Google Search still holds about 90% of global search volume as of mid 2025, but change is underway as more users begin turning to AI.
AI search is rewriting the rules of discovery, and PR needs to adapt. With ChatGPT, Gemini, and Perplexity each scraping different corners of the web, the old focus on big-name publications is no longer enough. The most influential sources may now be niche review sites, specialized forums, or content hubs you have never pitched. Knowing what each Large Language Model (LLM) values and how to optimize for it, is becoming a core PR skill.
In this episode, we explore how Answer Engine Optimization (AEO) is reshaping PR. From the rise of “dual websites” for humans and bots to the ethical tensions between LLMs and media outlets, we discuss how PR teams can rethink targeting, adapt content, and position clients for visibility in an AI first world.
Watch for
02:44 The Shift from SEO to Answer Engine Optimization
05:34 Understanding AI Search Engines and Their Preferences
08:19 Optimizing PR Strategies for Different AI Platforms
09:58 Navigating the Evolving Media Landscape
13:12 The Intersection of PR and SEO
15:10 The Future of AI and Media Scraping
18:49 Empathy in the Workplace
20:37 Cultural Sensitivity in Global PR
Guest: Jackson Wightman, Founder Proper Propaganda
Listen on your favorite podcast app https://podcast.storiesandstrategies.ca/episodes/
