How much does PR matter in the era of AI-powered search?

Spoiler alert: it really, REALLY matters.

So far, 2025 has served intense, fast-paced change in the realm of AI-powered search. Sure, ChatGPT, Perplexity and the like existed long before, but their significance has grown rapidly and they now act as central functions to the way we find, filter and favour information.

As for how it’s impacted the world of PR? Well, it’s triggering arguably the most significant shift we’ve seen in the industry. It’s certainly one of the most influential I’ve seen over my 20+ PR years.

As we cross the halfway mark of 2025 (I’ll give you a minute to let that reality sink in), it feels like a good time to assess the role of PR in this new digital landscape. 

PR has always had a tough job of defending its value, and with marketing budgets falling for the first time in four years, it’s sure to be at risk. 

But I’m here to tell you that now – amidst arguably the biggest transition the industry has seen in a generation – you don’t want to risk cutting PR from your budget. 

How has AI-powered search changed the game for PR? 

AI-powered bots and search engines have fundamentally changed how people find and consume information. Where traditional search gave (and still does) you a list of links, AI search gives you a synthesised answer, pulled from multiple credible, “authoritative” sources across the web. 

Where does PR come in? Credibility – for both brand and its spokespeople – is a primary currency of visibility. If AI is picking the best sources to build its answers from, then your brand’s reputation, and where you show up online, makes all the difference.

Analysis of LLMs among colleagues in the industry has shown mixed results: in some cases their citing is favouring the likes of  Wikipedia, Reddit and YouTube, as well as heavyweight media titles including Forbes, Business Insider and TechRadar. In others it’s academic sites, government domains and blogs. 

We can’t have this conversation without noting that LLMs do, often, misinterpret sources, miss-cite data (it seems at a growing frequency). Whilst we’re all still lacking full clarity on their workings out, this insight signals that much of a brand’s success at ranking in AI search results is in classic PR territory – just evolved. A combination of consistent, relevant and credible media placements, an optimised Wikipedia page (which – among a community-led platform – can come with challenges of its own), an always-on LinkedIn presence, and smart use of owned content – a credible presence across a broad mix of channels.

In this world, your earned media strategy is your competitive advantage. Every article, quote, or feature is another layer of credibility that feeds into how AI – and subsequently humans – perceive you.

Trade publications – the unsung heroes 

“But it’s just a trade title” isn’t an uncommon thing to hear among both SMEs and global corporations.

Some businesses have come to de-value trades, drawn instead only to print, online and broadcast titans. I’ve always been an advocate for trade publications – they’re the backbone of industry insight, the foundation of credibility, and the source of that much-needed devil in the detail. And now, in the rise of AI-powered search, I’m fighting their corner even more.

When you’re establishing your business or professional brand as an expert voice in your space, these niche and respected outlets can add more value than the big-ticket publications. Now, they’re big-ticket publications in their own right – they’re trusted, they’re focused and AI is recognising their weight.

Needless to say, with the rise of “fake experts” in the media and journalists tightening their grip on sources, trade titles help to serve as a very important platform of proof and credibility for you.

The evolution of links

The value of links has changed. They matter, sure, but they’re no longer the holy grail for SEO. What matters more is contextual relevance – being cited in the right places and in the right way. 

The thing with AI is that it doesn’t rely solely on link-structure, instead it looks at credibility and context of source. Which means brand mentions – even without hyperlinks – are becoming just as valuable. 

So yes, get those backlinks. But also, push for strategic, high-quality mentions. It all helps steer AI-powered search engines in your direction. 

Reputation (and damage control) should still be a priority

If you need a recent example of how not to handle a PR crisis, look no further than the BBC’s Glastonbury coverage and the fallout from the Bob Vylan livestream. It’s a brilliant case study of what happens when PR is reactive, not proactive. Think of PR as a shield, not just as a tool for visibility, because your digital footprint will live on forever and it is not always in your control.

AI cannot amplify what it cannot find

AI is moving fast (much faster than most of us can fully keep up with). But here’s the comforting truth – many of the strategies that help brands to show up are the same principles that have always made PR effective: consistent, high-quality coverage, a strong presence in trusted media, strategic storytelling, and a focus on long-term reputation over short-term buzz.