Media relations as we once knew it is shifting at an unprecedented speed. As AI-generated answers replace traditional search and algorithms—not editors—determine which stories surface, the familiar rules of PR are quickly falling away. In this article, David Harrison, President of Yardstick Insights, draws on his experience across agency and client-side roles to examine how AI is redefining the role of media gatekeepers, why Generative Engine Optimization (GEO) is emerging as a critical new discipline, and what PR professionals must do now to remain credible, discoverable, and competitive in an algorithm-driven era.

From an office in Midtown Manhattan (or my home office in Louisville, as shaped by the realities of work in 2025), the future of public relations looks radically different than it did just 18 months ago. Each day, I watch as a brand's well-crafted story disappears into the void of the algorithm while AI-created content takes the attention of the public by storm, one thing is clear: as PR professionals, the media gatekeepers we've courted for decades are quickly becoming a thing of the past.

My experience in this industry, on both the agency and the client side in a variety of categories has taught me to spot paradigm shifts before they steamroll entire industries. That’s why I can confidently say that we are currently living through the most fundamental transformation in media relations since the birth of the internet. The old rules, from relationships with journalists and adhering to editorial calendars to the sacred art of the pitch, have been all but replaced. Instead, it is AI that is ultimately deciding which stories become most visible and consequential to our audiences.

The “Future” Is Already Here

The data tells us that everything has already changed. CNN's website traffic has dropped about 30% from this time last year, and they're hardly alone. When people see an AI Overview, they're likely to stop their search right there, and are half as likely to click a link to learn more on a website. For publishers, the extinction-level event is already here, and many have already gone out of business.

What PR pros may be missing is the fact that this isn't just a publisher problem. When media outlets lose traffic and revenue, they cut editorial staff. When AI overviews answer user questions without sending clicks to sources, the entire ecosystem that PR depends on begins to collapse.

News organizations are vital to keeping the public informed, and for generations have acted as gatekeepers for the common attention space most of us share. As these traditional systems lose influence, AI tools and platforms are stepping into that role, and operating by completely different rules.

An Introduction to the Algorithmic Gatekeeper

In the past, human editors used relationships, exclusivity, and editorial judgment to make their decisions on what stories to platform. In contrast, AI tools make decisions based on data patterns, content structure, and algorithmic signals. When it comes to finding stories, traditional search was built on links. Now, GEO is built on language.

82% of respondents agree that "AI-powered search is more helpful than traditional search engines", while new research from Semrush predicts that LLM traffic will overtake traditional Google search by the end of 2027.

The implications for the PR industry are eye-opening. Established and nurtured relationships with media matter much less as 79% of consumers will prioritize the use of AI-enhanced search within the next year, not to mention the fact that 70% already trust generative AI search results as their main source of information.

Meet Generative Engine Optimization (GEO), PR's New Disciplines

A new discipline is emerging from the intersection of PR, SEO, and content strategy: Generative Engine Optimization, or GEO. GEO is the practice of optimizing content and website structure for AI-driven generative models to ensure that your brand's message is accurately represented and effectively distributed.

Unlike search engine optimization, or SEO, which focuses on rankings for keywords, GEO is the practice of creating and optimizing content so that it appears in AI-generated answers on platforms like Google AI Overviews and AI Mode, ChatGPT, and Perplexity.

GEO represents both an existential threat and an unprecedented opportunity for PR professionals. The threat is clear: if we don't adapt, our clients' stories will be ignored by AI systems. The opportunity, however, is equally exciting: those who master GEO early will have a massive competitive advantage. Compare this moment to the birth of the internet and social media and imagine an agency that decided not to embrace these channels, instead focusing solely on traditional media and communications channels. Where would they be today? Probably not in the business, that’s for sure.

How GEO Success Is Tied to PR

Here's where most discussions of GEO miss an important component. While technical optimization matters, PR is more than just a supporting element. It’s the vehicle to showcase knowledge, credibility and expertise through third-party channels.

AI systems don't just crawl your website; they evaluate your credibility across the entire web. When reputable sources speak positively about a business or brand, these intelligent models learn and incorporate this content, improving the chances that the brand will surface in relevant AI-generated responses.

