PR in the Age of AI: Media Literacy, Misinformation, and the New Gatekeepers

Note: The video above is a 2-minute demo of an experiment I ran with Operator, one of OpenAI's AI agents, where I had it create a media list involving all journalists who wrote about alternative investments over the last 60 days. 

AI isn’t just another PR tool — it’s reshaping the entire media ecosystem. It decides which stories get covered, how they’re written, and who sees them. The implications for PR professionals are massive.

Key Insights from AI Horizons 2025:

💡 AI is reshaping Newsrooms
AI-driven journalism is filtering, curating, and generating content faster than in the past. PR pros must now optimize for AI-driven algorithms instead of relying solely on journalist relationships.

💡 The Rise of GEO (Generative Engine Optimization)
Traditional SEO is becoming obsolete as AI prioritizes engagement-based ranking signals. PR pros must understand how AI platforms evaluate credibility and authority to ensure their stories get surfaced.

💡 PR’s New Role as Truth Guardians
Misinformation spreads faster than it can be corrected in an AI-powered media landscape. PR teams must proactively monitor AI-driven misinformation and adjust messaging accordingly.

How PR Pros Can Stay Ahead:
✔ Learn how AI curates, ranks, and distributes news
✔ Shift content strategies toward GEO principles
✔ Monitor AI-driven misinformation before it escalates
✔ Position PR as the last line of defense in AI media literacy

The PR landscape has changed. The real question is — how will you adapt?

🔗 Here is a link to the PDF of my presentation.