PR Is No Longer Just About Media Coverage. It’s About What AI Says About You

Public relations is evolving beyond traditional media coverage. In the age of AI-powered discovery, a company's presence and reputation are influenced by how it is described and represented in AI-generated answers. Companies must now consider not just whether they receive coverage, but how AI systems perceive and associate them with specific categories and expertise.

AI does not perceive a company through the lens of its leadership or marketing materials. Instead, it relies on information found on the public web, such as press interviews, research, and expert commentary. A company's strongest proof points may reside within these sources, which AI systems can access but not within a company's internal communications.

The concept of Generative Engine Optimization (GEO) is emerging as a way for companies to understand and improve their visibility in AI-generated responses. However, GEO should not be viewed merely as a more sophisticated form of search engine optimization (SEO). It is also a critical reputation and communications challenge for technology companies.

Traditional earned media, such as press releases and media interviews, still hold value. When a company receives consistent coverage from credible sources, it creates a lasting association between the company and its category or expertise. This can extend beyond the initial publication, appearing in future searches, influencing other journalists' research, and becoming part of the information AI systems use to construct answers.

Founder expertise is becoming increasingly valuable in this AI-driven landscape. Founders with deep knowledge and a track record of providing insightful commentary on industry developments can establish themselves as authoritative voices. Their contributions can create a more durable association between the founder and specific problems or solutions, complementing the company's positioning.

As AI systems become more proficient at retrieving and synthesizing information from multiple public sources, the importance of founder and expertise visibility will grow. Consistently appearing in credible sources discussing relevant topics can help shape the public's perception of a founder's expertise, benefiting journalists, customers, investors, and AI-powered discovery systems alike.

Rather than focusing solely on producing more content, the key is to ensure that earned media placements are strategically positioned to reinforce a company's positioning and expertise over time. By developing a strong earned media strategy that aligns with an AI-driven discovery environment, companies can enhance their overall visibility and reputation in the eyes of both human stakeholders and AI systems.