As AI-powered search and generative tools reshape how people discover information online, the boundaries between PR, SEO, and content marketing are starting to disappear. This shift isn’t just a technical one, it’s a massive opportunity for PR professionals to step into a leadership role in digital visibility.
As Brandon Kidd recently pointed out on LinkedIn, “SEO is no longer just about where you rank on Google.” With the rise of agentic search—tools like ChatGPT or Perplexity that pull from across the entire internet—the way authority is measured is changing. These AI models now consider sources like Reddit threads, community forums, and earned media coverage, not just high-ranking blogs or paid placements.
That means PR professionals—long responsible for securing third-party credibility, media mentions, and social buzz—are suddenly more central than ever. AI still follows Google’s Trust & Rank logic, but what “trusted” content looks like has expanded. In this new landscape, the stories PR pros help shape can directly influence what people see first, without ever clicking a search result.
PR professionals have long known the importance of building strong, credible relationships with media outlets and industry influencers. But as Agentic Search becomes a dominant force in how search engines deliver information, those same relationships are now playing a pivotal role in shaping how brands are represented in AI-generated content.
Brandon Kidd, a well-known expert in digital marketing, emphasizes, “PR professionals have a real opportunity to shape how brands show up in AI search by focusing on consistent, high-authority mentions across trusted sources. Strong digital PR drives the kind of signals that language models recognize. Citations, sentiment, and context all play a bigger role in how brands are represented in AI-generated content.“
In other words, AI models—the backbone of search engines like Google, ChatGPT, and others—are increasingly relying on trusted sources and reliable mentions to form their understanding of brand credibility. PR is no longer just about making noise—it’s about crafting content and building relationships with the right channels to curate relevance and influence how information is presented and surfaced by AI-driven tools.
This evolving role of PR has significant implications for the future of the profession. PR is shifting from a tactical function to a strategic engine that drives reputation, visibility, and revenue—all through the lens of AI-powered search.
As Katrina Pruitt-Andrews points out, “Search isn’t just about your website anymore—it’s about what the world says about you. Agentic search pulls from high-authority content and real voices, and PR pros are the ones who can shape that conversation, so your brand shows up where it matters most.“
Simply put, brands no longer control the narrative in the same way. AI models, through agentic search, now draw heavily from real-world conversations—whether they occur on platforms like Reddit, Quora, or trusted news outlets. As Pruitt-Andrews states, “PR pros who have relationships with high-authority sites and understand how to influence search are best positioned to lead reputation, relevance, and revenue from the top.”
This shift forces us to rethink the entire PR function, as well as Marketing’s relationship to it. Trust engineering, once seen as a side effect of good PR, is now the core of the PR strategy. Building brand equity isn’t just about controlling the message anymore—it’s about ensuring that the right content, from the right sources, is seen and trusted by both AI models and human consumers.
“The PR seat just got a promotion. We’re not just pitching—we’re curating relevance,” says Pruitt-Andrews. “With deep ties to the outlets and review platforms that algorithmic agents trust most, PR is now a strategic engine for visibility, credibility, and growth. This role isn’t about press releases anymore. It’s about building brand equity in places bots and humans go to validate decisions.“
The PR profession, according to Kidd, has evolved into something far more strategic than ever before. “The biggest shift is mindset. PR is no longer just about headlines or awareness. It is about influencing how information is framed and surfaced by the tools that now sit between the brand and the customer.”
As we look to the future, it’s clear that PR professionals must adapt and rebrand themselves to stay relevant in the AI search era. No longer just communicators, PR pros are now curators of trust—using their relationships with trusted platforms, media outlets, and community-driven content to shape brand narratives in real-time.
Pruitt-Andrews suggests, “It’s time to rebrand PR. Chief Authority & Discoverability Officer has a nice ring to it.“
This new role not only involves maintaining a brand’s image but also involves guiding how the brand’s story is discovered by AI models, influencing how those algorithms rank, and ensuring that brand equity is recognized across multiple channels. It’s a role that requires a deep understanding of AI’s influence on search, as well as a solid grasp on public relations and content strategy.
The role of PR professionals is rapidly evolving in the age of AI-driven search and agentic search. As brands navigate these changes, the opportunity for PR pros to take charge of brand authority and visibility has never been clearer. But there’s a tough downside to all this opportunity—ROI.
For years, marketers have been in the spending justification hot seat, constantly asked to prove the value of every dollar spent. As we move into an age where AI models like Google’s Search Generative Experience are reshaping search, PR pros are going to be asked the same question: What’s the return on this investment?
Could we be seeing the shift from marketers to PR pros in this battle? Or, will PR pros simply join us in the never-ending fight to prove ROI in a world that’s constantly shifting? The answer will depend on how well PR professionals adapt to the changing landscape.
In the world of agentic search, authenticity is everything. Your ability to build genuine relationships and engage in real conversations on platforms like Reddit, Quora, or even niche industry forums will be the foundation for success. AI models thrive on content that comes from real people, and those conversations will feed the algorithms, driving visibility and credibility.
PR has traditionally been about content creation—press releases, blog posts, and media outreach. But in the age of AI, content must shift. It’s no longer just about generating traffic; it’s about providing answers to real questions. Content that is clear, helpful, and context-driven will be the key to winning in AI-powered search.
Earned media is more important than ever. PR professionals must focus on content that can be crawled by AI models—making sure trusted sources and high-authority platforms are part of the brand conversation. This is how you create the signals that drive long-term visibility and brand credibility.
Platforms like Reddit and Quora are gold mines for real, valuable conversations. PR pros have the unique ability to nudge conversations in the right direction—crafting stories that resonate with both AI and humans. These platforms offer a space to engage with your community directly, enhancing visibility while fostering trust and authenticity.
Here’s the catch—while this shift opens up incredible opportunities, PR pros will need to prove ROI more than ever before. The PR seat just got a promotion, but now the question is, can you prove that investment’s worth it?
In a world where AI models are pulling from a wider array of trusted sources, PR professionals will need to justify their impact in real time. We’re no longer just pitching stories—we’re curating trust, building brand authority, and shaping visibility.
Can PR pros rise to the challenge? Are you ready to demonstrate the power of your digital PR efforts and show how they shape brand equity? Because the spotlight’s on you, and it’s time to prove that PR can drive ROI just as effectively as any marketing department.
In the new age of AI-driven search, PR professionals are the ones who can truly shape the future of brands. By focusing on authentic relationships, content that answers real questions, and influencing AI algorithms, PR can become a strategic engine for growth. But, as with any major shift, the challenge is clear: PR pros must prove their ROI. If you can do that, you’ll become indispensable in this new search landscape.