AI is transforming how we search and engage with content online. In this episode of PR Explored, host Michelle Garrett is joined by digital marketing expert Andy Crestodina to discuss how AI-based search is reshaping the PR and marketing landscape. From AI optimization strategies to leveraging PR for brand visibility in generative search engines, Andy shares actionable insights to help professionals navigate this rapidly evolving space.
Whether you’re a PR pro looking to stay ahead or a marketer curious about AI’s impact, this conversation dives deep into strategies, challenges, and the future of PR in an AI-driven world. Don’t miss this insightful episode packed with practical tips for thriving in the age of AI.
Summary of AI-Based Search for PR
Welcome and Introductions
Michelle Garrett: Hello, everyone. Welcome to another edition of PR Explored, a podcast where we dive into PR trends and topics. I’m Michelle Garrett, your host and a PR consultant, and today I’m excited to introduce a special guest, Andy Crestodina. Hi, Andy!
Andy Crestodina: Hi, Michelle. Thanks for inviting me. I’m glad to be here and excited about today’s topic.
Michelle Garrett: It’s always great to have you. We’ve known each other since meeting at Content Marketing World, and I’ve always admired your practical advice.
The Role of AI in Search and PR
Michelle Garrett: Today, we’re diving into AI-based search and its impact on PR strategies. Andy, could you start by explaining why AI-based search is becoming essential?
Andy Crestodina: Absolutely. AI search, through tools like ChatGPT or Google’s Gemini, is changing how people find answers. These platforms provide ad-free, noise-free solutions, making them a growing alternative to traditional search engines.
This shift raises a key question for marketers and PR pros: how do we ensure visibility in AI-generated responses? It’s a new channel, and while it doesn’t yet have a defined name—AI optimization, maybe—it’s clear we need strategies to stay visible.
Visibility in AI Responses
Michelle Garrett: Some argue that AI-driven search is still a small segment, but it’s growing. What’s your take?
Andy Crestodina: It’s definitely expanding. Even if it starts small, the trajectory is clear. Just as social media and digital disrupted traditional strategies, AI is another evolution. Marketers must ensure their content is crawled by AI, not blocked, to maintain visibility.
Blocking AI crawlers through a robots.txt file is a mistake for marketers—it’s like hiding your brand from a key discovery channel.
Leveraging PR in the Age of AI
Michelle Garrett: How does traditional PR evolve in this context?
Andy Crestodina: PR pros are perfectly positioned to adapt. The goal is a large, visible digital footprint, but with AI, it’s more about providing rich, descriptive content that the AI can understand and recommend. It’s less about traditional links and more about ensuring your brand and expertise are well-represented in text.
Avoiding Pitfalls in AI-Based PR Strategies
Michelle Garrett: What are the common mistakes you see in AI-based PR strategies?
Andy Crestodina: One mistake is focusing solely on your website. AI reads the entire web, so your content needs to appear in various trusted sources. Another is writing specifically for AI without considering humans—it feels spammy and damages your brand.
Marketers should spend time pretending to be their audience, using AI tools to see what sources are recommended, and targeting those sources for collaboration.
The Role of Content in Training AI
Michelle Garrett: Will we see a resurgence in content creation because of AI?
Andy Crestodina: Definitely. As companies realize the importance of training AI to recognize their brand, they’ll return to content creation. But it must be quality content—differentiated, helpful, and tailored for human audiences as well.
Building a Resilient Brand in the AI Era
Michelle Garrett: Any final thoughts on thriving in this AI-driven world?
Andy Crestodina: Success comes from balancing algorithm-driven marketing, like search and AI, with relationship-driven marketing, such as webinars, podcasts, and community-building. A trusted brand with a loyal audience can weather any disruption.
Michelle Garrett: Andy, thank you for sharing such valuable insights!
Andy Crestodina: My pleasure, Michelle. Thanks for having me.
Michelle Garrett: And thank you to our listeners. Stay tuned for more episodes of PR Explored!
