FOR the longest time, the success of communicators and PR practitioners hinged on a single measure: how effectively their messages broke through the noise, earned credible media pickup, and stayed with the audiences they sought to influence.
The playbook was straightforward: get your story into the newspapers, land a TV interview, secure a mention in a respected publication, and, if fortune smiled on you, maybe even go viral.
Success was measured by how far your message traveled and how effectively it captured public attention.
Today, however, there’s a new audience we need to pay attention to.
And it’s not human.
It’s AI.
I recently came across a study by Meltwater on what it calls AI Visibility, essentially an examination of how platforms like ChatGPT, Gemini, Claude, and other AI tools ‘see’ and describe brands online.
One statistic in the report immediately caught my attention: almost half of the citations used by major AI platforms come from news media sources.
For those unfamiliar with the company, Meltwater is a global media intelligence and social listening firm that helps organizations monitor news coverage, analyze online conversations, track brand reputation, and measure the impact of communications campaigns. Its latest report explores a growing concern among communicators: how artificial intelligence platforms discover, interpret, and recommend brands.
As someone who has spent most of his professional life in journalism and communications, I found the findings both surprising and reassuring.
Surprising because AI has changed the way people search for information almost overnight.
Reassuring because it turns out that credibility still matters.
Before, when people wanted information, they searched Google.
For years, organizations invested heavily in search engine optimization (SEO) to improve their visibility online. The goal was simple: appear on the first page of Google search results and increase the chances of being discovered by potential customers, investors, travelers, or stakeholders.
That strategy remains relevant.
The rules of discovery are evolving, however.
Now, they ask ChatGPT.
Instead of scrolling through 20 links, people ask a question and receive a direct answer. Sometimes, they do not even bother going beyond that answer.
Think about that for a moment.
If someone asks AI for the best airline, the best bank, the most sustainable company, or even the best tourist destination in the Philippines, will your organization appear in the answer? Or will somebody else own that conversation?
That’s the real issue.
The battle is no longer about being on page one of Google.
It’s about being included in the answer.
What communicators should know
The Meltwater study offers several lessons for PR and communications professionals.
1. News still matters.
Despite all the hype around AI, news organizations remain among the most cited sources used by large language models (LLMs), the technology powering today’s AI assistants. These systems learn patterns from enormous volumes of online content and often rely on reputable news sources to understand and explain the world.
Simply put, earned media remains one of the strongest credibility signals available.
2. Fresh content wins.
AI platforms appear to favor newer information.
Old press releases gathering dust on a website will not help much if nobody is talking about your organization today.
3. Social media is no longer just social media.
Platforms such as Reddit, X, and YouTube are increasingly influencing AI-generated answers.
AI is paying attention to online conversations, not just official corporate statements.
4. Your website matters more than you think.
AI is not just reading news stories. It is also looking at FAQs, blogs, help centers, industry publications, reviews, and community discussions.
The takeaway for PR
For years, PR and communications professionals have been telling management that reputation is an asset.
AI is proving that point.
What AI says about your organization is often based on what credible sources say about you.
The better your reputation, the more likely you are to be visible in AI-generated responses.
Which means PR is no longer just about publicity.
Content is no longer just content.
Reputation is no longer just perception.
All of these now influence whether AI recognizes your organization as relevant, trustworthy, and worth recommending.
My simple checklist
If I were advising communications teams today, I would focus on five things:
Earn quality media coverage regularly.
Keep corporate content updated and useful.
Build thought leadership around your executives.
Participate in industry and community conversations.
Monitor what AI says about your brand.
None of these are revolutionary ideas.
They’re actually the fundamentals of good public relations.
The difference is that we’re no longer communicating only with people.
We’re also communicating with the machines that increasingly influence people.
And that’s why AI visibility should concern every communicator.
Because in the near future, if AI doesn’t know who you are, your stakeholders may never get the chance to know you either.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (IPRA), the world’s premier association for senior professionals around the world. Red R. Samar is a communications professional and former journalist with extensive experience in media, public relations, and corporate communications. Most recently, he served as Manager for Corporate Communications at JG Summit Holdings Inc., one of the Philippines’s leading conglomerates, where he led initiatives in media relations, digital platform, corporate reputation, crisis communications, strategic communications, and stakeholder engagement.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.