Artificial Intelligence Is Ushering in the Golden Age of PR
The rapid development of artificial intelligence has raised doubts about the sustainability of many professions – including the role of PR professionals. While it’s inevitable that increasingly sophisticated AI will eventually replace a large share of junior-level positions – jobs that today mostly revolve around research and writing – it would be premature to declare the entire field doomed. The opposite is true: the more widespread AI becomes, the greater the responsibility and workload that falls on communications professionals.
There are many reasons for this, but two closely connected factors stand out. In an era of mass content creation and information noise, strategic messaging and strong media relations skills are more important than ever. At the same time, in a world where ChatGPT is emerging as a serious competitor to Google, the value of earned media is higher than it has ever been.
In the age of AI, earned media is no longer just a tool for sales, reputation-building, and gaining public trust. Large language models like ChatGPT, Perplexity, and Claude draw their knowledge primarily from public sources – news articles, social media, and trusted outlets such as Wikipedia, industry directories, and similar repositories. The more frequently and credibly a company is mentioned, the more likely it is to surface in AI-generated recommendations and responses.
Large language models like ChatGPT, Perplexity, and Claude draw their knowledge primarily from public sources – news articles, social media, and trusted outlets such as Wikipedia, industry directories, and similar repositories.
This matters even more given how quickly people are adopting AI tools for search.
According to an AP-NORC survey, 60% of American adults already use AI for information searches, with that number climbing to 74% among those under 30. Adobe Express research shows that 77% of U.S. ChatGPT users primarily treat the platform as a search engine, and a quarter of them prefer it over Google. This means that an ever-growing share of initial information gathering happens within AI ecosystems – if your brand isn’t visible there, it risks being invisible to much of your target audience.
Content alone isn’t enough
And this brings us to the second point. While ChatGPT and other tools can, with some human support, produce publishable content – press releases, opinion pieces, posts – that alone isn’t sufficient. Communication isn’t just words in a Word document. It’s also about where you’re visible, who you’re visible to, what messages you convey, why you convey them, and how you reach that visibility.
AI can only support part of this process. In a small market like Estonia, industry-specific expertise is irreplaceable. And when it comes to actually securing coverage, the role of a PR expert with a strong, trusted network is indispensable. An AI can draft the perfect opinion piece, but if it doesn’t know where, how, and to whom it should be pitched, the piece will go nowhere.
Consistency and long-term strategy also can’t be overlooked. Trust doesn’t appear overnight – not among the public, and not within AI tools. To make a lasting impression with your name, story, and ideas, you need sustained, thoughtful effort. That requires market awareness, trend forecasting, the ability to think several steps ahead, and a sharp sense of what truly matters.
The approach to communications must be strategic. Practitioners need to understand real business needs, identify opportunities, and prevent problems. Adapting to AI tools is one part of this, but never the whole story: long-term reputation building, supporting the right narratives, and aligning with broader business strategies remain critical.
Communication isn’t just words in a Word document. It’s also about where you’re visible, who you’re visible to, what messages you convey, why you convey them, and how you reach that visibility.
Quietly in the Shadows
All of this explains why the role of PR professionals will not shrink in the age of AI; it will expand. Communications is becoming an even more business-critical strategic function, with direct impact on a company’s visibility both to people and to algorithms. The arrival of AI inevitably changes what our work looks like, but those changes are positive: less routine “manual labour,” more big-picture thinking, contextual awareness, networking, and strategy.
If PR work were only about drafting articles, then yes – people in the sector would need to start looking for other careers. But the reality is that communications work goes far beyond content creation and filling social media calendars. It is a strategic function, and its importance will only grow in the coming years: since anyone can now produce decent content, what truly matters is standing out with the right messages, in the right channels, at the right time.
Fail to do that, and you risk fading into obscurity – both in the eyes of the public and in the increasingly influential AI tools shaping information discovery.
Five Ways to Ensure Your Company Shows Up in AI Tools
- Be visible in trusted media
AI tools prioritise sources considered authoritative. Aim to appear regularly in quality media outlets through articles, interviews, and expert commentary. Even unlinked mentions help algorithms remember and surface your brand.
- Get listed in industry directories and rankings
Identify respected comparison portals, business directories, or professional association databases in your sector, and create detailed profiles. Add case studies, showcase work, and collect client feedback.
- Optimise your webside and blog
A well-structured website and informative blog increase visibility in both traditional search engines and AI-powered results. Content should address audience questions, be relevant, and provide value.
- Create and maintain a Wikipedia page
Both international Wikipedia and the local Estonian Vikipeedia are trusted sources for AI. Follow platform guidelines, cite reliable media sources, and update content regularly.
- Stay active on social media
Consistent and relevant activity on social platforms keeps your company visible, expands search reach, and creates additional signals for AI systems to factor in.