In the age of AI search, is PR the key to being seen online?

AI powered search is transforming how users discover information online. With AI-driven search engines, AI overviews and generative platforms increasingly gaining popularity over traditional search engines, building online visibility requires more than just Search Engine Optimisation (SEO). A recent study found that 60% of searches on traditional search engines now end without the user progressing to another destination. This means that even if your website is ranking on the first page, the chances of converting that visibility into a click are decreasing. Businesses need to integrate Public Relations (PR) strategies to build credibility and authority, driving visibility across both traditional and AI-driven searches.

How AI is changing search behaviour

Gone are the days when users simply typed a few words into Google and scrolled through a results page. Increasingly, users are relying on AI platforms, such as ChatGPT and AI-generated summaries like Google’s AI overview for succinct, immediate answers. Another research study found that approximately 80% of users rely on AI summaries at least 40% of the time.

This shift has introduced Answer Engine Optimisation (AEO), the practice of optimising content and a brand’s reputation so generative AI can identify, summarise and reference its expertise.

Brands need to ensure their expertise is clearly communicated and easily understood by AI systems. By following best practices, businesses can increase the likelihood that their content will be appear in AI-generated answers. Key principles for effective AEO include:

·      Provide clear, concise answers aligned with user intent

·      Use natural, structured language that supports AI parsing

·      Reference credible third-party sources to strengthen authority

·      Organise long-form content with description headings and logical flow

·      Build high-quality backlinks and expert-led content to reinforce domain trust

In this AI-first landscape, optimisation now requires a multi-layered approach, integrating SEO, AEO and PR strategies to establish credibility, trustworthiness and brand authority. Third-party endorsements, media coverage and thought leadership are signals that AI considers when ranking content. One of the most effective ways to secure these signals is through a strategic PR programme.

Why PR is more important in the age of AI

PR, traditionally a tool for building reputation and brand awareness often through media coverage, is becoming a powerful driver of digital visibility. AI engines, generative platforms and answer engines all prioritise content that demonstrates authority, relevance and trustworthiness – and these are the qualities that a well-executed earned PR strategy can deliver.

1.       Authority

Media coverage, expert commentary and third-party mentions are signals AI interprets as authority and increases the likelihood that AI-generated summaries will reference your brand. A B2B PR agency will strategically place stories and thought leadership pieces in highly credible outlets, amplifying reach.

2.       Relevance

AI evaluates not only whether a brand is credible, but whether it is contextually relevant to a user’s query. PR-driven content such as thought leadership and expert commentary helps AI understand the context of a brand and its expertise. A B2B PR agency will craft narratives that align with customer needs and industry trends, building relevance through strategic storytelling.

3.       Trust

Trust signals are critical in AI search, which increasingly favours content that can be verified through reputable sources. PR campaigns generate reliable backlinks, secure coverage in respected outlines and provide objective proof of expertise.

PR vs SEO in the AI era

Despite the rise of AI search, SEO isn’t dead. But its role is evolving. Modern SEO is about focusing on creating content that is credible, authoritative and trustworthy, while ensuring it’s presented in a way that search and answer engines can understand.

While SEO ensures your content can be found and understood, PR ensures it is recognised as credible and authoritative. These strategies are most powerful when integrated.

How PR and SEO work together:

·      PR generates high-quality backlinks from authoritative sources.

·      Media coverage increases brand mentions that boost SEO performance.

·      Expert commentary and earned media meet evolving algorithm requirements while enhancing brand credibility.

The benefits of a unified strategy include:

·      Improved organic search rankings through earned media.

·      Stronger brand trust and digital authority.

·      Greater alignment between brand messaging and content strategy – alignment ensures all content is optimised for visibility and messaging consistency.

·      Compounding long-term value – PR generated visibility compounds over time with mentions, backlinks and coverage delivering strong long-term performance.

Overcoming challenges integrating PR and SEO 

While the benefits are clear, integrating PR and SEO presents challenges:

·      Differing KPIs and measurement standards – PR and SEO teams normally track different metrics.

·      Organisational silos – PR and SEO teams are often separate and without collaboration opportunities can be missed.

·      Skill gaps – PR professionals may lack technical SEO knowledge, while SEO specialists may not have a detailed understanding of PR techniques.

·      Limited shared processes – workflow limitations make alignment and cross-functional collaboration difficult.

These challenges can be resolved by partnering with a B2B PR agency that can integrate these functions within a single strategic framework. Full-service B2B PR agencies, like Transform, have teams skilled in both PR and SEO, enabling cross-functional knowledge sharing and collaboration.

Transform’s integrated approach

At Transform Comms, we help organisations implement cohesive, high-impact PR and digital marketing strategies through:

·      Digital and PR campaigns that earn authoritative backlinks.

·      Converting PR achievements into SEO-enhanced assets.

·      Shared content planning and cross-functional collaboration across SEO and PR teams.

·      Using SEO insights to inform media pitches and thought leadership angles.

·      Combining keyword strategies with expert-led commentary.

We ensure every campaign enhances visibility, reputation and long-term brand authority for digital success in the AI era.

The future of marketing: a unified model 

Integrated communications and search optimisation are rapidly becoming standard practice. As AI systems increasingly prioritise trustworthy, authoritative content, aligning PR and SEO will become essential for continued digital success. Businesses that adapt now and invest in integrated strategies will be best positioned to succeed in the ever-evolving AI-driven search landscape.

Ready to transform your digital visibility strategy? Get in touch – we’re always up for a chat.

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