The Public Relations Blog

Artificial intelligence is changing how people discover, evaluate, and trust brands. When someone asks ChatGPT, Copilot, or Gemini a question about your industry, the answer they get — and the brands it references — can shape real-world buying decisions.

The question for every company is: Will your brand be part of that answer?

In this episode, Pragya Dubey, Agility PR’s VP of Global Services & Analytics, joins host Jason Mudd to discuss how AI is reshaping PR, media intelligence, and measurement for smarter, data-driven strategies.

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What data reveals — and what your brand can do about it

96% of AI citations come from earned media coverage. Only 1% cite press releases.

That finding from Muck Rack’s "2025 Generative Pulse" and "What Is AI Reading?" studies confirms what smart communicators already know: Earned media still drives visibility and trust — for both people and machines.

Even so, when you distribute a news release through a trusted commercial newswire, you still earn a small but measurable advantage in generative and answer-engine visibility.

For more than two decades, public relations has shaped how the media, investors, and consumers perceive companies. Today, the same principles that once influenced headlines and search rankings are now teaching artificial intelligence what to believe about brands. This new reality has given rise to a discipline Axia Public Relations calls content reputation engineering — the practice of shaping, protecting, and enhancing how generative AI systems understand and represent your company.

As search evolves from links to language, the humble press release is experiencing a powerful resurgence. Not as a tool for vanity metrics or mass wire spam, but as a strategic asset that feeds both generative AI models and answer-based search engines. Smart brands are rediscovering how to use news releases to shape how they’re understood, quoted, and recommended by machines.

SEO for PR helps connect your brand’s content, media, and message with the real audiences searching for relevance — not just automation.

In this solocast episode, On Top of PR host Jason Mudd discusses why 95% of AI citations come from PR content and how brands can lead with media relations in the age of AI.

Tune in to learn more!

In this episode, Serena Ehrlich joins On Top of PR host Jason Mudd to discuss how AI-powered search engines take data from press releases, and how they decide on what to show their users.

Tune in to learn more!

1. AI is shaping brand visibility through media coverage
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3. 60-second close: The power of earned media and visibility

How AI is shaping brand visibility through media coverage

AI is no longer just a technological buzzword. You’re using AI, whether you realize it or not, to shape your brand’s reputation. It’s now a central part of how companies shape their public image and manage their brand's reputation.

From the way people search for companies to how those companies are represented in search results, AI plays a growing role. As AI tools evolve, they’re pulling content from media sources to inform answers, fuel conversations, and even frame public perception across digital channels.