Oct. 20, 2025
How the New Era of AI Search Impacts PR Pros - Episode 318
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TSL 318: How the New Era of AI Search Impacts PR ProsEpisode 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.
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
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.
Found this conversation valuable? Don't keep it to yourself! Share this episode with a fellow PR pro who needs to hear it.
We'd love to hear your thoughts on this topic. Join the conversation and explore a community of your peers at soloprpro.com. Let us know your questions or ideas for future topics—we're listening! Want to be a guest or partner with That Solo Life, email us at info@soloprpro.com.
Episode 318: How the New Era of AI Search Impacts PR Pros
Michelle Kane (00:12):
Thank you for joining us for this episode of That Solo Life, the podcast for PR pros and marketers who work for themselves, people like me, Michelle Kane, with Voice Matters, and my wonderful co-host, Karen Swim of Solo PR Pro, the best little group in the land. Hi Karen, how are you today?
Karen Swim, APR (00:29):
Hey, Michelle. I'm doing good. How are you doing?
Michelle Kane (00:32):
Yeah, can't complain. Can't complain. Sun's shining. I'll take it. I'll take it.
Karen Swim, APR (00:38):
Yeah, it's the good and the bad, right? Of what's happening for all of us weather-wise. This year we get an extension of very nice days, and here in Michigan, it feels like the summer that we were cheated out of. So riding bikes and doing things, but it's so dry.
Michelle Kane (00:57):
It is so very dry. Yeah. Here in southeast PA as well when we're recording this in early October, and I think we probably have a couple of more days of this extended summer, and then it looks like the crisp fall weather will arrive, which I'm not mad at.
Karen Swim, APR (01:14):
I am welcoming that change,
Michelle Kane (01:16):
Change. We all need change. Well, speaking of change, ooh, how's that for an organic segue? There's been some change in search. Now, of course, there's always change in search. I recently attended a workshop for the auto industry on just all things digital, and I mean, even the presenter would see Google changing things literally day to day. So change is constant in that world. However, there's been some significant changes in search as far as how it relates to AI and how we can almost create our own little concierge search world. So we're going to dig into that a little bit because we know, of course, there's no way we can be experts on everything, but we do need to be aware as comms pros what's happening out there. So this is going to be fun.
Karen Swim, APR (02:13):
I agree. And I think that my advice is don't try to be an expert on this because it continues to have so many nuances and frequent changes. This is the time to develop some go-to sources for yourself to understand search. Go ahead if you feel like it's necessary for your job, and invest in attending online or in-person workshops and partnering with a professional where this is their area of expertise, because it really does have repercussions for the distribution of our communication strategies.
Michelle Kane (02:57):
Absolutely, absolutely. And as with any sector of all the things we touch, as communication professionals, you just need to have the awareness and know about it. I mean, just the factor of AI searches alone, as I'm sure you've anyone who's done a search on Google, you see the AI essence first. So it's important to tailor some of your client's content, content, contact content in ways that, so that you'll show up. I mean, even if it's something as simple as creating an FAQ section in your Google Business profile, these aren't insurmountable things, and we certainly don't want you, our listeners to feel overwhelmed or think, oh, one more thing. Really, it's just another shift, and this is what we're used to, right? We roll with this,
Karen Swim, APR (03:57):
And I think the key here, as we've said before, and I believe that we as communicators are aware of this, that ai, when people are searching these days, they're asking questions. So you really have to think about framing your content in a way that delivers information and answers the question. So we've talked about data is a great way to win in the AI search era because data provides a proof point, and those data results often rise to the top. So think about incorporating data campaigns into what you do, and think about the ways that people ask questions and framing your content in a way that answers questions that people will have. But here's the other thing, and I feel like this is the good and the bad of ai. AI allows you to really personalize your search. So now Google allows you to favorite your publishers. So that means that AI not only it learns from you, so then it's going to give you results based upon your preferences, but also your past search history. I think that that's bad because it suppresses things that could give you new avenues of information, and it suppresses discovery in a way because it's working off of what you normally do.
