As a member of the Worldcom Public Relations Group, RLF Communications is fortunate to learn from nearly 90 different points of view represented by our partner agencies around the world. One of the hottest topics we are discussing is the impact Artificial Intelligence (AI) is having on our clients, agencies and the world, and there is overwhelming consensus that the evolution of AI is energizing, not replacing, the core business of public relations and marketing.
AI is only as good as the information it can track down and analyze. Yes, it learns and evolves but the fuel that powers it is messaging, information, reputation, expertise, credibility, data, prompts and thought leadership content. Those are the building blocks that make it more important than ever for your brand, content and communications to be consistent, clear and constant.
If you are still a skeptic, here is a 5-minute diagnostic test that will help calibrate where your organization stands at the start of a new year and a new era. It will also provide “intelligence” to prioritize marketing and communications budgets for greater impact on your organization’s reputation, sales and competitiveness.
Step One: Borrow a phone from your spouse, partner or child (easier said than done). Any phone that is not associated with folks you work with.
Step Two: Perform a Google search with variations of the phrase “Who is the best (industry) company in the United States?” Be specific for what your company does but be as neutral as possible. Record the top 5 -10 organic and paid results, noting where your organization ranks or doesn’t rank.
Step Three: Ask the same questions using ChatGPT, Claude, Gemini or your favorite AI platform.
Step Four: Compare the results. The odds are, the results will be wildly different. Now ask yourself why.
In a rapidly changing world, the strategies and tactics companies have used for more than a decade are losing their punch. Search engine optimization, keyword rankings and sponsored posts are falling to the wayside as people use AI to search for information. Generative Engine Optimization (GEO) is what matters in 2026, the way AI models interpret, rank and summarize brands based on trust signals rather than keywords. To learn more about GEO, our Worldcom partner Pollack Group has several excellent points of view at their WellRed POV.
We are entering a golden age for public relations agencies who recognize that AI values content creation and multiple sources of authentication. It is not enough for companies to rely on their own advertising and marketing pitches to secure eyeballs. The rules of the game now place a premium on thought leadership, executive visibility and corporate reputation that is earned, not purchased.
For 2026 planning, set aside more time, resources and budget for your internal communications team and external public relations agency partner to craft and execute strategies that move the AI rankings ladder. Another excellent starting point is a webinar hosted by MuckRack that covers most of the bases you need to know and makes clear that public relations is driving the future of search.
While there is still a valuable role for traditional advertising, marketing and digital strategies, we are entering a brave new world. No one has it all figured out. In fact, no one can have it all figured out because the software, technology, algorithms and data sets keep shifting. Take advantage of that fact. As a former lifeguard and swim coach, my advice is to jump into the deep end right now and start swimming, even if you are a terrible swimmer. Take lessons, hire a coach, train hard, make progress towards your business goals by recognizing that public relations is becoming the infrastructure layer for AI visibility. If your organization does not provide credible third-party content, AI will fill the gaps with available information, including content from your competitors.
After you’ve done all of the above, here’s Step Five: pull out your own phone again and ask an AI search engine the same questions as before. If the results are different, it’s because your phone (really the technology driving your phone) knows you better and differently than the neutral device you were using. And because in the 5-10 minutes since you performed the initial exercise, the world has shifted. New content has been added. New information is available to pull from.
Put the “I” in AI by checking multiple mirrors and ensuring the world sees what you want them to see. Make the call to your PR team and agency right now (or call RLF Communications or a Worldcom Public Relations Group partner!) and ask what is needed to make sure your organization swims, not sinks, in 2026.
Monty Hagler
Founder & CEO
RLF Communications
Todd Lynch
Managing Director – Worldcom Public Relations Group
