How PR Can Win in AI Search: SEO Strategies for the LLM Era

Introduction: PR Meets the Future of Search

The world of public relations is changing—again. This time, it's not Google’s algorithm updates shaking up the industry—it's AI search platforms like ChatGPT, Perplexity, and Gemini. These large language models (LLMs) are not just influencing search engine optimization (SEO), they're rewriting the rules.

As someone working closely with digital teams and PR professionals, I've seen firsthand how these changes are impacting visibility and brand reach. So, let’s talk about how we, as PR pros, can strategically align SEO and media coverage to succeed in the AI search era.

Why AI Search Optimization Matters for PR Professionals

In a recent PRNEWS Pro workshop titled “Artificial Intelligence for PR”, experts like Whitney Hart (Chief Strategy Officer, Avenue Z) and Mirza Germovic (SVP of AI Solutions, Edelman) highlighted a crucial shift: AI platforms are now choosing which media sources to trust—and promote.

Key Media Outlets Partnering with OpenAI

According to Hart, some media giants already have formal partnerships with OpenAI, including:

• The Associated Press

• Reuters

• New York Times

• The Guardian

• Time

• The Atlantic

• Forbes

• Wall Street Journal

• TechRadar (owned by Future)

Personal Experience: I recently searched for the best 8K digital camera using ChatGPT. The first recommendation I received was from TechRadar. Turns out—they partnered with OpenAI in late 2024. That single link convinced me to dig deeper and ultimately led to my purchase. Proof that AI-powered search isn’t the future—it’s happening right now.

Top 3 Actionable Strategies for AI Search Optimization

Whitney Hart shared three powerful takeaways. Here’s how you can put them into action—along with some real-world advice:

1. Build Relationships with Your SEO Team

Why It Matters

PR can’t live in a vacuum anymore. Your SEO team isn’t just for keyword stuffing—they’re your new best allies in gaining AI visibility.

Action Steps

• Schedule a monthly sync with your SEO or digital team.

• Discuss ongoing LLM trends (e.g., ChatGPT, Gemini, Perplexity).

• Create joint plans for content strategy, link-building, and monitoring AI search visibility.

Pro Tip: Ask your SEO lead if they’re tracking AI bot traffic separately. If not, it’s time to start.

2. Audit Your Website for AI + PR Alignment

What's the Issue?

Most website content is built around keywords—not storytelling or PR messaging. But AI searches reward both.

What to Do

• Review all pages, blog posts, and press releases.

• Look for content gaps: Is your thought leadership visible? Are your brand values clear?

• Revise content to integrate PR narratives alongside target keywords.

Personal Take: I helped a client revamp their “About Us” page with quotes from recent media features. Not only did their AI presence improve, but the bounce rate dropped significantly—because real people found the story engaging.

3. Audit Media Coverage with AI in Mind

The New Audience: AI Bots

Your press coverage isn’t just for humans anymore. Bots are scanning your mentions, quoting them, and ranking them.

How to Adjust

• Look at the last 24 months of coverage.

• Prioritize outlets with OpenAI partnerships.

• Track which placements surface in AI tools.

• Where possible, pitch to sources known to be indexed by AI models.

Pro Tip: Use ChatGPT to test which articles it links to when asked about your brand or product category.

Key Takeaways for PR and SEO Strategy in the AI Era

Here’s your quick checklist for AI Search Optimization:

•  Partner with SEO teams across departments

•  Audit and update website and blog content

•  Focus on earned media in OpenAI partner outlets

•  Track mentions and link visibility in AI answers

•  Think beyond keywords—focus on credibility and clarity

FAQs About AI Search Optimization and PR

How do AI search engines choose which sources to show?

AI platforms prioritize credible, high-authority sources—often those with formal partnerships (like Reuters, WSJ, or Forbes). The more trustworthy and well-structured your coverage, the better your visibility.

Can press releases still rank in AI search?

Yes, but placement in trusted media outlets significantly boosts discoverability. Direct press releases posted only to a newsroom page won’t carry as much weight unless picked up by a known media outlet.

What’s the role of backlinks in AI search?

Backlinks remain important, but contextual authority is even more crucial. AI tools interpret the relevance and trustworthiness of links—so prioritize quality over quantity.

How can I test my visibility in AI search tools?

You can run branded or category-specific queries in tools like:

• ChatGPT (via custom GPTs or web search-enabled plugins)

• Perplexity.ai

• Microsoft CoPilot

• Google AI Overviews

Look for your brand name, product, or industry niche and track which sources get mentioned.

Final Thoughts: Evolve or Fade

The fusion of PR and SEO strategy in the AI age isn’t optional—it’s essential. Media relations must evolve to not only reach humans, but also teach bots what our stories are about.

Whether you're a comms lead at a startup or a global brand, taking these steps will help you thrive in the AI search landscape—one strategic placement, one optimized sentence at a time.

