How Can PR Agencies Use AI Search to Boost Visibility for Their Clients?

With AI tools like Google’s Bard and ChatGPT reshaping how content appears in search results, it’s crucial to adjust your PR approach. In this video, Cara explains how to structure your PR content for AI-driven search, ensuring it’s optimized for both media mentions and generative search features.

Here’s what we cover:

• Prioritizing truth and accuracy in PR content to meet AI standards
• Using structured data and clear language to make your content more AI-friendly
• Creating evergreen content with depth to engage generative AI systems
• Engaging with high-authority media to signal credibility to AI
• Monitoring AI trends and adjusting your strategy to stay ahead

PR isn’t just about media mentions anymore. It’s about being a source trusted by both journalists and AI.

Video Transcript

0:08 Today’s question comes from Johnny at BWP Group, and he’s asking how PR teams should adapt in the age of generative AI to stay visible and relevant in search experiences. And that’s a brilliant question. Thanks, Johnny.

0:22 Securing media mentions is still very crucial, but how that information is structured and what kind of content we need to prioritize needs a generative AI lens. So, here’s how we can adapt.

0:33 Think of AI-generated search results like a very curated news feed—one that’s shaped by structured, high-quality, very authoritative content. So, how do we optimize for that?

0:45 Well, prioritize truth and accuracy. Generated AI systems are actually trained to avoid misinformation. So PR content must be fact-checked, consistent across different platforms and channels, and verifiable from multiple sources.

0:57 Number two, use structured data and clear language. Here, your format actually really matters. So make sure you’re using things like bullet points, FAQs, and schema markup, because these things are going to help AI understand and feature your content more reliably.

1:14 Create comprehensive and evergreen content. AI really likes depth. So, craft press releases and thought leadership that fully explain a topic. Don’t just tease it. Include statistics, any background context, and even quotes.

1:29 Engage with credible, high authority publishers. Links and mentions from trusted sites also signal to AI that your content is safe and reliable to source.

1:40 And finally, monitor and evolve with AI trends. These systems are changing fast and every single day there’s something new. So stay close to tools like ChatGPT, Gemini, and Perplexity and how they actually surface their content, and even test how your client’s brand names are showing up in these AI tools.

1:58 So as a recap, use E-E-A-T as your content’s foundation (Experience, Expertise, Authoritativeness, and Trustworthiness). Structure your PR content in a conversational and Q&A format. Format your content with clear structure. Target very high authority media and reinforce brand topic connections.

2:17 PR is no longer just about the press; it’s about being the source. Our agency partner club gives you the tools to keep your clients visible both in the newsroom but also in AI-generated results.

2:31 Need help navigating PR in the age of AI? Join our partner club today for support. Thanks for watching.