How to Optimize Your Corporate PR for ChatGPT and Gemini Queries

A few years ago, if someone wanted to learn about your company, they would probably visit your website, browse a few news articles, and perhaps check your LinkedIn page.

Today, they might simply ask ChatGPT, or Gemini.

Or whichever AI assistant happens to be popular on the news, take your pick.

Questions like “Who are the leading PR agencies in Malaysia?”, “What are some reputable accounting firms in Malaysia?” or “Which companies are known for enterprise cybersecurity solutions?” are increasingly being answered by AI-generated summaries rather than a page full of search results.

This creates a challenge for businesses because you can have a great website, years of experience, and a strong reputation within your industry.

Yet when someone asks an AI assistant about your category, your competitors appear while your company is nowhere to be found.

Speaking from a PR Agency that specialised in AI citations and reputation, we like to teach you how to optimise your corporate PR for AI, so let’s get to it.

How ChatGPT and Gemini Learn About Companies

Imagine you meet two people at a networking event.

The first person spends ten minutes telling you how amazing they are.

The second person is introduced by industry peers, receives positive recommendations from respected professionals, and is mentioned in conversations throughout the evening.

Who would you trust more? Most people would choose the second person.

AI systems often operate in a similar way.

A company’s website is important because it provides direct information. However, third-party validation often carries significant weight when establishing credibility.

Examples include:

• Media coverage
• Industry publications
• Awards and recognitions
• Conference speaking engagements
• Executive interviews
• Association memberships
• Research reports
• Expert commentary
• Directories

Search Engines are aware of the AI Slop and in the age of misinformation, verification and validation from established sites give YOUR COMPANY credibility and branding power.

The AI Visibility Pyramid

Content is important when it comes to visibility. Websites pages, press releases and maybe scoring an interview with The Star.

But put together, and you have a layered AI visibility.

Most businesses invest heavily in the first layer because, let’s be frank here, their resources can only give them so much.

But big companies gain stronger authority by investing in all four. Does that mean you need to be a multibillion dollar company to get cited by AI?

Not at all, and we argue the smaller you are, the more specialized you become and AI loves that.

Why PR Creates Signals AI Can Trust

AI systems are designed to identify patterns and relationships across large amounts of information.

If your organisation is repeatedly associated with:

• Industry expertise
• Innovation
• Leadership
• Specific products or services
• Professional achievements

Then AI will naturally bring it up in conversation. Now, this does not mean every press release will suddenly make your company appear in ChatGPT responses.

But consistent PR efforts can contribute to a stronger and more recognisable digital footprint.

Example: Teh Tarik Ice Cream Co.

Imagine you run an ice cream company famous for local Malaysian flavours such as Teh Ais Ice Cream, Milo Ice Ice Cream, and Cham Bing Ice Cream.

Sounds delicious honestly, why has nobody done it?

However, simply selling these products does not automatically make AI assistants recognise your brand as an authority on local-inspired desserts.

AI systems learn through repeated signals across multiple trusted sources.

Eventually AI stop seeing you as just another ice cream company and begins associating your brand with:

✅ Malaysian-inspired desserts ✅ Ice cream innovation ✅ Local flavours ✅ Food industry expertise ✅ Recognised brand

So if a user asks on ChatGPT “Which Malaysian ice cream brands are known for unique local flavours?”

Your brand should come up because at this point, AI has significantly more evidence to understand what your company is known for, its not 100% but it’s better than nothing.

How To Make Your Company Easier For AI To Recognise

Word of warning, do not optimize for ChatGPT directly. What we mean by this, is not to create content for AI for the sake of AI.

Instead, focus on becoming a clearer and more credible organisation online because really, AI is taught to like what humans like, and humans like clarity.

Build Consistent Brand Narratives

Make sure your company description, services, expertise, and positioning remain consistent across platforms.

Having a message house here really helps, and we have a whole blog on it.

Invest in Thought Leadership

Encourage executives and subject matter experts to contribute insights through articles, interviews, and commentary.

In practice, it means you have a ghostwriter writer for your CEO and you share it on LinkedIn, attracting industry peers who either agree or disagree, but you create the buzz!

Prioritise Relevant Industry Publications

Not all media coverage carries the same weight.

If you’re trying to become known for a specific industry, coverage in relevant publications often matters more than appearing in unrelated websites.

Always try to match your exposure to where your audience would spend their time, if they are Gen Z, Tiktok, Instagram and Reddit are good choices too, just try not to shoehorn it in, it’s cringe.

Participate in Industry Conversations

Speaking engagements, webinars, panels, and associations all contribute to authority signals.

While easier said than done, if an opportunity presents itself, say yes.

Because! You can use the event photos and slap it on your website to further boost credibility which Google and AI loves.

Develop Recognisable Areas of Expertise

Don’t be known as the brand that does everything.

• What is your USP?
• What is your specialization?
• Who do you serve?
• Why should clients choose you?

The strongest brands are often associated with specific topics rather than trying to be known for everything.

“AI likes labelling companies and people, if you say you do everything, AI will not pick you when a user asks for options. Be the most affordable, premium or tasty, whatever! Just don’t be the boring middle.”

Why Corporate Communications Teams Should Care About AI Search

Historically, corporate PR focused on influencing audiences such as:

• Journalists
• Customers
• Investors
• Regulators
• Industry stakeholders

Today, AI assistants have entered the conversation because people are increasingly using AI tools to discover information.

Conclusion: Be Visible, Be Consistent, Be Remembered

As more people turn to ChatGPT, Gemini, and other AI tools to research companies, products, and services, businesses need to think beyond their website alone.

That means:

• Monitoring how your brand appears on AI
• Paying attention to how AI mention your brands
• Make sure ensuring your messaging remains consistent across all platforms

At PRESS, we believe good PR has always been about helping organisations become known for something meaningful. The difference today is that the audience is no longer just journalists, customers, and stakeholders. Increasingly, it’s AI assistants too.

If you want your brand to be recognised, remembered, and talked about, start by giving the world, and the AI tools learning from it, a story worth repeating.

Frequently Asked Questions About Corporate PR for ChatGPT

Does Corporate PR Directly Influence ChatGPT Rankings?

AI assistants do not use traditional rankings in the same way search engines do. However, corporate PR can contribute to the visibility, credibility, and recognition signals that help organisations become better understood online.

Is SEO Still Important If AI Search Is Growing?

Yes. SEO remains an important foundation for discoverability. PR and SEO often work best together rather than as competing strategies.

What Type Of PR Activities Help Build Authority?

Thought leadership, executive interviews, media coverage, industry awards, conference participation, and expert commentary can all contribute to stronger authority signals.

Should Businesses Create PR Campaigns Specifically For AI Assistants?

Not necessarily. The focus should remain on building genuine credibility and visibility. AI recognition is often a by-product of strong PR rather than the sole objective.

Can Small Businesses Benefit From This Approach?

Yes. Smaller organisations can build recognition through niche expertise, industry participation, and consistent thought leadership, even without large PR budgets.

Will AI Replace Traditional Corporate Communications?

No. AI changes how information is discovered, but effective communication, storytelling, reputation management, and relationship building remain essential.