Why PR Matters More Than Ever in an AI-Driven Information Age

I had a client the other day ask me if public relations (PR) was still a thing. I’m paraphrasing, but that was the gist.

His thinking was twofold:

• With so much cost pressure being placed on journalism as a profession, there are fewer reporters than there were 10 years ago… and thus fewer opportunities to earn coverage.

• With individuals increasingly using AI-based search to get their information, does an article in a key trade publication even matter today?

As a marketing professional who cut his teeth working as a press secretary for a U.S. Senator, my initial reaction was “of course.” I couldn’t just rely on my gut feeling though. To make sure I wasn’t steering my client in the wrong direction I spent the next couple of weeks speaking with peers and colleagues to learn more.

PR in the Era of AI-Led Search

After digging deeper, the call was confirmed: PR is still a thing. It isn’t being marginalized by AI-based search and a diminishing horde of reporters. But there is an important caveat; the primary reason why PR will be relevant is evolving.

In a future characterized by AI-led content consumption PR will be a strategic tool in the marketing toolbelt because:

• AI Prioritizes “Trusted” Sources—PR Builds Them: AI-driven search engines, like Google’s Search Generative Experience (SGE) and ChatGPT, pull information from authoritative and high-quality sources to generate responses. PR helps brands secure coverage in reputable publications, industry reports, and high-credibility websites—ensuring they are recognized as trusted sources in AI-generated search results.

• PR Shapes the Data AI Uses: Large Language Models (LLMs) and AI search tools don’t “think” like humans—they rely on existing online content to provide answers. PR-driven content, such as media mentions, thought leadership articles, and press releases, directly influences what AI models ingest and present as factual information about a brand or industry.

• AI Search Reduces Click-Throughs—PR Ensures Brand Visibility: Traditional SEO optimized for clicks is becoming less effective as AI search tools summarize information without directing users to websites. PR mitigates this by ensuring your brand is included in news articles, expert roundups, and analyst reports that AI frequently cites in its responses.

Beyond it’s impact on how we consume content, there are three other reasons why PR will remain relevant in the future:

• AI Amplifies the Need for Crisis Management: AI tools can quickly surface negative information about a brand, amplifying reputational risks. A single misstep can be magnified across AI-generated responses, making proactive PR essential:

• Storytelling Differentiates Your Brand: AI-generated content is often generic and lacks the human touch. PR excels at crafting compelling narratives that resonate with audiences:

• PR Drives Long-Term Brand Equity: While AI can optimize for short-term gains, PR builds lasting brand equity. By consistently engaging with stakeholders and shaping public perception, PR ensures your brand remains relevant and respected:

Key Takeaways for Executives

• Invest in Strategic PR: Allocate resources and build a robust PR team or agency partnerships focused on crafting compelling narratives that resonate in the digital age.

• Prioritize Thought Leadership: Ensure that your leadership team is active in media engagements, industry conferences, and digital platforms to establish credibility and influence AI-assisted search outcomes.

• Prepare for Rapid Response: Develop comprehensive crisis communication plans and monitoring strategies to manage and mitigate risks in a highly dynamic digital landscape.

• Align PR with Digital Strategy: Integrate your PR efforts with your broader content and digital marketing strategies to maximize the impact of your brand messaging on AI-driven search results.

Conclusion

As AI-driven search transforms how information is found and consumed, PR is more essential than ever. A well-executed PR strategy ensures your organization remains visible, credible, and differentiated, directly influencing the narratives that reach your target audience. By prioritizing PR, businesses can actively shape their brand perception, build lasting trust, and stay ahead in an increasingly AI-powered digital landscape.

If this is something you are interested in learning more about, the Fractional CMO Service Offering from Kainos Consulting can help.