This insights post is a summary of the blog post published by LF Channel. View the full insight at: Navigating Public Relations in the Age of Disinformation: Ethical Strategies for Building Trust.
Change in the way we search online
With the intensive use of AI-based systems such as Perplexity, Gemini or Chat GPT, we are evolving the way we search for information. There has been a shift from searching for information to asking questions and getting answers in natural language. In other words, we no longer search for “cheap hotels in Madrid,” but rather “give me the names of cheap hotels in Madrid that are located in the center, close to a subway stop, and include breakfast.”
The biggest shift – the response we receive from these artificial intelligence tools will not be a list of links or search results, but rather answers in a chat or conversation format. In fact, this change in the way we search can also be seen in Google itself, with new features such as AI Overviews and AI Mode.
As a result of these new uses, companies need to development marketing plans that take into account this new reality. With potential buyers engage in dialogues with AI, consumers use it for all kinds of queries: from planning a trip to searching for brands for their next washing machine or, in the B2B sphere, to locating new suppliers.
How to position your brand within Chat GPT (and other similar AI tools)?
This change in the way people search for products has given rise to a new digital channel that offers a great opportunity to generate business. That is why more and more brands are interested in appearing in AI responses, but the truth is that this is still uncharted territory and there is little information available on how to do it.
You may be wondering: what can I do to get my brand to appear in these AI tools? We decided to explore this question by asking Chat GPT itself, and it provided a series of steps to help a company appear as a response to questions about the sector. Here are the most interesting ones:
- Create useful and relevant content on your website: Many companies have elaborate blogs or websites, but sometimes they forget to include information from an educational perspective that helps potential buyers resolve any queries they may have. In this regard, it seems that Chat GPT prioritizes the creation of high-quality content that answers real consumer questions.
- Optimize your content for SEO and natural language: SEO will continue to be a strategy that companies will have to pay attention to, but the way it is applied is evolving and adapting to this new form of search through the use of natural language. To do this, it is recommended to use structured data (Schema) so that search engines and artificial intelligence tools.
- Get external mentions: ChatGPT and AI engines assess positive authority when a brand appears on other companies’ websites, as well as on forums, blogs, and other external sites.
- Get featured in reputable media: A good public relations strategy will generate mentions of your brand in highly recognized and influential media within the digital environment. Since these mentions are organic, they are highly trustworthy and of quality, something that Chat GPT values.
- Use social media and visible channels: Although Chat GPT does not directly read social media, all content generated on these platforms is usually shared on external media such as blogs, newsletters, and even in the media. And this dissemination or ‘virality’ is very interesting when it comes to appearing in AI-based search engines.
Experienced communications teams can implement comprehensive communication plans across all these channels, always prioritizing the quality of relationships over quantity with stakeholders (partners, employees, media, etc.), which has proven highly effective in terms of brand positioning and growth.
Communication and public relations, essential tools for positioning in Chat GPT
These recommendations provided by ChatGPT and AI Engines give us a clue as to the path a company should follow in order to have a significant presence in AI-based search tools. But what it certainly makes clear is the importance of a solid, 360-degree communication strategy that encompasses tools such as social media, blog management, SEO, PR actions, etc.
Communication consultancies play a key role in managing all these communication tools in a strategic, coordinated, and consistent manner. The two main ingredients are:
- The ability to write professional content for any format, whether it be a blog, newsletter, social media posts, or media-oriented texts (such as press releases).
- The possibility of generating thought leadership for a brand to position it as an opinion leader in the media and on social networks, or by collaborating with industry players and influencers. This not only reinforces the brand’s reputation, but also generates public content that can be indexed and referenced by AI.
To get more details and insights on this approach, read the full article at: Navigating Public Relations in the Age of Disinformation: Ethical Strategies for Building Trust.
