If you want AI to pay attention, you need a PR strategy in your corner.
If you are a business owner considering PR as part of your marketing strategy, you might be asking yourself how much impact it really has now that AI is shaping the way people find and consume information.
Search engines, news outlets, and social media rely on AI algorithms to decide what content gets seen and by whom. What may be less obvious is that AI often pulls information directly from earned media and PR content. Mentions in trusted outlets, news stories, press releases, and thought-leadership pieces all shape the information people receive, how it is presented, and how credible your business appears.
So, with all that in mind, how do you make sure your business stays visible to both people and AI?
Why PR still matters in the age of AI
AI is no longer futuristic – it’s a key research tool used by 66% of the global population. This shift has helped AI models evolve into advanced systems that shape how information is found, ranked and shared. But while AI can summarise data, it still relies on human-created content to learn what’s relevant and trustworthy.
PR provides that foundation. It crafts the stories, insights, and evidence AI systems depend on. Journalists also use AI tools to research stories and verify sources, so the information PR generates influences both media visibility and algorithmic visibility.
Without a proactive PR strategy, your business risks being invisible to both.
Getting this right not only helps customers find you but also builds long-term credibility and business growth.
How AI finds and understands your business
AI models such as ChatGPT, Gemini, and Perplexity rely on large datasets that include news coverage, websites, and structured business data. They use signals such as:
• Mentions in credible outlets such as the BBC, Forbes, trade journals and regional news outlets.
• Structured data – e.g. press releases, company profiles, consistent naming.
• Backlinks and citations from reputable sources.
• Consistent messaging across platforms and over time.
AI doesn’t “know” your business; it learns about it through your digital footprint. If that footprint includes strong earned media, expert commentary, and factual content, AI recognises your business as authoritative. If it’s inconsistent or sparse, the algorithms have little to draw from, limiting your visibility.
PR, SEO, and AI Search: The new visibility triangle
PR and SEO have always been connected, but now AI search has changed the game. When users turn to Google’s AI Overviews or other equivalents, AI doesn’t just list web pages, it summarises information from sources it deems trustworthy.
That means AI looks for entities and authority, not just keywords.
By securing high-quality media mentions, authoritative backlinks, and accurate descriptions of your business, PR helps define your brand’s “entity” – the contextual understanding that AI uses to identify who you are, what you do, and why you matter.
In short: PR makes your brand easier for AI to understand, reference, and trust.
What AI looks for in PR content
AI systems prioritise clarity, structure, and credibility. The more digestible your content, the more likely it is to be recognised and reused by AI tools and journalists alike.
Key features of AI-ready PR content include:
• Structured formats: Clear headlines, subheadings, and concise summaries.
• Accurate metadata: Consistent company names, spokesperson titles, and URLs.
• Original insights: AI rewards primary sources such as your own data, opinions or research.
• Cross-platform consistency: Reinforce your brand story everywhere you appear.
Over time, consistent and well-structured communication helps AI recognise your organisation as a reliable source of truth.
Earned media: The hidden engine of AI visibility
Traditional earned media remains one of the most powerful digital authority signals. Mentions in respected publications feed directly into the datasets AI systems analyse.
When a business owner provides expert commentary or your company is featured in a trade magazine, that content can become part of the “trusted web” informing AI-driven summaries.
A strong PR strategy ensures that when AI references industry trends or best-practice examples, your brand appears among them, subtly shaping both perception and discoverability.
Using AI tools to power smarter PR
PR isn’t just about influencing AI – it’s also about using AI intelligently.
At Partners PR, we integrate AI tools into our workflows to make campaigns smarter and more responsive. We largely use AI to
• Monitor media coverage and sentiment in real time.
• Identify trending topics and journalist interests.
• Analyse market information to inform better storytelling.
The balance is key. AI provides speed and data; human creativity delivers empathy, nuance, and strategic insight – the combination that earns trust and attention.
Ethics and reputation in the AI era
As AI grows more sophisticated, misinformation becomes a bigger risk. If your business doesn’t proactively shape its digital narrative, AI may fill gaps with inaccurate or outdated data.
Strategic PR ensures accuracy, transparency, and trustworthiness, helping to protect your reputation in an era where algorithms influence perception as much as people do.
How Partners PR helps businesses stand out
As experienced PR professionals, we understand how to write for people and how to structure content for AI systems. Our long-standing relationships with the media mean we know what journalists and algorithms alike are looking for and how to deliver it.
PR today isn’t just about making headlines. It’s about ensuring your brand is visible, credible, and discoverable to both humans and machines.
If you’re ready to increase your visibility across both human and AI-driven platforms, get in touch. We’d love to help your business take the next step.
