Recently, I had the privilege of moderating a timely and eye-opening conversation for PRSA-LA in partnership with PRophet: “Earned Media Is the New SEO: How AI Search Has Changed the Game.” AI is the topic, and in PR, I’m learning more about how PR can help brands appear in the LLM results, so I thought this discussion would be very ideal for our fellow PR friends and colleagues. 

The way people find information is changing rapidly. Over 65% of searches now happen through AI platforms like ChatGPT, Claude, and Perplexity. Traditional SEO methods such as keywords, backlinks, and meta tags are no longer enough. Generative AI engines prefer trusted, editorially earned media when giving answers. In simple terms, earned media has become the new SEO.

The webinar gathered some of the sharpest voices in our industry—from agencies, technology platforms, and corporate communications—to analyze what this means for communicators and marketers, and how we can adjust.

Speakers included: Jason Brandt (PRophet), Mirza Germovic (Edelman), Marcel Goldstein (Allison Worldwide), Alice Martinez (Zebra Partners), and Tonya McKenzie (Sand & Shores / BPRS-LA).

Here are some of the key takeaways from the discussion: 

AI is rewriting the rules of discovery. A main theme was how AI is transforming when and how stories appear. PR teams can now leverage AI tools to forecast story trajectories, pinpoint key moments to pitch, and coordinate content more effectively with media cycles. Organizations need dual reputation strategies: one targeting people (emotion and identity) and one for machines (structured, factual text). Managing both has become crucial for visibility.

Trust and governance are taking center stage. As deepfakes and misinformation spread, trust is becoming the new currency. Communicators should use AI not only for efficiency but also to identify credibility gaps, counter false narratives, and promote transparency. Ethical frameworks and governance structures are essential for responsible AI use.

AI is supercharging media relations, but people still matter. AI speeds up media monitoring, journalist identification, and campaign analysis, but it doesn’t replace relationships or strategic judgment. Human instincts and storytelling continue to be central to impactful PR.

Next steps for communicators

• Run AI visibility audits to see how your brand appears in LLMs.
• Build ethical frameworks for AI use.
• Integrate AI strategically to boost quality and efficiency.
• Educate stakeholders on AI’s capabilities and limits.

A big thank you to PRophet for partnering with PRSA-LA, to the speakers for their insights, and to everyone who joined us. In the age of AI, earned media isn’t just a tactic—it’s the foundation of discoverability.