Public relations firms are fielding a growing number of client requests for a new kind of expertise: getting a brand or its information into generative AI search results. As more professionals and consumers turn to ChatGPT, Perplexity, and similar tools instead of traditional search engines, companies want to know why they appear - or don't appear - in the answers these systems generate.
What clients are asking for
PR teams report that clients increasingly want their news, products, and executives cited in AI-generated responses. The work goes beyond traditional press coverage. It involves understanding how AI systems select and summarize sources, and what makes a brand more likely to be referenced.
This is different from search engine optimization. SEO focuses on ranking in a list of links. Generative AI produces a single synthesized answer, often without visible citations. Brands that dominate Google results can be absent from an AI response, and the reverse is also true.
A new service category
The demand is creating a new service category for agencies. Clients across industries are asking PR teams to make them visible in AI-generated answers, and firms are responding by developing methods for measuring and improving that visibility.
For many PR firms, this is an extension of existing media relations work, but it requires new techniques. PR professionals who want to add this capability to their toolkit can find dedicated training through an AI Learning Path for Public Relations Specialists. The skills involved - understanding model behavior, source selection, and prompt-driven discovery - are distinct from traditional communications work.
Why this matters for PR professionals
The shift changes what it means to manage a client's reputation. A missing or inaccurate AI answer can shape public perception as much as a critical news article. PR professionals need to learn how generative AI platforms decide what to include, and how to position their clients' information so it's more likely to be cited.
That means developing fluency in both the technical and editorial sides of AI search. Resources like AI for PR & Communications can help practitioners build those skills. Agencies that adapt early will be better positioned to answer the questions clients are already asking.
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