Public Relations in the Age of AI
We’ve officially entered the era where AI is not just assisting search—it’s completely rewriting it.
Whether it’s Google’s AI-generated search (think the little summary at the top of each Google search you do), or ChatGPT pulling answers into summaries, the way people find information about your food, beverage, CPG, or travel brand is fundamentally shifting. And here's the catch: if you aren’t showing up in credible, high-quality, third-party coverage and forums, well, you might not be showing up at all
And that is exactly where good PR enters the picture, in many ways getting back to its roots: in its ability to generate authentic, relevant, expert and community-generated buzz about you and your brand, that now indexes with AI.
What’s happening?
The New SEO is Search Source Engine Optimization
When AI models summarize answers in real time, they’re not just pulling from your brand’s website (as much as we love your “About” page). They're trained on credible, third-party sources—ones that reflect trust, depth, and domain authority. And to companies, having these third-party sources know, understand, and celebrate *your* story is where it's at.
So if your brand isn’t being talked about in major outlets and community forums, you’re likely missing out on the next wave of brand discovery.
Website Traffic Is Down
Let’s get specific. According to multiple digital trend reports from late 2024 into early 2025:
Organic traffic from Google is down by as much as 25–40% year over year for many content-based sites. Its AI generated summaries are likewise pushing your website below the fold.
Clicks from search results have dropped, as AI answers more questions directly in the search results—without driving traffic to the source.
AI is choosing what gets surfaced. And what it chooses? That’s heavily influenced by media coverage, mentions, and external validation.
How does PR work in the age of AI?
PR Is Now a Pathway To Your Website
When traffic from traditional search is down, the best way to get visitors is through referral from trusted sources:
A recipe roundup in Bon Appétit that links to your CPG brand’s product page
A feature in Travel + Leisure that sends readers to book directly with your boutique hotel
A quote from your founder in Fast Company or Forbes that provides expert positioning and validation
The more your brand appears in high-quality sources, the more likely AI will surface your name, and real people will click through to learn more.
PR Is the Visibility Engine Brands Need
This shift doesn’t mean SEO is dead—it means that SEO now depends on PR more than ever.
Because in a world where machines are deciding what’s credible, your press coverage is what makes the difference. This is especially true in food, beverage, consumer packaged goods, and travel—sectors where emotion, experience, and authority all influence the buying journey.
There’s a lot we can’t control about how AI is changing digital discovery. But what we can control is what’s being said—and where.
And that’s exactly what PR does:
Tells your story in outlets that build trust
Amplifies your brand in ways that signal relevance to both algorithms and humans
Creates discoverability in the places that now drive visibility (hint: not your homepage)
Your brand’s digital footprint now depends on what others are saying about you—even more than what you say about yourself. That’s the real value of PR in 2025.
Let’s make sure you’re part of the narrative—online, in the media, and in the AI answers your customers will see first.
Want to be the brand AI (and actual humans!) recommend? Let’s talk.