If you’re interested enough in digital PR to be reading this, you won’t need to be told that AI searches have become a big deal very quickly. Users click far less than they used to when searching. Instead, they are becoming more willing to trust AI overviews provided by Google, or ask more specific questions directly to ChatGPT or Claude.

As a result, a clear strategy for Answer Engine Optimisation (AEO) is now crucial if you want your company to deliver strong organic web traffic.

But how can PR make a difference?

How AEO differs from SEO

To answer that, we first need to understand how AEO differs from traditional SEO. Where the latter is focused largely on structured data and keywords, AEO prioritises credibility, consistency and recognisable, high authority sources.

Chatbots will pull information they deem to be trustworthy and reliable from websites they rank highly. This can be large internet forums like Reddit or Mumsnet, but increasingly it is also media outlets. In a nutshell, any online media coverage gained as a result of digital PR activity is likely to have a positive impact on your company’s/ campaign’s AEO.

Being cited externally matters more to chatbots than simply talking about your services on your own website. They recognise that anybody can optimise their own website for search engine visibility, but this doesn’t inherently mean that company is the most valuable. On the other hand, multiple external references implies the opposite: the more sites pointing back towards your own or your business’s name, the more likely it is that your company is trustworthy and credible.

It’s essentially a first-past-the-post system in search engine form.

Regular credible, external references build momentum

A strong digital PR campaign can do wonders to your company’s AEO. PR agencies can work alongside you to position your team as industry leaders, pitching to trusted sector media outlets with your voice front and centre, providing expert commentary. Not only does this increase visibility among your target audience, but it also creates a network of credible, external references that answer engines can draw from.

Over time, this kind of coverage builds momentum. A single piece of media coverage can be valuable, but it is the consistency of being featured across multiple reputable publications that strengthens your authority online. Each mention reinforces the last, creating a clearer and more recognisable signal of expertise.

Patterns lead to visibility

This is particularly important in an environment where answer engines are looking for patterns rather than one-off sources. If your brand appears regularly in trusted news outlets, with consistent messaging and positioning, it becomes far more likely to be included in AI-generated responses. In contrast, brands that rely solely on their own channels may struggle to establish the same level of credibility.

It also changes how we think about the value of PR more broadly. Coverage is no longer just about reach or awareness in the traditional sense. It now plays a direct role in how your brand is surfaced in search, influencing not just whether people see your content, but whether they encounter your brand at all when looking for answers.

Visibility enhances brand advocacy and trust

As AEO continues to evolve, the relationship between PR and search will only become more closely aligned. Brands that invest in building strong, consistent media presence will be better placed to adapt to this shift, ensuring they are not only visible, but trusted.

What’s clear is that in 2026, PR is now a fundamental part of your digital strategy.

If you want to find out more about how Eden PR can help you achieve your AEO goals, get in touch today.

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