Why PR Matters in the Age of AI
You’ve spent years building your brand, curating your voice and growing a loyal community. But now, there’s a new player reshaping how people see you: AI.
We’re not just talking about robots writing articles. We’re talking about AI-powered search results, summaries and digital assistants that are scanning the internet at lightning speed, surfacing information, making connections and presenting ‘answers’ without anyone even clicking through.
That means your PR strategy needs to evolve. Because in this age of AI, what’s written about you online is what people (and machines) believe.
Let’s break down why that matters, and how purpose-driven brands can lead in this new era.
Search Engines are Now Curators, Not Indexes
No longer are the days when Google handed you ten blue links and said, “Good luck”. Today, AI systems like Google’s SGE (Search Generative Experience) and Microsoft’s Copilot don’t just show you content, they synthesize it.
That means AI is reading your content, reviews, press hits and social mentions, then blending them into a neat summary for the user. Sometimes, without the user ever visiting your site.
That’s great for convenience. But for brands? It means your visibility, trust and credibility are being shaped by the content AI finds, not necessarily the content you want it to find.
Your Digital Reputation is Now Your First Impression
Think of AI like the world’s fastest and most literal publicist. It doesn’t care how many hours went into your brand refresh or whether your last campaign got a standing ovation in the office.
It only knows what it can scrape, read and analyze.
That includes:
Google Reviews
Media coverage (even the old stuff)
Blog posts (yours and others)
Social media comments
Directory listings and bios
LinkedIn profiles
Unclaimed Yelp pages from 2012 (yep, still there)
If it’s public, it’s part of the story AI tells about you.
Here’s Why PR Matters More Than Ever
AI doesn’t just affect how people search. It affects how your story is told, and who gets to tell it. Here’s what that means for your organization’s PR:
1. Your Content is Your Narrative
If you’re not telling your story online, someone else, or something else, will. Press releases, blog posts, FAQ pages and published interviews don’t just inform users. They shape AI’s understanding of your brand.
2. Third-Party Credibility = Digital Trust
Mentions from reputable sites, media outlets and industry directories (AKA strong backlink building) act like gold stars in AI’s eyes. They help your brand show up as ‘authoritative’ in search summaries.
3. Reviews are PR (Whether You Want Them to Be or Not)
A glowing testimonial? A one-star rant from 2018? AI sees it all. And it all contributes to how your brand is represented in AI-generated snapshots.
4. Outdated Info Hurts Your Story
If old bios, links, or messaging still live online, AI may pick them up as fact. Keeping your digital presence updated is a PR priority now, not just a “we’ll get to it someday” task.
What Can You Do About It? A Modern PR Checklist
You don’t need a crisis comms team or a fancy media agency to show up strong online. You just need to be intentional.
Here’s where to focus:
Own Your Narrative: Update your ‘About’ page. Refresh your bios. Publish blog content that reflects your values and voice.
Pitch With Purpose: Media coverage isn’t just for big announcements. Thought leadership pieces, interviews and community features all boost your digital credibility.
Monitor Your Mentions: Set up Google Alerts for your brand name and key team members. Keep a pulse on what’s being said, because AI already is.
Ask for Reviews (the Right Way): Encourage happy clients and customers to share their experiences. Thoughtful, authentic reviews matter more than perfect ones.
Fix the Old Stuff: Got outdated listings, broken links, or old campaigns still floating online? Update or remove them. Every digital breadcrumb counts.
AI’s Helping Tell Your Story. What’s It Saying?
And just like with any front door, first impressions matter.
In the time of AI, PR isn’t just about press coverage, it’s about digital storytelling and making sure the internet reflects the brand you’ve worked so hard to build.
At Avenue, we help purpose-driven brands own their narrative, optimize for AI-powered discovery and show up with clarity, credibility, and confidence.
Because in this new era of search and synthesis, your voice matters. Your values matter. And how you show up online matters more than ever.
Want even more marketing tips and insights that make a difference? Join our digital community!
Subscribe to our Conscious Marketer Newsletter
Listen to our Podcast The Conscious Marketer Podcast
Follow us on Instagram
