Future of PR: Growing Importance Due to AI

Search behavior in the digital space is currently undergoing massive changes. More and more people, when querying specific terms or topics, no longer just use a classic search engine, but also consult AI systems like ChatGPT, Gemini, or Perplexity. These systems do not display hit lists, but rather formulated answers based on a “prompt”. Consequently, an AI-generated search never shows all results available on the web for a question, but instead generates a text-based answer supported by selected content.

But what content is actually displayed in an AI answer, or to put it another way: can you specifically place your own topics in an AI search result? Generally, AI analyses particularly consider the credibility and factual soundness of a source. Therefore, the quality and origin of information become correspondingly important. A central aspect of Generative Engine Optimization (GEO – as a further development of SEO) is thus the authenticity and depth of discoverable information. It is crucial whether a company or person is perceived by the AI as a competent actor or can even establish thought leadership on a topic.

AI Systems Use Credibility and Reputation

And this is precisely where PR comes in. The technical term in our industry is: Earned Content. This refers to media content independently disseminated by third parties, such as press reports, specialist articles, keynotes, or quotes and mentions in relevant media. A contribution in a specialist magazine, for example, is generally considered reliable because it has usually been journalistically reviewed and evaluated. Therefore, those who are regularly present in relevant media have a better chance of being considered as a source in AI-generated answers. At this point, structured PR work gains a completely new significance in corporate communications, as it acts as a central tool to increase credibility and reputation through targeted publications and mentions.

WORDUP PR looks back on over 30 years of experience in the media representation of corporate content. Like many others in our industry, we also believe that professional public relations will become an even more significantly important instrument in the symphony of corporate communications with the triumph of AI-based information retrieval. Many are already speaking of the approaching “golden age of PR”. Feel free to contact us – we will analyze how you can prominently place your company in AI search results through targeted press and public relations work, thereby optimally communicating your brand and messages in the digital space.