PR for AI is a strategic communications approach that optimises public relations content for visibility in AI-generated responses. This includes platforms like ChatGPT (used by 800 million weekly users), Google AI Overviews (appearing in over 50% of search results), Gemini, Claude, and Perplexity.

The practice combines traditional PR tactics with AI influencing media lists and content optimisation techniques that help large language models (LLMs) recognise, cite, and recommend brands as authoritative sources.

Traditional PR focuses on securing media coverage through journalist relationships and press outreach. PR for AI extends this approach by:

• Multi-platform presence: Ensuring consistent messaging across AI-indexed sourcesContent structure optimisation: Formatting content with clear headings, bullet points, and schema markup

• Authority signal building: Earning positive, contextual brand mentions across multiple credible sources

• Query alignment: Matching content to common user search patterns and questions

• Content structure optimisation: Formatting content with clear headings, bullet points, and schema markup

Studies indicate that brands mentioned in AI responses see 34% higher brand recall compared to traditional search results alone.

AI visibility measures how frequently and prominently a brand appears in responses generated by large language models when users ask relevant industry questions.

Key metrics include:

• Brand Visibility: Percentage of prompts mentioning your brand

• Domain Visibility: Percentage of prompts that cited your website

• Sentiment: Whether mentions are positive and relevant

• Brand Ranking: A ranking based on total brand mentions

To optimise for AI inclusion, PR and brand content can be:

• Highly authoritative and trustworthy (cited by reputable sources)

• Structured with clear metadata and schema markup

• Aligned with common user queries

• Published in formats and on platforms LLMs are likely to index or retrieve

We train PR agencies on exactly how to craft and distribute this kind of content.

Generative Engine Optimisation, aka GEO, focuses on increasing the likelihood that content is cited or referenced by large language models (LLMs), while traditional SEO focuses on search engine rankings. GEO emphasises factors like:

• Citation frequency

• Context and relevance

• Authority signals over time

We help agencies understand and integrate GEO & SEO into their client strategies.

PR for AI services are designed to enhance, not replace, your current offerings. We help your agency:

• Add strategic value to digital PR campaigns

• Strengthen pitch impact with measurable AI visibility goals

• Win and retain clients by showing future-ready thinking