Why PR Still Matters in the Age of AI (and Might Matter Even More)

Written By Lauren Cockerell
 
 

The headlines are hard to miss:
AI is changing everything. Generative search is the future. Visibility will never be the same.

If you lead a B2B company with deep expertise but a relatively quiet digital footprint, it’s fair to wonder where your business fits in this new landscape. And whether your credibility will carry through the noise.

Here’s the reassuring truth: If you're already investing in strategic PR, you're ahead of the curve.

Generative AI Isn’t Replacing Search—It’s Reframing It

When people use tools like ChatGPT or Google’s AI Overviews, they’re still looking for answers. The difference is in where those answers come from.

Instead of returning a list of websites, these tools pull from trusted content across the web to synthesize a response. And guess what they prioritize?

Credible, third-party sources.
 That means earned media, authoritative interviews, and thought leadership—not your homepage or your latest brochure.

So when someone asks a generative tool, “Who’s the best [industry] company in Fort Worth?” or “What does [your company] do?” the answer is shaped by what’s already been said about you—by someone else.

This is where PR shines.

What AI Tools Are Really Looking For

Generative search isn’t about keyword stuffing or flashy ads. It’s about authority, relevance, and consistency.

AI systems are trained to value:

  • Published articles in respected outlets

  • Expert quotes and interviews

  • Awards, speaking engagements, and notable press

  • Consistent messaging across your digital footprint

They’re less interested in dated directory listings, inconsistent bios, or that one page you forgot to update three years ago.

In fact, if you haven’t been intentional about your visibility, there’s a good chance AI tools are pulling from sources that are out-of-date—or worse, off-brand.

So, What Should You Do?

You don’t need to chase the latest tech trend. But you do need to make sure your digital presence is accurate, credible, and discoverable—especially now.

A few questions worth asking:

  • Is your story consistent across platforms?

  • Are AI tools surfacing the right version of your business?

  • Are you showing up as a trusted voice in your industry—or getting edged out by louder competitors?

If you’re not sure, that’s where we come in.

At Kwedar & Co., we help values-driven B2B leaders build lasting visibility—not with hype, but with clarity, integrity, and strategy. We’re already tracking how AI is reshaping search, and we’re quietly adjusting client strategies where it matters.

If you want to know how your business is showing up—and whether it’s working for or against you—we’d be glad to take a look.

→ Schedule a call and let’s talk visibility in the AI era.

About The Author

Lauren Kwedar Cockerell is founder and president of Kwedar & Co. She is also the firm’s lead PR and marketing strategist, host of our podcast The Impatient Entrepreneur, and is a frequent podcast guest.

Over the past 20+ years, she has worked with 100s of leaders and organizations to create PR and marketing strategies and tactics that support visions and reach goals.

To connect with Lauren, please send an email above, or book a consultation.

Lauren Cockerell
Next

Who’s Representing You — And How Are They Showing Up?