The New PR Audience
Public relations has always been focused on grabbing human attention: whether it was a major outlet, a niche trade publication, or an influential blog to engage your target audience. Today, we unpack the new audience of PR: AI. Now, we are not just serving a human audience, we are serving an artificially intelligent one.
A report from Muckrack shows that earned media directly shapes what AI says, proving that AI visibility now matters as much as human audiences. Businesses are gaining viewership from AI now more than ever, and AI visibility is paramount in B2B PR because credibility is amplified and the impact holds. If you’re not in the AI results mix, you’re missing a huge opportunity.
So how do we optimize PR for AI visibility? Here is a breakdown of five ways to help your business appear more prominently within AI platforms.
Prioritize High-Authority Coverage
AI systems lean heavily on well-established, trusted sources. Garnering coverage in trade publications and landing features in national or industry-leading publications ensure your brand is part of the “source material” AI turns to.
Craft Clear, Contextual Messaging
AI thrives on clarity. When pitching stories, ensure your messaging uses simple, direct language that connects your brand to key themes (i.e., innovation, industry leadership, customer value). Avoid jargon-heavy soundbites that confuse both readers and algorithms.
Leverage Owned Media with SEO Precision
Company blogs, newsroom updates, and website updates aren’t just for human readers—they also feed into the digital footprint AI references. Use keyword-rich, structured content that reinforces your positioning.
Maximize Digital Citations
Push for backlinks in coverage wherever possible. AI systems track and validate sources through these connections, making them a valuable “vote of confidence” for your brand.
Monitor and Adapt
Just as PR teams track media hits, you’ll need to monitor how your brand appears in AI-generated responses. Tools are quickly emerging to help brands analyze AI citations—use them to identify gaps and new opportunities.
PR has and will always focus on storytelling, credibility, and influence. What’s changing is the audience. By treating AI as a stakeholder - not just a tool - you can ensure your brand earns visibility with people as well as algorithms shaping our research, discovery and purchases.