The PR industry is undergoing a significant transformation with the emergence of AI chatbots, reports journalist Ben Smith, from Semaphore. She is finding that engagement with journalists is crucial to shaping brands’ reputations in AI outcomes, marking a shift from previous strategies that favored social media over traditional media engagement.
ADVERTISING
Importance of earned media
Contr ariaWhile the belief that social media campaigns would be enough, PR firms are finding that quality journalism significantly influences AI models like ChatGPT. This realization has led to a renewed focus on earned media as a key component in managing client reputations.
Convergence of SEO and AI
The intersection of PR and SEO is becoming increasingly important. Companies need to create web content tailored for AI consumption, while navigating the unpredictability of AI’s reliance on traditional search rankings.
This shift highlights the evolving public relations landscape, where traditional media engagement is regaining its importance in the AI era.
ADVERTISING
“There’s something exciting, from the perspective of humans in the media business, about the practice of the digital media business becoming less technical, after a long march in which advertising and marketing were essentially swallowed up by adtech and practices like SEO,” says Smith.
