Artificially Intelligent PR: How to Let AI Spread Your Message

The rise of AI software is transforming the work of PR professionals. It's no longer just journalists who need to understand and share your message-machines do too. From now on, a smart PR strategy must take that into account.

More and more people are moving away from traditional search engines and asking their questions directly to Large Language Models (LLMs) like ChatGPT. Naturally, you want your organization and message to be included in the answers they receive. That means it's time to sharpen your PR efforts. Here are five practical tips to help you get started.

1. Make your message indexable

LLMs pull their information primarily from public sources and clear, accessible websites. That means your content should be easy to scrape. A newsroom or press kit on your website is ideal: a central hub containing all your press releases, logos, contact details, and royalty-free high-res images. This makes it easier for both journalists and AI systems to work with your content.

2. Write with structure

Ensure your content is easy for LLMs to process. Use a clear structure and make your press release "inverted pyramid" style: start with the five W's (who, what, where, when, why) and then add details. Keep the language simple, avoid jargon, and include a well-written boilerplate to give context about your organization.

3. Build digital authority

Just like search engines, AI models place high value on authoritative sources. When your message appears in respected media and platforms, it gains credibility and weight for LLMs. Work to secure backlinks and link out to trusted sources yourself.

4. Step into your audience's shoes

To understand how your audience finds your message, put yourself in their position. Ask AI tools the kinds of questions your audience would ask. You'll see firsthand what answers come up-and how you can improve or influence them.

5. Avoid over-optimization

After reading the previous tips, you may be tempted to overload your content with AI-specific keywords and questions. Don't. Over-optimizing can backfire and reduce your reach. LLMs favor well-written, authentic content. Always write for people first, machines second.