Why AI is the dawn of PR (again)
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Author: Jasmine Siljic, Senior PR Account Executive at UMM
Having attended several industry events in recent weeks, it feels virtually impossible not to hear the words “AI”, “ChatGPT”, “Gemini” or “large language models” (LLMs).
More specifically, we’re all worried about how these technologies will impact our jobs, for better or for worse. However, no one is more worried than those in PR.
According to recent Gartner data, over 4 in 10 employees (42%) working in marketing and PR are anxious that AI will replace their jobs — the highest of any industry. On the flip side, just 11% of educators and 9% of medical/health professionals share the same concerns.
To put it simply, a pretty large number of PR professionals are stressed that the AI bots are taking over their home turf. The anxiety is real, but thankfully there’s some good news: PR has actually never been more necessary.
SEO, say hello to GEO
It may come as no surprise that an ever-increasing number of people are ditching traditional search engines for AI as their endless source of information (and digital therapist in some instances).
Down Under, over 45% of Australians have recently used a generative AI tool, according to a survey conducted by The Conversation. Over in the US, 27% of Americans now use chatbots like ChatGPT instead of regular search engines.
A Gartner study even predicts that AI assistants will soon handle 30% of all online search queries by 2026, representing a significant transformation in how people seek out online information.
Thankfully, there’s a handy new term for this phenomenon:
✨GEO✨
GEO stands for generative engine optimisation — basically a nice three-letter acronym used to describe the practice of boosting your brand’s visibility through generative AI. GEO even has its own Wikipedia page!
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WTF does GEO mean for PR?
TLDR; GEO is emerging as an increasingly vital way for PR professionals to achieve brand visibility, drive awareness and lead conversations online.
To further unpack this, we need to learn how AI ranks the importance of news articles and determines credibility in the media. Who better to ask than an LLM itself?
Gemini told me it considers the following five factors when searching for current events or news:
- Timeliness/Recency: The freshest content is often prioritised.
- Relevance to Query: The content must directly address the specific question.
- Prominence and Link Structure: Articles linked to by many other high-quality, authoritative websites are seen as more reliable.
- Diversity of Sources: Gemini aims to include content from a range of sources to provide a more complete view.
- Search Context: Factors like location or past search history can influence what is deemed most relevant.
One of the most helpful pieces of information it shared was this:
“AI models are trained on what others say about a brand, not just what the brand says about itself. Third-party endorsement is the most powerful signal of credibility.”
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In a constantly evolving media and PR landscape, it’s comforting to know that one thing remains the same: the importance of achieving earned media coverage is not going away.
So, what does this mean for PR moving forward?
- Focus on reputable, high-authority news sources that rank highly in search results from generative AI tools.
- Position your brands and spokespeople as experienced thought leaders with expertise on a specific topic.
- Don’t underestimate the power of an exclusive story, which becomes a core source of truth for generative AI.
And last but not least:
- Remember that while AI has a lot to offer, nothing can replace the human relationships that PRs cultivate with journalists over time.
The bottom line is that securing consistent and meaningful visibility in the media directly translates to visibility in AI. To end with a quote from Gemini itself:
“If your brand is not cited in the AI answer, you are, in the new digital world, invisible.”
Lost in the AI blur? Let UMM help you cut through the noise. Click here to get in touch with our team.
