Zen Media Partner and Head of Public Relations (PR) Sarah Evans shares how traditional PR strategies are becoming obsolete. In an increasingly AI-driven world, visibility for all the hard work put into press releases, media placements, carefully-built websites and SEO is at risk. The new reality is "dual pathway PR" which blends the best of time-tested PR strategies with innovative, bold approaches for increasing discoverability for your brand from AI prompts. Take consistent, smaller incremental steps in evolving your execution by picking one topic per quarter. Think about what your customers are actually asking LLMs, which soon will have direct e-commerce capabilities. Focus on the places where machines and humans can best find you. Your ideal customers are making buying decisions on what AI remembers, not what's on your website. Not your latest press release. "The traditional fundamentals of PR still matter. That is information, awareness, it's announcing things, its building relationships. But dual pathway PR also takes into account we are sharing information for machines." This episode has been sponsored by Meter. Head to meter.com/marketimpact to learn more.
