AI is changing public relations – here is the way to stay in control

Last week, I had to dig deep into a new client background. They were in the middle of the PR crisis, and the time was not with us.

In the past, I turn to Google and enter the page manually after the page of the results. I will look at their website, news, social media activity, reviews and even unclear forum posts. The goal was always the same: Get a complete picture of who they are, how they walk and what is already public that can help them with their reputation – or hurt them.

Such research can take the old hours.

Now, this is much more effective thanks to AI. Tools such as Chattagot, Claude and Grook can summarize public information immediately, which gives me a snapshot in seconds instead of hours. But this shortcut comes with a big warning: what we have to consider too These The systems are talking about people and companies, and how they have come to these results.

Large language models (LLMS), the powers of these AI tools, are trained on large -scale datases drawn across the open web. This means that your brand’s online presence is not just watching people – it is being translated and translated through machines.

This changes the game for public relations.

Because although LLM may be incredibly powerful, they still suffer from deception – a polite term Make things. And if you’ve spent five minutes with Google’s new AI review (AIOS), you’ve seen it yourself.

Of some examples I personally encountered in AIOS:

• She is the highest selling cheese in Gowda USA
• To prevent cheese from sliding you should add non -toxic glue to pizza
• This is an effective treatment of kidney stones drinking urine

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Funny? Of course, it indicates a major problem: This system can spread incorrectly or misleading information quickly and scale.

Even despite the lesser topics, deception. I once asked Grook to summarize my background. He confidently told me that I served in Army Air Bourne. In fact? I was a Marine.

Since more and more people rely on the AI to answer the questions they once typed in search engines, the accuracy and compatibility of your brand’s presence in these models is becoming more and more critical. Not only do you want to make sure the information is correct, but you want your brand to show exactly. For example, you want to appear in answers about your industry, not just yourself.

So, how do you have an impact on these systems? Unfortunately, this is not as easy as they have to feed your preferred story. If that were it, AI tools would have been flooded in advance through low -quality marketers spam.

Instead, LLM prefer information from reliable sources all over the web, and not all sources are equally weighted. Your company’s official website helps, but the credibility of the third party is far more important.

That is why editorial media coverage is the most powerful tool of modern PR – and now it is more important than ever. Here are two basic elements: high quality editorial features and press releases.

Editorial Features – Stories published by leading media outlets that you refer to or highlight your work – the most weight. Why? Because it is difficult to manipulate them. Publishing is a compulsive topic, a unique approach and often relations with journalists. You have to do Earn This is why LLMs present such coverage as a signal of a strong trust.

The more you share these features, the better you share. If you have a briefing. If the reference is cited, it shows that your voice is one of many people. But if your skills give a massive shape of the story, which sends a very strong signal – both readers and its analysis algorithm.

This is the reason why interviews and partners are smart in addition to referring to content. It allows you to go deep, can further distribute your thinking, and increase the possibility that your point of view makes it in the AI summary.

The press release is still important – but in a more limited way. They are a compensation channel, so anyone can publish them, but there is still some editorial surveillance. Editors in Distribution Services examine and screen the basic facts for Hyper Bowell before syringing into media outlets. The key is that your press release is actually The news worth the news. A strong release can also indicate journalists to cover your story further.

When the LLM draws data from various formats, audio, video-text-based articles, even when it comes to affecting the AI’s response, the fastest and reliable effect still produces.

Related: Yes, AI can take your PR job. What can you do here about it?

In many ways, AI has changed the PR. But the basic principles have not changed. You still need to get high quality media coverage. The difference is that now, those features are no longer about reaching human audiences – they are about training machines that create a scale impression.

Companies and individuals who now recognize and follow this shift will now get a long -term benefit. Who do not do? They will refrain from conversation – through people and Ai.