take all the credit when their client’s stories land when they use Stacker’s earned reach platform.
Stacker provides a service that gives PR agencies superpowers, like:
How does Stacker differ from what PR agencies do?
Instead distributing promotional content like media releases and hoping that a journalist picks up the story — and writes it with positive sentiment — Stacker’s platform only shares brand stories that are entirely non-promotional.
This model has helped many brands expand their overall brand awareness and share of voice — while also enhancing their LLM visibility. It also provides proof of concept for brands that are considering more journalistic content on their owned channels that PR agencies can support.
Yes, some agencies are getting LLM visibility with paid, third-party placements. But increasing brand discoverability at scale like this can get pricey. Instead, the cost per placement of getting high-authority publishers to write stories with brand mentions is lower, and carries much more credibility, which doesn’t go unnoticed by the LLMs.
PR agencies that work with Stacker have a clearer blueprint that helps brands preserve their messages, get seen, and measure their impact in a cost-effective way.
By working together, Stacker can do more than just scaling stories. We can also:
Agencies that treat Stacker as a partner, not a rival, unlock a new layer of earned reach they can’t get alone.
See how Stacker can slot into your PR and content programs by requesting a demo below.
Jace Russell is a growth-minded sales and partnerships leader with experience spanning brand journalism, renewable energy, insurance, and media. Currently at Stacker, he helps brands expand their reach by distributing editorial content to thousands of publishers. A former creative in video and photography, Jace brings an entrepreneurial edge, global perspective, and passion for connecting stories with audiences.
Photo Illustration by Stacker // Shutterstock // Canva
How brands are filling the void left by shrinking newsrooms through editorial-quality content and earned media distribution at scale.
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