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Winning PR Strategies for AI Search: How to Boost Visibility With LLMs and Media Partnerships

AI search favors trusted media with partnerships granting access to premium content. PR pros can boost visibility by aligning SEO and PR strategies and auditing content and coverage.

Categorized in: AI News PR and Communications
Published on: Jun 03, 2025
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Winning PR Strategies for AI Search: How to Boost Visibility With LLMs and Media Partnerships

How PR Can Win in AI Search: SEO Strategies for the LLM Era

Large Language Models (LLMs) like ChatGPT and AI search platforms are changing how people find information. For PR professionals, this shift means adapting strategies to gain visibility in AI-driven search results.

Why Certain Media Sources Appear More in AI Search

Whitney Hart, Chief Strategy Officer at Avenue Z, highlights that ChatGPT often draws from a select group of trusted media outlets. A March 2025 study by SimilarWeb identified nine key sources, including Reuters, New York Post, New York Times, Wall Street Journal, and Forbes, which benefit from traffic generated by AI answers.

OpenAI has formal partnerships with outlets such as the Associated Press, Financial Times, The Atlantic, News Corp, Reddit, Time, and Guardian Media Group. These partnerships allow ChatGPT to access content behind paywalls, providing answers with direct attribution and links to full articles. This makes placements in reputable media increasingly valuable for PR visibility in the AI search space.

Three Practical Steps to Boost PR Visibility in AI Search

  • Forge Relationships: Collaborate closely with your SEO team, whether in-house or agency-based. Creating a strong partnership helps your PR efforts stay aligned with the evolving capabilities of AI search tools.
  • Audit Website Content: Review your website content carefully. Often, it’s optimized for SEO keywords without reflecting PR messaging. Work with SEO experts to adjust the content so it resonates with both search engines and PR goals.
  • Audit Coverage: Look at your media coverage from the past two years. Consider how to adjust your strategy to appeal to AI bots as a new kind of audience that influences search results.

These steps will prepare PR professionals to work effectively within AI search platforms, improving their chances of appearing in LLM-generated answers.

For those interested in further training on AI tools and strategies, resources like Complete AI Training’s latest AI courses offer practical insights tailored to communication professionals.