By Kieran Powell
Publication Date: 2026-08-14 15:00:00
Opinions expressed by Entrepreneur contributors are their own.
Key Takeaways
- The playbook that worked for Google doesn’t move AI engines, and understanding why is the strongest business case for PR in twenty years.
ChatGPT, Gemini and Perplexity build their answers from earned media — the one channel you can’t buy, automate or publish yourself. That quietly changes what PR is for, and who needs it.
Try a quick experiment. Open ChatGPT or Perplexity and ask it to recommend the best companies in your category — the exact question a prospect might ask. Then ask what your company does and who it serves. Now compare those answers to the positioning your team spent months refining.
For most businesses, the two don’t match. The engine’s description runs a few years out of date, borrows a competitor’s framing, or flattens a carefully built value proposition into a generic one-liner. And the mismatch matters more every quarter: a Prosper…
