Using PR to Influence AI

Sometimes it’s hard to discern if a new tool, platform or medium is the next big thing or something that is generating a lot of buzz but will not have a long-term impact on the industry. AI is certainly having a moment (the crisis communications response to a former employee saying that your product could cause human extinction is the topic for another post), but signs are pointing to a shift for the strategic communications industry. It impacts how we work: what moves the needle for our clients and how we get it done.

I recently attended PRSA Georgia’s deep dive into AI and PR and left with these reflections:

Placements and Productivity

I’m thinking of my relationship with AI in two buckets: how to optimize its search capabilities for my clients (Generative Engine Optimization (GEO)) and how it can make me a better PR pro.

AI-powered engines like ChatGPT, Claude and Gemini draw on credible information to return recommendations. They draw on information learned during training (which is updated with each new version) and information retrieved from the web. Communicators can help these systems get better information through organized campaigns that clearly present entities as the best fit for their audience. This includes third-party endorsements (validations in AI speak) like media placements and clear, concise – and true – messages about what makes them unique.

Concurrently, AI offers tools that don’t replace the work pros do but make them better. One place where it really has an impact is the part of plan building that many don’t have the time or budget to do: research. It’s a great tool for tasks like finding gaps in how your client talks about themselves, competitor research, raw data analysis, clipping reports and contact and media discovery. As an assistant, it can be trained in your writing style to create first drafts of pitches, releases and follow-ups. I encourage everyone to keep an eye on this space as pros across the industry are working to find new ways to have AI help them work smarter, not harder.     

This Feels Awkward

They may seem like friendly assistants, but the bots are bots at the end of the day. As such, the way they need information can feel somewhat unnatural. Like the early SEO blogs that prioritized keywords over readability, some of the recommendations around GEO are not the best customer experience. Social media in particular needs to be a mix of content to engage audiences, content to appeal to the algorithm and content for the bots with links back to the brand’s webpage. Press releases posted to the online newsroom add elements like FAQs and multiple brand descriptions to the version that is shared with journalists. (Gentle reminder here that mass sending press releases is not a PR strategy; they are an information-sharing tool to be used in thoughtful pitching and with established contacts.)

Bridging the gap between a positive user experience and maximizing GEO is a space that I will be watching. As the practice continues to evolve, I’m focused on creating compelling content for media contacts and customers that helps them overlook those awkward moments.

Just Enough to be Dangerous

GEO is yet another way that the strategic communications disciplines are converging. It’s going to take collaboration between the teams focused on SEO and PR to get the best results possible.

In addition to a mix of tools like content, on-page optimization, site design, linkbacks and other factors, some of the work that goes into SEO is on the backend, technical part of a brand’s website. While this is outside the wheelhouse of many PR pros, it’s important to know some information about what they are doing. I’m following publications like Search Engine Journal and having conversations with SEO experts.

Disclaimer: I fully recognize that the implications of AI go way, way beyond my usage and scope. Teams are using AI in incredible ways that will truly impact us all. It is also very quickly evolving: since I attended this program, Meta has launched its Muse tool that is truly an AI assistant – it goes beyond answering questions and can take actions on the user’s behalf with approval. This bot can order your lunch!

Thanks to Dave Burnett, founder of AOK Marketing, for leading this workshop and PRSA Georgia for presenting the opportunity.

Interested in how AI and GEO can be a part of your strategic communications campaigns? Let’s continue the conversation.