Author: Angelic Venegas, Account Director at Interdependence Public Relations 

Now that we understand the potential of PR and marketing to influence AI search results, let’s dive into how to leverage that power. Where should marketing dollars go, and which PR tactics are most effective in shaping the data aggregated by AI platforms like ChatGPT and other large language models (LLMs)? 

Key Strategies to Influence AI Through PR and Marketing 

1. Earned Media Coverage 

AI platforms prioritize high-authority websites, making earned media coverage in top-tier outlets, credible trade publications, and academic sources essential. High-quality earned media strengthens a brand’s credibility, as AI systems rely on these sources for authoritative information. 

2. Social Media Marketing 

AI platforms often pull data through APIs, accessing social media and other sources to inform responses. Having a team dedicated to strategic content development, consistent posting, and social listening helps amplify brand presence, especially in user-generated content that AI may capture. 

3. Content Development 

To ensure that AI aggregates accurate and relevant brand data, brands need diversified content strategies. PR and marketing efforts can provide AI with data by generating blogs, whitepapers, case studies, newsletters, online forum engagement, and distributing news through wires—all of which reinforce key messages across various channels. 

4. Optimizing Owned Content for AI 

Content optimization means creating high-quality, relevant assets that AI is likely to process and use. From well-crafted blog posts and press releases to news features and social media updates, all content should emphasize core brand messages and values. Incorporating SEO techniques further increases visibility to both AI and human users, ensuring content reaches a broad audience. 

5. Branding and Creative 

Your website’s copy and structure are crucial owned content that should convey consistent and accurate brand messaging. Other media, like podcasts and YouTube, can also be optimized for AI. However, a solid brand foundation is essential; consider investing in a comprehensive brand guide to set the tone for all future content. 

6. Reputation Management 

Maintaining a strong online image is essential, as some AI systems pull information from user-generated content like reviews and comments. Be proactive in updating or correcting false information on public platforms, including databases like Wikipedia or past media coverage. 

7. Leveraging Internal Data 

PR professionals can help companies make the most of internal data by creating fresh studies, surveys, and other content that AI can easily reference. This also boosts a brand’s credibility and relevance in AI-driven search results. 

8. Embrace AI to Meet Business Goals 

Consider how integrating AI can enhance internal systems, customer satisfaction, and operational efficiency. For instance, at Interdependence, we use Interviewed®, a proprietary AI predictive analytics platform, to track trending topics and measure high-performing content in real time. This enables us to respond quickly with pitches that align with timely discussions, maximizing media coverage opportunities. 

The Takeaway: Shaping What AI Says About Your Brand 

From Google to Meta, search results are increasingly driven by AI. Now is the time to optimize content, maintain consistent coverage, evaluate data sources, and leverage internal data to influence these powerful platforms. 

Executives who understand AI’s role in gathering and outputting information gain a valuable edge. With this knowledge, they can confidently shape their PR and marketing strategies to influence how AI presents their brand. Monitoring AI output about your business and engaging strategically ensures that your brand’s online representation remains favorable, accurate, and consistent.