The Public Relations Blog

In this episode, PRSA CEO Matthew Marcial joins host Jason Mudd to discuss the ethical use of AI in PR and key insights for communicators.

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Many organizations talk about thought leadership. Few can explain what it actually is, how it works, or why it delivers results when executed correctly.

That gap creates missed opportunities.

Executives now ask: “What does ChatGPT say about us?”

Generative AI platforms and “answer engines” such as ChatGPT, Gemini, Claude, Copilot, and Perplexity increasingly act as the front door to discovery. People use them to understand companies, compare options, and check reputations.

In this episode, Keller Maloney joins host Jason Mudd to discuss why PR drives AI recommendations and how earned media and brand trust shape how AI models talk about brands.

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Discover how a public relations agency can help you use AI to streamline media monitoring, content creation, and campaign reporting.

AI-generated answers rely heavily on trusted sources. Muck Rack’s "What Is AI Reading?" study shows that more than 89% of links that leading AI systems cite come from earned media, and 27% of all citations come specifically from journalistic content.

Many readers assume these two categories are interchangeable. They aren’t.

This post explains the difference so PR and communications leaders can understand how each one supports AI visibility.

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.