Reviews

A review is a published account of using a product or service, written from the perspective of someone who has used it. In digital PR it is placed with relevant outlets as a format in its own right, distinct from an advert and from a sponsored article about a company.

Why it converts differently

People discount claims a company makes about itself and accept accounts of use by others. That is not a marketing trick, it is how buying decisions work. A review answers the question an advert cannot: what is it actually like.

What AI systems do with it

They read reviews as sentiment. When a model is asked which provider to choose, it assembles an answer from how a brand is described across sources. Reviews are among the most explicit of those descriptions, because they state an opinion rather than a fact.

What makes one credible

Specifics. A review that names what worked, what did not, and for whom the product is unsuitable reads as genuine. One that only praises reads as bought, regardless of whether it was. The limitation is what makes the rest believable.

The honest limitation

A placed review is not an independent one, and readers increasingly recognise the difference. It carries weight as a detailed account, not as an impartial verdict.

See how reviews are placed.

Related: digital PR · brand mention · brand building