Why Your PR Matters More Than Ever in Today’s AI-Powered World
WRITTEN BY: RANDI LIODICE, PRESIDENT & CSO, KAPLOW
Skimming my newsfeed this morning, I saw that today is AI Appreciation Day. While I couldn’t help but laugh that there’s a “holiday” for everything these days (thanks in part to our industry!), it was a reminder that no matter where you stand on the broader implications, generative AI plays a significant role in today’s connected digital ecosystem.
Meeting consumers where they are means paying attention to this new era where brand perception isn’t just shaped by headlines and social media, but increasingly by the algorithms behind generative AI platforms like ChatGPT, Perplexity, and Google Gemini.
At Kaplow, we see this paradigm shift as a huge opportunity – PR matters more than ever in today’s AI-powered world. The quality, consistency, and credibility of your presence and positioning (informed by earned media coverage, credible thought leadership and reputation-building content) directly influences what these generative AI platforms say, and most importantly, the actions your audience may take.
Here's what that means:
Reputable media coverage is the new SEO. Generative AI relies on trusted sources – especially articles from established media outlets – to generate accurate, compelling answers. Securing strategic media placements ensures your brand narrative is reflected in these new knowledge engines.
Clarity, credibility and consistency are key. AI is trained on these tenants, making positive media coverage with key message pull-through an important tool in shaping the external narrative. It creates high search-ranking content that’s cited, linked, and repeated across multiple earned and owned platforms. Press releases and other paid media tactics now provide new, added benefits as they provide broad reaching syndicated coverage in high-reaching outlets.
Always-on visibility wins. Generative engines synthesize from cumulative content. Continuous and proactive efforts (ongoing media coverage, thought pieces and mentions) compound over time, ensuring your brand is continuously part of the ever-changing AI index.
Take a minute today to think about how your brand or organization is showing up in AI and what efforts you may be missing. Reach out to learn more about how Kaplow can help –[email protected]