Why PR Is Your Competitive Edge in the Age of AI
If you’re a founder or small business owner, you’ve probably felt the pressure of “AI everywhere.” From ChatGPT to Claude, more and more people are discovering brands, services, and ideas through AI-powered search - not just Google.
Here’s the shift: these platforms don’t just pull from your website. They rely on trusted third-party sources, such as media coverage, podcasts, industry sites, and reviews. If your brand isn’t being mentioned there, it risks being invisible when someone asks AI for recommendations.
That’s where a strategic PR strategy becomes your competitive advantage.
Why PR Is Essential for Brand Visibility in an AI World
Think about how SEO works. Google rewards authority. AI tools reward credibility even more.
The signals that help you show up include:
Media coverage on trusted outlets
Podcast transcripts (searchable and scannable)
Mentions in industry lists and round-ups
These breadcrumbs tell both search engines and AI platforms that your brand is credible. Without them, you’ll be skipped over.
From SEO to AIO: What’s Changing
We’re entering the era of AI-first brand discovery. That means two things matter:
SEO (Search Engine Optimisation): keywords, backlinks, and on-site content still count.
AIO (AI Optimisation): making sure your brand shows up in the places AI tools actually pull from.
PR is the bridge between SEO and AIO.
How to Adapt Your PR Strategy for AI
If you want to be visible and trusted in an AI-driven world, here’s what to focus on:
Quality over quantity: Don’t chase every mention. Target the publications and podcasts your audience (and AI) trusts most.
Podcasts with transcripts: Audio with searchable text boosts discoverability.
Smart press releases: Clear, structured, and easy to lift. Many outlets will copy chunks word-for-word.
Consistency: One busy month of PR won’t cut it. Keep showing up across high-authority channels.
PR and the Bigger Marketing Picture
PR isn’t a standalone activity. It’s part of the PESO model (Paid, Earned, Shared, Owned). But right now, earned media is the piece that can tip the balance between being overlooked and being the brand AI recommends.
Remember:
Ads disappear when the budget ends.
PR builds authority that sticks in Google, AI, and the minds of your ideal clients/ customers.
Final Thought
The future of brand visibility isn’t just about being found. It’s about being trusted enough to be recommended. And trust is exactly what smart, consistent PR delivers.
At Hackett Communications, we help founders and small businesses do exactly this: turning your expertise and story into the credible mentions that AI, journalists, and most importantly your clients and customers believe in.
📩 Ready to future-proof your visibility? Get in touch with Hackett Communications to build a PR strategy that works in the age of AI.
