“A brand that earns consistent third-party coverage in high-quality publications is more likely to appear in those synthesised answers than one whose presence is limited to its own channels. PR, historically measured by media impressions and share of voice, now carries a new function: feeding the signals that AI search algorithms use to evaluate source credibility.”
All of a sudden the algorithms make our work highly relevant in AI search functions. We’ve always advocated credibility and word-of-mouth publicity as one of the most powerful – albeit intangible – forms of marketing. Now, it’s vital.
That intro is an excerpt from an article you can read more about here AI search is pushing 44.8% of brands to spend more on PR, thanks to PPC Land.
It in turn refers back to a report by Outcomes Rocket entitled “PR’s Authority Moment: 2026 Benchmark on AI, Visibility & Revenue.” You can read that one here, if you’re so minded.. PR’s Authority Moment: 2026 Benchmark on AI, Visibility & Revenue.
If not, let us summarise for you. Basically, the rules have changed and that’s highlighted by a major announcement from Google just the other week (May 2026, if you’re reading this in posterity).
In the announcement, Google’s VP of Search Elizabeth Reid highlights that the AI search function is now going to be the search engine’s default. So it means the sources which inform the results of Large Language Models (LLMs) are going to take on new levels of prominence when inputting to results on the first page of Google.
So what are those sources? Credible websites. With high domain rankings. Ones which lots of people read and share the content of…
News websites, in other words. High ranking sites which feature stories, news, features and so on. Exactly what we provide to our clients.
So having nervously awaited the advent of AI and wondered what negative impact it might have on our industry.. all of a sudden it’s a massive boon and one which makes PR arguably the hottest form of marketing on the internet right now.
Of course, we’ve always advocated the benefits of regular media coverage – the power of word of mouth publicity; the attention it brings from collaborators and investors; the benefit for recruitment; brand visibility and loyalty; the online legacy; the ability to share content elsewhere; etc etc..
Now, it seems the major players in online search agree with us too. Excellent news, and we suggest you get involved before your competitors do..
