How well do the leading PR and Communications brands show up when AI engines like ChatGPT, Perplexity, and Gemini answer questions? Here are the scores.
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Full PR & Communications Leaderboard →When a journalist asks an AI assistant to find a PR agency with experience in fintech, or a communications director researches crisis management firms, the agencies that appear in those AI responses win the pitch. PR and communications procurement increasingly begins with AI-assisted research, and agencies without AI visibility are invisible at the most critical stage of the buying process.
(How AI search visibility works)The profession also faces a paradox: PR agencies that build visibility for clients often neglect their own AI discoverability. The agencies most effective at securing media coverage for others sometimes struggle to ensure their own capabilities are accurately represented in AI-generated answers.
AI visibility is also becoming a service differentiator. Clients increasingly expect their PR agencies to understand AI search and generative engine optimisation as part of their communications strategy. Agencies that demonstrate their own AI literacy attract clients looking for forward-thinking partners.
PR agency websites often prioritise visual storytelling and portfolio presentation over the structured, text-heavy content AI systems need to parse. Beautiful case study pages with minimal descriptive text provide little for AI assistants to cite when recommending agencies.
Client confidentiality limits case study detail. PR agencies work on sensitive matters where client names cannot always be disclosed, making it difficult to publish the specific, attributable outcomes that AI systems prefer to cite. This creates a tension between discretion and discoverability.
The breadth of PR services also dilutes authority. Agencies offering media relations, crisis management, digital PR, internal communications and public affairs may struggle to build deep topical authority on any single discipline, reducing their visibility for specialist queries.
PR agencies should apply their communications expertise to their own digital presence, creating structured content that AI assistants can discover and cite.
Create dedicated pages for each service explaining your approach, process and typical outcomes. Detailing your methodology gives AI systems structured, quotable content about how you work, rather than generic service descriptions.
Publish case studies with specific outcomes such as media reach figures, sentiment improvements or share of voice gains. Where client names cannot be disclosed, describe the sector, challenge and results in enough detail to provide citable evidence of capability.
Publish expert commentary on PR trends, AI's impact on media relations, crisis communications best practice and measurement frameworks. Thought leadership builds topical authority and gives AI systems quotable expert perspectives.
Create detailed profiles for team members highlighting sector specialisms, media contacts, notable campaigns and professional credentials. AI systems cite named experts more readily than anonymous agency descriptions.
Ensure your agency is listed on PR industry directories, award shortlists and trade publications with consistent descriptions. These external references validate your authority and provide AI systems with multiple corroborating sources.
Anonymised case studies can be highly effective when they include specific details about the sector, challenge, strategy and measurable results without naming the client. AI systems value specific, structured outcomes over brand names. Many of the most citable case studies describe the problem and solution in detail while keeping the client anonymous.
As AI search becomes a mainstream channel for brand discovery, AI visibility is becoming a natural extension of digital PR and communications services. Agencies that develop expertise in generative engine optimisation can offer it as a differentiated service, helping clients ensure they are accurately represented in AI-generated answers.
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