PRSA-LA Webinar Recap – September 30, 2025
Search is evolving faster than most realize. Today, over 65% of searches occur through AI platforms like ChatGPT, Claude, and Perplexity. This shift significantly impacts how brands appear online. Traditional SEO methods—such as keywords, backlinks, and meta tags—are no longer sufficient. Generative AI favors trusted, editorially earned media when delivering information. In short, earned media has become the new SEO.
On September 30, PRSA-LA collaborated with PRophet for a webinar discussing how AI is transforming visibility, reputation, and strategy for communicators. The event united leaders from agencies, technology platforms, and corporate communications to share practical insights on succeeding in this evolving landscape.
Speakers included:
Jason Brandt, CMO, PRophet
Mirza Germovic, SVP, AI Solutions & Advisory, Edelman
Marcel Goldstein, Managing Director, Global Corporate Affairs, Allison Worldwide
Alice Martinez, VP of Emerging Technology, Zebra Partners
Tonya McKenzie, Founder, Sand & Shores & VP of BPRS-LA
John McCartney, APR, Founder, JMAC PR; PRSA-LA Board Member & Treasurer (moderator)
Watch the full webinar replay here:
Here are a few key takeaways from the webinar:
AI Is Rewriting the Rules of Discovery. One core theme was how AI is changing the timing and manner in which stories emerge. Communicators can now utilize AI tools to predict story paths, identify key moments to pitch, and more effectively align content with media cycles.
Another key point: organizations need to create dual-track reputation strategies—one focused on humans, who respond to emotion and identity, and another for machines, which rely on structured text. Managing presence for both is vital to maintaining visibility.
Trust and Governance Take the Lead. As deep fakes and misinformation grow rapidly, trust becomes the new currency. Communicators must use AI not only to increase efficiency but also to identify credibility issues, expose false narratives, and strengthen trust through transparent, verified messaging.
Governance frameworks and ethical principles are also crucial for responsible AI adoption, covering everything from data protection to ensuring tools are fit for purpose.
AI Accelerates Media Relations—But Humans Still Matter. AI is transforming how media relations are handled, from analyzing coverage to identifying relevant journalists at unmatched speeds. However, tools don’t replace relationships, instincts, or strategic storytelling—human judgment remains crucial.
Next Steps for Communicators
• Run AI visibility audits to understand how your brand appears in LLMs.
• Build governance frameworks and ethical guidelines for AI use.
• Strategically integrate AI into workflows to boost quality and efficiency.
• Educate clients and stakeholders on the capabilities and limitations of AI.
Thank you to Prophet for their partnership, to our speakers for sharing their expertise, to all attendees who joined us live, and to the Huntington Marketing admin team for their support.
AI has transformed the landscape. For communicators, earned media now serves as the core way people, and machines, find your story.
