Is AI Forcing PR Back in Time?
Artificial intelligence has become the unavoidable elephant in the room in PR offices and newsrooms alike. From fake experts offering their ‘views’, to fact-checking, AI has become standard practice across the communications industry.
On the one hand, technology is advancing faster than ever. Generative AI has transformed how content is produced, consumed, and distributed. But on the other, the very same rise of AI is fuelling a renewed appetite for something far more traditional: trust, credibility, and good old-fashioned human relationships.
In some ways, it feels like we’ve gone full circle.
The New Reality: AI is Both Threat and Opportunity
There is no denying that AI has disrupted the PR and media landscape. Content is easier to generate than ever before, but that ease brings risks. Fake experts, misleading claims, and AI-written articles has created doubt. Journalists are more sceptical of what lands in their inbox, while audiences are switching onto the fact that what they are reading may not be authentic.
This scepticism has a silver lining: earned media is still crucial for visibility.
With Google’s AI Overview (GEO) now surfacing quick answers at the top of search results, credibility matters. Studies suggest that up to 90% of what shows up in these overviews is drawn from earned media sources. That means journalists’ stories, reputable outlets, and trusted commentary are shaping the very first thing people see when they search online.
For PR professionals, this is both a challenge and an opportunity. The challenge is and always has been how do we stand out amid a flood of AI-assisted pitches. But the opportunity is massive and the result could be huge. Your brand doesn’t just appear in an article, it has the potential to be surfaced by Google itself as the answer.
Relevancy and Authenticity: Growing in importance
Relevancy and authenticity have always been at the core of effective PR and how brands engage with their target audience. But in today’s AI-driven landscape, authenticity is crucial.
Journalists like Rob Waugh have already highlighted the rise of fake experts infiltrating newsrooms. When AI makes it easy to fabricate a convincing bio, journalists become far more pragmatic about who they trust.
The best way to stand out? Provide the real thing. Verified experts. Genuine insights. Stories grounded in data, not just spun with buzzwords.
The Human Connection is Making a Comeback
It wasn’t long ago that journalist-PR meetings were declining. COVID restrictions, remote working, and shrinking newsroom staff all contributed to a reliance on digital communication. Pitching moved to emails and the personal touch fell by the wayside.
But with AI muddying the waters, we’re seeing a quiet comeback of something that feels refreshingly old-school: face-to-face connection.
In a world where machines can mimic humans with startling accuracy, it’s the human element that restores trust. Even a five-minute phone call or coffee meeting can be the difference between your pitch being buried in an inbox avalanche or landing as a featured story.
Journalists are seeking reassurance that what they’re getting is credible, and PRs are seeking confidence that their stories will resonate. Meeting in person, or at least having a real conversation, creates that reassurance that is much sought after.
This return to relationship-driven PR may feel like going backwards, but in reality it’s just a reminder of what always worked best: building trust.
GEO: The Fierce New Battleground
For the average person, Google is the front door to information. And with the rollout of AI Overviews, people aren’t going much further to get their information.
Most users won’t scroll past the overview box at the top of the page. That means brands and experts featured in these summaries gain instant authority - whether they’re a household name or not.
We know GEO relies heavily on earned media. It doesn’t pull from random blogs or branded puff pieces; it pulls from trusted outlets. That means PR pros have an unprecedented chance to amplify their impact by focusing on securing coverage in reputable publications.
In the age of GEO, a single piece of earned coverage could be surfaced to millions of searchers again and again. The ripple effect is massive and we are still learning so much about it.
What PRs MUST Do to Adapt
The shifting landscape is forcing PRs to adapt but fundamentally it comes down to three priorities: credibility, relationships, and adaptability.
- Double Down on Trustworthiness
- Do your research on your experts and vet them.
- Provide data and references to back up claims.
- Be transparent about affiliations, partnerships, or limitations.
- Journalists are wary of “too good to be true” stories - so make sure it holds up under scrutiny.
- Rebuild Human Relationships
- Don’t underestimate the value of grabbing a coffee, attending industry events, or picking up the phone.
- Invest in the journalist-PR relationship beyond a single pitch. Find out what they actually need, what deadlines they face, and how you can make their lives easier.
- Authentic relationships build trust - and trust is what is going to land you coverage.
