The rise of large language models (LLMs) like ChatGPT, Bard and Claude has revolutionized the way people access information. By delivering instant, well-thought-out answers to any question a person could ask, these models are used for everything from simple definitions to complex decision-making. But beneath these immediate responses is a detailed system PR professionals must manage strategically.
In an AI-driven world, PR isn’t being replaced; it’s being redefined. PR has never been more important, especially as LLMs rely heavily on existing media coverage to uncover credible and high-quality information. For PR teams, this means positioning their clients’ narratives, insights and expertise where AI can find them.
How LLMs Work and Why PR Is at the Core
LLMs are trained on large datasets, including books, research papers and media articles. When a person asks a question, LLMs scour this bank of information to craft insightful responses. But these answers don’t just appear out of thin air. They are formed from content PR teams help create.
When a company spokesperson offers their opinion on industry trends or when a notable publication highlights a brand's innovative product, these pieces become part of the LLM’s knowledge base. Essentially, PR teams have a hand in crafting the narratives LLMs promote.
This relationship highlights an important point: The better PR teams are at placing strategic and relevant content in credible publications, the more likely it is that an LLM will surface that information to users. In turn, this boosts brand authority in AI-generated responses, helps LLMs associate your brand with specific topics and expertise and increases the likelihood of your brand being included in AI summaries or cited as a source.
Shaping the Narrative in an AI-First Era
The role of PR has always been to shape public perception, but the stakes are higher in this AI-first era. LLMs don’t decide what content is important; they rely on signals like relevance, credibility and authority. This means PR teams must ensure the content they produce meets these criteria if they want it to be sourced by LLMs.
For example, when a user asks, "What are the best strategies for cybersecurity in 2025?" an LLM will prioritize responses based on available content. If a PR team has successfully placed articles featuring their client’s cybersecurity expert discussing forward-thinking solutions, the LLM is more likely to include their insights in its response. This not only strengthens the client’s thought leadership but also increases their visibility in AI-driven search.
Credibility Is King
Credibility has always been important in PR, but now, it’s non-negotiable. Media placements in reputable outlets carry more weight, as LLMs are trained to prioritize information from trusted sources.
To be successful, PR teams must prioritize building strong relationships with journalists, ensuring factual accuracy from their clients and spokespeople and crafting narratives that stand up to scrutiny. The more credible the content, the more likely it is to be used by LLMs.
Understanding AI-Driven Search Behavior
PR professionals need to start thinking like SEO specialists and adopt a more strategic approach to media placements. What questions are users asking in your client’s industry? What keywords dominate the conversations? Using trusted SEO tools like Google Keyword Planner and Answer The Public can help you weave in the appropriate keywords and questions into your content to give it the best chance of being sourced by LLMs.
Don’t rule out the impact of evergreen content, too. LLMs often rely on articles and insights that remain relevant over time, so keep your evergreen content updated with the latest stats and trends to remain useful for its responses.
This also highlights another important point – we've moved into a zero-click environment where users are relying more on AI summaries instead of clicking through to websites. PR helps make sure your brand name is mentioned in the answer itself, linked as a source when citations are shown and positioned as a go-to expert.
AI and PR in Collaboration
The rise of LLMs shows how essential PR is in an AI-driven world. By crafting narratives, securing credible media placements and understanding how AI-driven search works, PR teams can ensure their clients’ voices have a spot in this new world. AI is not replacing PR – it’s making it more strategic, impactful and indispensable than ever before.
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