If you work in PR or communications, you’ve probably noticed how different search results look now. AI is summarizing content, pulling brand mentions into quick answers, and changing which publishers show up first.
And that means one thing: the way your content is created, placed and distributed matters more than ever.
So, if you’re wondering how to adapt your PR strategy so your content actually shows up in AI results, here’s a simple list of do’s and don’ts to help you get ahead.
The Do’s — What You Should Be Doing Right Now
DO #1: Align PR, marketing and SEO teams
Make sure everyone is telling the same story so AI sees a consistent, trustworthy brand message.
DO #2: Prioritize credibility in both publishers and content
Choose reputable outlets (AP News, USA TODAY, Business Journals), use human bylines and cite clear sources so AI sees your content as reliable and authoritative.
DO #3: Use paid placements strategically
Paid placements let you get your exact message across — especially helpful when AI tools pull summaries.
Want more practical PR tips? Read our 3 steps to build a 2026-ready PR campaign blog for an easy breakdown of emerging trends.
DO #4: Diversify your content formats across channels
Articles, videos, infographics and data-driven content increase your chances of being surfaced by different AI tools and search experiences.
DO #5: Monitor how your content appears in AI search
Regularly review AI Overviews, summaries and answer boxes to catch visibility gaps and messaging inconsistencies early.
DO #6: Add a full AI strategy to your branded content campaign
Brandpoint’s AI Optimize strengthens your credibility signals, improves your article for AI visibility, includes a tailored release strategy and adds technical recommendations to help your story surface in AI summaries.
Curious how AI Optimize can help your content show up more often in AI-driven search? Our team can walk you through what the strategy looks like in action.
The Don’ts — Mistakes That Can Hurt AI Visibility
DON’T #1: Let teams operate in silos
Disjointed messaging confuses AI and leads to the surfacing of outdated or conflicting information.
DON’T #2: Prioritize quantity over quality in placements
Cheap, low-credibility sites hurt your authority — and AI can easily distinguish between reputable and unreliable sources.
DON’T #3: Over-rely on unreviewed AI-generated content
AI-written content still needs editing to protect your brand voice and maintain trust with readers and algorithms.
For more ways to prepare your PR strategies for the future, check out our 2026 PR trends eBook.
DON’T #4: Assume your content will be read in full
AI often pulls short excerpts into summaries, so make sure your key messages are clear enough to stand alone.
DON’T #5: Treat paid vs. earned as separate strategies
AI blends everything together — your visibility improves when your content works as one unified ecosystem.
Your Next Step as a PR Pro
At the end of the day, navigating AI-driven search doesn’t require a whole new strategy — just a smarter version of what you’re already doing. AI-driven search has changed the rules, but the path forward is clear:
Stay credible. Stay consistent. Stay aligned.
These do’s and don’ts give you a simple roadmap to help give your PR and branded content visibility, whether audiences click through or not. Brands that invest in trust, authority and unified messaging will rise to the top of AI-generated results.
