If PR Doesn't Define Its Role in AI, Someone Else Will
It's ironic that an industry built on messaging still struggles to define its own role in the age of AI. Yet this is precisely the moment for PR to solve that problem. Because if we don't, we'll get left out of a conversation we should be leading. And business leaders need clear language to understand what PR brings to AI-driven discovery.
The Language Problem
After speaking with PR pros across the industry, I've noticed two patterns. The first is fundamental: we don't speak the same language.
Some say GEO, others AEO, some prefer AI Search, others LLM optimization, some use proprietary terms. How can we own the value of earned media in the AI conversation if we can't agree on the same name?
The Positioning Problem
The second pattern: even when we're saying the same thing, we aren't claiming our seat at the table. We recognize AI Search is changing how brands get discovered, but we aren't consistently positioning earned media as essential to that shift.
This isn't new. During the SEO era, PR drove visibility and credibility, but we rarely claimed it decisively. Digital marketing took ownership instead. AI Search gives us a rare chance to break that pattern.
If AI systems continue relying on credible third-party sources, which seems likely, then earned media is central to the GEO conversation. "If clients assign AI search visibility to SEO or marketing teams, they're misunderstanding how large language models learn," says Kim Sample, President of the PR Council. "LLMs are trained on earned media, the credible, third-party content PR generates. The sources shaping those models—trade publications, niche outlets, authoritative voices—are exactly where PR delivers value."
According to Muck Rack's recent analysis, 84% of links cited by major AI platforms came from earned media. It reflects a simple truth: AI increasingly relies on credible third-party information to understand brands. PR has spent decades owning earned media. Why hasn't the industry stepped up to claim it?
"The moment is now for PR agencies to actively counsel clients on brand visibility in the AI era," says Tiffany Guarnaccia, CEO of Kite Hill. "Earned media, thought leadership, and executive visibility are foundational to how AI systems understand and surface brands. The agencies that step up will define our industry's future."
The Moment for PR to Lead
This doesn't mean PR owns GEO alone. AI visibility is influenced by countless factors: SEO, content strategy, website architecture, technical optimization. Winning organizations integrate all disciplines into cohesive strategy.
But it does mean PR has a larger role than many currently recognize. The GEO conversation is still early, making this an important moment for the PR industry to band together. Rather than letting SEO and digital marketing define the space, PR can agree on language, clarify earned media's value, and claim its leading position.
If we don't, we'll risk falling asleep at the wheel again.
