Competitors

Define competitors once per project to compare how your brand is doing across media coverage and AI answers. PR Analytics and AI Visibility share the same competitor list, names, aliases, and domains within that project.

Add competitors to the project you already use for your brand. Each project has its own list, so different clients or brands can have different competitors.

Add and manage competitors#

1. Open your project and go to Project Settings > Competitors.
2. Select Add competitor.
3. Enter the competitor's name and the name to track. Add aliases for alternative spellings or abbreviations, and at least one website domain.
4. Save the competitor. Repeat for the other brands you want to compare.

Your own brand also appears on this page. Check its tracking details so both sides of your comparison use the right names and domains. To update a brand, select Edit from its menu. Changes to a competitor's tracking details apply across PR Analytics and AI Visibility in this project.

Who to include#

Start with a focused set of relevant brands:

• direct product or service competitors,
• established alternatives in your category,
• brands stakeholders often use as reference points,
• newer providers gaining media coverage or appearing in AI answers.

Use a consistent comparison group when tracking changes over time. Choose brands that compete in the same market or for the same audience.

Names and variants#

Use the brand name you expect to find in articles and AI answers. Add abbreviations, local spellings, or translated names as aliases where needed. Domains help identify links to the brand's website.

Compare media coverage in PR Analytics#

Collect competitor clippings alongside your own in the same project. Compare clipping counts, reach, or media value by brand in dashboards and reports to see how you are doing against competitors and how that changes over time.

Tracking details identify brands in your data. They do not create monitoring searches, so make sure your sources and search terms collect the competitor coverage you want to compare.

See Competitor tracking for collecting coverage, checking brand assignments, and building reports.

Compare AI Visibility#

AI Visibility uses these same project competitors to compare their presence in AI answers with your own brand. Use prompts that reflect real comparison or category questions:

• "Which tools are best for PR reporting in agencies?"
• "Which providers help companies with AI Visibility?"
• "What are the best alternatives to [brand]?"

If competitors appear more often, check which sources are cited and which messages are repeated.

See Prompt setup and AI Visibility metrics for the analysis workflow. Adding competitors does not use additional AI Visibility credits; those depend on prompts, providers, and cadence. Learn more in Credits.