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AI is Reshaping PR - Here’s How I Put It to Work for My Clients

Illustration of AI

Gini Dietrich, creator of the PESO (Paid, Earned, Shared, and Owned) Model, reminds PR's that AI visibility isn’t earned through SEO alone. We build credibility through brand mentions and expert citations. If your brand doesn’t appear in AI-generated recommendations, the problem isn’t keywords; it’s PR.


The way people find information is changing quickly. Five years ago, PR focused a lot on Google rankings. Today, decision makers also rely on ChatGPT or other AI models, such as Gemini and Claude, as independent sources for their search queries. I personally use AI daily in my work and personal life.


The Reality Behind AI Visibility

AI already delivers real business outcomes for me. A recent overseas client discovered my name in ChatGPT’s recommendations for international PR experts. That visibility came directly from the work I’ve done to increase my profile since returning to the UK after spending over 17 years in Asia.


Why AI Matters to PR

AI rewrites the rules of visibility. Search no longer depends only on keywords. Today, brands must supply high-quality, relevant content that algorithms recognise as authoritative and trustworthy. That happens through:

  • Consistent messages across paid, earned, shared, and owned channels.

  • Regular mentions in reputable news, industry media, and podcasts.

  • Active thought leadership and bylines.

  • Visible presence on social channels.

  • Timely press releases.

  • Authoritative, original content that others cite and reference.


Good PR feeds the machine.


How I Integrate AI into PR Practice

Here’s how I actively use AI each week and how I apply it to client campaigns.

  • Testing prompts across major AI models, such as ChatGPT, to monitor your brand's presence and positioning, as well as that of your competitors, and to identify opportunities for improving your positioning and increasing citations.

  • Using AI to monitor media coverage, citations, and global sentiment, delivering real-time crisis monitoring, trend detection, and insights that help me manage your reputation and strategise future communications.

  • Comparing traditional SEO with AI-driven discoverability and share of voice so that campaigns are optimised for both established search platforms and new AI platforms.


The Long Game: Building Lasting AI Visibility

PR and AI are now inseparable. AI visibility doesn’t happen overnight. You may see progress within months, but building authority needs sustained coverage, regular earned citations, and consistent strategic content.


If you’re ready for your brand to show up in AI-powered search and recommendation, let’s talk. Contact me for more information.



 
 
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