Public relations firms are shifting strategies to leverage traditional media outlets to enhance brand reputation in AI chatbot outputs. Despite a trend toward ignoring journalists in favor of social media, PR executives now recognize that authoritative publications play a crucial role in shaping how chatbots like ChatGPT respond to brand-related queries. New services, such as 'PreBunk,' aim to proactively educate AI about client reputations, demonstrating the renewed importance of earned media in a digital marketplace increasingly dominated by AI interactions.
Firms, whose services now often include regularly testing clients' reputations with AI models, are finding that authoritative publications shape chatbot queries far more powerfully than social media.
The firm is launching a service called "PreBunk" that's designed to provide an "ongoing proactive 'education' of the LLMs about your company and its reputation."
Consumers, according to Winters, say, "I'm not going to trust earned media - I'm going to trust the internet;" however, these LLMsâ sources often go back to journalism.
Sometimes it's a small trade publication that your client has said, 'Nobody reads that anymore.' Other firms are reaching similar conclusions about the importance of earned media.
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