"This year has been complicated for public relations professionals. On one hand, many say it was demoralizing to watch the journalists they've built relationships with get laid off as publications from the Washington Post to Teen Vogue to Business Insider cut staff. Still, the proliferation of generative artificial intelligence tools and the rise of generative engine optimization, or GEO, has led many to see a silver lining."
""It's never been a better time to be in PR," says Lauren Kleinman, the founder and CEO of Dreamday, a PR and affiliate agency based in Los Angeles. "Trust signals are more important than ever," according to her, because large language models prioritize information from credible, reliable sources above all. That means PR, which helps brands get referenced by such sources, is an invaluable tool for businesses that want their names to appear in ChatGPT queries and Google AI Overviews."
Major newsroom layoffs have demoralized many public relations professionals even as generative AI and generative engine optimization (GEO) create new opportunities. Large language models prioritize information from credible, reliable sources, elevating trust signals and making earned media more valuable for appearing in AI-powered responses such as ChatGPT queries and Google AI Overviews. AI capabilities continue to improve rapidly, the media landscape keeps shifting, and political tensions are rising ahead of U.S. midterm elections, promising a complicated 2026 for publicists. Most publicists already use generative AI, but many firms lack formal AI policies and are likely to formalize approaches and build custom tools.
Read at Inc
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