Public relations foundation rests on relationships and reputation, but the approach is evolving with the dual pathways of human and AI interaction. Every PR output now faces scrutiny not only from human audiences but also from AI models such as ChatGPT and Gemini, which summarize content for decision-makers. The emerging role of Answer Engine Editor focuses on creating stories that are both engaging for humans and digestible for AI systems. To maintain narrative integrity, PR professionals must ensure their content is structured for optimal AI indexability while retaining human appeal.
In the new reality, every press release, thought leadership piece, and media interview you produce will have two readers: humans and AI models.
PR pros are no longer just pitching to editors; they are training answer engines to ensure effective communication with both humans and machines.
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