"Visibility used to be about getting written up. Now it's about getting woven into the sources, citations and patterns that AI systems trust when they decide what to surface. Those are two very different games, and most PR firms are still playing the first one."
"Placements are an input, not an outcome. The coverage-as-success model made sense when readers actually followed stories from publication to company. That handoff broke down long before AI entered the picture."
Modern PR success hinges on creating a digital footprint that AI systems recognize. It's essential for PR firms to identify influential publications and connect media activity to specific topics. Traditional metrics like placements are outdated; the focus should be on citations and links that enhance authority. Companies must evaluate PR agencies based on their understanding of AI visibility and their strategies for integrating into relevant sources, rather than merely counting placements.
Read at Entrepreneur
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