Google Search still holds about 90% of global search volume as of mid‑2025, but change is underway as more users begin turning to AI. AI search is rewriting the rules of discovery, and PR needs to adapt. With ChatGPT, Gemini, and Perplexity each scraping different corners of the web, the old focus on big-name publications is no longer enough. The most influential sources may now be niche review sites, specialized forums, or content hubs you have never pitched. Knowing what each Large Language Model (LLM) values and how to optimize for it, is becoming a core PR skill. In this episode, we explore how Answer Engine Optimization (AEO) is reshaping PR. From the rise of “dual websites” for humans and bots to the ethical tensions between LLMs and media outlets, we discuss how PR teams can rethink targeting, adapt content, and position clients for visibility in an AI‑first world. Listen For 5:49 Dual Websites: One for Humans, One for Machines 8:39 LLMs as New Media Channels 11:38 What AI Tools Scrape (and Why It Matters) 14:45 Can Bots Get Past Paywalls? The Legal and Ethical Minefield 17:01 Answer to Last Episode’s Question From Heather Blundell Guest: Jackson Wightman, Founder Proper Propaganda Website | Email | LinkedIn Rate this podcast with just one click Stories and Strategies Website Curzon Public Relations Website Are you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it. Apply to be a guest on the podcast Connect with us LinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | Pinterest Request a transcript of this episode Support the show
