This insights post is a summary of the blog post from Stefan Pollack of The Pollack Group published by Forbes Council.
For most of my career, communications revolved around three things: reputation, reach and relationships. The tools changed, but the fundamentals didn’t. We optimized for Google. We built relationships with journalists. We managed message consistency across channels. There was a rhythm to it. That rhythm is breaking.
AI platforms aren’t just another distribution channel. They are quickly becoming the first place people go to understand who you are. A board member might type, “What’s the controversy around this company?” into an answer engine, or a customer might ask whether your product is safe. These moments (the AI answers) are now part of your brand. And that changes the role of communications.
Over the next few years, communications leaders will have to rethink how their function operates. Not tweak it. Rethink it.
Here are the five shifts I believe matter most.
1. Earned media isn’t just coverage; it’s infrastructure.
With AI replacing traditional search in many cases, the sources these tools trust matter more than ever. And right now, those systems lean heavily on credible third-party reporting. A recent Muck Rack analysis found that most AI citations come from non-paid media, especially for “recency” questions. That aligns with what many of us already see: What’s written about you in credible places tends to stick.
This means earned media isn’t episodic anymore. It’s structural.
Instead of asking, “Did we get coverage this quarter?” a better question is: “If someone asks AI about our leadership, safety record or strategy, what sources will it rely on?”
A practical starting point:
- Identify 25 to 50 real questions stakeholders might ask AI about your organization.
- Run them through the answer engines your audiences use.
- Note the sources that show up repeatedly and where you’re absent. Your results will become a strategic road map.
Public relations used to spike around announcements. Now it has to build a durable authority.
2. It’s not just about SEO anymore; it’s about clarity.
Traditional search engine optimization (SEO) focused on keywords and rankings. What’s emerging now is different. AI systems tend to reward clarity, structure and credible sourcing. That affects how we write everything. It affects how we brief executives. It affects how we structure FAQs. It affects whether our website explains things clearly or hides behind marketing language. Clicks are no longer the only measure. Accuracy in the answer matters more.
Some immediate moves:
- Use plain language headings and define terms consistently.
- Publish fewer launch posts and more explanation-driven content.
- Review monthly what AI actually says about you and your competitors.
You might be surprised by what shows up.
3. Internal communications is becoming conversational.
For years, internal communications has struggled with overload. Emails stack up. Intranets collect dust. AI chat interfaces change the dynamic. Employees don’t want another newsletter. They want answers when they need them. We’re starting to see companies embedding AI conversational tools directly into workplace platforms.
But this comes with risks. If an internal chatbot confidently gives the wrong answer, it doesn’t just create confusion. It creates a competing version of reality. That’s a governance issue, not a tech issue.
Before launching tools, organizations should:
- Establish a true source of record for critical information.
- Clarify who owns updates and how often information is reviewed.
- Define escalation rules for sensitive topics.
The technology is easy. The discipline is harder.
To get the remaining insights, read the full article at: The Communications Role Is Changing: 5 Shifts That Matter Most.
