Why PR is now the key to AI visibility
AI is changing so much of what we do… and that includes how we search for information and in turn how we discover things and make buying decisions.
One key area of change is how the ChatGPT, and the other large language models (LLMs), are sourcing information from earned editorial media coverage in trusted media outlets.
In other words, if your business or brand isn’t achieving consistent media coverage, it risks being invisible to your target audience.
This is changing the role and importance of PR - moving it from a ‘nice-to-do’ position in some minds to a potentially business-critical tool.
As a response to this rapidly shifting landscape, we’ve created a solution that helps businesses be seen in the right places by both AI platforms and audiences.
Here’s what our approach can do for your organisation:
It can show you where you stand Most leaders don’t know how AI currently sees their business. Are you being quoted? Are your competitors showing up instead? An audit gives you a clear picture of your media and AI visibility footprint – and shows where you’re missing out.
It can shape your story Not every press release lands, and not every story gets picked up. The trick is uncovering what’s unique inside your business and matching it to the outlets that matter most. Done right, your stories resonate with human audiences – and with the AI systems that pull from those sources.
It can put your people at the centre When your business spokespeople are quoted in credible media, they don’t just build authority in the eyes of readers, they build trust with AI too. If your competitor’s CTO is appearing in the FT and your team isn’t, guess whose answers show up when someone asks ChatGPT about your industry?
It can strengthen your owned content Blogs, LinkedIn posts and social content don’t replace earned media, but they do reinforce it. Consistency matters: AI systems notice recurring themes across credible sources, which helps shape a stronger, clearer picture of your brand.
It can help you future-proof Generative search is still evolving and what’s certain is that algorithms will keep shifting. By measuring how and where you appear in AI outputs, you can adapt and stay visible as the landscape changes.
This isn’t about flooding the internet with more noise, it’s about being quoted in the right places, building authority that sticks and making sure when someone asks AI a question that matters to your business, your name is part of the answer.
If you’re curious about how PR for AI visibility could work for you, and want to make sure you don’t miss out as things change so rapidly, we’ve put together a structured process that starts with an audit and ends with measurable change. You can read more about it here