Jason Ouellette in Bulldog Reporter: Why AI Search Is Forcing a Rethink of PR’s Role

Our very own, Escalate PR Partner Jason Ouellette is out with a new piece in Bulldog Reporter! This isn’t just another surface-level blog about AI optimization or why PR is “more important than ever.” Jason breaks down exactly why the rise of answer engines like ChatGPT and Perplexity is reshaping how companies evaluate PR strategy and he goes beyond the buzz to explore which Tier 1 media coverage actually move the needle in AI search visibility. A must-read for anyone rethinking their PR approach in the age of AI optimization

What Jason Said

“Historically, the traditional way we’ve measured PR’s impact through KPIs are focused on message pull-through, share of voice, and media impressions. There are times when the PR program success is based on its connection to new revenue – and if that is the case you’ve been setting yourself up for failure. But today, that narrative is shifting as PR is at the center of one of marketing’s most urgent conversations: Answer Engine Optimization – one that expands brand awareness AND has a closer connection to revenue growth.”

About the Article

In the article, Jason breaks down how AI tools prioritize content differently from Google elevating third-party sources (disproportionately prioritizing high domain authority sites like national news outlets) and how industry trades are typically where the buyer lives, so having a modern PR strategy with a mix of both is essential. The result? PR is no longer just about awareness. It’s about helping brands show up in AI-driven discovery moments where purchase decisions increasingly begin.

Jason walks through:

• How AI search models are trained (and why domain authority matters)
• Which outlets matter most for AI visibility (spoiler: it’s not just trades)
• What a modern PR strategy looks like in an AI-first landscape
• Why balancing trade press and Tier 1 hits is critical to staying relevant

Why It Matters

This piece is a practical blueprint for PR and marketing teams trying to stay ahead of the AI curve. Whether you’re reporting on pipeline, brand visibility, or search rankings, the shift to answer engines makes earned media even more essential.

As Jason notes, “It’s not either/or – it’s both/and.” You need a media mix that builds credibility, reaches real buyers, and feeds the next wave of AI-powered search engines.

Want to Learn More?

Read the full article on the Bulldog Reporter website: https://www.agilitypr.com/pr-news/seo-website/ai-search-has-just-increased-the-importance-of-your-pr-program/