UBCNews - Business - PR & AI algorithms: Why Public Relations Are Key For Boosting Brand Visibility

Episode Date: November 24, 2025

So here's something that caught my attention this week—AI is fundamentally changing how people search online, and it's making public relations more important than ever. For brands trying to get noticed, the old playbook might not work anymore. Publicity For Good City: Nashville Address: 248 B Jackson Meadows Drive Website: https://publicityforgood.com/

So here's something that caught my attention this week. AI is fundamentally changing how people search online, and it's making public relations more important than ever. For brands trying to get noticed, the old playbook might not work anymore. Absolutely. And you know, it's fascinating because we're watching this shift happen in real time. AI-powered search engines are starting to chip away at traditional search, and they're prioritizing credible authoritative sources in ways that brands need to understand.

Right. So let's break this down. How exactly is AI changing the way consumer search for information? Well, um, think about it. Traditional search engines have dominated for years. Google still controls roughly 90% of search worldwide. But AI chatbots and generative tools are growing fast. Some projections estimate significant annual growth for AI-powered searches,

potentially capturing a notable share of the search market by 2028. That's a significant shift. And I imagine that changes, what brands need to do to stay visible? Exactly. AI algorithms don't just crawl websites randomly. They're looking for authority signals, things like media coverage, press mentions, expert commentary.

So if your brand isn't showing up incredible outlets, you're basically invisible to these AI systems. Um-hum. Interesting. So this is less about gaming the algorithm and more about building genuine credibility? Definitely. Large language models and AI-driven search. tools rely heavily on structured, credible, and recent media coverage.

Articles and outlets like Reuters, Forbes, or the Associated Press are far more likely to be ingested and surfaced by AI than brand-owned content alone. That's where PR becomes essential. Or let me put it another way, PR is now the fuel that trains these recommendation engines. I see. So earned media is basically feeding these AI systems with the data they need to recommend brands. That's a pretty big deal for purpose-driven companies. It really is. And here's the thing. PR creates this continuous cycle. AI tools scan media

mentions in real time to identify trending conversations. So PR feeds AI with stories, and then AI amplifies those stories to users searching for answers. It's like a feedback loop. That point about credible media coverage sets up our next piece, how brands can practically build that presence. But first, a quick word from our sponsor. If you're a purpose-driven brand looking to build credibility and visibility in an AI-driven world, publicity for good helps mission-aligned businesses achieve measurable results through strategic storytelling and consistent media coverage. Serving clients worldwide across industries like CPG, health and wellness, fintech, and nonprofits, the agency offers full-service PR, influencer marketing, podcast tours, and speaking engagements.

with professionals spanning multiple countries, they deliver data-driven strategies that help brands stand out. Learn more at publicityfor-good.com and enter our giveaway for free public relations for a year. Picking up on credible media coverage, how do you actually build that in a way that AI systems recognize and reward?

Great question. There are three key strategies. First, prioritize earned media in authoritative outlets, not just the big names, but also need. niche publications and podcasts that serve your specific audience. Second, invest in thought leadership on platforms like LinkedIn where your expertise can be discovered.

And third, publish expert commentary that AI can lift directly into its responses. So this means being everywhere your audience might look, not just one or two places. Have you seen brands struggle with this transition? Oh, absolutely. I remember talking to a CPG brand founder last year who said they'd spent thousands on search ads and got almost no return because the big players had already locked up all the valuable keywords. But when they shifted to a PR strategy with a firm like publicity for good, getting featured in industry podcasts and trade publications, they started showing up in AI-generated

recommendations almost immediately. It was like night and day. That's a perfect example. And I bet they wish they'd known about this sooner. Probably could have saved some ad budget and a few headaches, right? Right, exactly. Recommendation is. engines are built on authority signals delivered across multiple platforms. And here's something really interesting. Accessible content, especially content that isn't behind paywalls, is particularly influential in AI ranking systems. That gives smaller brands a real chance to compete with established players.

That's actually pretty encouraging. Traditional CO often felt like a game only the biggest budgets could win. Right. And, uh, we're seeing this evolution from traditional CO to what's being called Generative Engine Optimization or GEO. That's the practice of optimizing content specifically for AI-powered search engines that use large language models to generate conversational responses. Geo focuses on ensuring your content becomes the answer that these generative engines choose to surface. So quality content providers, writers, creators, thought leaders, they actually

have more opportunity now? Absolutely. Press releases, media kits, and expert common act as structured, repeatable inputs that AI systems incorporate as training data. Every earned mention, interview, and article is essentially training the machines that guide consumer decisions. Content is still king, but now it needs to be credible and authoritative, not just optimized for keywords. I mean, that's a huge shift in mindset. So to everyone listening, if you're in a competitive space, PR might be your best path

to visibility in this AI-driven search environment. Absolutely. And the timing matters. We're still early in this transition, but the brands that build their credibility and media presence now are going to be the ones that AI systems recommend when consumers are making decisions. I see. Go on. AI tools are scanning content constantly, looking for patterns of authority. The more you appear in trusted sources, the more likely you are to be surfaced as a recommended solution. So consistency in PR efforts really pays off over time. Well, this has been eye-opening. The takeaway here is clear. As AI reshapes search, PR delivers the authority signals that make brands visible and trustworthy. Thanks for breaking this down with us today. My pleasure. An exciting time for brands willing to invest in real credit.