The Role of Public Relations in Generative Search
Large language model (LLM) generators, like ChatGPT and Google’s AI Overview are rapidly overtaking traditional online search behavior and serving up nuanced answers faster than ever.
Data shows that buying behavior is significantly impacted by AI summaries, so understanding what kind of content your organization must produce to feed the engines with accurate and compelling information is vital.
Let’s review the basic terms:
- Search Engine Optimization: Optimizing a website for optimal search performance and attracting traffic.
- Generative Engine Optimization: Creating high-value content to be included in the comprehensive answers generated by AI models.
PR is Essential for AI Search Visibility
Importantly, what is known as generative search pulls from organic content – the kind you can’t pay for. This isn’t about digital advertising or paying for clicks; rather, high-value results of a successful communications effort that earn a spot in a chat response or AI overview. Successful campaigns that influence AI search must deliver meaningful content, such as:
- High-quality storytelling
- Earned media coverage
- Frequent video posts on YouTube
- Accurate presence on Wikipedia and engagement on Reddit
- Publishing platforms like Substack
- Proprietary content such as industry perspective or research that only your organization owns
Just like those more-expensive organic carrots…it is much better for the long-term health of your identity to invest heavily in where and how company storytelling lives across many different platforms.
“Developing accurate and compelling organic content that serves the generative search models requires dedicated effort, and we are here for it,” said Denise Bentele, APR, founder and president of Common Ground Public Relations.
Why PR is So Powerful for AI-Driven Search
The Common Ground Public Relations team of journalistically trained communications pros are uniquely prepared to develop content around a brand’s reason for being.
Four ways our work can boost performance on generative search:
- Messaging workshops and storytelling process develop compelling angles for use across many communications strategies within a comprehensive campaign.
- We are journalistically trained and write the way the LLMs like to read – clear, concise and factually compelling.
- Our nose-for-news, aka our ability to discern clients’ newsworthy concepts, is the same standard that can entice the LLMs to select our clients’ content for a generated answer.
- Multi-talented public relations teams deliver content in many forms – video, podcast, copywriting, earned media, speaking opportunities, awards and more.
The bottom line is two-fold. Trends in search are shifting heavily to LLM-driven engines and those LLMs are hungry. We know how to feed them with compelling storytelling and content creation.
Let’s talk!