Why PR coverage matters more than ever in the age of ChatGPT

If you’re still measuring PR success by the number of articles and reach, it’s time to upgrade your thinking. In 2025, PR isn’t just about simply reaching audiences – it’s about being remembered by AI.

Yes, we’re now living in a world where AI is recommending products. And as more of us are using ChatGPT as a new ‘google’, it has the power to curate brand lists and (according to ChatGPT themselves) this is based on published online content, product reviews, authoritative media outlets and high-ranking blogs.

Here’s what you’ll need to consider:

Whether it’s a roundup in IndyBest, a best-of list on BuzzFeed, or a beauty breakdown in Vogue, ChatGPT is increasingly referencing content like this when making product suggestions. If your product isn’t showing up in those articles, you’re likely not showing up in ChatGPT either.

So yes – that PR feature in “Best Hair Oils of 2024” isn’t just vanity coverage. It could literally be the thing that gets your product recommended by AI.

What does this mean for brands?

It means online PR is now a long-term SEO + AI visibility play. It’s not just about driving a spike in sales for one day. It’s about anchoring your product into the digital landscape in a way AI can recognise and repeat.

Pitch for evergreen content

Focus on “Best of,” “Top Picks,” “Gift Guides,” and comparison roundups. These stay live for months (sometimes years), and ChatGPT is more likely to surface information that appears in consistent, authoritative lists.

Target high-authority sites

The bigger the publication’s domain authority, the more “trust” it holds in the eyes of both Google and ChatGPT. Think – The Guardian, Glamour, Stylist – anywhere that’s writing lifestyle, product, or culture-based roundups.

Get listed in region-specific features (if relevant)

AI often surfaces guides like “Best things to do in Yorkshire” or “Best places to stay in the Lake District.” Being part of those lists will give you a higher chance of being recommended.

Think beyond destinations

If you’re a product brand (like sleep masks, wellness kits, or travel gadgets), getting into travel roundups. “Best gifts for frequent travellers” and “What to pack for a UK weekend trip” are ChatGPT gold.