How to Pitch Your Brand to LLMs: A Communicator's Guide

So you've mastered pitching to journalists, influencers, and that one tough editor who never responds to your emails. But now there's a new player in town that doesn't even have a coffee preference you can bribe it with: Large Language Models. And honestly? I'm still trying to figure out if I should be sending them virtual cookies or what.

WHAT EVEN ARE LLMS AND WHY SHOULD WE CARE?

Remember when we all panicked about getting on Google's first page? Well, LLMs are basically doing to search what Netflix did to Blockbuster (RIP to those Friday night browsing adventures). These Large Language Models are the tech backbone that powers generative AI like ChatGPT, and they're quickly becoming the new gatekeepers of information.

I mean, I used to frantically refresh Google News hoping my press release would show up, but now I'm wondering if I need to make friends with an algorithm instead. The struggle is real, you guys.

THREE WAYS TO GET YOUR BRAND INTO THE AI CONVERSATION

1. TELL A STORY THAT DOESN'T PUT THE AI TO SLEEP

Marketing experts suggest we don't need to learn alien communication skills to talk to LLMs. We just need to stick to what communicators do best: crafting unique viewpoints that resonate with our audience.

The most important aspect is having a story. Can you articulate that story? Can you place that story and then optimize the rest?

Interestingly, press releases might be your golden ticket into the LLM realm. Why? Because these models are prioritizing news content, and press releases are considered official brand statements. It's like how wearing a blazer somehow makes people take you more seriously, even if you're internally freaking out.

Companies like GlobeNewswire have noticed this trend anecdotally through their conversations with AI vendors. Press release services with solid distribution in Europe are great if you're trying to impress AI systems with your international flair.

2. ANSWER SPECIFIC QUESTIONS (LIKE, SUPER SPECIFIC)

You know how when someone asks, "How are you?" and you accidentally tell them your entire life story instead of just saying "fine"? That's actually a good thing when it comes to LLMs.

Smart marketers have cracked the code on getting Google's AI to notice content. The approach involves analyzing what formats the AI prefers and matching content types to queries. It's like figuring out which outfit the cool kids are wearing, except the cool kid is a massive neural network.

Apparently, there are five characteristics that make AI swipe right on your content:

1. Use specific questions as headlines with equally specific answers (none of that vague "it depends" nonsense)
2. Create informative visuals that even your grandmother could understand
3. Put clear content summaries front and center (because AI, like me reading instruction manuals, appreciates not having to figure things out)
4. Cite your sources clearly (AI has trust issues, apparently)
5. Be specific – broad content is so 2010

This sounds suspiciously like SEO but with an important twist: generative AI understands context way better than traditional search engines. It's like the difference between talking to someone who's actually listening versus someone who's just waiting for their turn to speak.

3. DON'T THROW OUT YOUR MEDIA CONTACT LIST JUST YET

AI search engines are trained on high-authority media sites, making press coverage more important than ever. So all those hours spent building relationships with journalists weren't wasted after all! Phew!

The more you appear in top publications within your expertise area, the better your chances of being the AI's favorite recommendation. It's like high school popularity contests all over again, except now it's algorithms judging us instead of the cool kids. Not sure that's progress, but here we are.

Also, LLMs apparently have a thing for lists. They pull from list-based content when generating recommendations, which explains why the internet is drowning in "Top 10" articles. So if you want your brand to show up, create your own lists and try to get featured in credible third-party listicles too.

Traditional SEO still matters because many LLMs use Bing and Google to retrieve results. But the exciting part? AI search lets users bypass Google's traditional ranking system, which is like finding a secret passage in a video game that lets you skip the boss fight.

WHAT THIS MEANS FOR YOUR COMMUNICATION STRATEGY

The core principles haven't changed—know your audience, tell compelling stories, speak plainly, and answer specific questions. But now we're telling those stories to both humans AND sophisticated AI systems that are desperately trying to sound human. Talk about a plot twist.

The brands that will win in this brave new world are those that can adapt their communication strategies to appeal to both traditional media outlets and LLMs. It's like trying to impress both your cool young cousin AND your traditional grandparent at the same family dinner.

So maybe the question isn't "How can communicators pitch an LLM?" but rather "How can we create content so compelling that even an AI can't help but recommend us?" And honestly, if I figure that out completely, I'll be too busy counting my money on a private island to write this blog.

Want to learn more about adapting your PR strategy for the AI age? Check out our other resources today!