Public Relations Firms Adapting Business Models for AI and Discoverability

Heather Kelly, CEO of Next PR, noted that the firm is seeing a significant upswing in 2027, driven by investments in discoverability and answer engine optimization (AEO), also known as generative engine optimization (GEO). According to Gartner, communications teams are increasingly shifting resources toward public relations due to the need for AI visibility. This trend aligns with findings from Muck Rack’s State of PR 2026, which identified GEO as a top priority alongside earned media and social strategy.

Kelly's firm is observing this shift in client conversations, where clients prioritize brand awareness, AEO, and reputation management over direct sales. The firm is now utilizing analytics to demonstrate return on investment, including tracking LLM referral traffic, proving the value of high-quality, authoritative content.