Unlocking the Future of PR: How AI Influences Brand Visibility

Miami, July 23, 2025 — In a rapidly evolving digital landscape, public relations (PR) confronts new challenges and opportunities brought about by generative AI. A recent study from Muck Rack, a leader in PR software, has illuminated how AI’s citation practices can profoundly impact brand perception and influence marketing strategies. This is a pivotal moment for communicators as they navigate the complex interactions between media coverage and AI-generated content.

The Study’s Core Question

The research, aptly titled “What is AI Reading?” sought to answer a fundamental inquiry: Does media coverage materially affect what AI says? The findings are clear—yes, it does. Greg Galant, cofounder and CEO of Muck Rack, stated, “This study is an eye-opener for PR and communications teams aiming to understand how media mentions influence AI-generated content.” Until now, theories and anecdotal evidence have guided practitioners, but this study provides concrete data demonstrating that earned media shapes AI output in significant ways.

Study Findings: The Impact of Citations

1. Influence of Citations on AI Output
   Controlled tests showed that enabling citations engages large language models (LLMs) such as OpenAI’s ChatGPT and Google Gemini, causing dramatic shifts in the generated outputs. This indicates that cited content is not simply ornamental; it plays a crucial role in grounding AI responses in real-time and dynamic inputs.

2. Role of Earned Media
   The research revealed that over 95% of AI citations originate from unpaid media, with 85% stemming from earned sources. Notably, half of total AI responses incorporated at least one earned media citation. This highlights the essential role of earned media strategies within Generative Engine Optimization (GEO) and Artificial Intelligence Optimization (AIO).

Variables Influencing Citation Inclusion

The study identified three key factors that determine whether a brand will be cited:

• Recency: Fresh content takes precedence, particularly for topical, opinion-based, or event-driven inquiries. In OpenAI’s models, newer information is favored, making timely communication essential.

• Query Framing: The type of prompt significantly influences citation outcomes. Inquiries seeking advice or opinions elicit more dynamic responses, while straightforward encyclopedic queries often revert to older, static training data.

• Outlet Authority: High-domain authority outlets, such as Reuters and Axios, are frequently cited. The performance of certain outlets can vary, suggesting that even niche sites can gain traction if they carry sufficient authority.

Strategic Implications for Communications Teams

As AI increasingly mediates access to information, PR strategies must adapt. Here are some implications for communications teams:

1. New Key Performance Indicators (KPIs): Success is no longer measured solely by traditional media placements or backlinks. Now, brands must gauge their visibility based on how frequently they are cited in AI-generated content.

2. Evolving Tactics: PR professionals should focus on securing mentions in high-authority outlets and align their publishing schedules with the recency preferences of generative AI models. This strategic focus can help businesses better position themselves in an AI-driven landscape.

Navigating the AI-Driven Landscape

The implications of this study are profound as it marks a shift in how brands are represented in an era dominated by AI. Businesses must recognize that the stories they place—including the timing and outlets—now hold considerable power over how AI perceives and disseminates information about them.

Galant emphasizes the urgency of these actionable insights, stating, “Generative AI is reshaping itself at an unprecedented pace.” Brands must proactively track their positioning and adapt their strategies to stay ahead in this evolving scenario.

Methodology of the Study

The research examined how modern generative AI systems cite sources based on realistic user prompts. To achieve this, Muck Rack and Generative Pulse created a diverse suite of prompts executed across various LLMs. The prompts encompassed a wide range of industries and varied in specificity regarding the mention of companies, allowing for a thorough analysis of citation dynamics.

The study utilized several models, including various configurations of ChatGPT, Google Gemini, and Claude, generating insights that are timely and actionable.

About Generative Pulse and Muck Rack

Generative Pulse is an innovative tool designed to help PR teams monitor their brand visibility in AI-generated search results. Integrated into Muck Rack’s platform, it offers capabilities essential for navigating the complexities of Geo and AI optimizations.

Muck Rack complements this with its award-winning PR software, which combines comprehensive media databases, monitoring, and reporting features tailored for seamless collaboration among communications professionals. With a user base exceeding 5,000 companies and thousands of journalists, Muck Rack continues to redefine the landscape of public relations.

In this rapidly changing digital environment, understanding the interplay between media coverage and AI is crucial for effective communications strategies. The future of PR is now inextricably linked to AI’s evolving capabilities and influences, demanding a proactive and informed approach from all professionals in the space.