How the generator re -entertains the public relations strategy, the brand's visibility and the influence of the media in 2025

Public relations have just changed.

Google I / S 2025 confirmed what many of us in communications were already suspected. Generative AI no longer emerges. It is now anchored in the way people discover, assess and trust the brands.

The keychain of Sundar Pichai at Google I / S marked a final change. The introduction of Google AI previews modifies how the information has appeared. The search engine results page as we know it evolves. Blue links become footnote notes. The responses that users see are now synthesized by generative models, and these models draw won supports, held content and structured brand assets to generate results.

If you are in public relations or if you are counting on PR to conduct visibility, your manual is already obsolete. What was working before is no longer enough.

What a generative AI means for public relations and marketing companies

The generative tools of AI like Chatgpt, Gemini, Perplexity and Claude are now active participants in the way the public perceives your brand. They are not only linked to sources. They generate answers. This means that the visibility of your brand depends if these systems recognize your content, trust your sources and understand your positioning.

Here is what has changed and what public relations leaders must explain:

1. The public relations strategy must now be built for a discovery of the IA-ST

Google's IA previews do not simply reward the optimization of keywords. They promote Semantic clarity, structured ideas and reputation weight. Press releases, contributed articles and media notices must be readable by AI and semantically rich to surface in these overviews.

Traditional referencing is no longer enough. If your content is not interpreted properly by generative models, it may never be seen in response to key requests related to the brand.

AI models have prioritized content from authoritarian and verified sources. It means The media coverage gained in credible publications is now a critical contribution in the way your brand is summarized and presented in generative research.

Building and maintaining solid relations with the media is no longer optional. It is essential to brand survival in AI -oriented environments.

3. Public relations, content and research must now be synchronized

Most companies always treat public relations, content marketing and referencing as separate functions. In the AI ​​generator era, these lines have disappeared.

You need:

• Media coverage won To build authority
• Possessed content (like blogs, whites and executive povs) to strengthen key subjects
• Research structuring Thus, AI models can connect points

When it is well done, this ecosystem creates Aggravated visibility Through search engines, AI tools, social media and dark social environments.

4. Key channels that now shape the visibility of AI

** Publications of the commercial media industry have a significant weight in AI systems. Their indication of the depth of matter indicates. Being quoted in an outlet can now be more precious than the larger traditional cover.

** Press releases \ AI systems dealt with press releases as a source material. Structured and digitizable versions with clear titles and summaries help these systems understand what your brand represents.

** Contents held \ The articles, FAQs and pages of long resources offer persistent signals on the expertise of your brand. These are often what AI draws to generate summaries and recommendations.

** Social media \ Models of engagement on platforms like Linkedin and X (Twitter) are increasingly reflected in generative research responses. Coherent enlightened leadership strengthens the news authority.

What bank leaders and communication leaders must now

• Go from the RP measurement by impressions to Measure by visibility in generative environments
• Invest in Media investments that AI models refernot just what makes the headlines
• Create content with Semantic structure and persistent news orientation
• Make sure that messaging is consistent through Media won, possessed platforms and social content

Your brand can be reliable by customers and partners. But if it is not reliable or understood by generative AI systems, you lose a critical surface in the discovery course.

• Existing media audit and content possessed to assess how it appears in generative research tools
• Align content calendars with high impact research themes, not just seasonal moments
• Establish relations with the media which are frequently mentioned by the platforms of AI
• Introduce the notation of the visibility of AI into your report workflows for reference to progression

It is not a recommendation to the future state. These systems are already shaping purchasing decisions, research on investors and the reasonable media diligence today.

Generative AI is not a threat to public relations. It is a signal that Strategic communications must evolve To respond to how audiences discover and now assess brands.

Businesses and managers that adapt early will not protect their visibility. They will dominate him.

If you direct marketing, public relations or executive visibility for a brand and you want to better understand how to build for a discovery fueled by AI, I salute the conversation.

You can connect with me on LinkedIn or contact directly with questions.