In the evolving digital landscape shaped by AI, the rules of visibility are being rewritten. Heidi Ruggier, founder and CEO of Matte PR, breaks down why traditional SEO is losing ground—and how PR is stepping in as the new engine of discoverability. As algorithms prioritize credibility over clicks, earned media has never been more essential.
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If you’ve been paying attention to how AI platforms surface information, you’ve probably noticed a shift: traditional SEO tactics aren’t cutting it anymore. Large language models (LLMs) don’t rank your blog post from 2015 or care about keyword stuffing—they prioritize what others are saying about you in trusted, third-party sources. In this new landscape, earned media is becoming the key driver of discoverability. In short, if you want to show up in AI-generated results, you need PR.
The rules have changed. Visibility alone isn’t enough. Credibility is now the currency. If your brand isn’t being mentioned by reputable sources, chances are it’s invisible in AI-powered summaries, recommendations, and search responses. And no, pumping more money into paid ads won’t solve that.
The traditional marketing playbook was built around owned channels, SEO, and performance media. That playbook is being rewritten in real time. In its place, a new formula is emerging where earned media plays a leading role. Why? Because AI pulls from what’s already trusted. And trust isn’t something you can buy. It has to be earned through strong press, organic mentions, and cultural relevance.
Brands that have invested in reputation, earned coverage, media relationships, and thought leadership are about to see major returns. They’ve laid the groundwork in places that AI deems valuable. The rest are in a scramble to keep up.
And here’s the real risk: brands that funnelled their entire budget into performance marketing are now exposed. They’ve optimized for the bottom of the funnel with no support at the top. No credibility. No presence. No long game. That’s not a strategy. That’s a blind spot.
This isn’t about nostalgia or going back to basics. It’s about recognizing that PR is now foundational to how brands show up across the digital landscape, especially in an AI-powered one. Owned content still matters. So do influencer partnerships. But without earned media to anchor your reputation, it all starts to wobble.
We’re seeing the lines blur between PR, SEO, and digital strategy. The most future-focused brands are embracing that convergence. They know that when AI decides what matters, being talked about by others is more important than what you say about yourself.
PR has taken its share of hits. It’s been misunderstood, undervalued, and underfunded. But here’s the thing. It’s always been the credibility engine. And now, as search and discovery get filtered through AI, that credibility is more visible and more valuable than ever.
If your brand isn’t showing up in media coverage, conversations, or culture, it’s not showing up at all.
PR isn’t a nice-to-have anymore. It’s the strategy that makes everything else work.
