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.