In an era where artificial intelligence tools are transforming how people access and consume information, the Public Relations industry finds itself at a pivotal moment.
Generative AI, powered by large language models (LLMs) like ChatGPT, Claude, Gemini, and others, is not just another channel to monitor. It is rapidly becoming the default filter through which brands are evaluated, recommended, and discussed.
We are embracing this shift with a clear conviction: AI is not a threat to public relations; it is an opportunity to redefine it. From media relations to reputation management, from content strategy to brand positioning, every area of Public Relations is being transformed by machine learning models that “read” the internet and deliver conversational, synthesized answers to billions of users every day.
Let’s explore how AI is transforming Public Relations and what it means for our clients.
The new search engine
Traditional search engines index and rank content. Generative AI goes a step further: it interprets, summarizes, and delivers ready-made opinions about brands, people, and industries. When a user asks “Which company leads sustainability in architecture?” or “Is brand X trustworthy?”, the LLM’s answer becomes a powerful space for reputation.
This goes beyond SEO. It’s AI-level reputation optimization. Understanding how these models are trained and how to influence the content they reference is becoming a core part of modern PR strategy.
Earned media has never been so valuable (for AI)
In recent years, some experts predicted the decline of traditional media. Influencers, user-generated content, and algorithm-driven latforms seemed to dominate attention. But AI has changed that narrative.
Research shows that LLMs favor content with high authority and editorial oversight. That means articles in specialized publications, executive interviews in industry outlets, and even local news coverage carry disproportionate weight in how AI models describe your brand.
This new landscape validates a classic PR principle: earned media builds credibility. Now, it also shapes the outputs of machine learning models. We leverage media relations not only to reach human audiences but to train AI systems to understand our clients the way we want them to.
Owned content: Creating AI-eligible assets
Today, your website is not just for people — it’s also for algorithms. LLMs rely heavily on well-structured, fact-based, regularly updated content. This includes everything from your “About Us” page to your latest ESG report.
Some tips for creating LLM-friendly owned content include:
- Clear company descriptions using consistent, keyword-aligned terminology.
- Strong FAQs answering common industry questions.
- Authoritative whitepapers and research summaries.
- Blog posts addressing anticipated queries in your niche.
This content doesn’t just feed AI models — it becomes a lasting source of truth in a fragmented digital ecosystem.
Prompt engineering: A new Discipline for PR
Just as SEO gave rise to keyword optimization, AI is introducing a new skill set into the world of PR: prompt engineering. Understanding how LLMs interpret questions and creating content that responds to potential prompts is a subtle but growing part of reputation design.
We’re exploring how to reverse-engineer response generation: What kind of content would lead a chatbot to recommend our client as a market leader? Which sources need to mention them? How should their expertise be framed to align with AI knowledge paths?
Prompt engineering isn’t about manipulating truth — it’s about aligning brand narratives with the digital logic of machines.
Relationships still matter; Now more than ever
Despite the rise of AI, one thing hasn’t changed: journalists, editors, and content creators still shape the media landscape, and by extension, the AI landscape. Strong relationships with credible media remain the foundation of PR success. That’s why even in 2025, the most effective PR strategies, optimized for AI, still start with human connection. And in our view, we hope that never changes.
Ironically, AI has reminded us of the power of traditional PR. The stories told in professional media are the ones machines trust. In an age of misinformation and growing skepticism, truth and authority are priceless assets.
Ethics, transparency, and the future of influence
As AI becomes a central force in reputation management, ethical questions emerge. Are we transparent about how we influence AI narratives? How do we ensure PR remains grounded in truth, not just perception? We believe the answer lies in an integrity-based strategy: helping our clients tell authentic stories — backed by facts, supported by evidence, and elevated through credible channels.
After all, trust, whether human or machine, is built the same way: slowly, deliberately, and consistently.
Towards a hybrid future: PR, AI and integrated reputation
We are entering a new era where PR is no longer separate from AI, data, or SEO. It’s a fully integrated discipline combining strategy, narrative, digital fluency, and technological vision.
We are designing PR strategies for this hybrid future. We build tools to monitor client mentions in AI, develop content libraries that LLMs can learn from, and establish partnerships with both media outlets and AI developers. Our goal is not just to manage reputation, but to shape it — intelligently and ethically.
That’s why we like to say that in a world where algorithms also tell stories, public relations is the bridge between human truth and machine voice. Teaching them how to speak about you is now an essential part of the new game.
