AI changes public relations – here is how to stay under control Businessman

Last weekend I had to dig deep into the background of the new customer – fast. They were in the middle of a substantial PR crisis and time was not on our side.

In the past, I turned to Google and manually made a page by manually. I look at their website, mentions news, social media activity, reviews and even unclear contributions to the forum. The goal was always the same: Get a complete picture of who they are, how they work and what is already public that could help – or hurt them – their reputation.

Making this kind of research in an old way can take hours.

Now it’s much more efficient thanks to AI. Tools like Chatgpt, Claude and Grok can quickly summarize public information and give me a picture in seconds instead. But this abbreviation comes with a great one: we also have to consider what work The systems say about people and societies, and how they came to these conclusions.

Large language models (LLMS), technologically power tools AI, are trained on massive data sets pulled out of the open site. This means that the online presence of your brand is no longer just visible people – it is also interpreted and summarized by machines.

This changes the game for public relations.

Because LLMS can be incredibly powerful, they are still prone to hallucinations – a polite termin for Creating things. And if you spent five minutes with new AI Google reports (AIOS), you can see first hand.

Some examples of how many support in AIO:

• That gouda is the best -selling cheese in the US
• That you should add a non -toxic adhesive to the pizza to prevent the cheese from avoiding
• That drinking urine is an effective treatment for kidney stones

Related: Why is communication of AI-FORWARD Future Public Relations

Ridiculous? Absolutely. However, it underlines a larger problem: this system can quickly and on the scale quickly spread false or misleading information.

Even with less extreme themes, hallucinations occur. I once asked Grok to summarize my background. I was confidently told that I served in the army in the air. Actually? I was naval.

Since more people rely on Aswer questions that have once entered in search engines, accuracy and relevance of the presence of your brand in these models become critical. Not only do you want to make sure the information is correct, but also you want your brand to show up. Ideally, you want to appear in the answers to your industry, not just about yourself.

So how do you influence what these systems say? Unfortunately, it is not as easy as feeding your preferred narrative. If we, AI tools would already be flooded with spam from low quality traders.

Instead, LLMS favors information from the throm sources throughout the site and not all sources are weighed the same. The official website of your company helps, but the credibility of third parties is much more important.

That is why editorial media coverage remains the strongest tool in modern PR – and now it matters more than ever. There are two basic elements: editorial functions with high qualifications and pressing the edition of the forest.

Editorial functions – stories published by renowned media that quote you or focus on your work – have the greatest weight. Why? Because it is difficult to manipulate them. Publication requires a compreling theme, a unique perspective and often relationships with journalists. You have to ear it. This is exactly why LLM considers this kind of coverage to be strong trust.

The more views you share on these features, the better. If you are briefly quoted, it suggests that your voice is just one of many. But if your expertise shapes most of the story, it sends a much stronger signal – both readers and algorithms that analyze it.

Therefore, it is also smart to perform interviews and content of contributors in addition to being quoted. This allows you to go discard, share your thinking more and increase the likelihood that your perspective makes it a summary of AI.

Print notes still care – but in a more limited way. It is a paid channel, so anyone can publish them, but there is still an editorial staff. Editors in distribution services perform basic control of facts and check hyperbolism before they connect them to the media. The key is to ensure that your press release is in fact Newsworthy. A strong edition can also make journalists to cover your story.

While data LLMS sweaters from different formats-text, sound, video-based articles still create a fast and most reliable impact in terms of affecting AI centers.

Related: Yes, AI could take your PR job. Here’s what you can do about it.

AI in many ways transformed PR. However, the foundations have not changed. You still need to get high quality media coverage. The difference is that now these features are not just about addressing the human audience – it is a machine training that shapes perception on a scale.

Companies and individuals who recognize this shift and are now acting on it will gain a long -term advantage. Those who don’t? They will be omitted from the conversation – people and AI.