The way people search for information online is changing – and fast. Increasingly, instead of clicking through pages of search results, people are using AI tools like ChatGPT or Google Gemini for information and receiving a single, summarised response.
In short, we’re seeing a significant transition from SEO (Search Engine Optimisation) to GEO (Generative Engine Optimisation).
That change has led to a familiar question: does this mean PR matters less?
Reality is, it’s the opposite. But it does mean the role of PR is evolving.
(Image – Unsplash.com)
So, what’s changing?
For years, online visibility was largely driven by traditional search engines. Rankings, keywords and backlinks dominated the conversation, often handled by SEO teams.
AI search works differently. Rather than presenting a list of links, these tools pull information from multiple sources, assess credibility, and combines it into one answer. Many of those sources are the same ones PR teams work with every day: news coverage, press releases, expert commentary and brand-owned content.
In other words, AI search isn’t bypassing PR content – it’s actively using it.
Why PR content matters more than ever
AI tools prioritise content that is clear, accurate, well-structured and produced by credible sources. That’s why press releases and earned media are increasingly being surfaced in AI responses, sometimes long after they were originally published.
The goal is no longer traffic, it’s inclusion! If a brand’s insights or data is used by an AI tool to explain an issue, that brand is shaping how the topic is understood.
The goal now isn’t to drive clicks, it’s to be part of the answer. If a PR brand’s insight is used by an AI tool to explain a topic, that’s brand visibility.
The press release isn’t dead, it’s evolved
There’s been plenty of speculation about the decline of the press release. In practice, it remains one of the most effective formats for AI search:
- A clear headline
- The facts, up front
- Expert quotes
- Data and context
- A consistent, reliable format
The same elements that make a release useful to journalists, also make it easy for AI tools to interpret and trust. Increasingly, the value of a press release lies less in promotion and more in its role as a reliable source of information.
And it’s not just about the release itself. AI tools also assess coverage and rank websites, newsrooms, LinkedIn content and thought leadership. When messaging is consistent across channels, it reinforces credibility. That consistency is a signal AI relies on when determining what information to surface.
(Image – Unsplash.com)
AI search isn’t replacing PR
AI search rewards the fundamentals PR has always been responsible for: clarity, accuracy, expertise and trust.
Brands that invest in high-quality, consistent communications will continue to be visible as AI grows in popularity. The mechanics may be changing, but the principles of effective PR are not.
