I had to put pen to paper (fingers to keyboard?) about a trend that keeps popping up in my feeds - an increasing number of people are getting answers from AI tools. You’ve likely noticed that even traditional Google searches now start with an AI-generated summary.
That means people may be finding information about organizations, services, experts and products without first clicking through to a website. AI is pulling from public sources to shape those answers and recommendations. If you work in marketing, fundraising, business development or leadership, that should get your attention.
If this has you thinking about where your organization shows up beyond your own channels, let’s talk. I can help you find the right story, hone your message and get it in front of the people most likely to pick it up.
I don’t think it’s a DEFCON 1 redo of your entire strategy, but it does give pause and refresh energy to determine the best tactics to get into the AI fold in a positive way. Organizations have already begun to adjust SEO as click-throughs are lessening. Check out this Pew study. Additionally, PR and media relations have started to play a bigger role for organizations.
At its best, PR helps people understand who you are, what you do and why it matters. Essentially, your relationship with the public and stakeholders. Media relations is one part of that work. It’s the process of sharing useful, relevant story ideas with reporters, editors, newsletters and other trusted sources who may want to cover them. It has always been important because what someone else says about you carries more weight than what you say about yourself. It’s third-party credibility.
Your website, SEO, social media and marketing materials are still important. Absolutely. But when a credible third party quotes your expert, features your work or includes your organization in a larger trend, it helps build (or repair) trust. And it can serve as a reliable source for AI queries.
A Gartner prediction getting attention in my professional circles says AI search could drive a twofold increase in PR and earned media budgets by 2027 as people increasingly use AI tools instead of traditional search. That tracks. If AI decides what's credible enough to surface, organizations will need to invest more in being credible outside their own walls — not just optimized. Where and how you appear outside your own channels has never mattered more.
That does not mean blasting a pitch to 100 reporters. Please don’t. Former assignment editors like me everywhere just felt a chill. The right story, pitched to the right person (or people) at the right time, always pays more dividends than a “spray and pray” sent to the masses. I recently shared a few media relations tips from my time in TV news. The advice still holds up: know the audience, make the pitch relevant and give reporters something they can use.
Third-party mentions, including those from news outlets, newsletters and other credible sources, can help build a stronger public footprint for your organization. It gives you greater visibility and strengthens brand trust. AI may be changing how people find information. But trust still works the old-fashioned way: you earn it.