AI has transformed brand building – making PR both more important and more effective. The visibility in traditional media that PR agencies create also drives greater exposure in search engines and AI tools.

Much of this comes down to Google. The search giant’s investment in AI-generated answers means that users increasingly receive useful responses directly in the results page, without clicking through. As a result, organic listings are pushed further down – leading to sharply reduced traffic. Traditional SEO strategies are losing ground, while mentions in credible sources such as news media are becoming far more valuable.

The old route to visibility through keywords alone is no longer sufficient. When AI engines select their sources, they prioritise credibility, relevance, and established authority – exactly what defines news media coverage. Articles from recognised outlets therefore increase the likelihood that a brand will feature in AI-generated answers.

Fewer but Better Website Visitors

Many websites have seen declining visitor numbers. Yet those who do click through from AI answers tend to be more interested, better informed, and more likely to move forward in the buying journey. This is because much of the supplier selection process now takes place inside AI tools. A potential customer, for example, may not only search “sofa Stockholm” but also ask follow-up questions about colour, dimensions, and price – meaning they already have a few strong options before ever visiting a store, or they may simply ask for recommendations.

This leads to higher-quality traffic: users have already filtered their choices and arrive with greater confidence in the offering. That trust stems from AI-generated answers drawing on reliable sources – something good PR can influence.

PR Builds Long-Term Trust

Companies that gain media coverage also strengthen their authority over time. It is not only about driving clicks here and now, but about becoming a trusted source that AI engines are more inclined to reference. In a marketplace where the competition for attention has never been fiercer, editorial mentions and strategic PR can make the difference between fading into the noise or establishing a strong position.

In short: the future of PR is not just about technical optimisation – it is about brand building. And news media remain one of the most powerful routes to get there.