Companies racing to optimize for AI search engines like ChatGPT, Claude, and Perplexity are assigning the work to digital marketing teams. That approach overlooks a critical fact: AI-generated answers are built from reputation, not just websites. The teams best positioned to lead this effort are often the ones that have spent years building exactly that-corporate communications.
Large language models pull information from across trusted sources when forming a response. The stories a company tells about itself matter, but so do the stories others tell. Earned media, executive interviews, analyst reports, industry research, and third-party commentary all contribute to the broader narrative AI systems draw from. As the importance of AI in reputation management grows, the field of AI for PR & Communications is drawing more attention from industry professionals.
The reputation layer in AI search
Communications teams have long focused on audiences such as customers, employees, investors, and journalists. AI introduces another stakeholder entirely. The signals that determine whether a brand appears in an AI-generated answer-and how it is represented-are the same ones PR professionals have been building for decades through credible media coverage, executive thought leadership, and original research.
Earned media drives AI citations
"Our research has consistently shown that the majority of citations shaping AI-generated answers come from earned media, including journalism, expert commentary and other trusted third-party sources," said Greg Galant, co-founder and CEO of Muck Rack. "Those are the kinds of assets communications teams have been building for decades."
Muck Rack's 2026 State of PR report found that 29 percent of PR professionals say no one owns generative engine optimization (GEO) at their organization today. Galant said that as companies consider how they show up in AI, communications is well positioned to lead. "Earning credible coverage, elevating expert voices and building trust increasingly influence not only whether a brand appears in AI-generated answers, but how it is represented."
For PR specialists who want to build these skills methodically, an AI Learning Path for Public Relations Specialists offers a structured way to understand how AI is changing media and reputation.
Why this matters for PR and communications professionals
The objective is no longer just getting someone to click a headline. It's ensuring that when AI systems gather information about your company or category, your perspective is represented accurately. PR professionals who start building AI fluency now will be the ones shaping how their brands appear in the answers that millions of people are already reading. The data shows that ownership of generative AI strategy is still up for grabs. Communications teams that move first will define the rules.
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