We build communications on evidence, not noise. The right people then pay attention, for the right reasons.
Every service starts with what can be substantiated. We don't manufacture attention. We make the case that earns it.
Coverage built on a real story and a real reason to run it. We brief journalists with substance, not spin, and we tell you when there isn't a story yet.
Positioning that holds up under scrutiny. We define what a brand can defensibly claim, then make that the centre of how it speaks.
Not opinions for the sake of visibility, but arguments worth a reader's time. Ghostwritten to sound like the person, evidenced enough to be quoted.
Making sure the brand is represented accurately when AI assistants answer questions about its category. Honestly, verifiably, and in line with the EU's new AI transparency rules. New territory, same standard of proof.
A short, plain-language check of how ChatGPT, Gemini, Perplexity and the rest see your business, or fail to. No jargon, no upsell. Just what's there, and what isn't.
When someone asks an assistant about your category, you're not in the answer. Not because you lack credibility, but because the page isn't built for a machine to parse.
Each step depends on the one before it. We don't move to the next until the current one holds.
We start with what's true about the business. That is the position it can actually defend.
From that, we shape a message a journalist would want to run and a reader would believe.
We take it to the right outlets, with the right people, at a time it stands a chance.
Then we report what happened plainly. What worked, what didn't, what's next.
Traditional PR sells noise. Digital agencies understand the machines but not credibility. White Hats sits where the two meet. You work directly with a senior strategist, not a junior team, and with someone who understands that earned media is now what teaches AI engines who to trust.
The same work makes you credible to buyers and legible to machines, because it is the same work. Every claim is substantiated, and the method is proven on our own firm first.
If there's a real story, we'll find the most credible way to tell it. If there isn't one yet, we'll tell you that too.
Works with B2B companies internationally, in English and Romanian, from Cluj-Napoca.
Start a conversation →One senior partner. Evidence, not noise. Trusted by the people, and the machines, who now decide.