Discover how AI visibility tools are revolutionizing PR client reporting. Our presenters reveal strategies for tracking competitors, identifying top sources and optimizing content for better visibility.
These tips are part of the session "Next-Gen Media Relations: Preparing for the 2026 News Landscape," where our speakers help PR professionals look ahead to 2026 by offering insights on emerging trends, tools and practices that will shape how communicators build trust, pitch stories and partner with the press in the next era.
This session was part of the PRNEWS PRO Online Training Workshop: "AI-Powered Media Relations: Trends, Tools and Tactics for What's Next."
Watch the full session at this link.
Full transcript:
[JAKE DOLL]
So putting those 2 previous slides together, what I am highlighting right now is actually an example from a client report at Panblast, and I am happy to share some secrets. We, throughout the across the Pan organization have vetted and trialed quite a few different LLM visibility tools. What you're looking at right now is from Peek.AI, P-E-E-K.ai, and I really would encourage you to see what is available because this is a new type of monitoring, uh, opportunity, and there's, it seems to me, a different company appearing every day.
So while this is our current approach and it has been valuable, there's a lot available to you. That aside, what you're looking at here is a screenshot from a report where we took our client and a list of 5 to 10 of their direct competitors. From that, we had a agreed-upon list of prompts that were more commercially focused.
Think medium uh, think middle of the funnel, someone actively looking to evaluate a new vendor or, or kind of platform. From the competitors and the prompts, we also looked at a moment in time, let's say a week worth, and just tracked, how are our client and their competitive set showing up in these prompts and what are the sources that are revealing themselves across the main LLM tools?
So this, this pie graph, or what I call like a very hungry Pac-Man with its mouth wide open here, is showing that most of the sources from this, uh, from this example were from corporate, uh, sources. And that's not surprising.
All companies have a website online, and so that idea alone may not necessarily be the most groundbreaking for you, but we do get a great look at the type of or the amount of editorial sources, or if, for this specific client, if user-generated content, think the Reddits, the YouTubes, the LinkedIn of the world, is something that we should be putting more effort towards. From this, uh, across all of our across the 500 sources that we had tracked, we did find Procurement magazine as a number one resource or, or kind of reference for this client, and that's not to say that Procurement magazine would show up in every single prompt related to this, but according to our prompts list and our competitors, it was a very prevalent source.
And that's great for me as a PR leader to say, "If there's a publication that we should be prioritizing, it's probably Procurement magazine." The word probably here is also important. That point about being beholden to our robot overlords still stands. I think this is very helpful to look at and have a strategic conversation with your team or your client and say, "This is what the results of this time frame are showing us," and yes, maybe because corporate websites are a primary source, we should consider more blog swaps.
Or, "Here's a new editorial resource that we may not have prioritized, but let's put some effort towards that now, and maybe let's pull back on all of our social channels because for this particular use case, it's not the most, uh, helpful." And we don't need to say that this platform said this, we're gonna change immediately.
I think right now as we're in Q4 is a great evaluation stage. Um, so this was from Peek. I, I do think that there are other tools, more complex, uh, more capable tools that can help you take rather than just awareness of your sources, but they may say, "Hey, your competitors are showing up for this prompt."