Once upon a time, PR success for a small business meant one thing: earned media. A mention in the local paper, a quote on the radio or a byline in an industry magazine could drive awareness, credibility and even direct leads. Traditional PR professionals were the go-to source for visibility. But in 2025, the formula has changed.
Not because PR no longer matters — it absolutely does. But now the importance of PR has been magnified because how and where your brand shows up is more important than ever.
Today, we’re in the age of AI search — and AI doesn’t just read the headlines. It scans everything.
From Press Releases to Selfies: The Evolution of PR
PR used to revolve around the press. A well-written release, a few strong relationships, and your story could land in front of thousands. For many media formats, that was the end of it – people saw your story when it ran, or they didn’t.
Now? Audiences — and algorithms — are everywhere. People get their news from TikTok, they trust podcasts, and they ask ChatGPT instead of searching Google. News stories live on in search, with many media formats being indexed on news websites to be referenced into the future. AI-powered search platforms like Google’s SGE, Perplexity, and ChatGPT are trained to pull answers from blogs, product reviews, Reddit threads, community forums, and social media captions. And importantly, they look for brand mentions, not just backlinks.
In short, the modern media landscape rewards distributed visibility.
PR hasn’t disappeared. It’s just grown up. And it no longer belongs to journalists alone — it belongs to everyone talking about your brand online.
Why Brand Mentions Matter More Than Ever
Here’s what’s different in the AI era: search is no longer only about ranking pages. It’s about building a brand presence that AI can recognize, validate and pull into search results.
That means your brand needs to be mentioned — not just linked — in conversations, blogs, bios and captions. These unlinked brand mentions help train AI systems to recognize your business as a credible source. And when someone asks a question related to your service, AI is more likely to include your business in its answer.
This shift means traditional PR becomes an integral part of your marketing mix, not a stand-alone effort. Today, visibility comes from:
- Your business being mentioned in a Facebook group discussion.
- A customer tagging your company in their Instagram Story.
- A blog post that casually name-drops your service.
- A community podcast referencing your work or team.
- A strong Wikipedia entry and Reddit presence.
- …and yes, that trade publication story, your local news feature segment and your next community event calendar post.
These “everyday” mentions are the new currency of digital PR strategy for small businesses.
Authenticity = Authority (According to AI)
AI is increasingly trained to mimic human behavior. So, if a potential customer would trust a recommendation from a friend, AI is designed to do the same — by aggregating insights from trusted, natural-sounding content.
Your brand doesn’t need to shout. It needs to show up consistently, clearly and in places that feel real.
Let’s dive into the consistent part of the equation for a minute. Businesses shouldn’t treat these as a short-term focus or an X-month campaign. What we’ve learned from the world of search engine optimization and companies that try to game the algorithm’s temporary loopholes is that short-term tactics designed for quick gains don’t last and are usually penalized with the next algorithm update. Instead, the long-term strategy of being consistent in your approach to PR and brand visibility should feel authentic and continue to build over time.
That means focusing on visibility like:
- A quick behind-the-scenes post on your company’s Instagram.
- A client sharing their experience on LinkedIn.
- A staff member casually tagging your business during a job site visit.
- A blog from your outsourced marketing agency highlighting your community involvement.
- …and yes, we’ll repeat our examples of that trade publication story, your local news feature segment and your next community event calendar post.
If your presence is authentic, AI will find it. And when it comes time to answer a question — like “best outsourced marketing agency in Kansas City” or “how to recycle scrap metal near me” — your brand won’t just rank. It will be part of the answer.
PR Isn’t Just a Media Play Anymore. It’s a Search Strategy.
Small businesses don’t need to “go viral.” They need to be visible — consistently and in the right places. That’s the new PR benchmark.
At EAG Advertising and Marketing, we help small businesses understand and adapt to this shift. We blend traditional PR know-how with modern digital marketing and search optimization strategies. Our outsourced marketing experts work to get your brand mentioned in the conversations that matter — so AI knows you’re relevant.
We don’t just build campaigns. We build searchable, discoverable and durable brands that increase in value over time.
Are You Being Mentioned Where It Matters?
If your marketing isn’t focused on PR wins or AI-driven search behavior, it’s time to rethink your strategy — and that starts with contacting an outsourced marketing agency like EAG.
Let’s talk about how we can help your brand show up in the age of AI. We’ll show you how modern PR works — and how your business can benefit.