by | Sep 22, 2025

PR-to-AI Pipeline

By Jocelyn Disque, Vice President

For years, PR success was measured in headlines, share of voice and backlinks. That is still important, but the landscape has shifted. In 2025, large language models like ChatGPT, Gemini, Claude and Perplexity are shaping how people search, research and make decisions.

Your next customer, investor or journalist might not Google you at all. They will ask an AI agent. Whether or not your brand appears in the response depends on how PR has positioned you in the sources these models rely on.

This is why PR is now a core part of any strategy to influence AI.

Why PR is the Missing Link

  • AI-driven search has moved from keywords to conversations. A user no longer types “best cybersecurity software.” They ask “What companies are leading in compliance-focused cybersecurity?” and expect a complete, conversational answer. 
  • These tools draw from media coverage, blogs, reviews and forums to form opinions. If your brand is absent from those conversations, you are absent from the results. We touched on the importance of niche media in a recent blog that outlines the importance of having a presence in your vertical space. 
  • Once an AI connects a brand with a narrative—positive or negative—it tends to repeat it. Proactive PR can shape the association before it sticks.

A simple ChatGPT test for “leading fraud detection companies” pulls up names like Snyk and Palo Alto Networks. Why? Because those brands appear consistently in high-authority outlets, describing them in that exact context.

 

What Comms Teams Should Be Thinking About

PR in the AI era is not just about chasing headlines. It is about making sure every media win is also “AI-friendly” and reinforcing the story you want models to tell about your brand. That means being intentional with:

  • Coverage targeting: Prioritizing outlets and publications that AI leans on. 
  • Content structuring: Using language that links your brand to the correct category. 
  • Evergreen content: Turning short-term wins into long-term assets that AI keeps citing. 
  • Feedback loops: Testing prompts in LLMs to determine if your brand appears and adjusting the strategy accordingly.

Suppose an article in TechCrunch introduces a company as “a leading bug bounty platform,” which not only appeals to readers. In that case, it also helps AI systems connect the company with the category.. 

Why This Matters for Your Brand

Search used to be the gateway. Now, AI is. And while SEO and paid search still have a place, PR is what feeds the models credible narratives, category definitions and context that stick.

The brands that get this right will not only stand out in the press; they will also gain a competitive edge. They will stand out in the answers people trust most.