At the Intersection of PR: AI Meets Social & Digital

Artificial Intelligence (AI) may seem like the proverbial party crasher in the invite-only world of your online marketing strategy - but in some ways it may become the most welcome guest at your strategy gathering.

While much of your strategy across the social and digital channel worlds (for an exceptional description of how the disciplines of paid media, earned media, shared and owned media work together to create your brand presence, I invite you to read Gini Dietrich’s excellent treatise, the PESO Model(tm).) will remain constant: data analysis, thoughtful allocation, brand integrity and more - the digital world’s approach to HOW your content is seen and ranked on the web has changed.

In the world of AI-powered search, trusted content rules the day. And yes, traditional search engine optimization (SEO) is still important, but the added power of AI and its ability to prioritize and rank content based on its quality of information over backlink-driven content changes the indexing landscape as we know it.

And for those wondering what that other acronym - GEO means - it is the abbreviation for Generative Engine Optimization. It is, simply put, the practice of optimizing content so that it is discoverable by AI search. In and ideal world, your SEO and GEO experts work together - or better yet have cross-functional expertise to help your company be seen and trusted in this new digital world.

So what does all of this mean? It means that, in a world of endless digital content, the trusted, objective, third-party coverage of the media is the fuel that powers AI search - along with other trusted content such as original research, authentic engaged content on social media, and more.

What are some quick tips to start your journey of ranking credibly as an AI-noted source?

1. Authentic Media Coverage

   Not just press releases and marketing content (although press releases still have some limited value in the world of SEO) - seek out media coverage that shares why your company/technology/mission matters, how what you do makes the world/industry/marketplace a better place, what needs to be fixed in your world or marketplace and how you are tackling the problem and delivering a solution.

2. Original Research Data

   Well-written, cited and original research data will always be valued in both the real and digital worlds - and will be well-indexed by AI as trustworthy content.

3. Understand E-E-A-T

   We’ll be honest, we hedged a bit on introducing this latest acronym, as we understand that an alphabet soup of terms makes any person’s head spin. However, E-E-A-T is important. EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness and is a set of principles from Google's Search Quality Guidelines that is the benchmark for identifying quality content.

4. Engagement is Key

   In case you were thinking, “wow, this sounds like I don’t have to blog or post socially anymore,” we’re sorry to let you down. Your shared (social) and owned (blogs,etc) channels are as important as ever. What’s changed is that engagement and authentic sharing is the key to earning AI digital indexing traction. Also, authentic engagement as an expert in forums that seek answers (Reddit, we are looking at you) can be very helpful in earning AI digital ranking - so perhaps consider this in your GEO strategy?

AI and Public Relations: The Take-Away

While there are literally reams of digital insight - including very complex strategic and algorithmic insights to be absorbed, the team here at PRA Public Relations understands that what we do best - securing authentic earned media coverage in top ranked business, consumer and trade media for our clients - is an important role to play in the world of AI search. Our team would be happy to have an informal chat with you to help you understand PR’s role in the world of AI search - or to answer questions you may have about your company’s ability to earn legitimate thought leadership media coverage through PR strategies.

You’re welcome to connect with us through our no-obligation 15-Free Chat portal, just log a meeting time and we will see you (virtually) there.