How PR Pros Can Prove Their Value in the Age of AI and Drive Real Business Results

Are You in PR?

Earlier this month, a report highlighted how consumers' growing use of AI for research, news, and entertainment has created fresh opportunities for public relations professionals. The key insight? Large language model AI systems prioritize journalism as a trusted source—and journalists often rely on PR for stories, data, and sources. This development brings a rare moment of optimism to an industry long challenged by shifting media landscapes.

However, this positive shift is just a brief window. It can't be assumed that decision-makers who hire and empower PR teams will see this insight or grasp its significance. To gain traction, PR must communicate its value in terms the C-Suite understands: how it drives sales. Without this, discussions about “brand awareness” and “media coverage” risk falling on deaf ears.

Wait... Talk About Sales?

Aaron Gouveia, who moved from sales to journalism and PR nearly 20 years ago, once distanced himself from sales. Yet recently, he had to change his viewpoint. As PR director for Mass Audubon, he shared that April was a standout month, with media placements spanning from local newsletters read by policymakers to major outlets like NPR and CBS. By collaborating closely with business development and marketing teams, these placements were amplified across social platforms and newsletters, resulting in tens of thousands of donations.

Not every PR effort links directly to immediate sales. Sometimes, media coverage builds value over years or doesn’t translate into a linear profit relationship at all. When that happens, taking cues from marketing can help. Many CMOs now analyze data through the lens of management’s priorities and present reports in clear, business-focused language.

Sarah Evans, Partner and Head of PR at Zen Media, explains, “We don’t just report on outlets and impressions. We break down results by business function.” For one client, her team created a section specifically for the CMO, translating earned media into terms aligned with their goals and KPIs. They also connected coverage to search visibility and brand narrative. This approach transforms media placements from “just coverage” into strategic assets that deliver multiple benefits. It boosts internal champions, helps CMOs shine, and aligns PR activity with broader business aims.

Want More Respect and Authority? Get Coffee with the Sales Folks

Given the sheer volume of niche content consumers encounter daily, no one sees every piece of media. That’s why PR pros often collaborate with marketing to repurpose content. Whether you call it surround-sound marketing or something else, the goal is to drive outcomes like those Evans and Gouveia described. Integrating PR and marketing from the start unlocks greater value for both.

Before integrating marketing, however, it’s crucial to build connections with sales teams—the frontline voices hearing customers’ concerns, wins, and fears in real time. Julie Murphy, President of Sage Communications, says, “PR isn’t about coverage for coverage’s sake. Silos won’t work. Everything must perform together like a symphony, especially since most customers don’t get their info through sales calls but via online research, friends, and trusted advisors.”

She adds, “In government contracting, our biggest internal champion is often a sales leader. That shows how PR, when used strategically, can truly influence company growth and revenue.”

For those looking to sharpen their approach in PR and sales, understanding how to present PR’s impact in business terms is vital. Aligning your efforts with sales and marketing teams will increase the respect PR commands and its real contribution to the bottom line.