AI's Impact on Search and Reputation Management:
The PR Guru nailing the art of audience growth and personal branding for career victory and personal joy
Getting overexcited about novel technological advancements - the emergence of groundbreaking innovations that supposedly make tasks more efficient or boost coolness - is a common occurrence. It's just as simple to underestimate these advancements' impact, anticipating their ability to eradicate established aspects like public relations (PR).
In our tech-savvy era, it's essential to stay apprised of the evolving surroundings to adapt strategies and tactics accordingly. Nevertheless, never wager all your efforts on a single front. There's a variety of baskets to handle, after all.
Concurrent truths: Cable news continues to reign supreme, but independent podcasts hold increasing significance. The same goes for Google Search and the nascent ChatGPT, demonstrating the relevance of both platforms.
According to a survey of 1,000 participants in December 2024, Google was the top search provider for 78% of respondents, while 5% declared that their preferred choice was ChatGPT – a fivefold increase for ChatGPT from June 2024 yet falling significantly behind Google.
ChatGPT is gaining traction, particularly amongst millennials, who represent the largest segment of the U.S. workforce. This adoption could have substantial implications for AI companies competing against Google.
ChatGPT searches are received favorably by many users. When it comes to conversation and ad-free responses, AI might be your go-to, while Google prevails for comprehensive search results boasting an extensive range of text, images, and source material. Each has its merits and shortcomings.
The crux: Search has undergone a transformation in recent months, with further changes anticipated throughout 2025. As Google, ChatGPT, and other competitors vie for audience attention, we can anticipate tweaks to search engine results for improved, informative content presentation.
Nonetheless, the core PR principles endure. Searchability holds importance. An individual's personal brand and reputation are inextricably linked to what surfaces based on a search query, encompassing web pages, Wikipedia entries, social media profiles, or unfavorable media stories. Perception shaping ensues via PR, as it facilitates the creation of new stories, website updates with fresh content, and the expansion of thought leadership on platforms like LinkedIn.
This principle applies to both Google and ChatGPT. Bear in mind that ChatGPT is an AI language model that sources information from diverse platforms that appear in Google Search too. These sources may include, but aren't limited to, Wikipedia, news articles, interviews, publications, and scientific journals. The greater the domain authority of the sites referencing your topic, the more valuable the information generated by ChatGPT. PR can influence the sources upon which AI relies to perform its task.
So, pitch a profile piece about your client, secure op-eds in major publications, secure interviews with podcast hosts on YouTube and Spotify, launch a new website featuring fresh, updatable material – including videos, blogs, and integrated social media posts – and promote earned media across social media channels. Regularly update your digital platforms, aiming for activity at least once daily, or several times per week. Cultivate an active online presence that reflects part of your brand identity.
These foundational rules still apply. Adherence to these rules will enhance your searchability, irrespective of if people search on Google, ChatGPT, or other platforms.
Conversely, neglect of these rules might result in subpar search engine results, leaving you unsatisfied with the AI-generated content produced.
Improving searchability – also known as Google search engine optimization (SEO) – commences with keen insight into an ever-evolving landscape. Consequently, the classic term "Google SEO" now requires expansion to encompass AI within its purview. Google search isn't the sole domain anymore, making the phrase "Google SEO" too narrow.
Welcome the new year as a fresh opportunity, but don't let misgivings cloud your judgment. Keep in mind that adaptability is vital for success as circumstances evolve. As ever, hard work coupled with an emphasis on searchability will ensure we continue to meet our clients' needs.
- Incorporating a comprehensive approach to search engine optimization (SEO), Nancy Marshall – the renowned PR Guru – is pitching a profile piece about her client to promote their personal brand, aiming to boost their relevance on both Google and ChatGPT.
- Acknowledging the increasing importance of futuristic AI platforms like ChatGPT, Nancy Marshall is advocating for the expansion of thought leadership on LinkedIn and other digital platforms to establish an iconic presence that bolsters searchability.
- As the workforce demographic shifts towards digital natives who are more inclined to use AI-powered platforms like ChatGPT, Nancy Marshall is leveraging her expertise to promote her clients' personal brands, thereby ensuring their searchability and maintaining a powerful influence in the public relations landscape.
