The Public Relations Blog

In this episode of On Top of PR with Jason Mudd, we welcome Matt Dzugan, senior director of data at Muck Rack, to unpack the findings from Muck Rack’s new report, “What Is AI Reading?” Together, they explore how generative AI platforms like ChatGPT and Gemini rely heavily on earned media coverage — especially journalistic content — to shape their responses. Learn why timely, credible PR coverage is more important than ever, how to optimize your brand visibility in AI-driven search, and what PR pros need to do now to stay relevant.

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When you think about improving your media outreach, the approach isn’t to dive straight into the deep end. Imagine you're prepping for your first NFL game. Would you really want your debut to be against a powerhouse like the Patriots? Probably not. You'd want to start with a team that gives you a fighting chance, or in this case, publications that are more accessible to establish your footing and boost your confidence.

Building a gradual media outreach plan is about understanding the field and pacing your efforts smartly. It's about gaining traction with smaller wins and using those to drive momentum forward.

Public relations isn’t just about making announcements. It’s about building trust, shaping perception, and creating lasting connections with your audience. In a world where consumers are flooded with content, you need more than visibility: You need impact.

To stay ahead, PR efforts must leave a memorable impression. They must have the wow factor. It’s about capturing attention and making sure your story remains vivid in the minds of your audience long after they've heard it. But what actually contributes to that wow factor?

What’s the ROI of a public relations “project”? If you think about it in isolation, a single PR push might deliver a spike in visibility, but that momentum fades fast. The truth: Short-term, project-based PR rarely delivers lasting impact. PR is most valuable when you treat it as a strategic, long-term investment.

Daniel Mendez of Collective Measures shares how the importance of early and active networking.

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You need your brand to show up when artificial intelligence delivers the answers. As AI changes how people find information online, earned media has become more important than ever. When AI tools like ChatGPT or Google’s Gemini pull data to generate responses, they often rely on trusted third-party sources like news articles, podcasts, and interviews.

That means your visibility now depends less on ads or owned content and more on how others talk about you. If you're not already prioritizing earned media, you're missing a key piece of the AI-driven discovery puzzle.

Imagine you're sitting in a busy newsroom filled with reporters racing against deadlines. You have a story pitch in mind that you believe is newsworthy. But how do you make sure this reporter, who is juggling multiple assignments, sees the value in what you're offering?

The answer lies in presenting a complete and engaging story. No reporter wants to take bits and pieces of an idea and turn it into something publishable on their own. They prefer receiving a pitch that's press-ready, packed with every element they need.

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You’re looking for ways to stand out in a fast-changing B2B marketing world—and you’re not alone. With so many channels competing for attention, it’s easy to overlook powerful tools that have been here all along. Your next big opportunity might just be trade publications. They not only boost your visibility but also build credibility right where it matters most: in front of the audience that already cares about what you do. 

You need a PR strategy that works in today’s changing media landscape. As digital platforms take over, your approach must shift from traditional outlets to niche, specialized media. You’ll find these channels connect more deeply with your audience and reshape how your story is shared and valued.