PR Is Your Megaphone: The Visibility Imperative For AI-Era Brands

"Winning attention and establishing authority as a brand is about ensuring your brand resonates with the algorithms that power large language models (LLMs)-the backbone of generative AI (GenAI) engines such as ChatGPT, Gemini, Copilot or DeepSeek. A Forrester Buyers' Journey Survey revealed that a vast majority of B2B buyers have begun using GenAI- as many as 89%. This once-emergent technology is quickly becoming mainstream, being utilized at every stage of the buying process."

"Unlike traditional search engines, LLMs don't crawl the web in real time. Instead, they draw from their training data and create a more nuanced ecosystem of influence. For PR teams, the goal is not to cover every platform equally, but to connect these tiers into an integrated visibility strategy. A placement in a top-tier outlet builds credibility, while niche trade coverage and active community engagement ensure that your brand becomes both an authority and a relatable voice that your buyers recognize."

Large language models power generative AI engines and increasingly mediate business research and buying decisions, with Forrester reporting roughly 89% of B2B buyers using GenAI. LLMs rely on training data rather than real-time web crawling, creating a layered ecosystem of influence. PR teams should prioritize an integrated visibility strategy that connects mainstream outlets, industry-specific publications, niche trade coverage, community engagement, and owned channels. Top-tier placements provide institutional authority, niche coverage demonstrates technical expertise, and active community engagement builds relatability. Visibility strategies must align earned, owned, and community channels to ensure brands are recognized and trusted by LLM-driven buyer workflows.

Read at Forbes