Digital PR in the Generative AI Era

Digital PR has always been about managing brand reputation and visibility online. With generative AI now acting as an intermediary between consumers and information, PR efforts have a new role: shaping not just human opinion but also the “voice” of AI. 

Why digital PR matters for AI visibility 

• AI trusts third-party sources. Research shows that generative AI relies heavily on earned media, citing editorial and PR-driven content far more often than brand-owned material. 

• Narrative consistency. When multiple high-authority outlets repeat the same core story about your brand, AI models are more likely to include those messages in their answers. 

• Reputation signals. Awards, expert commentary, and data-backed press releases all act as credibility markers that can strengthen a brand’s visibility in AI outputs. 

  
  
  
  

Best practices for brands 

• Develop a clear brand narrative that can be reinforced across all PR outputs. 

• Share data-driven insights or research to secure coverage that has long-term citation value. 

• Pursue opportunities for thought leadership, ensuring executives or experts contribute to discussions in authoritative publications. 

• Ensure PR content is informative and newsworthy — avoid promotional releases that offer little for journalists or readers. 

Key takeaway 

Digital PR is no longer only about securing headlines. It’s about ensuring your brand is cited in the high-authority sources that AI systems rely on. By investing in data, thought leadership, and consistent messaging, brands can strengthen both human trust and AI visibility. You can read more about other ways in which Generative AI is shifting trends here.

📄 This blog is adapted from our latest research on off-site content in the age of generative AI. To receive the full whitepaper, get in touch with the Planit team.