For as long as I’ve been in the PR industry (and yes, it’s been a while), the demise of my profession has been declared with surprising regularity. Fifteen years ago, we were told: “PR is dead! SEO is the only thing that matters.” Then came the rise of social media: “PR is dead! Find the influencers!” Three years ago, with the launch of ChatGPT, the chorus grew louder: “PR is dead. Now the robots will write everything for us, for free!”
And yet, here we are. The robots are very much among us, and PR has never mattered more.
From keywords to credibility
In the old search world, visibility meant mastering SEO. Entire industries were built around backlinks, keyword density, and metadata, with marketers pouring tens of thousands of dollars a month into clawing their way onto page one of Google, or paying for the privilege.
Gartner predicts that by 2028, half of traditional search will move toward AI tools, where users ask direct questions and receive clear answers.
But here’s where things get interesting: The answers AI tools provide do not come from your “About” page or your latest blog post with all the right SEO keywords. They come from credible, third-party sources, content that’s timely, fact-checked, and subject to editorial oversight. In other words: news outlets, analyst reports, and trade publications. Because LLMs don’t care what you say about yourself. They care what others say about you.
The numbers back it up
- A 2025 Muck Rack study of more than one million AI citation links found that 89% came from earned media—journalism, trade press, and independent reporting—while branded content barely registered.
- Another analysis showed that editorial media drives 61% of all LLM content about brand reputation, while corporate websites were cited in fewer than 5% of cases.
- Research by the Content Marketing Institute found that up to 84% of B2B decision-makers consult trade publications.
The takeaway is clear. If you want to show up in AI-driven answers or in a vendor shortlist, you need credible third-party references.
Trade media: the unsung hero of the AI era
In the AI age, trade publications have emerged as unlikely power players. They are trusted, respected, and, most importantly, indexed heavily by AI systems looking for credible voices.
In the ProAV industry, trade publications are read religiously by integrators, consultants, and end users making multimillion-dollar decisions. When AI models scan for “trusted voices” in the sector, those same outlets feed into the knowledge base.
Why owned content falls short
Your blog and website still have a place. They show how you speak and what you offer. But branded content is often too promotional. And AI tools, much like humans, can spot that tone instantly.
So what’s the practical takeaway for marketers?
- You cannot buy authority. Credibility is earned.
- Real news matters. If an announcement is thin, it will not stick.
- Clear stories work. Humans and models respond to meaning.
- Repetition builds reputations. One mention is not enough.
If you’re responsible for brand visibility, the mandate is clear: show up in the outlets your audience and the algorithms trust. That means investing in real PR. Work with professionals who cultivate journalist relationships, pitch meaningful stories, and translate jargon into narratives worth reading. Because in the end, the future of search will belong to the brands trusted enough to be cited.
