Optimization is Out; Influence is In: How PR Can Win in the Era of LLM-Driven Search
With generative AI reshaping the way people search for information, the traditional approach to SEO is losing ground. Large language models (LLMs) don’t just deliver ranked lists—they generate complete narratives. For PR professionals, this shift represents a significant opportunity to shape the content that these AI-powered engines produce.
SEO’s focus on presence—ranking high, appearing in feeds, and encouraging clicks—worked well when search engines displayed lists of links. But LLMs change the rules. They provide users with ready-made answers, reducing the need for clicks and visits to brand websites. This means that even brands with many mentions can suffer if those mentions are framed negatively within AI-generated responses.
From Optimization to Influence
To succeed today, PR must move beyond traditional optimization techniques and focus on influence. It’s no longer enough to appear in search results; brands need to actively shape the narratives LLMs produce. Influencing these AI-generated answers requires an audience-first mindset and strategic communication that considers both content and context.
Brands that adapt their strategies to influence LLMs can mitigate losses in website traffic. For example, focusing on strategic distribution and message quality can counteract "zero-click" behavior, where users get answers without visiting any links. Some brands have even seen dramatic increases in web traffic despite the rise of AI-driven search.
Reevaluating Platform Priorities
While TikTok grabs much of the industry's attention, platforms like Reddit and YouTube hold untapped value for LLM influence. These platforms contain rich, diverse content and perspectives accumulated over years, which AI models rely on to build balanced narratives. Unlike optimizing for traditional search, making content influential for LLMs on these platforms requires a different approach—one that PR teams must fully embrace, even if it means revisiting platforms previously overlooked.
The Renewed Importance of Earned Media
LLMs depend heavily on third-party content, which brings earned media back into the spotlight. Journalists, bloggers, creators, podcasters, and independent writers continue to be crucial voices that shape AI-generated answers. This reinforces the value of PR's core skill: influence. Building and maintaining relationships with these content creators is now more important than ever.
- Focus on shaping narratives, not just securing mentions.
- Engage deeply with platforms like Reddit and YouTube for richer content influence.
- Invest in earned media relationships to guide AI-generated content.
- Adopt an audience-first strategy that puts consumer needs at the center.
Looking Ahead
Generative AI is just the beginning. As these technologies evolve, brands must keep pace or risk falling behind. There’s no opting out of this shift—only the choice to adapt. Influence, not mere optimization, is the path forward. For PR professionals ready to lead, the question is no longer about new acronyms like GEO or AEO, but about mastering Answer Engine Influence (AEI).
For those interested in expanding their skills in AI-driven communication strategies, exploring courses on Complete AI Training can provide practical knowledge and tools for the evolving landscape.
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