Why AI Search Is Changing the PR Game Forever

Twenty years ago, PR followed simple rules. You pitched stories to publications that your audience read. That was it. Then search engines changed everything, and we started caring about backlinks and domain authority. Now? We're dealing with AI search, or "generative engine optimization" as some marketing genius decided to call it. Because regular SEO wasn't confusing enough, apparently.

LinkedIn has added a new layer to its media strategy. They're now factoring in whether AI will crawl certain outlets. This approach is apparently just another component of their overall media planning now. Oh great, just what we needed, another variable in the already complicated media relations equation.

THE PROBLEM WITH AI SEARCH

Regular search had a logical system. People searched for information, clicked on websites, saw ads, and publishers made money. Everybody won.

AI search flips this model on its head. The answers show up directly in the results. There's no reason to visit websites anymore. Recent findings show AI search reduces clickthrough rates by 34.5%. That's terrible for publishers who rely on site traffic for revenue.

PUBLISHERS' NEW SURVIVAL STRATEGY

What are publishers doing about this? They're striking deals with AI companies at record speed. OpenAI is collecting partnerships with major media companies – from People Inc. to Hearst and everyone in between. These publishers are essentially trading direct access to their content for guaranteed payment. A sign of desperation? You decide.

LinkedIn spotted this trend and used it to their advantage. For their Top Colleges list, they specifically targeted Town & Country (owned by Hearst) because of its OpenAI connection. They knew their content would appear not just in the magazine but also in AI search results. How very strategic of them.

THE FULL PICTURE

LinkedIn says they didn't pick Town & Country only because of the AI connection. They maintain that the content was a natural fit for the publication's audience. What a relief! They still remember the basics of media relations principles!

Here's what's truly baffling: this AI-optimized content appears in search results almost instantly. No gradual improvement in rankings. No waiting period. It's just there, immediately. What happened to earning your place in search results through time and effort?

YOUR SURVIVAL GUIDE

If you're thinking about joining this AI search madness, here's what you need to know:

1. Begin by looking at what your audience searches for, then examine which media outlets appear in those AI results. Check which ones have AI partnerships. Congratulations, you now need detective skills along with your PR expertise.
2. Keep using your traditional media relations skills. Your story still needs to make sense for the outlet. Content relevance matters. Who would have thought?
3. Stay vigilant. This isn't something you check once a quarter. The AI search landscape shifts daily. Set alerts, monitor continuously, and say goodbye to your free time.
4. Maintain a complete media strategy. AI search is just one piece of the puzzle. You still need social media, traditional PR, and direct audience outreach. But sure, add this to your plate too. No problem.

IS THIS PROGRESS?

Are we really moving forward, or just making things needlessly complex? PR used to focus on crafting compelling stories and building relationships. Now we're all amateur data scientists trying to decode algorithm patterns.

The executives championing these changes talk about them like they're minor adjustments to existing practices. They're not. They represent a fundamental shift in how we approach media relations.

And the truly maddening part? By the time we figure this out, something new will come along and change the rules again. Some new technology will emerge, promising to connect audiences with content in an even more "efficient" way, and we'll start the whole learning process over.

THE ENDLESS CHASE

So here we are, rushing to update our strategies for AI search. We're analyzing which outlets have AI partnerships, rewriting content to be AI-friendly, and pretending this isn't exhausting.

The target never stays still. Just when you think you've mastered the current system, someone moves the goalposts.

BEYOND THE ALGORITHM

Pay attention to AI search, but don't lose sight of what really matters: creating content that resonates with human beings, not just algorithms.

At the end of the day, we're still trying to reach people. Real people who make decisions, form opinions, and take actions.

And when the next big technological shift comes along – and it will – we'll adapt to that too. We'll complain, we'll learn, and we'll master it. Just like we always do.

Don't face the AI search upheaval alone. Contact Winsome PR today to develop a strategy that keeps you ahead of the curve, rather than chasing behind it.