We build communications on evidence, not noise — so the right people 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. Ghost-written to sound like the person, evidenced enough to be quoted.
Generative Engine Optimization: making sure the brand is represented accurately when AI assistants answer questions about its category. New territory, handled with the same rigour as the rest.
A short, plain-language check of how ChatGPT, Gemini, Perplexity and the rest see — or don't see — your business. 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 — 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.
White Hats PR is an independent communications consultancy based in Cluj-Napoca, Romania, founded by Claudia Szanto — a communications strategist with more than 30 years of experience across international advertising and PR agencies. We work with companies in Romania and Central and Eastern Europe on PR and media relations, brand strategy, thought leadership, and visibility in AI-generated answers (GEO). One standard applies to everything: if a claim cannot be substantiated, we do not make it.
Contact: claudia@whitehatspr.com · LinkedIn · Cluj-Napoca, Romania
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.
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