PR Shed Founder, Celia Harding, has launched LEOPRD, a Language Engine Optimisation (LEO) advisory firm, which she describes as the world's first.

LEO is a new discipline focused on helping brands get found, cited and trusted inside AI tools like ChatGPT, Copilot, Perplexity and Gemini.

Celia said: "While other agencies are looking at how AI can drive efficiencies in creativity and client service, they are all overlooking the real opportunity that lies ahead - shaping the data LLMs learn from."

As reported by Telum, the launch of LEOPRD coincides with the release of a research report, "LEO 2025: Reputation to Revenue - Building Trust, Visibility and Authority in an AI Era", which maps how Australian businesses are appearing in AI-generated answers - and why.

Celia said that LEOPRD focuses on modern visibility tools that go beyond just traditional PR or SEO, including AI visibility optimisation for ChatGPT, Gemini, Perplexity, and Copilot; a dedicated press office that generates earned media; personal brand positioning for founders, including speaker placement, podcasts and LinkedIn strategy; and technical SEO and search discoverability across Google, TikTok, YouTube and Reddit.