- Think GEO-First
- Frame your pitches with SEO and search intent in mind. If a story could realistically answer a user’s query, it has a higher chance of being surfaced in GEO.
- Work with experts who can provide quotable insights that align with real search behaviour.
- Stay Flexible and Transparent with AI
- Don’t pretend AI doesn’t exist - use it responsibly.
- By embracing AI transparently, PRs can position themselves as forward-thinking while still grounded in authenticity.
Back to the Future of PR
So, is AI forcing PR back in time? In some ways, yes. The demand for credibility, authenticity, and human connection feels like a throwback to the early days of media relations. But it’s not regression, it’s evolution.
AI has amplified the value of what PR has always done best: telling authentic stories, building genuine relationships, and helping brands earn trust in the public eye.
The tactics may look familiar: coffee meetings, trust-building, pitching journalists carefully chosen angles - but the stakes are higher. Now, those efforts don’t just land you a story in tomorrow’s paper. They could put your brand front and centre in Google’s AI Overview, shaping the answers millions of people see.
In other words: the fundamentals haven’t changed. But the focus has.
For PR professionals, the way forward is clear. Double down on trust. Lean into human connection. Secure earned media that resonates. AI may have disrupted the industry, but in the end, it’s reminding us of something timeless: credibility is the currency of communication.
Why Your Brand Needs to Plan Its Christmas & Winter PR Activity Now
By Charlie Biggs-Thomas, Senior Creative Account Manager, 72Point
If you don’t already have your Christmas and winter PR activity mapped out, you could be missing one of the biggest opportunities of the year.
The winter calendar is full of opportunities for storytelling, brand visibility, and connecting with audiences during a busy and emotionally charged season.
But to make the most of this critical period, you need to get ahead of the game. Here’s how to sharpen your seasonal PR strategy.
Step 1: Be Clear on What You Have to Say
Ask yourself: does your brand have something valuable to add to the conversation? If not, it may be better to sit this one out. Forced messaging rarely lands well, and journalists can see through it.
That said, the media is always hungry for expert voices who can contextualise events, trends, or breaking news. If you can authentically provide insights, practical advice, or human-interest angles, you should absolutely be pitching.
The key thing to remember is journalists want real-world stories that show how people are affected, not abstract brand soundbites.
Authenticity is key in the eyes of consumers, so making sure the opportunity you are going after is relevant is crucial in winning over your target audience.
Step 2: Preparation is Everything
Timing can make or break your seasonal activity. Journalists and editors work to tight deadlines, especially around the holidays, so the earlier you prepare, the better.
For example, with the UK’s Autumn Budget arriving in November, you can anticipate likely announcements by reading the papers, following the commentary, and drafting insights ahead of time. By pitching proactively, you position your brand as a go-to resource before the news breaks – which means contacts are more likely to come to you when they’re on deadline.
And when you do pitch? Make it easy. Provide everything a journalist needs upfront – quotes, data, imagery, and supporting context – so it’s effortless for them to include you in their coverage.
Step 3: Take Inspiration From the Landscape
Another trick is to keep your finger on the pulse of what’s already being covered – then think about how your brand can elevate the conversation. Could you add expert analysis, consumer research, or a surprising twist?
The best PR campaigns often come from spotting where the noise is loudest and finding a fresh way to cut through.
Key Dates to Keep on Your Radar
Here’s a snapshot of seasonal events the media will already be planning for – and that your brand could tap into with the right angle.
October
- Coffee Day – 5th
- Diwali – 21st
- Clocks Go Back – 26th
- National Cat Day – 29th
- Halloween – 31st
November
- Bonfire Night – 5th
- Autumn Budget – 26th
- Thanksgiving – 27th
- Black Friday – 28th
December
- Christmas Jumper Day – 11th
- Winter Solstice – 22nd
- Christmas – 25th
- New Year’s Eve – 31st
Final Thoughts
Seasonal PR isn’t about ticking boxes or rushing out half-hearted stories. It’s about making sure your brand is part of the cultural moments your audiences care about – in a way that feels timely, relevant, and valuable.
So, if you haven’t already mapped out your Christmas and winter PR activity, now’s the time. With careful planning, you can not only gain traction for your brand but also secure meaningful media coverage during one of the busiest times of the year.