Strategic communications is entering a new era—one where the audiences we aim to influence aren’t always human.
As generative artificial intelligence (GenAI) reshapes how people discover information and make decisions, the impact of public relations is going to a new level. The core remains tied to the traditional goals of driving awareness, earning third party credibility, and establishing trust. But as search technology changes, the qualitative value of media exposure is increasing.
The world is shifting to more reason- and conclusion-driven search outputs. When users seek information, the responses they get are based on an aggregation of high profile, credible sources. Publication in the media is a key contributor.
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