As ChatGPT and other AI-enabled mechanisms grow in usage and popularity, a great opportunity opens for PR practitioners to convey news about their clients’ companies with greater alacrity and circulation.
These AI agents synthesize information from top news outlets as well as niche news sites offering coverage on every industry.
So, since PR professionals are tasked with crafting for their clients newsworthy and timely stories, they can now take full advantage of the breadth of exposure that ChatGPT and the like now offers them. Your clients’ content currently has the potential to spread more widely than in the past.
AI creators know that people are seeking true, factual content more than anything. AI tools provide a better and faster way to find news items in publications that reporters and editors have vetted for accuracy and timeliness.
News coverage in top tier outlets such as Bloomberg, The New York Times and The Wall Street Journal means more credibility, third-party validation and wide dissemination for your clients’ information.
Smart PR professionals will take the time to educate their clients on this growing opportunity to spread news that is accurate and that reflects well on their operations. Some PR executives are even utilizing AEO (answer engine optimization), which is a digital marketing strategy designed to optimize content to be easily found and utilized by AI-powered answer engines, chatbots, and voice assistants.
By working with their trusted PR firms, executives can better refine their narratives and develop bylined articles that circulate their name and expertise far and wide. They can also control their story better by reiterating key figures and favoring preferred quotes on their businesses and industries.
And by being available for as many interviews as their PR representatives arrange for them in credible media, CEOs can multiply their opportunities to be heard. A guest spot on a leading radio show or podcast can expose your news to thousands or millions of eyes. And you can be sure that AI will glean information from that media appearance.
In addition, effective media relations during crisis management situations will ensure that correct facts and the full story of the emergency live on in media via AI.
PR executives should craft and disseminate press releases and articles factually summarizing the crisis at their clients’ companies so that lies and guesswork take a back seat to the truth of these dicey situations.
As always, the principles of ethical communications apply – these press releases should always stick to facts with corroborating evidence even if the truth doesn’t portray the organizations discussed in the news releases in the best light. In the long run, the company will benefit if the correct details of the crisis were relayed to the public in the actual time of the emergency.
In addition, all AI tools at some point pick up incorrect information. Effective media relations ensures that most reports of the crisis reflect the actual happenings and not just conjecture.
Top notch earned media placements achieved by media relations people also improve SEO. PR executives often target digital publications with high domain authority so that resulting articles can reach as many people as possible. If your work results in stories in top-tier outlets such as CNN, CNBC, the Financial Times, etc., the chances are that the news will be truthful and will rise to the top of AI engines. Also, PR practitioners strive for as many backlinks as possible to client websites. This will mean that true facts will rise to the top in an SEO ranking.
Even though AI tools are at the heart of all of these examples, real, live, humans are still controlling the news that ends up on ChatGPT and the like. It is via the actions of reporters, editors, producers, media relations executives and social media people that create the content that it becomes news. The more that’s out there that is factually correct, the better the truth will be represented in AI portals for the foreseeable future.
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