What to Know: Decoding AI, GEO, LLMs and More
PRSA San Diego/Imperial Counties’ latest event gathered communications, media and digital experts for a candid discussion on new opportunities within artificial intelligence.
Artificial intelligence (AI) is reshaping public relations; while AI tools have been available for years, they retrieve information faster and sometimes lead to misinformation.
Why it matters: For PR pros, marketers and journalists, the benchmarks for visibility and success are rapidly changing. AI-generated answers, “zero-click” searches and “GEO” need to be part of our vocabulary.
A panel of PR, media and marketing professionals shared new ideas at the PRSA San Diego/Imperial Counties‘ “Learn to Love AI” event in February, hosted by J. Walcher Communications.
Moderated by JWC Account Supervisor Olivia Stafford, the discussion focused on the challenges, opportunities, misconceptions and new success metrics that emerged with AI.
The experts included:
- Darci Daneshvari, founder of Explore Digital
- Arianna Georgi, digital marketing consultant at J. Walcher Communications
- Andrea Sanchez-Villafaña, managing editor at Voice of San Diego
- Julie Wright, president of (W)right On Communications
How AI is Changing PR and Marketing
AI tools, such as ChatGPT, Gemini, Perplexity and Claude, are built on large language models (LLMs). These systems are trained to crawl the internet and index information and research to generate answers for users.
LLMs generate answers based on discoverable and clear information, including the latest news, data and press releases; the process is then guided by math and algorithms to form the best probable answer. Now, PR professionals must consider how the materials that they write for their clients appear within an LLM or Google’s AI Overview.
This new approach to strengthening a brand’s visibility is called generative engine optimization (GEO).
AI presents two new opportunities for PR professionals: clients can now appear in an answer, which represents strong GEO, and earned media and digital media can boost its likelihood of appearing in a response.
While AI tools have been promoted for brainstorming and research, the AI-generated responses have become a trusted authority with faster, customized answers — and getting clients or organizations featured in one has become increasingly valuable.
How the Pros Use AI Strategically
Nearly 9 in 10 organizations use AI for one business function, according to a global survey from McKinsey & Company. With its rising use in the workforce, AI is becoming ubiquitous in day-to-day responsibilities.
Panelist Arianna Georgi recommended diversifying where brands or clients appear online to strengthen the digital presence and likelihood of appearing in an AI-generated answer. For example, YouTube surpassed Reddit as the most cited AI source. Julie Wright asked rhetorically, “What do you want to be found for?” That answer can shape digital storytelling using AI tools and influence which prompts bring up a brand or organization.
Earned media plays a key role too. For PR professionals, securing earned media boosts the opportunity to be included in an AI answer or summary. For journalists, AI can analyze reader engagement data to help them understand which angles resonate most with their audience and which story structures work best for their outlet or station.
According to Wright, recent news articles make up a significant source of AI answers in addition to press releases. Georgi shared that AI systems actively look for new statistics to highlight; keywords like “new” and “the latest” are magnetic and have better chances of being included in a generated answer.
Darci Daneshvari recommended auditing where AI could be getting information and correcting any errors (Google Maps, Yelp, etc.). If AI hallucinates about an organization or presents other misinformation, Georgi recommended sharing more information digitally through videos, Reddit engagement and owned channels.
A List of Practical Examples of AI Use in PR and Marketing
- Brainstorming and refining content: Panelists shared that AI can be a helpful strategic advisor and proofreader. For example, Claude could review a media advisory draft and offer a list of what details are missing or some suggestions on a stronger hook.
- Research and analysis: Andrea Sanchez-Villafaña discussed how Voice of San Diego’s journalists use AI for “clip searches” to research potential sources and learn more about previous interviews they’ve done. The JWC team uses MuckRack’s AI feature to research relevant publications and recommend new journalists.
- Content creation: Marketers can create infographics with help from AI to find the best visuals or create new ones. These new designs can efficiently and visually represent a detailed report or show the timeline of a new project. However, Voice of San Diego prefers to use designers for graphics in support of the industry. JWC also follows this practice for major design work and campaigns.
But when it comes to institutional knowledge, asking colleagues remains helpful. Sanchez-Villafaña said her team relies on one another for background information on new topics, regional issues, sources and more.
Sharing best practices and case studies, including gatherings like PRSA SD/IC’s event, benefits the PR, communications and media as a whole and boosts our region’s industry professionals and their capabilities. At JWC, our team answers one question at every staff meeting, (inspired by JWC client Policy & Innovation Center): “How did you use AI this week, and what did you learn from it?”
Of course, building that culture starts with building confidence, and it takes conscientious work to be fluent in AI. School-age children are getting a head start. An audience member noted that her child’s class uses AI to help refine their school essays, which shows current professionals that AI is here to stay.
To get a sense of its abilities, consider experimenting with one tool for a specific task. For example, try asking ChatGPT where the gaps are within your client’s industry, and how that organization could meet its needs.
The takeaway: AI is a powerful tool that we can use to help us focus on strategic tasks, building personal relationships and the responsibilities that energize us. With thoughtful use and collaboration, we can adapt faster and communicate with a greater impact. New ideas will emerge as AI grows, so consider asking your team, “How are you using AI this week?”
