Not unlike most industries (right now especially), PR is on a constant journey of reinvention. Over the years, the proliferation of digital outlets and social media has remodelled how brands generate awareness and interact with their audiences. Now, AI is radically transforming how people work and engage with content.
But amidst all this change, the core PR fundamentals remain the same. If anything, they have been made even more important. So, what is PR’s role in this world of AI?
Here we answer a few FAQs.
How is AI impacting Public Relations?
AI models are dramatically changing how people search for companies, products and services. Even on Google, the first thing you now see is a set of AI-generated results. The challenge is to appear in these results.
Yet the rapid growth of AI has only served to enhance the value of traditional PR. That’s because AI has made coverage in reputable publications even more valuable, as AI models scan these sources for their answers when people ask them specific questions.
So, if you’re writing about relevant topics, offering unique insights or providing new data on areas your target audience wishes to learn about, you’re far more likely to be found. That’s what AI models search for.
Why does PR matter in a world of AI?
PR has become even more important in this new world of AI. When it’s becoming harder to distinguish between what’s real and what’s AI-generated, the ability to express human insights and show the authenticity of your brand is what will make you stand out.
As such, to make business decisions, people will look to respected and trustworthy sources. Third party endorsement from journalists, for example, can give a company strong integrity. And if prospects can read articles about the company in credible sources, it bolsters brand reputation and helps position the business as a leader in the sector.
Having humans in the mix is therefore even more valuable now, as the relationship between PRs and journalists leads to this much sought-after coverage.
Can you measure a company’s visibility in generative AI searches?
The need to measure SEO is quickly being usurped by GEO: generative engine optimisation. Instead of targeting where a brand appears in search engine rankings, there is an ever increasing need to understand where it’s appearing in searches on AI models like ChatGPT.
Crucially, we’re now able to measure ‘AI visibility’ through dedicated platforms. This enables us to see where a brand is appearing in searches by AI models, how often, and from which prompts. Using this data, we can then understand a brand’s positioning. In turn, this also demonstrates how PR is helping to drive AI visibility.
How is AI being used in PR?
AI is transforming PR by enhancing – not replacing – the work of experienced professionals. The strongest PR outcomes come from combining senior human expertise with AI-powered support behind the scenes as a back office function. In this sense, AI acts as an accelerator and amplifier.
Recent advances have introduced a wide range of AI tools, from foundational generative AI models like ChatGPT to more sophisticated AI agents capable of performing complex tasks (find out more about this in our upcoming blog!). However, these tools are only effective when applied strategically.
Above all, PR teams must maintain a human-in-the-loop approach. While AI can streamline workflows and surface insights, the craft of storytelling, the nuance of strategy, and the creativity required to capture attention remain fundamentally human strengths.
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