Bridging the Gap Between Traditional PR and AI Visibility
In an age where artificial intelligence dominates consumer interactions, traditional public relations (PR) practices are being upended. As brands strive to appear in AI-powered search results, they must adapt their strategies accordingly. Nicole Franco, Head of Digital PR and AI Innovation at Fractl, underscores this evolution by introducing an entity-led approach, significantly influencing how brand visibility is achieved.
Understanding the Entity-Led PR Approach
Franco’s framework redefines PR, shifting the focus from merely pitching stories to journalists to emphasizing the entities that establish brand credibility. This encompasses subject matter experts, products, and the brand itself, integrating all outreach strategies to create a cohesive digital presence. The migrating visibility focus ensures brands not only connect with humans but also resonate with the AI models consumers are increasingly using.
Importance of Contextual Authority in Media
Franco also stresses the significance of choosing the right media outlets for AI visibility. Contrary to common perceptions, securing a spot in a high-authority publication isn’t always beneficial. For instance, a food brand might find more value in a targeted recipe site than in a leading business magazine. Understanding where your audience engages online and which outlets the AI models reference is essential for an effective digital PR strategy.
Innovating Commentary as a Valuable Asset
Another innovation Franco proposes is treating expert commentary not merely as filler but as structured data that can be leveraged by journalists and AI alike. This involves crafting emotionally compelling sound bites that can stand out during breaking news events, ultimately driving higher chances of media coverage.
Preparing for the Future of Digital PR
Franco’s insights are invaluable for communications leaders looking to modernize their strategies in the wake of AI’s pervasive impact. At the upcoming MAICON 2026, she’ll provide a detailed playbook that includes actionable takeaways like targeting strategies based on AI visibility rather than conventional authority metrics. By embracing these methodologies, brands can position themselves strategically within an AI-centric landscape.
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