Read More : Is SEO Still Relevant in the AI Era?

New AI Models Increase Mistakes: What Marketers Must Know in 2025

As artificial intelligence becomes more advanced, its accuracy is unexpectedly declining. Marketers relying on AI for content creation, customer support, and decision-making are at increased risk. This article explains why new AI models are more error-prone, how it affects businesses, and what you can do to protect your brand.

AI Accuracy Declines in Latest Models

New reports reveal a troubling trend: AI accuracy is falling despite advancements in technology. According to The New York Times, OpenAI’s latest models, including o3 and o4-mini, are making significantly more factual errors than their predecessors.

Key Stats That Highlight the Issue

• OpenAI’s o3 had a 33% error rate on people-related queries—double the previous model's rate.

• o3 was wrong 51% of the time on general knowledge questions.

• The o4-mini model made mistakes 79% of the time—the highest recorded.

• Similar issues are found in AI tools by Google and DeepSeek.

“Despite our best efforts, they will always hallucinate. That will never go away.”
— Amr Awadallah, CEO of Vectara

Why Are New AI Models Making More Mistakes?

Limited Training Data

One major reason for the decline is that companies like OpenAI have already used most of the internet's available text. With little fresh content left to learn from, they’ve shifted to reinforcement learning, where models learn by trial and error.

Narrow Focus Hurts General Accuracy

As researcher Laura Perez-Beltrachini explains, AI models trained for specific tasks like coding or math start forgetting how to answer general factual questions accurately.

Step-by-Step Reasoning Increases Error Risk

While newer models “think” in steps (a process known as chain-of-thought prompting), each step introduces more opportunities for hallucinations—inaccurate or entirely made-up answers.

Real-World Impact on Marketing and Business

Factual errors aren’t just theoretical problems—they’re causing real damage in marketing and customer experience.

Case Study – Cursor AI Support Bot Failure

Last month, Cursor, a developer tool, experienced backlash when its AI support bot incorrectly told users they couldn’t use the software on multiple devices. This wasn’t true, but the misinformation caused canceled subscriptions and public complaints.

“We have no such policy. You’re of course free to use Cursor on multiple machines.”
— Michael Truell, CEO of Cursor

Risks for Marketers

Marketers using AI for content creation or customer communication are especially vulnerable. Errors can lead to:

• Search engine penalties for inaccurate or misleading content

• Customer churn due to incorrect support responses

• Brand damage when false claims are published

How Marketers Can Protect Themselves

Despite these challenges, AI still offers enormous benefits—but only if used responsibly.

Best Practices for AI Use in Marketing

1. Always Human-Review AI Content

Never publish AI-generated content without a human editor reviewing it for factual accuracy, tone, and clarity.

2. Build a Fact-Checking Process

Develop a standardized checklist for verifying:

• Dates, names, and statistics

• Company policies

• Product details

3. Use AI for Structure, Not Final Output

AI tools are excellent at generating first drafts, outlines, or idea lists—but don’t trust them with final copy without edits.

4. Choose AI Tools with Source Citations

Look for tools that offer retrieval-augmented generation (RAG), where answers are linked to trusted sources. This improves transparency and reliability.

5. Create a Response Protocol for AI Mistakes

Have a clear internal process for:

• Identifying AI mistakes

• Responding to customer concerns

• Updating or retracting inaccurate content

Recommended Tools for Reliable AI Output

Here are a few AI content tools that prioritize accuracy and transparency:

• 🔗 Perplexity.ai – Shows sources for every answer

• 🔗 You.com – Uses RAG and shows references

• 🔗 Copy.ai – Allows brand-specific fine-tuning

SEO Implications of Inaccurate AI Content

Google’s E-E-A-T Framework

Google emphasizes Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) in its ranking algorithms. Inaccurate content can harm your SEO, reduce page authority, and get flagged as low-quality.

AI Content Detection Tools

Use tools like:

• 🔗 Originality.ai

• 🔗 GPTZero

These help you check if your AI content is detectable and potentially penalized by search engines.

The Future of AI in Marketing: Proceed With Caution

While companies like OpenAI are working to reduce hallucinations, the current state of AI calls for caution. AI should support, not replace, human judgment.

“Not dealing with these errors properly basically eliminates the value of AI systems.”
— Pratik Verma, CEO of Okahu

Key Takeaways for Marketers

• Accuracy is declining in the newest AI models

• Factual errors can cause real damage to brand trust and SEO

• Human oversight is non-negotiable

• Use AI tools that provide transparency and source attribution

Final Thoughts: Balance Speed With Accuracy

AI can still transform marketing by boosting productivity, ideation, and personalization. But brands must balance speed with accuracy to avoid costly mistakes.

Stay updated on AI trends, adapt your processes, and remember: AI is powerful, but not perfect.