This is where PR's traditional strengths become absolutely critical to GEO success:

Third-party validation: AI-driven search engines look for signals of trust, relevance, and authority from a variety of sources. Media coverage, thought leadership content, and awards and recognition all serve as trust signals that AI systems use to evaluate a brand's credibility.

Consistent messaging: Brand authoritativeness and leadership take on increased importance. Stronger links with PR and influencer marketing are recommended to realize the results of this approach.

Content amplification: Traditional PR tactics like authority positioning articles, contributed content, and thought leadership become even more valuable when they help establish a brand as a credible source that AI systems can trust and reference.

The GEO-PR Integration Playbook

We’ve begun to implement GEO strategies for our clients, from emerging innovators to Fortune 500 companies, all with particular needs. Here are the five key areas where PR and GEO must work in sync:

1. Strategic Source Development

The days of a single media hit making a campaign are over, and “virality” at the level seen in previous years is a thing of the past. AI tools aggregate information from a variety of different sources, so brands need widespread, consistent coverage across credible outlets. The best approach? Diversify your media targets and build relationships with niche, industry-specific publications that AI systems recognize as authoritative sources.

2. Structured Storytelling

AI models gravitate towards content formats with clear, concise structure. Press releases, bylined articles, and media materials must be optimized with headers, bullet points, and executive summaries that AI systems can easily parse and reference.

3. Authority Building Through Expertise

High-quality, in-depth articles or white papers can gain credibility. This helps both SEO via backlinks) and GEO (for authoritative references in AI-generated answers). Subject matter experts need to be consistently and strategically positioned across multiple platforms and formats.

4. Brand Consistency at Scale

Unlike traditional SEO, which primarily focuses on authoritative backlink building and optimizing website pages and content for keyword relevance for search engines like Google, GEO is about ensuring that AI systems also understand the broader context of the content, its relation to the brand, and more layers of detail.

This requires a new, deeper level of coordination between PR, marketing, and digital teams to ensure consistent messaging across every touchpoint. I have always advocated for strong brand internal action teams, which is now more important than ever. 

5. Real-Time Reputation Management

AI pulls information in real-time, which now means negative coverage or misinformation can impact how your brand appears in AI-generated responses almost instantly. The traditional approach to crisis communication is way too slow, and today’s strategies require monitoring and response systems that operate at the speed of now.

Navigating the Challenges

Setting up and launching a GEO-integrated PR strategy isn't without its challenges. AI fatigue among media gatekeepers who are bombarded with low-effort, generic content is a real problem that is only growing. Relationships with journalists are still important, and an over-reliance on automation could erode trust with these important partners.

The key to successful media relations today is finding the right balance between automation and personalization. AI is incredible at identifying opportunities and optimizing content, but human judgment and relationship-building remain irreplaceable, and oversight is essential.

The Measurement Challenge

I haven’t even mentioned one of the biggest hurdles in implementing GEO strategies: measurement. Traditional PR metrics like reach, impressions and share of voice don't capture whether a brand is being referenced by AI. Only 22% of marketers have set up brand visibility or traffic monitoring.

At Yardstick Insights, we are working on developing new measurement frameworks that track:

• Brand mentions in AI-generated responses across different platforms

• Source attribution when AI systems reference your content

• Query performance for brand-relevant topics

• Share of AI-driven traffic compared to traditional referral sources

The Competitive Advantage

While the challenges are certainly evident, the opportunity is incredible. The brands that invest in GEO-integrated PR strategies now will have a massive head start. It is important to remember that this isn't about replacing traditional PR. The future of media relations will be defined by collaboration, transparency, and authenticity and evolving our approach to highlight these pillars is a wonderful opportunity to clarify our value. And like with the internet and social media, those who master the intersection of PR and GEO will thrive; those who ignore it will become irrelevant.

It's not a question of whether AI will reshape PR, that has already happened. The question for PR professionals is whether you're ready to compete in a world where algorithms rather than editors determine which stories reach your audience.