Full Circle Generative AI and Public Relations

Decades ago, my dad, who was a machinist, proudly showed me the newest high-tech “robots” welding car doors on the assembly line where he worked. “That’s the future,” he said, “These robots can do a lot, but you still need the heart of people to design these vehicles and make them come to life.”

I thought about that recently while listening to a PR presentation and later reading a Muck Rack report - What is AI Reading? - describing a similar shift now underway in public relations.

Artificial Intelligence (AI) has introduced Large Language Models (LLMs) like ChatGPT and a multitude of others to the world of communications, including the PR industry. These research “robots” if you will, search the internet for data, facts, images, audio and can then produce instant releases, blogs, and other communications. But before you worry that will replace PR jobs, it may actually just fuel a renewed value of PR and media relations in particular.

According to the Muck Rack report, most of the research many LLMs provide is not coming from paid advertising or commercial information. In fact, more than 95% of cited links are from non-paid media. And almost all that information (89%) is from earned media stories distributed by well known, trusted sources like Reuters, the Associated Press, Axios and others. 

According to the report, “earned media is one of the most powerful levers shaping how brands are represented in generative search.” 

Interesting and great news for every independent, corporate or agency PR practitioner out there. Creating and pitching stories that turn into earned media is our bread and butter. 

What the latest reports show is that the earned media content is then heavily relied upon by LLM to inform its users.  

Kudos to LLM creators who are increasingly focused on transparency and authenticity by giving this technology the ability to discern factual data and journalistic citations, from paid promotions. In many ways, this may just be a data-driven renaissance for earned media value and the PR pros and journalists who drive it.