While some communications professionals view AI as a threat, others are quickly figuring out ways to use these phenomenal new tools to turbocharge longstanding strategies and tactics that drive results. It’s in that spirit that we are sharing a couple of use cases from 3BL clients.

• Prompt Discovery Index – One of our clients has written more than 100 prompts for top AI search engines, such as ChatGPT, Gemini, and CoPilot.  By running a monthly report, the client can see how effective her content distribution program has been in influencing generative AI to incorporate her brand’s narrative into the answers generated by AI engines. This client has an “intentional repetition” formula of using 3BL to tell stories through press releases, videos, articles, case study reports, and other formats. The goal is to show up ahead of competitors in the large language models (LLMs) used by the AI chatbots. Her “prompt discovery index” is growing every month and is now more important than the SEO reports her organization used for many years to improve visibility in search and social. 

• AI Notices – One clever PR pro, Gab Ferree, recently rebranded a press release as “AI Notices.” They are being used as a generative AI release strategy, but with a deliberate inclusion of more facts and content than is normally found in traditional media or consumer-focused communications. A recent Muck Rack survey found that AI search engines viewed content distributed by services like 3BL as “earned media.” Because many Tier One news outlets are suing AI search engines to block inclusion of their licensed content in results, there is an opportunity to achieve strong AI search performance through AI notices (aka 3BL flexible media releases) and earned media placements on lesser-known “Tier Zero” blogs and news sites. 

This radical transformation in how consumers, investors, policymakers, employees and other key audiences access information is an opportunity to use 3BL’s powerful distribution network – and the fact that our clients’ content is included by LLMs – to improve trust and commercial results. [MORE: AI is Building a New Trust Economy: Will PR Be Part of It?] We would welcome the opportunity to speak with you about your challenges and map ways 3BL can become a partner as you retool to meet the moment. Image Source: Google Gemini AI