Gaia Case Study
A year of PR, crisis communications and reputation work took Gaia’s coverage from almost entirely negative to 100% positive or neutral, and changed its search results and Wikipedia page with it.
The Objective
Gaia came to Prism with press coverage that was almost entirely negative, a record that followed the company into search results, AI answers and its own Wikipedia page. The objective was to reverse it with a year-long PR, crisis communications, reputation and Wikipedia program.
Strategy and Execution
Negative stories do not disappear on their own. They get outnumbered and outranked. Prism built a steady flow of credible third-party coverage, so every reporter, search and prospective subscriber would find a different Gaia.
Gaia’s experts became go-to sources for Fox News, NewsNation and Vice as government UAP records made national news.
Placements in Parade and Yahoo lifestyle coverage, and Newsweek’s Readers’ Choice ranking of Gaia as the No. 2 mindfulness and wellness app.
Timely stories built on Gaia’s expertise, such as AI prompts for setting goals, picked up by MSN.
Gaia hosts booked on the largest shows in the category, including Breakdown with Mayim Bialik, The Telepathy Tapes, The Lifestylist with Luke Storey, Almost 30 and Mind Love.
For the first time, The Wall Street Journal, The New York Times Magazine and Real Simple sent reporters to Gaia’s live events.
Every placement gave Wikipedia’s editors new verifiable sources, and the page was updated to reflect them. Fresh coverage from outlets like Parade and Newsweek now outranks an older negative exposé in Google for “gaia streaming service.”
Results
The takeaway: Reputation is rebuilt the way it is lost: one headline at a time. Every placement is a permanent asset that shapes search results, AI answers, Wikipedia and subscriber decisions long after an ad campaign would have ended.
Coverage
“We’d worked with other PR agencies before, but we never managed to achieve the level of positive media coverage we were hoping for. Prism PR was different. They took the time to understand Gaia and what makes us unique, and turned that into genuine media interest and coverage that we simply hadn’t achieved previously.”
More Results
A crisis turnaround: amid unfair media scrutiny, positioning Brian France as a bold, innovative leader and philanthropist grew positive media coverage 394% and helped sign a $20 million-per-season sponsorship.
Monthly data studies on retirement and aging earned 317 stories with editorial backlinks in 2025 and played a key role in Seniorly’s acquisition by CareScout.
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