Michelle Kane (05:32):
And
Karen Swim, APR (05:33):
We know that people who don't work in communication industries are not going to go beyond what's being presented to them, and they're not going to think about algorithms and things in the same way that we do if they get their answer to keep it moving, whereas we understand that and we'll dig a little bit deeper because that's just the nature of our jobs that have taught us to do that. So it's gotten extremely tricky to be able to get past all of these filters that have been set up
Michelle Kane (06:14):
So, so true. And I guess on one hand I can understand adding that feature, but really it's like we don't need you telling, I don't need Google telling me or inviting me to create a little online ecosystem where like you say, where's the serendipity of discovery? Right?
Karen Swim, APR (06:34):
Right. It's almost like how we warn against creating these chambers. But now AI is forcing us into echo chambers where we get we're surrounded by sameness. And again, on one hand it can be very helpful not to have to dig for something that you look for all the time. So if you're always searching for restaurant choices in a particular area to get presented that first can save you time.
Michelle Kane (07:01):
But
Karen Swim, APR (07:02):
To suppress things that could introduce you to something that is outside of your normal pattern is a negative in my mind.
Michelle Kane (07:14):
Yeah. Yeah, I agree. I agree. And you know what? It does bring to mind though that all of this, even though we feel like we're at the mercy of all of this, at the end of it, we still have the autonomy. You, me, everyone, we can favorite some publishers, but then we can also sit there and go, okay, I was presented with my echo chamber and now I am going to search elsewhere. So in a way, there's a bit of comfort. It is still on us. We just have to remember that. And you know what? Honestly, in the hectic nature of our lives, that's easily forgotten. It's easily just, ugh, some other time. So I think we just all need to be mindful of that and be thoughtful about that as we create our messaging for our clients.
Karen Swim, APR (08:11):
I agree. And I think for me, and I'm not an expert in search, I'm right there in the trenches with all of you trying to keep on top of the information, trying to understand what's going on. But here is the optimism, I believe for communicators, because lately it does feel like there's just a string of things that make our jobs more difficult. But the opt optimistic note that we want to leave you on is the things that used to work still work, and they're even more important now. So things like newsletters to go directly to your audience with your messages and focusing on making those newsletters interesting. What are the things that are delivering the most engagement? Lean in and do more of that. You have an opportunity to serve up personalized content to your audience and grow that audience. Same with your social media channels, to build your audience, speak directly to them.
(09:15):
I would also encourage, even when you're doing press releases or searching out news and you need to take it public because you are trying to reach a wider audience, think about who you're trying to reach and go directly to them. So for example, is there a publication that stands out in a particular industry that's your audience that you could deliver and distribute your press release through them rather than through a wire service going direct. So we've known these things and these are old school tactics, but they still work. And that's a beautiful thing because we know how to do those things and now we can modernize it and lean into it and improve it. Understanding that more than ever, we need those tried and true tactics because they are standing out as a way to really talk to people
Michelle Kane (10:15):
That could not agree more. And as we say all the time, you know what? Don't build on rented land, build on your own real estate. I can't think of a better note to end on. Well, we hope this has challenged you, inspired you, just given you a good start to your day or whenever you happen to be listening to this. And we hope if you found this information valuable, please do share it around. We would so appreciate that and hit us up at up at solopro.com. Check it out. It's a great community and we would love to hear your questions or topic ideas. And until next time, thanks for listening to That Solo Life.
Transcribing live conversations can be tricky so please be forgiving of any typos or errors that you find. Love something here and want to share? Great, please keep reading.
You are more than welcome to share the transcript (up to 500 words) in media articles (e.g., PR News, O’Dwyers), on your personal website, in a non-commercial article or blog post (e.g., Substack), and/or on a personal social media account for non-commercial purposes, provided that you include attribution to “That Solo Life” and link back to the soloprpro/podcast URL. For the sake of clarity, media outlets with advertising models are permitted to use excerpts from the transcript per the above.
