KUALA LUMPUR 9 July 2026, (The Capital Post) – Public relations professionals are becoming increasingly influential in shaping brand visibility as consumers shift towards artificial intelligence-powered search platforms for information, making credible media coverage a key factor in determining whether brands are recognised and recommended by AI systems.
The growing use of large language models (LLMs) such as ChatGPT and Google’s AI-powered search features has created a new digital landscape where earned media coverage plays a significant role in how brands appear in AI-generated responses. According to Supernewsroom.AI founder and Chief Executive Officer Manminder Kaur Dhillon, PR practitioners now hold a strategic position in helping organisations gain recognition within AI-driven information ecosystems.
She explained that AI platforms rely heavily on publicly available information, particularly trustworthy news reports and authoritative sources, when generating responses for users. As a result, independent media coverage has become an important indicator of credibility that influences whether a brand is discovered through AI search tools.
Manminder highlighted that consistent exposure through reputable news organisations can strengthen a brand’s chances of appearing in AI-generated recommendations, while also creating new opportunities for publishers as quality journalism becomes a valuable resource within the emerging AI economy.
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She shared these insights during the Supernewsroom.AI Public Relations Bootcamp 2026, held from 22 to 25 June under the theme “AI+PR” in collaboration with Intelectasia. The programme brought together more than 50 communications professionals from corporate and public sectors to explore the evolving relationship between artificial intelligence and public relations.
A Gartner report titled “Top Predictions to Inform 2026 Comms Strategies” also highlighted the growing importance of PR and earned media, forecasting increased investment in these areas as organisations seek stronger visibility in AI-based search environments.
The four-day programme, now in its 16th year, concluded successfully with a focus on empowering communications professionals to adapt to technological changes and strengthen their role in the future of digital brand discovery. – The Capital Post
