Why PR is More Important Than Ever in the Age of AI Search and Social Influencers and What Smart Brands Are Doing to Stay Relevant
In an era dominated by likes, shares, and real-time updates, it’s easy to assume that traditional public relations (PR) has taken a back seat to digital and social media marketing. But the truth? PR is still very much alive and arguably more important now than ever.
When I started working in PR, a feature in a national newspaper or coverage on a TV program could make or break a brand. Back then, PR was the gatekeeper of public perception. Today, the gates have flown wide open and anyone with a smartphone can publish, influence, or ignite a crisis. But that does not mean that PR has lost its relevance, on the contrary it has evolved into a strategic compass.
The brands that succeed aren’t those who abandon PR, they’re the ones who integrate it smartly with digital strategies, using trusted media coverage to build authority.
PR: The Original Influencer Marketing
Let’s set this straight from the beginning. PR isn’t just about just press releases and media mentions (though they are part of it). PR is the strategic effort to shape public perception of your brand, create credibility, and build lasting relationships with your audience through earned media.
I guess you could say that is it is the traditional form of influencer marketing.
Long before TikTok stars, YouTube reviewers, and Instagram brand deals, PR was already doing what influencer marketing now aims to do:
- Getting trusted voices to talk about your brand
- Building credibility through third-party validation
- Reaching the right audience through someone they already believe
Journalists, editors, podcasters, analysts, and thought leaders were, and still are, the original influencers. They had the audience, they had the authority and they still do.
Today, the lines are a little blurred and social media influencers and platforms also share the stage and play a role in shaping your brand’s credibility. Meanwhile, many traditional media outlets have cultivated massive online followings of their own. It is no longer one or the other and smart brands recognize that both ecosystems matter and need nurturing.
Ultimately, success comes down to telling a consistent, compelling story. One that resonates and invites your audience to identify and engage. That same story needs to be told consistently across all channels from paid and earned, to shared and owned media. Because PR works best when it’s not siloed. It works best when it’s integrated with your content, digital, and social strategies.
What is the Ideal B2B Content Strategy for Videos
What is the Ideal B2B Content Strategy for Videos
What is the Ideal B2B Content Strategy for Videos
Having a robust content strategy is the bedrock of successful B2B video marketing. It ensures that the right people see your videos, drive meaningful engagement, and contribute to business goals. Let's break down the content strategy into the 3:TOFU, MOFU and BOFU.
Top of Funnel (TOFU)- Aware and attract
Draw the attention of your target audience with short-form videos. You can share quick tips and insights, tease problem solutions, and discuss industry trends and news. The key is to catch your target user’s attention and initiate the customer journey. This stage involves providing videos that solve your audience’s pain points for free instead of selling. It begins the journey of fostering an emotional connection via engaging videos.
Middle of Funnel (MOFU): Demonstrating value and nurturing your audience
Engaging your audience with valuable content that does not overwhelm them is key here. Product demos highlighting benefits and features, getting started guides, use case demonstration videos, solving challenges, and providing valuable insights– such solution-oriented content establishes authority and builds trust.
Bottom of Funnel (BOFU): Deep dive and convert your audience
Giving your audience the right resources at the right time can be the key to driving conversion. Real-time presentation videos showcasing product benefits, boosting customers’ confidence by providing clarity, and addressing final queries can be persuasive. BOFU videos involve detailed technical tutorials and implementation guides, highlighting advanced features and showing detailed integration examples. Success stories and use cases also portray compelling scenarios on the product.
Why PR Still Matters
1. Trust is a Valuable Asset
Audiences are savvier than ever, with endless information at their fingertips. They trust what others say about your brand far more than what you say yourself.
When a respected journalist, podcast host, B2B influencer or an or industry expert features you, it sends a powerful message of trust.
2. Amplifying Your Marketing Efforts
A strong PR campaign boosts everything else, from content, AI search, social, and even ads. When people see your brand in Forbes, or mentioned by a trade editor, or hear you on a podcast your digital campaigns gain extra weight and reach.
3. Positions You as an Authority
Thought leadership is a big deal. Media appearances, guest articles, and speaking engagements elevate your brand from just another option to the go-to expert in your industry.
Citation is the New Ranking with AI
If you read the recent blog post: “Panic or Profit? Four Critical Google I/O 2025 AI Updates That Will Redefine SEO” from Anion Marketing’s Digital Marketing Manager, Sagar Chawla, you’ll know how third-party credibility and mentions are now also impacting Google AI Overviews, the modern and more evolved successor of what we once knew as SEO.
Google AI Overview now understands search queries and generates a direct, comprehensive answer often cited from various websites. That fundamental change to search is where PR becomes one of your greatest assets. The new goal is to be cited by Google's AI as a source within its generated answers, this elevates the importance of your E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals.
We know that through PR, by having journalists, editors, podcasters, analysts, thought leaders, and social media outlets mention us (citation), whether in an article, interview, video, podcast, or other forms of multimedia, we strengthen those very signals. Each earned mention becomes a digital breadcrumb that AI can trace back to your brand.
The result? Greater visibility in AI-powered search, stronger credibility with your audience, and long-term brand equity built not just on keywords, but on trusted voices endorsing your story.
PR Is a Marathon, Not a Sprint
It takes time to build a reputation, but the ROI in visibility, influence, and trust is worth it.
Need a PR strategy that works in the age of AI and influencers?
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About Author
Sandra Cannatelli
- Manager, Content and Programs
Strategic Marcomms and PR professional building brand influence through audience engagement and impactful communication