But please note that no one is authorized to copy any portion of the podcast content or use That Solo Life’s name, image or likeness for any commercial purpose or use, including without limitation inclusion in any books, e-books, book summaries or synopses, or on a commercial website or social media site (e.g., Facebook, X, Instagram, etc.) that offers or promotes your or another’s products or services.
Got questions? Email us at info@soloprpro.com.
Michelle Kane (00:12):
Thank you for joining us for this episode of That Solo Life, the podcast for PR pros and marketers who work for themselves, people like me, Michelle Kane, with Voice Matters, and my wonderful co-host, Karen Swim of Solo PR Pro, the best little group in the land. Hi Karen, how are you today?
Karen Swim, APR (00:29):
Hey, Michelle. I'm doing good. How are you doing?
Michelle Kane (00:32):
Yeah, can't complain. Can't complain. Sun's shining. I'll take it. I'll take it.
Karen Swim, APR (00:38):
Yeah, it's the good and the bad, right? Of what's happening for all of us weather-wise. This year we get an extension of very nice days, and here in Michigan, it feels like the summer that we were cheated out of. So riding bikes and doing things, but it's so dry.
Michelle Kane (00:57):
It is so very dry. Yeah. Here in southeast PA as well when we're recording this in early October, and I think we probably have a couple of more days of this extended summer, and then it looks like the crisp fall weather will arrive, which I'm not mad at.
Karen Swim, APR (01:14):
I am welcoming that change,
Michelle Kane (01:16):
Change. We all need change. Well, speaking of change, ooh, how's that for an organic segue? There's been some change in search. Now, of course, there's always change in search. I recently attended a workshop for the auto industry on just all things digital, and I mean, even the presenter would see Google changing things literally day to day. So change is constant in that world. However, there's been some significant changes in search as far as how it relates to AI and how we can almost create our own little concierge search world. So we're going to dig into that a little bit because we know, of course, there's no way we can be experts on everything, but we do need to be aware as comms pros what's happening out there. So this is going to be fun.
Karen Swim, APR (02:13):
I agree. And I think that my advice is don't try to be an expert on this because it continues to have so many nuances and frequent changes. This is the time to develop some go-to sources for yourself to understand search. Go ahead if you feel like it's necessary for your job, and invest in attending online or in-person workshops and partnering with a professional where this is their area of expertise, because it really does have repercussions for the distribution of our communication strategies.
Michelle Kane (02:57):
Absolutely, absolutely. And as with any sector of all the things we touch, as communication professionals, you just need to have the awareness and know about it. I mean, just the factor of AI searches alone, as I'm sure you've anyone who's done a search on Google, you see the AI essence first. So it's important to tailor some of your client's content, content, contact content in ways that, so that you'll show up. I mean, even if it's something as simple as creating an FAQ section in your Google Business profile, these aren't insurmountable things, and we certainly don't want you, our listeners to feel overwhelmed or think, oh, one more thing. Really, it's just another shift, and this is what we're used to, right? We roll with this,
Karen Swim, APR (03:57):
And I think the key here, as we've said before, and I believe that we as communicators are aware of this, that ai, when people are searching these days, they're asking questions. So you really have to think about framing your content in a way that delivers information and answers the question. So we've talked about data is a great way to win in the AI search era because data provides a proof point, and those data results often rise to the top. So think about incorporating data campaigns into what you do, and think about the ways that people ask questions and framing your content in a way that answers questions that people will have. But here's the other thing, and I feel like this is the good and the bad of ai. AI allows you to really personalize your search. So now Google allows you to favorite your publishers. So that means that AI not only it learns from you, so then it's going to give you results based upon your preferences, but also your past search history. I think that that's bad because it suppresses things that could give you new avenues of information, and it suppresses discovery in a way because it's working off of what you normally do.
