We constantly look at trends, short term and long term. New developments are almost always adopted more slowly and less radically than specialists predict. We still don’t have a flying car and we don’t have a robot butler at home either. What does change are our expectations: of media and of brands.
People expect personal answers
First there was slower mass media: everyone got the same thing and that was fine. Now people expect an instant answer to general and personal questions alike. Answers that are right.
That is also where the opportunity lies, because AI answers are increasingly questioned. The source of the answer becomes important. Not “AI says so”, but “AI said that brand X says this”. And if you are the source of the personal answer, you hold a position your competitor can’t simply take from you.
Earned & AI
How an organisation or brand becomes, and stays, the digital authority AI points to. To become that source for LLMs and agents, we see four things coming together:
- AI looks for content with authority. Just like with SEO. The stronger your authority, the greater the chance you are mentioned.
- Public and up-to-date data is the engine. The basis of AI’s “knowledge”.
- PR as fuel for findability in AI. We combine earned coverage with data into the most personal answer possible.
- Smarter and broader measurement. Smarter, because we can measure directly at the level of people’s knowledge and expertise. Broader, because we can see across a whole sector what is happening and where the opportunities are.
The core of PR stays the same, and becomes more important
PR is still PR. How you get picked up by every kind of media remains a combination of:
- Credibility: what you say versus what you do.
- Reputation: who says it.
- Newsworthiness: is it interesting or important enough to talk about right now?
AI also looks at what you say, who says it and what you do. Content that is credible, with a certain reputation and newsworthiness, is now worth more, because you reach people personally with it.
What has never been made is the new gold
Everything that was public is now in the models. What has never been made is the new gold. Read more about our approach under PR and AI.
Knowledge and inspiration session
We are happy to give a knowledge and inspiration session on The New PR. About how AI is changing news and answers, and what that means for your organisation or brand.