Why PR Is Your Secret Weapon to Brand Discoverability in the Age of AI
A year ago, people discovered businesses by searching Google. Today, that’s changed – people are relying more on AI tools and large language models (LLMs) like ChatGPT, Perplexity, and Google’s AI Overviews to deliver a single trusted answer instead of a page of links, changing how brands are found.
This shift means visibility depends less on SEO tactics and more on credibility through online sources. If you’re still relying solely on keywords and backlinks to get found online, you’re missing a critical piece of the puzzle.
At GYC Vegas, we’ve seen how PR has evolved far beyond traditional media coverage. It’s not just about getting mentioned, it’s about being recognized as a trusted source. Every credible feature, quote, or article builds authority that AI tools pick up on, shaping how your brand appears in future results. If your story isn’t part of that conversation, you’re missing where discovery is already happening.
From SEO to GEO: The Evolution of Search
You’ve probably heard of SEO (Search Engine Optimization), but now there’s a new player: GEO (Generative Engine Optimization). While SEO focuses on keywords and backlinks to get you listed in Google search results, GEO is about ensuring AI-driven engines recommend your brand.
LLMs don’t just scan for keywords; they weigh credibility and authority much more heavily. Their recommendations are based on evaluating a brand’s context, reputation, and expertise, favoring brands with media coverage, expert commentary, and thought leadership.
The Biggest Shift in Brand Discovery
AI tools function like personal assistants, pulling from credible news outlets, blogs, press releases, and social media mentions to generate answers. If someone asks, “What’s the best dinner show in Las Vegas?”, the AI will compile sources and provide a recommendation, not just list links.
That’s the power of your digital footprint. Brands that consistently earn positive media coverage and share valuable insights are the ones AI trusts enough to cite, giving them free visibility in the exact moment customers are searching.
Why PR Wins in an AI World
- Trust is the new currency. People are skeptical of ads, but they’ll trust what’s in the news.
- PR cuts through clutter. Coverage is harder to ignore than another sponsored or paid post.
- Reputation = Revenue. Credibility and a strong public image can open doors to sales, partnerships, and funding.
- PR supports all marketing. A single media placement can fuel SEO, ads, and discoverability for years.
PR Is the New Backlink
By 2028, one-third of U.S. adults are expected to rely on AI-powered search, while traditional search traffic isprojected to drop 25%. Already, 95% of links cited by AI come from non-paid sources like journalism, trade publications, and blogs.
Media coverage now works like the “new backlink” – teaching AI which brands to trust enough to recommend.
The rise of AI-powered e-commerce makes this even more urgent. OpenAI’s new Instant Checkout lets ChatGPT users order from Etsy sellers in-chat, with Shopify brands like Glossier, SKIMS, and Spanx soon to follow (Stripe). Being the trusted brand in AI’s responses can mean being the one customers buy from in real time.
One Piece of Advice for Business Owners
AI may help people find you, but it’s your story that makes them care. Whether you’re launching a product, celebrating a milestone, or breaking into a new market, always ask:
Why does this matter to my audience?
If you lead with that, PR becomes less complicated and far more impactful.
At GYC Vegas, we believe every company has a story to tell. With more than 25 years of PR and marketing expertise across multiple industries, we’ve helped startups, small businesses, and global corporations earn media coverage that drives real business results.
We don’t just run campaigns – we build true partnerships. We get to know your business inside and out, align with your goals, and measure success with real outcomes: awareness, sales, growth, and lasting credibility.
In the age of AI, PR is your secret weapon to becoming the answer, not just an option. If you’re ready to turn your story into a strategy that makes you discoverable in human and AI-driven conversations, we’d love to talk;fill out our quick questionnaire today!