Michelle Kane (05:32):
And
Karen Swim, APR (05:33):
We know that people who don't work in communication industries are not going to go beyond what's being presented to them, and they're not going to think about algorithms and things in the same way that we do if they get their answer to keep it moving, whereas we understand that and we'll dig a little bit deeper because that's just the nature of our jobs that have taught us to do that. So it's gotten extremely tricky to be able to get past all of these filters that have been set up
Michelle Kane (06:14):
So, so true. And I guess on one hand I can understand adding that feature, but really it's like we don't need you telling, I don't need Google telling me or inviting me to create a little online ecosystem where like you say, where's the serendipity of discovery? Right?
Karen Swim, APR (06:34):
Right. It's almost like how we warn against creating these chambers. But now AI is forcing us into echo chambers where we get we're surrounded by sameness. And again, on one hand it can be very helpful not to have to dig for something that you look for all the time. So if you're always searching for restaurant choices in a particular area to get presented that first can save you time.
Michelle Kane (07:01):
But
Karen Swim, APR (07:02):
To suppress things that could introduce you to something that is outside of your normal pattern is a negative in my mind.
Michelle Kane (07:14):
Yeah. Yeah, I agree. I agree. And you know what? It does bring to mind though that all of this, even though we feel like we're at the mercy of all of this, at the end of it, we still have the autonomy. You, me, everyone, we can favorite some publishers, but then we can also sit there and go, okay, I was presented with my echo chamber and now I am going to search elsewhere. So in a way, there's a bit of comfort. It is still on us. We just have to remember that. And you know what? Honestly, in the hectic nature of our lives, that's easily forgotten. It's easily just, ugh, some other time. So I think we just all need to be mindful of that and be thoughtful about that as we create our messaging for our clients.
Karen Swim, APR (08:11):
I agree. And I think for me, and I'm not an expert in search, I'm right there in the trenches with all of you trying to keep on top of the information, trying to understand what's going on. But here is the optimism, I believe for communicators, because lately it does feel like there's just a string of things that make our jobs more difficult. But the opt optimistic note that we want to leave you on is the things that used to work still work, and they're even more important now. So things like newsletters to go directly to your audience with your messages and focusing on making those newsletters interesting. What are the things that are delivering the most engagement? Lean in and do more of that. You have an opportunity to serve up personalized content to your audience and grow that audience. Same with your social media channels, to build your audience, speak directly to them.
(09:15):
I would also encourage, even when you're doing press releases or searching out news and you need to take it public because you are trying to reach a wider audience, think about who you're trying to reach and go directly to them. So for example, is there a publication that stands out in a particular industry that's your audience that you could deliver and distribute your press release through them rather than through a wire service going direct. So we've known these things and these are old school tactics, but they still work. And that's a beautiful thing because we know how to do those things and now we can modernize it and lean into it and improve it. Understanding that more than ever, we need those tried and true tactics because they are standing out as a way to really talk to people
Michelle Kane (10:15):
That could not agree more. And as we say all the time, you know what? Don't build on rented land, build on your own real estate. I can't think of a better note to end on. Well, we hope this has challenged you, inspired you, just given you a good start to your day or whenever you happen to be listening to this. And we hope if you found this information valuable, please do share it around. We would so appreciate that and hit us up at up at solopro.com. Check it out. It's a great community and we would love to hear your questions or topic ideas. And until next time, thanks for listening to That Solo Life.
Transcribing live conversations can be tricky so please be forgiving of any typos or errors that you find. Love something here and want to share? Great, please keep reading.
You are more than welcome to share the transcript (up to 500 words) in media articles (e.g., PR News, O’Dwyers), on your personal website, in a non-commercial article or blog post (e.g., Substack), and/or on a personal social media account for non-commercial purposes, provided that you include attribution to “That Solo Life” and link back to the soloprpro/podcast URL. For the sake of clarity, media outlets with advertising models are permitted to use excerpts from the transcript per the above.
But please note that no one is authorized to copy any portion of the podcast content or use That Solo Life’s name, image or likeness for any commercial purpose or use, including without limitation inclusion in any books, e-books, book summaries or synopses, or on a commercial website or social media site (e.g., Facebook, X, Instagram, etc.) that offers or promotes your or another’s products or services.
Got questions? Email us at info@soloprpro.com.