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:
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The Associated Press
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Reuters
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New York Times
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The Guardian
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Time
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The Atlantic
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Forbes
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Wall Street Journal
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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
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
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Schedule a monthly sync with your SEO or digital team.
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Discuss ongoing LLM trends (e.g., ChatGPT, Gemini, Perplexity).
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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
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Review all pages, blog posts, and press releases.
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Look for content gaps: Is your thought leadership visible? Are your brand values clear?
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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
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Look at the last 24 months of coverage.
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Prioritize outlets with OpenAI partnerships.
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Track which placements surface in AI tools.
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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:
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Partner with SEO teams across departments
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Audit and update website and blog content
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Focus on earned media in OpenAI partner outlets
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Track mentions and link visibility in AI answers
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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:
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ChatGPT (via custom GPTs or web search-enabled plugins)
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Perplexity.ai
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Microsoft CoPilot
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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?
