PR Is No Longer Just About Media Coverage. It’s About What AI Says About You
For most of my career, public relations had a fairly clear output. A company wanted to be known for something, so we developed a story, found the right journalists, secured interviews or commentary, and tried to place that story in credible media. The publication itself was an important result.
That has not disappeared. But I think something fundamental is changing around it.
Today, a potential customer, investor, journalist, or partner may learn about a company without ever starting on its website or opening a traditional search result. They may simply ask ChatGPT which companies lead a category, ask Perplexity what a startup is known for, use Google AI to identify experts on a particular problem, or ask Copilot to compare one company with another.
Increasingly, the answer itself becomes the first impression.
That means communications teams now need to think beyond the traditional question, “Did we get coverage?” There is...
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