Effective outreach uses public data to create a unique, valuable insight for the prospect (e.g., "Your building portfolio will face X dollars in fines by 2030 based on this new law"). This earns you the right to a conversation, where the pitch can happen later, rather than being ignored upfront.

PR has shifted from a primary source of customer acquisition to a crucial mid-funnel tool for building credibility. Its main value is providing social proof that validates a brand for consumers and supports other channels like paid media and affiliate marketing.

Influencing AI results isn't about traditional SEO tactics. It's about getting your brand mentioned in the sources AI models are trained on, like Reddit, industry publications, and news articles. The most effective way to achieve this is through modern PR and consistent social media activity, as journalists and writers use these platforms for discovery.

PR professionals often feel their ROI measurement is weaker than other marketing channels. However, many business expenses (like boardroom TVs) face no ROI scrutiny. A well-measured PR campaign that tracks digital impact can demonstrate value more effectively than an average advertising campaign, challenging this internal bias.

Earned media is a primary source for generative AI, appearing in over 60% of brand reputation-related responses according to research. This positions PR at the center of the new "Generative Engine Optimization" (GEO) landscape, creating the most significant strategic opportunity for the industry in over a decade.

AI can't replicate insights gained from direct customer interaction. Methods like joining sales calls, reading product reviews, and one-on-one interviews provide "first-party data" essential for creating resonant content and differentiating your brand from competitors relying on public data.

AI models heavily weigh earned media from credible publications when determining brand authority. With 61% of AI brand mentions coming from editorial sources, PR is no longer just a brand-building exercise but a critical technical lever for GEO, directly influencing discoverability.

Over the last decade, many B2B media brands have disappeared, leaving a trust gap between buyers and sellers. B2B influencers are effectively filling this void. They act as the new intermediaries, providing the validation and proof points that buyers previously sought from industry publications.

Instead of paying a continuous high retainer for PR, brands should deploy it in focused 'sprints' around specific story-worthy moments. This includes new product launches, funding announcements, or major partnerships, maximizing impact and ROI for the brand.