How the New Era of AI Search Impacts PR Pros - Episode 318

TSL 318: How the New Era of AI Search Impacts PR Pros Episode Summary

The world of search is constantly evolving, with the rise of AI introducing significant changes that communication professionals can't ignore. In this episode, hosts Karen Swim, APR, and Michelle Kane explore the latest shifts in search, focusing on how AI is creating a more personalized—and potentially limited—search experience. They discuss the pros and cons of features like favoriting publishers and how AI can create echo chambers. However, the conversation also highlights a powerful truth: foundational, "old-school" PR tactics are more crucial than ever. Tune in to learn why building direct connections with your audience through newsletters, social media, and targeted outreach is your best strategy for success in the AI era.

Episode Highlights

• [01:28] The only constant in search is change, but recent AI developments are creating a new landscape for PR and marketing pros.
• [03:17] How AI-generated results now dominate the top of search pages and simple ways to adapt your client's content, like using Google Business Profile FAQs.
• [04:06] The importance of framing your content to answer questions, as modern search is conversational. Data-driven content is a key to winning in the AI search era.
• [04:47] A look at Google's new feature allowing users to favorite publishers, creating a personalized but potentially narrow search experience.
• [06:24] The double-edged sword of AI: while it offers convenience, it can also create echo chambers that limit discovery and exposure to new information.
• [08:19] An optimistic take for communicators: tried-and-true tactics are more effective than ever.
• [08:29] Why newsletters, social media, and direct-to-audience strategies are essential for cutting through the noise.
• [09:14] The value of going direct to industry publications instead of relying solely on wire services to reach your target audience.
• [10:03] The ultimate reminder: Don't build on rented land. Focus on the digital real estate you own and control.

Additional Information

This episode builds on the core principles of strategic communications. While we navigate new technologies like AI, the fundamentals of knowing your audience and building relationships remain paramount. The strategies discussed reaffirm the importance of owning your channels and communicating directly with your stakeholders.

• Neil Patel: AI Isn't Search. It's a Gatekeeper.
• Search Engine Land: Google’s Robby Stein on AI Mode, GEO, and the future of Search
• Social Media Today: Google Adds AI Features To Search, New Search Ads Controls
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Host & Show Info

That Solo Life is a podcast created for public relations, communication, and marketing professionals who work as independent and small practitioners. Hosted by Karen Swim, APR, founder of Words For Hire and President of Solo PR, and Michelle Kane, Principal of Voice Matters, the show delivers expert insights, encouragement, and advice for solo PR pros navigating today’s dynamic professional landscape.

 

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