The short version
Proper Propaganda is a PR and Generative Engine Optimization (GEO) agency that works with technology companies, founded in late 2011.
The firm helps brands earn media coverage, improve visibility in AI search systems, and influence how prospects discover products throughout the buying journey.
The agency sits in an interesting position:
- Many PR firms are still primarily focused on journalists.
- Many SEO/GEO firms are still primarily focused on content and search.
- Proper Propaganda has spent the last several years building around the overlap between earned media, AI visibility, and product discovery.
Why does this matter? Because data shows the outputs of PR are the critical element of succeeding at AI search and GEO.
Whether that approach is right for your company depends largely on what you’re trying to accomplish.
What is Proper Propaganda?
Founded by Jackson Wightman, Proper Propaganda is a North American PR and GEO agency focused on technology companies.
The agency works with consumer technology brands, software companies, AI firms, mobility companies, hardware manufacturers, and international companies expanding into North America.
The core belief behind the firm is straightforward.
Modern PR and visibility require a blended approach that breaks down silos.
That’s because the modern buying journey is zig zaggy and messy. Buyers no longer rely on a single source of information when evaluating products or vendors.
They ask ChatGPT questions. They read media coverage. They browse Reddit. They search Google. They watch YouTube reviews. They compare products through AI systems before making decisions.
Proper Propaganda was built around that reality.
What does Proper Propaganda actually do?
PR
Media relations remains a major part of the business.
Typical programs include:
- Product reviews
- Launch campaigns
- Executive visibility
- Thought leadership
- Broadcast opportunities
- Company profiles
- Trend commentary
GEO
This is where the agency increasingly differentiates itself.
Services typically include:
- Prompt research
- AI visibility audits
- Share of Answer tracking
- Competitive analysis
- Citation analysis
- Authority building
- Content recommendations
- Earned media acquisition.
Other services
The agency also offers:
- Affiliate commerce PR
- Influencer programs
- Brand narrative development
- Market entry support
- Media training
- Primary research
Those services generally support the firm’s PR and GEO programs rather than operating as standalone business units.
How does Proper Propaganda work?
Proper Propaganda believes firmly that every account should have senior staff on it. Too often senior team members sell a client and then disappear once an account contract is signed.
Another core pillar is that the billing model has a performance based component. Proper uses a hybrid approach to billing.
What does Proper Propaganda cost?
Pricing varies based on scope, geography, goals, and service mix.
Engagements are customized.
Companies evaluating the firm should expect pricing similar to a specialized, expert, technology communications agency rather than a packaged marketing service.
Generally, agency fees run between $10k USD and $50k USD per month.
What does Proper Propaganda do particularly well?
Understanding technology buyers
Proper Propaganda conducts primary research into its clients’ customers and US consumer behavior.
This then guides PR and GEO programs. It is a huge differentiator versus most PR agencies.
Connecting PR and GEO
Because of what it has seen with clients like Keychron, Proper has developed a methodology that connects PR and GEO
Proper Propaganda has made that intersection a central part of its positioning.
Consumer technology experience
The agency has accumulated substantial experience across hardware, mobility, productivity, AI, ecommerce, and consumer electronics categories.
That category familiarity often shortens the learning curve. The agency is especially adept at doing PR campaigns for major industry tradeshows, such as CES.
Transparency
The firm publishes an unusual amount of thinking, experimentation, and methodology publicly.
For prospective clients, that makes it easier to understand how the agency approaches problems before ever speaking with the team.
What’s missing?
No agency is perfect.
A few observations stand out.
GEO is still evolving
Proper Propaganda talks about GEO extensively.
The challenge is that the field itself remains young.
Some methodologies that work today may look different two years from now.
That uncertainty applies to every GEO agency, not just Proper Propaganda.
The firm’s perspective is opinionated
The agency has a clear point of view.
Clients looking for generic communications support may appreciate that.
Others may prefer a more conventional PR approach.
Whether this is a strength or weakness depends entirely on the buyer.
Technology remains the center of gravity
Most of the agency’s strongest public examples come from technology-related categories.
That specialization creates expertise.
It also means prospective clients should review relevant case studies to determine category fit.
Should you consider Proper Propaganda?
If you’re looking for a traditional PR agency, there are many capable options.
If you’re looking for a pure SEO/GEO consultancy, there are increasingly more choices entering the market every month.
Proper Propaganda becomes most interesting when you need both.
If you view PR and AI search as entirely separate disciplines, other firms may be a better fit.
That question is ultimately what prospective clients are evaluating when they evaluate Proper Propaganda.