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by Alex Kent
AI, SEO, Brand Communication
15 Jan 2025

AI-driven Discovery: The Role of PR in an Era of GPT-powered Search

The way we discover information is undergoing a radical shift. Generative Pre-trained Transformers (GPTs), the AI engines powering tools like ChatGPT, Bard, and Bing Chat, are changing the search landscape, moving us away from traditional keyword-based searches toward a more conversational, AI-curated experience. This evolution presents both challenges and opportunities for public relations professionals.
  Insightful   illuminating
From Keywords to Conversations
In the past, PR success often hinged on optimising content for search engines. Keyword research and strategic placement were crucial. Now, while SEO remains important, the focus is shifting. GPTs prioritise understanding context, user intent, and delivering nuanced, relevant information in response to complex queries. This means PR pros need to think beyond individual keywords and focus on creating content that resonates with the AI's understanding of topics and themes.
The New PR Mandate
So, what does this mean for PR in an era of GPT-powered search?
  • Content Quality Reigns Supreme: High-quality, informative, and engaging content is more crucial than ever. GPTs can discern between fluff and genuinely valuable insights. PR professionals need to prioritise creating content that answers user questions, provides unique perspectives, and demonstrates thought leadership.

  • E-E-A-T Signals Matter: Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) are likely to become even more important. GPTs are trained to recognise and value reliable sources. PR efforts should focus on building credibility and showcasing expertise through well-researched content, bylines from reputable figures, and positive brand mentions from trusted sources.

  • Embrace Long-Form Content: While short, snappy content has its place, long-form, comprehensive pieces that delve deep into a topic are likely to be favoured by GPTs. Think in-depth articles, white papers, and research reports that provide valuable insights and context.

  • Focus on Brand Narrative: Building a strong, consistent brand narrative across all channels is essential. GPTs are learning to understand and synthesise information about brands from various sources. PR professionals need to ensure their brand's story is clearly communicated and accurately reflected online.

  • Monitor and Adapt: The AI landscape is rapidly evolving. PR professionals need to stay informed about the latest developments, experiment with different content formats, and track how their efforts are being received by GPT-powered search tools.

The Future of Discovery
The rise of GPT-powered search is not the end of PR, but rather a transformation. By understanding the new dynamics of AI-driven discovery, PR professionals can adapt their strategies to ensure their clients' messages continue to reach their target audiences. It's an exciting time to be in PR, a time where creativity, strategic thinking, and a deep understanding of AI will be key to success. The PR professionals who embrace this new era will be the ones who thrive, helping their clients navigate the complexities of the evolving digital landscape and build strong, lasting relationships with their audiences.
Alex Kent profile image
Alex Kent
Alex leads Briefed., a PR agency making brands impossible to ignore. His decade of experience spans roles at Berkeley, Whiteoaks, and the Royal British Legion. His strategic expertise and media relationships consistently deliver outstanding results for clients.
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